What I Learned About AR at AR Engage Live (That Changed How I Work)

I've been a PR and communications professional for over 12 years, but I didn't truly understand analyst relations until I dove in completely. Most recently, I joined Torrie Communications to focus exclusively on AR efforts alongside Beth Torrie. While I had worked with AR teams at companies like Anthropic, Salesforce, and Writer, you don't know what you don't know.

To get up to speed, I took the Analyst Relations Learning Curve course, which I'd highly recommend to anyone making a similar transition into AR or wanting to deepen their skills. My first few months working closely with Beth were spent translating that knowledge into practice, mastering client communication styles, understanding the nuances of working with AR firms, and decoding Gartner Magic Quadrants and Forrester Waves (both of which our clients have been named leaders in this year, humble brag).

But the real turning point came a few weeks ago at ARInsight's AR Engage Live 2025 in San Francisco. That's when everything clicked. Absorbing content alongside 150+ other consultants, corporate leaders, and AR professionals, I was energized by the speakers, hallway conversations, and even the discussions I overheard in passing.

With the year wrapping up, I’ve been reflecting on this pivot and wanted to share a handful of conference insights that shifted how I approach - and think about - the work.

From Undergrad to Master's in Analyst Relations

I came to AR Engage Live with a PR background, plenty of curiosity, and a genuine desire to understand how seasoned analysts are navigating the rapid pace of change in our industry. As someone still finding my footing, I was struck by the question: What does it actually take to be successful in this field–and do I have the chops?

One framework presented at the conference resonated deeply with me, and I couldn’t take notes fast enough. To build yourself as a strategic intelligence partner, you need to develop four core competencies:

• Product fluency: Know your company's offerings and roadmaps inside and out

• Executive presence: Communicate with confidence and credibility at all levels

• Intelligence systems: Build processes to capture, synthesize, and share analyst insights

• Insight partnerships: Cultivate genuine relationships with analysts based on authentic value exchanges

These struck me as the foundation of effective AR work. If my communications background was the undergrad degree, this framework felt like the master’s track – a north star for where to grow next and how to get there.

The AI Inflection Point is Your Moment

Let's talk about AI because, of course, we have to. Unsurprisingly, AI dominated many conversations. What struck me was how much untangling still needs to happen as professionals, from remote consultants to global in-house AR teams, figure out how to adapt their strategies. But here's what makes this moment different: AI is automating the grunt work, not replacing the strategic thinking. If you've been eyeing AR, now's the time. The role is evolving to focus on what humans do best: context, relationships, and judgment.

One takeaway felt especially urgent: we're shifting from SEO to GEO (Generative Engine Optimization). If your company isn't positioning itself correctly and clearly on your website, AI engines will do it for you, and they may get it wrong. Don't let AI inferences become the default answer when potential customers research your product. Spell out your value proposition, your differentiation, and your positioning explicitly. This isn't just an AR concern; it's a communications imperative across the board.

Another creative idea that stuck with me: building custom GPTs for key analysts to help curate insights, draft newsletters, and keep institutional memory intact. It’s labor-intensive, but for high-priority relationships, it could be a powerful new layer of personalization.

AR's Strategic Role Is Expanding, While Getting More Complex

What shone through in nearly every session was this: to be successful in AR, you must deeply understand where your company is coming from and recognize that every organization is different. What works in fintech won't work in healthcare; what works for a Series B startup won't work for an established platform. There's no one-size-fits-all playbook.

That said, AR's role is getting more complex and becoming more strategic. Today's effective AR professionals are doing three critical things:

1. Synthesizing market patterns to identify trends and competitive threats

2. Advising the executive team to shape product roadmaps and messaging with analyst-informed insights

3. Driving strategic analyst engagement by influencing the right analysts, at the right time, with the right insights

This isn't just about briefing analysts anymore. It's about being a strategic intelligence partner to the business.

Looking Ahead

These themes - adapting to AI while the technology continues to evolve, understanding each company from the inside out, and committing to upskilling - have fundamentally shaped how I approach my work.

The biggest mindset shift for me?

AR has to drive business value. Analyst contracts are expensive, and if you’re not advocating actively for how your company uses them, you’re not maximizing the role, and the role won’t evolve with you…

I’d love to hear from others: What’s the biggest shift you’ve seen in AR lately?

Huge thanks to Howard Kogan and ARInsights for an incredibly thoughtful (and free!) event, and to all the speakers and attendees who shared insights I’m still thinking about, especially Liza Adams, Nathan Herrman, Harold Jackson, and Arthur Bailey.

Already counting down to the 2026 event!