ITSPmagazine How Novel Is Novelty? Security Leaders Try To Cut Through the Cybersecurity Vendor Echo Chamber | Reflections from Black Hat USA 2025 | A Musing On the Future of Cybersecurity with Sean Martin and TAPE3 | Read by TAPE3
Black Hat 2025 was a showcase of cybersecurity innovation — or at least, that’s how it appeared on the surface. With more than 60 vendor announcements over the course of the week, the event floor was full of “AI-powered” solutions promising to integrate seamlessly, reduce analyst fatigue, and transform SOC operations. But after walking the floor, talking with CISOs, and reviewing the press releases, a pattern emerged: much of the messaging sounded the same, making it hard to distinguish the truly game-changing from the merely loud.
In this episode of The Future of Cybersecurity Newsletter, I take you behind the scenes to unpack the themes driving this year’s announcements. Yes, AI dominated the conversation, but the real story is in how vendors are (or aren’t) connecting their technology to the operational realities CISOs face every day. I share insights gathered from private conversations with security leaders — the unfiltered version of how these announcements are received when the marketing gloss is stripped away.
We dig into why operational relevance, clarity, and proof points matter more than ever. If you can’t explain what your AI does, what data it uses, and how it’s secured, you’re already losing the trust battle. For CISOs, I outline practical steps to evaluate vendor claims quickly and identify solutions that align with program goals, compliance needs, and available resources.
And for vendors, this episode serves as a call to action: cut the fluff, be transparent, and frame your capabilities in terms of measurable program outcomes. I share a framework for how to break through the noise — not just by shouting louder, but by being more real, more specific, and more relevant to the people making the buying decisions.
Whether you’re building a security stack or selling into one, this conversation will help you see past the echo chamber and focus on what actually moves the needle.
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This story represents the results of an interactive collaboration between Human Cognition and Artificial Intelligence.
Enjoy, think, share with others, and subscribe to "The Future of Cybersecurity" newsletter on LinkedIn.
Sincerely, Sean Martin and TAPE3
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✦ Resources
Black Hat 2025 On Location Closing Recap Video with Sean Martin, CISSP and Marco Ciappelli: https://youtu.be/13xP-LEwtEA
ITSPmagazine Studio — A Brand & Marketing Advisory for Cybersecurity and Tech Companies: https://www.itspmagazine.studio/
ITSPmagazine Webinar: What’s Heating Up Before Black Hat 2025: Place Your Bet on the Top Trends Set to Shake Up this Year’s Hacker Conference — An ITSPmagazine Thought Leadership Webinar | https://www.crowdcast.io/c/whats-heating-up-before-black-hat-2025-place-your-bet-on-the-top-trends-set-to-shake-up-this-years-hacker-conference
Learn more and catch more stories from our Black Hat USA 2025 coverage: https://www.itspmagazine.com/bhusa25
Catch all of our event coverage: https://www.itspmagazine.com/technology-and-cybersecurity-conference-coverage
Citations: Available in the full article
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Sean Martin is a life-long musician and the host of the Music Evolves Podcast; a career technologist, cybersecurity professional, and host of the Redefining CyberSecurity Podcast; and is also the co-host of both the Random and Unscripted Podcast and On Location Event Coverage Podcast. These shows are all part of ITSPmagazine—which he co-founded with his good friend Marco Ciappelli, to explore and discuss topics at The Intersection of Technology, Cybersecurity, and Society.™️
Want to connect with Sean and Marco On Location at an event or conference near you? See where they will be next: https://www.itspmagazine.com/on-location
To learn more about Sean, visit his personal website.
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