Attention Overload: Breaking through the Noise

Personalization used to feel like magic. Now it is the minimum. Every brand has the same marketing data and AI playbook. So when the tactics are tired, what sets you apart?

This masterclass takes on the AI paradox reshaping marketing: the harder brands work to personalize, automate, and optimize, the more noise they create, and the faster customers tune out.

Drawing on his book "How to Outsmart AI and THRIVE" and his early work behind the original attention economy research, Dr. Patrick Lynch shows why AI makes breaking through the noise harder—not easier—and where the lasting advantage lives. He maps how AI is rewriting the top of the funnel, from AI-powered search to zero-click results, and what that means for how brands find, service, and keep customers.