In adtech today, having an AI narrative isn’t optional — it’s essential. In fact, I’d argue that a differentiated and credible AI story is directly tied to an adtech company’s valuation.

That’s a good thing in many ways. It’s exciting to see the real AI innovation happening across the space, with companies developing meaningful solutions that deserve attention. Unfortunately, it has also caused a surge in AI theater: companies making vague, inflated claims about capabilities they don’t actually have.

So, how do reporters separate hype from substance? And what makes an adtech company’s AI story actually stand out?

To explore that, I spoke with ADWEEK’s AI reporter, Trishla Ostwal, about how she’s approaching her beat — from spotting “AI-washing” to identifying what makes a story worth telling.

Q: What makes an AI story from a company compelling to you as a reporter?

Trishla: “A company that’s solving a real business or industry problem using the latest technology—like generative AI or AI agents—and can show measurable results. Data-backed examples or clear success stories make it both a compelling story to report and one that resonates with readers.”

Q: How do you separate hype or “AI-washing” from real, meaningful AI innovation?

Trishla: “It usually comes down to specifics. Companies that can clearly articulate what their model or system actually does, how it integrates into workflows, and what measurable impact it’s had are more credible. If the explanation feels vague or packed with buzzwords, that’s usually a red flag. Another one is when a company claims to solve too many problems at once instead of focusing deeply on one or two areas.”

Q: What’s your perspective on AI standards and how they’re beginning to shape adtech?

Trishla: “It depends on how we define AI standards and what parameters they include. That said, they’re critical for transparency and accountability to what’s currently a fragmented ecosystem. As AI becomes more embedded in ad decisioning, creative generation, and measurement, shared standards will help with  fairness and trust across the supply chain.”

Q: From your view, what’s more compelling to cover: brand applications of AI or adtech platform applications of AI?

Trishla “Both.”

Q: If you had to describe AI in adtech in one word, what would it be?

Trishla: “Two words, actually: evolving and obfuscating.”

—

Chris Harihar is a 15-year adtech PR veteran who has led communications for industry leaders like DoubleVerify and Yahoo DSP. He has helped both category leaders and emerging startups define their stories, sharpen their positioning, and turn communications into growth.

👉 Building your company’s AI narrative? Reach Chris on X (@chrisharihar), LinkedIn, or by email.