Press release for technical product - is it worth it?

We are a small team with mostly developers. We are struggling with press releases, we can write technical content and it is performing really well and getting lots of traffic and awareness.

Press releases are taking lots of out time - few questions:

• We have a technical product, first of all is it worth doing PR activities?
• How creative we have to be to do press releases?
• Is there any AI writing tool that can help with writing process and improve our efficiency?

Thanks for the help!