How brands can win attention as AI rises and trust fades

Read the full What the Future: Attention issue

Attention is the most valuable currency in marketing, where constant demands for our focus flit from one thing to the next, yet we can endlessly binge on content from TV to podcasts to films. This dynamic, and the explosion of AI and misinformation, creates a new challenge for creators and brands to connect with consumers in their screen-saturated lives.

Marketers are competing across platforms for the precious commodity that is people’s time/attention. But they’re doing so in a low-trust era being disrupted by AI’s nonstop personalized-at-scale content stream. How can brands stand out in the future?

In What the Future: Attention, we’ll explore questions about audiences, platforms and the contexts of the Attention economy. Plus, we’ll cover how funding models create a perfect environment for disinformation and the research that will help you navigate all of it. You’ll also learn about the emerging pushback against constant connectivity in favor of mindfulness and why building genuine brand communities might just be the antidote. Read more below and register for our companion webinar on May 13.

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For full results, please refer to the annotated questionnaire or the Ipsos Future of Attention data tables.

Introduction

Attention is marketing’s hottest commodity. Here’s how to get it in the fractured, AI-dominated future Matt Carmichael, editor, What the Future

Interviews & Features 

How an energy drink upstart is rewriting the rules of mass attention Kyle Watson, chief brand officer, Celsius
How disinformation and ‘conflict entrepreneurs’ thrive in the modern attention economy Brand insights from Ipsos’ Kate MacArthur
Content is full of cheap conflict attention grabs. It’s time to craft a new narrative Amanda Ripley, journalist and author, “High Conflict: Why We Get Trapped and How We Get Out”
What consumers will watch and brands will face in tomorrow’s content revolution Jeffrey Cole, director of the University of Southern California’s Center for the Digital Future
Tensions Brand insights from Ipsos experts