Palo Alto Networks
How Cyberattackers Are Innovating With AI
A field guide to how attackers use AI, setting up the case for AI-driven defense.
- views
- 1,000+
The campaign
Precision AI was Palo Alto Networks’ brand campaign for its AI-driven security, and it remains the marquee campaign on paloaltonetworks.com. Its audience was broad, from SOC analysts and infrastructure developers up to CISOs. This infographic gave that audience a concrete picture of what attackers are already doing with AI, alongside executive bylines and a new set of SEO pages on AI in cybersecurity.
Why it mattered
Before buyers will listen to an AI security pitch, they need to accept the problem. My analysis showed that industry-trend content resonated most with our CISO audience, so the campaign led with the threat landscape rather than the product.
How it was built
Research
I analyzed content performance in Tableau and found that executive bylines and industry-trend pieces were the most effective formats with CISOs. In Conductor, I reviewed competitors’ content and found Fortinet and CrowdStrike had published on AI in cybersecurity but ranked weakly, leaving room for us to own the topic.
Concept
Twelve attacker techniques sorted into three categories: accelerating attacks, creating new attack vectors, and scaling attacks. The grouping gives the reader a mental model, not just a list.
Writing
I partnered with product marketing to map personas and pain points, and gave them a review at each cycle so the story held up for practitioners and executives alike. Each technique is a short label and one line of explanation, so the full piece reads in about a minute.
Design
A connected-node layout that suggests attack chains, closing on a single panel for AI-driven defenses.
Results
More than 1,000 views, with distribution through Palo Alto Networks’ LinkedIn channel. The Precision AI campaign it supported beat its MQL target by 75%, beat its traffic target by 150%, and influenced $20M in pipeline.