Case Study: Ayar Labs
Strategic PR Campaign Drives Market Awareness and Category Leadership for Ayar Labs
More than 600 articles in a single year across business, semiconductor, and horizontal tech media help position Ayar as the leader in co-packaged optics
Campaign Results
611
Total Articles
47%
YoY Coverage Increase
128
Tier 1 Articles
The Challenge
Ayar Labs is a pioneer in co-packaged optics (CPO), a technology designed to overcome the power, bandwidth, and scalability limits of copper interconnects in AI infrastructure. Despite CPO’s technical maturity, the industry largely overlooked it, often treating it as a long-term concept and questioning its deployability, ecosystem readiness, and real-world adoption.
Voxus launched a campaign to help media, customers, and investors understand the urgent need for CPO and its importance to the future of AI infrastructure, while positioning Ayar Labs as the category leader.
Voxus devised a PR campaign to educate the market about why copper interconnects could no longer support AI scale and why Ayar Labs’ approach to CPO was a true solution. In order to lead this narrative ahead of broader market consensus, Voxus’s strategy was to put Ayar Labs in a position to shape industry dialogue rather than react to it, prioritizing long-term market education, ecosystem validation, and strategic industry alignment over traditional, short-term feature promotion.
Voxus launched the program with education-focused blogs and executive thought leadership to explain the critical need for co-packaged optics (CPO) as a replacement for copper interconnects in scaling AI. To ensure credibility, the team timed CEO-level commentary at key industry moments with high-profile outlets like Reuters and showcased working product demos at major industry events such as OFC.
The announcement of strategic partnerships with ASIC leaders like GUC and Alchip were timed to coincide with key conferences, effectively driving industry leaders to Ayar’s booth to view live technology. This sustained, milestone-driven approach successfully shifted industry perception of CPO from a speculative future concept to essential, deployable AI infrastructure. The tangible results were significant, with total media coverage increasing by 47%, jumping from 415 articles in 2024 to 611 in 2025. Ayar Labs secured 128 Tier 1 articles, which accounted for 21% of its overall coverage, while capturing a 39% share of voice among primary competitors. Ultimately, the program established Ayar Labs as a recognized leader in the ecosystem and a pivotal voice in the AI infrastructure dialogue.
Highlights
Over 20% of total coverage in Tier 1 outlets.
Achieved 39% share of voice vs. top competitors.
Co-packaged optics appeared in 77 headlines, driving greater market awareness.
Ayar Labs is transforming AI infrastructure with the industry’s first proven co-packaged optics (CPO) solution manufactured in partnership with the world’s leading semiconductor ecosystem. By unlocking performance gains and reducing workload costs in power-constrained environments, Ayar Labs’ optical engines are key to enabling next-generation AI scale-up.
Featured In
Broad industry coverage across tech, business, industry, channel and more.