Black Hat 2025 Recap: AI in Focus, Mingling with Media, and the Quest for a Good Story

Every August, the Offleash team trades our desks for the desert heat of Las Vegas to dive into the organized chaos of Black Hat USA. This year’s stats were impressive: 20,000 attendees, 425+ exhibitors, and 100+ briefings – but the real story can be found in the hallway chats, keynote takeaways, and coffee line conversations.

Here’s what we learned.

AI, The Hero or the Villain?
AI once again headlined the conference. Vendors showcased their latest AI-powered defenses, and fresh research emerged highlighting new vulnerabilities in LLMs like ChatGPT and Google Gemini.

In a keynote that stirred rich conversations, Silver Buckshot Ventures’ Nicole Perlroth predicted that offense could soon outpace defense in the AI arms race, a sobering reality that is far from ideal, but one the industry will inevitably need to confront.

Drawing on her decade at The New York Times, Nicole reflected on how cyberattacks have metastasized into public discourse and targeted critical lifelines: pipelines, healthcare, transportation, aviation, power, and water. Too often, she noted, these incidents are treated as one-off events, with the industry quickly returning to business as usual even as the attack surface keeps expanding. 

Stories That Defined/Dominated the Week
Our analysis shows that 82 percent of coverage that emerged from this year’s conference centered on threat research, product news, and trend pieces. The takeaway? If you want headlines, lead with compelling research.

The biggest buzz came from vulnerabilities in major platforms like Microsoft Exchange and in Dell laptops. Product launches grabbed headlines too, especially those riding the AI wave.

Corporate news also had its moments. Jen Easterly joined the Huntress Strategic Advisory Board; SentinelOne acquired Prompt Security, a startup that provides real-time AI monitoring and security; and Armis surpassed a $300M ARR milestone.

Media in Transition: New Rules of Engagement
Reality check: Fewer reporters are attending Black Hat, but media moments aren’t gone, just different. 

Instead of booking back-to-back briefings on the expo floor, vendors hosted curated experiences: fancy dinners, invite-only cocktail hours, and roundtable events. The verdict? Reporters are prioritizing meaningful interactions and conversations over shouting above the expo noise.

We also saw a surge in paid media engagements, signaling that the smartest Black Hat strategies blend earned and paid media to maximize impact, awareness, and ROI. 

Key Takeaways for PR and Media Pros
Lead with research: New threat research, especially tied to big-name platforms or AI—with clear business or consumer impact—cuts through the conference noise.

Timing is everything: Time announcements around timely news trends and topics, such as the current AI wave.

Curate connections: With fewer reporters onsite, small, intentional gatherings drive stronger connections and conversation.

We were honored to stand alongside and support our cybersecurity clients at this year’s conference as they inspired conversations on security innovation and defense. The threats ahead are unpredictable, but one thing is clear: resilience and collaboration will define the path forward.