After another whirlwind week at RSAC 2025, one thing is clear: the show is evolving, fast. It’s still a cornerstone for cybersecurity, but vendors are rethinking how they show up, engage prospects, and share their story. From offsite activations and flashy booth gimmicks to a surge in paid media, this year marked a clear shift in strategy.
Here are four trends that stood out to me:
AI Took Center Stage — Again
No surprise, AI once again dominated conversations. And while last year was all about speculation, this year’s AI discussions felt more grounded — and also more urgent. At this year’s conference, it wasn’t just vendors hyping AI; practitioners were asking hard questions about how to secure it and how to make sure it works for security, not against it.
The big theme? AI agents are becoming a real part of the security workflow. A wave of announcements highlighted how they’re being used to reduce alert fatigue, automate repetitive tasks, and accelerate threat triage. This wasn’t hypothetical—vendors came to RSAC with real demos and product launches, marking a shift from future promise to practical deployment.
Another hot topic: securing AI itself. Monday’s big news — Palo Alto Networks acquiring Protect AI — drove much of that discussion. It marked one of the first major acquisitions focused on securing AI/ML applications and models, underscoring how critical this space is becoming.
Brands Ditch The Booth For Experiential Activations
Offsite, experiential spaces and events aren’t exactly new to RSAC, but this year, they were everywhere. It felt like a noticeable shift – vendors were thinking beyond the booth. One of our clients, Chainguard, even co-hosted an RSAC afterparty with pop band The Chainsmokers, who are founders of Chainguard investor Mantis VC.
Last year, everyone was talking about Palo Alto opting out of the show floor entirely; this year, other brands took note. This shift echoes a question I’ve heard more often in recent years: are booths really effective at driving qualified leads and meaningful conversations?
Many clients are seeing fewer substantive conversations happening at the booth, which are largely packed with swag grabbers and RSAC t-shirt collectors.
But despite these concerns and the rising costs associated with booths, many companies are still not ready to forgo a booth altogether, expressing concern about losing awareness if not on the show floor.
Balancing Awareness (and Goats) with Generating Actual Leads
I always take a lap or two around the show floor to see how companies are showing up—and this year, they pulled out all the stops: monster trucks, retro arcades, basketball hoops, and yes, puppies and goats. You couldn’t walk 10 feet without hearing, “Did you see the puppies?” or “Where are the goats?”
Mid-day animal therapy? I’m in. But it made me wonder: what’s the right balance between showing up and standing out, between drawing a crowd and delivering real ROI?
At one booth, I watched attendees line up to pet goats while staff scanned badges without saying a word about what the company actually did. And honestly, I don’t even recall the goat company’s name, but the goats were great.
This all ties back to a bigger point: there’s a difference between brand awareness and lead generation. The goats dominated the floor buzz, but did they capture the most qualified leads?
Publications Lean Into Paid Opportunities
One big shift this year: the rise of paid media at RSAC. As reporters become more selective with packed schedules and limited bandwidth, many vendors are turning to sponsored opportunities to secure coverage, something that was rare just a few years ago.
In response, more publications are leaning into paid media, and it makes sense. For vendors, it guarantees coverage, aligns with their message, and offers control over timing and content. Whether it’s a product launch, research release, or rebrand, these paid opportunities provide a direct line to audiences when earned coverage isn’t guaranteed. This year, I saw more of it than ever: Broadcast Alley was packed, and nearly every Marriott conference room was booked for branded content, podcasts, and paid interviews.
As RSAC evolves, so do vendor strategies—from rethinking booths to leaning into experiential moments and paid media. The common thread is greater intentionality, and it’s clear the RSAC playbook is being rewritten in real time.
Learn more about Inkhouse’s integrated communications campaigns for fast-growing cybersecurity companies.
