Artificial intelligence experienced its latest disruption when DeepSeek, a then almost-unheard-of name in the industry, came out of nowhere with a model that rivaled, if not outperformed, some of the biggest players in the space. Practically overnight, DeepSeek became the name dominating AI conversations, overshadowing the usual industry giants.
At first glance, its success could be attributed solely to technical achievement. DeepSeek’s new model challenged the notion that cutting-edge AI development required billion-dollar investments and massive computing power. Instead, it proved that thoughtful optimization and strategic efficiency could yield results just as impressive, if not more so, than brute-force computational dominance.
But there was more at play than just the numbers. The way DeepSeek captured attention, and held it, was a masterclass in positioning, messaging, and the power of an underdog narrative.
Letting the DeepSeek Product Shine
The launch itself was relatively quiet. There were no flashy press releases and no massive marketing campaigns. Instead, DeepSeek let its technology speak for itself, releasing benchmarking results that showed its smaller, more efficient model outperforming much larger competitors. Within AI research circles, this was enough to spark interest, but what truly propelled DeepSeek into the mainstream conversation was an unexpected twist: OpenAI’s public critique.
OpenAI intended to discredit the upstart when it suggested that DeepSeek may have used its proprietary code without permission. Instead, the accusation backfired spectacularly. Rather than tarnishing DeepSeek’s reputation, it framed the company as a challenger to the establishment, drawing support from the AI community and beyond. Instead of skepticism, DeepSeek was met with curiosity. Could a smaller player really be capable of competing at this level? The debate only fueled interest in the company’s work, turning what could have been a niche technical story into a viral moment.
The Power of Standing Still
DeepSeek’s response, or lack of, further solidified its credibility. The company didn’t engage in public sparring or issue defensive statements. Instead, it let the results stand on their own. The more people examined the model's performance, the clearer it became that DeepSeek created something remarkable. The narrative shifted from accusations of impropriety to a broader discussion about whether the industry’s most well-funded players had become too reliant on raw computing power at the expense of smarter, more efficient innovation.
Brand Positioning and Transparency
Beyond the immediate buzz, DeepSeek’s rise offers a powerful case study in brand positioning and strategic communication. Rather than relying on hype, it leaned into transparency, openly sharing details of its methodology and research. In a space where grand AI claims are often met with skepticism, this approach built trust. The company also aligned itself with the open-source community, reinforcing its image as an innovator who contributed to the field, rather than a secretive entity guarding proprietary breakthroughs.
The lessons from DeepSeek’s ascent extend far beyond AI. It’s a reminder that disruption is about more than just technology, it’s about timing, perception, and the ability to capture the right narrative at the right moment. For companies looking to break into competitive spaces, it’s proof that a well-positioned challenger can shift the conversation away from industry incumbents, even without massive resources.
DeepSeek’s emergence marks a turning point in AI, but it also signals something larger: the growing power of strategic storytelling in tech. In an industry often dominated by the biggest budgets and loudest voices, DeepSeek proved that sometimes, the most effective way to win attention is simply to do the work, and let the world take notice.
Lessons for PR Professionals
DeepSeek’s rapid rise offers several key takeaways for PR professionals looking to help brands break through competitive noise and own the conversation.
- Let Your Work Speak for Itself
DeepSeek didn’t rely on a flashy launch or overhyped promises. Instead, it let its product and results drive the narrative, allowing credibility to build organically.
Takeaway: Brands that focus on delivering tangible value, rather than just talking about it, can often create stronger, more authentic engagement. Letting data, performance, and independent validation tell a story builds long-term trust.
- The Power of the Underdog Narrative
DeepSeek benefited from the classic challenger-versus-incumbent dynamic. The OpenAI controversy only amplified its positioning as the scrappy, innovative disruptor taking on industry giants.
Takeaway: Audiences love a David vs. Goliath story. If your brand is a challenger, lean into that positioning, especially when going up against legacy players. A well-crafted underdog narrative can generate attention and goodwill.
- When Crisis Strikes, Stay Focused
Rather than getting defensive or engaging in a public battle, DeepSeek stayed the course. By keeping the focus on its product and results, it let the controversy burn out on its own.
Takeaway: Not every crisis requires a public rebuttal. Sometimes, the best response is to let your credibility and achievements do the talking. Overreacting to criticism can often do more harm than good.
- Transparency Builds Trust
DeepSeek’s open approach to sharing research, benchmarks, and methodologies contrasted sharply with the secrecy often seen in AI development. This transparency reinforced its credibility, and earned it allies in the tech community.
Takeaway: Consumers and industry insiders alike appreciate transparency. Whether in AI or any other industry, sharing process, findings, and improvements can position a brand as trustworthy and forward-thinking.
- Timing and Context Matter
DeepSeek’s success wasn’t just about what it did, it was about when it did it. The company entered the conversation at a moment when skepticism about Big AI’s dominance was growing, and its message of efficiency over brute force was exactly what the industry wanted to hear.
Takeaway: The best PR campaigns aren’t just about having a good story, they’re about placing that story in the right cultural or industry moment. Pay attention to broader narratives and position a brand accordingly.
DeepSeek’s case is a reminder that in today’s crowded media environment, getting noticed isn’t just about having the best technology or the biggest budget. Smart messaging, strategic timing, and a well-crafted narrative can be just as powerful. For PR professionals, the lessons from DeepSeek’s rise offer a blueprint for how brands, especially challengers, can capture attention, navigate controversy, and take over the conversation.
Lori Ruggiero is Managing Partner & EVP at 5WPR.