Amplified launches AttentionAI to predict ad attention

Amplified has launched AttentionAI, a product designed to predict how audiences will pay attention to advertising creative across media.

The system is intended to shift attention data from a post-campaign measure to a planning tool used before advertising budgets are committed.

According to Amplified, AttentionAI is based on more than 50 billion human attention data points collected over more than a decade of research. The model has been trained on live data from more than 2 million people in 21 markets and analyses each advert against a modelled audience of 20,000.

The launch comes as advertisers and agencies face pressure to improve the efficiency of digital media spending. Current data indicates that as much as 75% of digital advertising content does not receive active attention, Amplified said.

The product generates ad-specific datasets for creative selection, budget allocation and campaign optimisation. It also produces second-by-second decay curves and benchmarks calibrated against observed human behaviour. Its predictions are continually checked against new and existing attention datasets.

Workflow integration

Alongside the launch, Amplified introduced an API and MCP integration to embed attention data into existing planning and reporting systems. This allows agencies and brands to feed predictive attention signals into media mix models, planning platforms, reporting tools and creative testing workflows rather than rely on a separate dashboard.

The integration is already being used by Connect, the South African media agency within The Up&Up Group. The agency is ingesting AttentionAI into its systems and running 500 creative tests a month, according to Amplified.

Early pilot projects have involved companies including WPP, P&G and easyJet, which the company said helped validate the product. Amplified did not disclose commercial terms or financial details.

Dr Karen Nelson-Field outlined the company's position on the launch.

"For over a decade, we have led the industry in measuring real human attention in live environments. AttentionAI is the next major leap, turning that science into a predictive intelligence layer that can be applied across almost every corner of the media ecosystem.

"From brands and agencies to platforms, publishers and technology partners, this gives media players a new way to understand how audiences are likely to engage before a single cent is spent.

"The launch of the AttentionAI API is a major step forward because it embeds attention directly into the systems where planning, buying and optimisation already happen. Rather than relying on manual workflows, organisations can now programmatically ingest these predictive signals to automate decision-making at scale.

"This moves attention from a one-off measurement report into a continuous data layer that can help reduce waste and improve performance across every campaign," said Dr Karen Nelson-Field, founder of Amplified.

Agency use

For advertisers, the practical question is whether a creative asset performs consistently across different environments. easyJet said its work with Amplified suggested the answer often depends as much on platform and format as on the advert itself.

"What makes AttentionAI powerful is that it brings attention into the decision-making process before media spend is committed. Being able to understand how our media is likely to perform across different platforms gives us a more practical way to compare assets, improve the work and make stronger decisions before campaigns go live.

"It's not just another measurement layer. It helps turn attention into something we can act on to reduce waste and improve our campaign outcomes," said Kyle Nimmo, head of media investment at easyJet.

He added that the analysis gave the airline a different way to assess performance.

"What stood out in our work with Amplified was the ability to separate creative strength from media environment. The analysis showed that much of our creative was performing well, but that the format and platform context could dramatically change how much attention it was able to earn.

"That gives us a more sophisticated view of performance, not just whether an asset is good, but where it has the best chance to build memory, land the brand and drive better outcomes," Nimmo said.

Amplified, which focuses on attention measurement and predictive analysis in advertising, said the aim is to make attention data a routine part of media planning rather than a stand-alone reporting metric used after a campaign has run.

The company said AttentionAI can be applied across digital platforms, formats and demographic groups by using a single creative asset as the starting point for analysis.

As advertisers seek to justify spending more precisely, products that claim to predict audience attention before campaigns begin are likely to draw scrutiny over methodology and accuracy. Amplified said its model is continuously validated against fresh human attention data as formats, platforms and creative styles change.