Attention is the new architecture for AI visibility

Brand equity is essential to win on AI platforms. Equity can't be built without memory, and memory can't be built without attention. WARC's Alex Brownsell discusses what role attention plays in AI visibility for brands, and practical advice to implement, with experts Dr. Karen Nelson Field, Carl Wåreus and Scott Reinders.

Guests:
Dr Karen Nelson-Field, Founder & CEO of Amplified
Carl Wåreus, Head of Partners & Specialists, Google Nordics
Scott Reinders, COO, Connect - part of The Up&Up Group

Chapters:
00:00 - Intro: Brand, AI Search and Attention on The WARC Podcast
02:08 - From Blue Links to Conversations: How AI is Changing Search Behaviour
03:31 - Collapsing the Messy Middle: LLMs as the New Consideration Engine
04:41 - Brand Equity as an AI Ranking Signal: Google Example from Sweden
06:54 - Levers vs Drift: Managing Brand Signals AI and LLMs Can See
08:21 - Automated Creative at Scale: Avoiding the ‘AI Slop’ Trap
10:32 - Visibility Starvation: The Risk of Low-Attention, Fast-Decay Media
12:32 - Misattribution and Invisibility: How Low Attention Hurts LLM Visibility
14:54 - Media Quality Redefined: High-Attention vs High-Intent Environments
16:14 - Silent Zone vs Vocal Zone: Human Noise, Reviews and AI Training Data
18:37 - Moving Beyond an Attention Metric: Attention as System Architecture
19:35 - Inside Attention AI: Generative Attention Modelling for Media and Creative
22:54 - Media Ceilings, Creative Hooks: How Formats and Assets Shape Attention
26:58 - Practical Advice: Multiplying Brand Equity, Attention and AI Visibility

For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday.

Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts

Sign up to daily WARC News for free: https://www.warc.com/en/latest

Book a demo: https://www.warc.com/en/subscribe