RSA Conference 2025 in San Francisco was a high-energy showcase of cybersecurity’s innovative future, with 44,000 attendees, 650 exhibitors, and a flood of new ideas.
For this post, FINAO focuses in on the trends shaping cybersecurity marketing and branding—and how some of our clients are helping to lead the charge. Here’s what moved the needle and what flopped at RSAC 2025.
Messaging: Automation Out, Autonomous & Agentic AI In
Trend:
Marketing language has shifted to mark the monumental arrival of actual intelligent systems that analyze, decide, and act independently. Terms like automation now feel static and old while messaging centered on autonomous and agentic AI indicate tech-forward and visionary thinking.
With 40% of RSAC’s 2,800 sessions focused on AI, keynotes like “Security in the Age of Agentic AI” underscored its power to transform threat response. But risks, like managing non-human identities, kept the hype in check.
Marketing Impact:
It’s definitely appropriate to swap terms like “automation” for more current “autonomous”, or “agentic AI” language to keep your messaging fresh. CISOs want AI that acts like a trusted teammate, not just a tool. Clear, no-nonsense language builds credibility. Just make sure your product can walk the walk.
Standouts:
Abnormal AI launched AI Phishing Coach and Data Analyst, delivering autonomous phishing defense and data insights.
Intezer showcased AI-driven incident response, emphasizing transparency and efficiency.
WitnessAI tackled AI governance, ensuring agentic AI stays secure and compliant.
Action:
Highlight outcomes like “80% fewer alerts, no human oversight.” Have a look at Abnormal AI’s case studies for inspiration.
Thematic Missteps, Goats Missed the Mark
Trend:
Livestock-themed booths, like those with live goats, sparked buzz but ultimately flopped. Pros: They got people talking. Cons: The “petting zoo” vibe (plus a nearby mini animated T-rex) felt awkward and disconnected.
Marketing Impact:
Bold themes must align with your message. Gimmicks that distract from your value erode trust.
Standouts:
Lumos and Intezer skipped stunts for interactive AI demos that engaged and educated.
HackerOne leaned into its hacker ethos with a bug bounty challenge booth—relevant and compelling.
HiddenLayer leaned into their humanness and family oriented company culture to connect with real stories about leadership and employees.
Action:
Keep themes authentic. Product-focused experiences, like HackerOne’s, outshine gimmicks.
Visual Branding, Simplicity Cuts Through
Trend:
The expo floor was a chaotic 650-booth battle for attention. Clean, bold branding won out; cluttered, tech-heavy designs faded into the background. Simplicity drove engagement and recall.
Marketing Impact:
Streamlined visuals—bold logos, minimal colors, clear taglines—grab attention fast. Complexity buries your message.
Standouts:
HackerOne drew crowds with a sleek, hacker-focused booth and “Hack the Future” messaging.
Vanta nailed compliance with a minimalist purple design and “Trust, Automated” tagline.
Rubrik used clean visuals to spotlight data resilience, keeping the focus on value.
Action:
Design for a 5-second impact. Vanta’s booth shows how to make every visual count.
AI Value Proposition, Scale Without Growing Teams
Trend:
CISOs need to tackle bigger threats without bigger budgets. Agentic AI enables scaling operations while keeping headcount lean, a theme echoed in sessions on non-human identities and deepfake defenses. HiddenLayer’s takeaway—“do more with less”—hit the mark.
Marketing Impact:
Focus on efficiency: faster responses, lower costs, no new hires. Metrics beat features in boardroom pitches.
Standouts:
Lumos streamlined identity governance for non-human IDs, scaling security effortlessly.
Vanta automated compliance, letting teams expand without added staff.
Rubrik cut ransomware recovery time with AI, boosting resilience without overhead.
Action:
Lead with stats like “50% faster response, no new hires.” Lumos’ client stories are a blueprint.
How FINAO Clients Won
RSAC 2025 cemented agentic AI, simple branding, and lean scaling as cybersecurity’s near future messaging pillars. HackerOne, WitnessAI, Lumos, Intezer, Vanta, Rubrik, and Abnormal AI all embrace these trends effectively. They are the real G.O.A.T.S. of RSAC proving that sharp messaging, bold visuals, and real value win, time and again.
