The influx of AI-generated content in crypto media is diminishing the effectiveness of traditional Web3 press release campaigns, according to Katerina Zemskova, head of Formula, Cointelegraph’s PR brand. She highlights a growing "blindness" towards homogenized press releases, urging project teams to rethink their communication strategies. Despite high fees for widespread distribution, the similarity in content has led to reduced attention from readers and investors. AI-assisted production exacerbates this issue, necessitating content that engages both machine indexing platforms and human readers. Zemskova notes that the crypto market's susceptibility to macroeconomic and political narratives requires strategic timing and context in communication. Projects must now compete for narrative positioning, with emphasis on direct engagement from founders and key team members. Formula has shifted from fixed annual fee models to modular solutions tailored to project goals, reflecting the evolving market environment. Public relations in crypto is increasingly linked to fundraising, talent attraction, and institutional perception.