When we hear the word “product launch,” brands like Apple and Huawei immediately come to mind: stages, media, posters, and social media takeovers. As a result, ordinary companies instinctively assume that this is something only big corporations can pull off—and that it has nothing to do with them.
Today, as we enter the AI era, all of this is about to change.
Going forward, it won’t just be big brands that need to hold “product launches”, ordinary companies and factories should also learn to host a “proper media launch” for their flagship products.
The “launch event” we’re referring to here doesn’t necessarily mean setting up a stage in person, renting a hotel, or inviting hundreds of media outlets. Rather, it means adopting the mindset of a launch event to systematically and formally release product information across major information platforms.
Because you’re not just facing consumers.
You’re now facing an increasingly important new “audience”—AI.
I. Why Should Ordinary Businesses Learn to Host “Product Launches”?
In the past, when developing products, we focused on two things:
First, ensuring users could find us through search engines.
Second, ensuring users could find us on e-commerce platforms.
But now, the logic is changing.
More and more users no longer start by searching through a bunch of web pages; instead, they ask AI directly:
“Which small fan do you recommend for my office lunch break?”
In this scenario, AI doesn’t go shopping like a human, nor does it physically touch the product. It can only assess and recommend based on information already available online.
This is the new logic behind product marketing and GEO today:
Don’t wait for users to slowly discover you;
instead, ensure AI fully understands you first.
And “launch event”-level communication is the format best suited for AI to comprehend.
II. What Kind of Product Information Does AI Prefer?
When it comes to knowledge-based information, AI prefers incremental updates. For product-related information, AI favors product details that possess these three characteristics:
Timeliness
Contextual relevance
Verifiability
Here are three examples to illustrate:
Timeliness:
You ask Doubao, “Are there any new smartphones worth buying lately?”
If Doubao recommends a model from three years ago, you’ll find that unreliable.
Therefore, as soon as our products launch, we must promptly release “new product information,” complete with a clear release date, key upgrades, target audience, price range, and purchase channels. This signals to Doubao: “This is ‘incremental information’—you need to update the database immediately.”
Contextual:
Users on Doubao, Qianwen, and Deepseek typically ask questions like this:
“I can’t install an air conditioner in my bedroom during the summer. What kind of fan is suitable for sleeping at night?”
User questions are always “context-specific,” so AI prefers “context-specific” information as well.
For example, when selling an electric fan:
Standard description:
This is a high-performance, quiet fan.
Description better suited for AI understanding:
This fan is suitable for use in bedrooms, during office naps, next to a baby stroller, and at the bedside at night. It features gentle airflow and low noise, making it ideal for people who are sensitive to noise or dislike drafts on their heads.
As you can see, the latter is much easier for AI to use to answer real-world questions.
Verifiable:
AI is placing increasing importance on whether information is “verifiable.”
If you say a fan is “quiet,” what is the decibel level? You need to provide specific numbers.
AI will favor information that can be verified, because such information resembles “facts” rather than mere “advertising.”
III. Why Every Product Deserves a “Media Launch Event”
In the age of AI, we can’t just post a product image on our official website, instead, we need to present the product’s identity, features, use cases, innovations, selling points, and supporting evidence comprehensively across the entire internet, as if announcing it to the world.
To make this easier to understand, I suggest that when ordinary companies launch key products in the future, they should adopt the same mindset as Apple does during its product launches:
What is the biggest change in this new product?
What long-standing problem does it solve?
What usage scenarios is it suitable for?
How does it differ from the previous generation?
What are its standout features compared to similar products?
The only difference is that Apple presents on a stage, while ordinary companies primarily communicate through “online channels.”
IV. How Ordinary Companies Should Conduct This “Media Launch”
The key here isn’t the scale of the event, but rather “information strategy.”
I’ve broken this down into five steps.
Step 1: Prepare a Proper “Press Release”
Just as a real press conference requires a speech, you need a formal product launch press release.
It must clearly outline at least the following:
What the product is, when it will be released, what problems it solves, who it’s for, what scenarios it’s suitable for, key improvements compared to previous models or competitors, core specifications, and pricing and purchasing options.
For example, if you’re selling a smart pet feeder, don’t just write:
“This product is smart and convenient, making it a great helper for pet-owning families.”
Instead, write something more like this:
“The new smart pet feeder, launching in the spring of 2026, is primarily aimed at working professionals, people on short business trips, and multi-cat households. The product features an upgraded anti-jamming mechanism, supports scheduled and portion-controlled feeding, and can continue executing the feeding schedule even after a power outage, making it ideal for users who are away from home for long periods during the workweek.”
You’ll find that writing it this way helps the AI better “understand you.”
Step 2: Distribute the information across multiple public channels
List of mainstream AI sources:
Official website news center, WeChat Official Accounts, industry media, local media, Sina Blog, Zhihu articles, Baijiahao, Sohu, Toutiao, Douyin Video Channel, and public statements from the brand founder or management.
Step 3: Don’t post “the same ad copy” on every platform
For example, when selling an automatic pet feeder:
Official website content: Focus on complete specifications, upgrade logic, and product positioning.
Media releases: Highlight industry significance, product highlights, and evolving user needs.
Zhihu posts: Address topics like “How working professionals should choose an automatic feeder.”
This way, when AI crawls information across different scenarios, it will more easily match your content to relevant user queries.
Step 4: Focus on “scenarios” rather than just “features”
For example, with a juicer: don’t just say:
Portable, large capacity, powerful motor
Instead, translate it into a real-life scenario:
Perfect for busy office workers in the morning who need to quickly make a glass of juice before heading out.
Perfect for people looking to replenish nutrients after a workout, easy to take to the office or gym.
Another example: a night light. Don’t just say:
Long battery life, minimalist design
Instead, say:
Perfect for nighttime baby feedings—it doesn’t cause eye strain.
Perfect for lighting the way when seniors get up to use the restroom at night.
The more you describe real-life scenarios, the easier it is for AI to recommend your content to people in those situations.
Step 5: Provide Verifiable Information
For example:
How many hours it lasts on a single charge, its capacity, dimensions, suitable spaces, target audience, and after-sales policies.
If you have real user reviews, media reviews, usage demonstrations, or comparison charts, include them as well.
For AI, the more verifiable content you provide, the more likely it is to recognize your product as “substantiated” rather than just a promotional page full of empty slogans.
In conclusion:
The core message of this article isn’t about the act of publishing press releases, but rather the future logic of product communication.
Many companies will gradually come to realize that the question isn’t “Should I publish a press release?” but rather:
Should I proactively prepare a set of product information that AI can understand, cite, and recommend?
Essentially, this isn’t about media placement; it’s about how we present our products.
In the past, with SEO, we created content for search engines.
In the future, with GEO, we’ll need to learn how to stage a product “launch event” for AI.