The question of how to capture people’s attention is one that I frequently receive from businesses, and understandably so: The behavior of consumers is consistently inconsistent.

Individuals watch sports or videos from their preferred creators on television while simultaneously browsing through their social media feeds on their phones. At every stage of the process, new discoveries prompt them to conduct research, explore, and make purchases. Within a matter of minutes, they navigate between various applications, websites, and devices in search of content that genuinely resonates with them.

So, what is the key to getting people’s attention? The answer lies in the last part – content that genuinely resonates with them. This is why we are reinventing advertisements and shopping options to serve as pathways for personalized discovery. Achieving this requires a significant amount of speed and technological sophistication, which is now made possible by artificial intelligence.