RSAC 2025 Expo Recap: Goats, Puppies, and Threat Intelligence

The 2025 RSA Conference in San Francisco once again showcased the cutting edge of cybersecurity innovation. This year's expo floor was particularly vibrant, reflecting how the industry continues to evolve in response to increasingly sophisticated threats. As I navigated the bustling halls, I noted key highlights and trends that are notable for the conference and shaping the security market.

AI Assisted Security Operations

The most prominent theme throughout the expo was the integration of advanced AI into security tools. This year's offerings demonstrated AI assisted capabilities that provide actionable intelligence and simplify complex tasks. Several vendors showcased platforms that went beyond just incorporating AI but now take actions to offload some of the work of security practitioners. When businesses need to do more with less along with the struggle to find security talent, this should go a long way.

The Spectrum of Threat Intelligence

One thing that caught my eye when walking the expo floor was the number of vendors and booths displaying Threat Intelligence signage prominently on their displays and TVs. After talking to reps at the booths, it was clear that there is a wide spectrum of threat intelligence available, and it is important to know which type works best for you and asking what sort of threat intelligence the vendor is offering. One one end of the spectrum, you have some vendors are providing true first-party threat (first-party threat intelligence—data collected directly by the vendor through their own sensors, honeypots, and research teams—providing unique visibility that can't be found elsewhere) intelligence, while the other end of the spectrum are vendors providing threat intelligence in their products that consists of the ability to take in an open source feed.

Animals of Cybersecurity Marketing

A big highlight of the expo were two vendors taking a decidedly analog approach to standing out on the crowded RSAC expo floor. Attendees could take a break from technical discussions to spend a few minutes cuddling the puppies who were available for adoption. Just across the room, a small pen of miniature goats complete with hay bales and "Greatest Of All Time (GOAT)" signage, created an effective contrast to the high-tech solutions being pitched. Both animal-themed booths proved that in the battle for attendee attention, sometimes the most effective strategy is simply offering a moment of joy amid the cybersecurity intensity.

Recorded Future’s Branding and Malware Intelligence on the Expo Floor

A highlight for me was seeing Recorded Future’s new brand on display front and center on the show floor with the new electric blue and bold red accent colors. The boldness of the brand stood out amid a sea of sameness – dark displays, matrix-like code animations, and ubiquitous hooded figures – and captured what Recorded Future is all about. When organizations are facing increasingly sophisticated threats, they need a bold partner that stands out from the others with clarity, focus, and actionable insights.

Coupling the new brand with the launch of Recorded Future’s new Malware Intelligence offerings made the booth one of the must see stops as attendees made their way around the floor. Attendees were able to see demos of the product and see for themselves how Malware Intelligence helped achieve the following outcomes:

• Reduction in time spent analyzing malware samples
• Automated malware detection at scale
• Shift from reactive to proactive and spot emerging threats before they become a problem

The average team saves 11 hours weekly on threat analysis, hunting, and reporting efforts with Recorded Future Malware Intelligence (Source)

The team also discussed the new capabilities available with Malware Intelligence including malware hunting, Auto YARA Rules, and malware Alerts.

Don’t worry if you were unable to stop by the booth, you can find more information on Malware Intelligence on the new Recorded Future website at www.recordedfuture.com/malware-intelligence.

Looking Ahead

As I left the expo floor, it was clear that the cybersecurity industry continues its march toward more integrated, intelligence-driven approaches. The vendors that stood out weren't those with the flashiest booths or the most aggressive marketing—they were those offering genuine advancements in connecting disparate security data points into coherent, actionable intelligence. As the conference comes to a close, it was great to hear all the new ideas, see the keynotes, and network with other security practitioners. I look forward to RSAC 2026 and I am curious what animals might be on the show floor next year.