"Attention was already the scarcest resource in marketing before AI arrived. It was finite, fragmented across an expanding universe of channels, and increasingly expensive to acquire through paid means."
"AI has made the attention problem substantially worse, flooding every channel with more content, more frequently, than audiences have any realistic capacity to absorb."
"The effect on audience behaviour is predictable and already measurable. Filters are sharpening. Scroll velocity is increasing. The threshold for what earns genuine engagement is rising."
"The paradox of more reach and less impact is a counterintuitive experience in current marketing, where expanding reach does not equate to effective audience engagement."
The challenge of capturing audience attention has intensified due to the overwhelming volume of content generated by AI. Brands face a unique problem in 2025, as traditional strategies yield diminishing returns. The increase in content production across digital channels has not corresponded with an increase in audience engagement capacity. As a result, filters are becoming sharper, and the threshold for genuine engagement is rising. Brands must adapt their strategies to navigate this paradox of greater reach but less impact.
Read at London Business News | Londonlovesbusiness.com
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