Brands will win when they stop chasing attention
Date: 23rd March 2026, 10:00 AM
Location: Mumbai
Senthil Kumar Hariram, Founder and Managing Director, FTA Global, shared his perspective on “Brands will win when they stop chasing attention” with Campaign India, highlighting a fundamental shift in how modern marketing operates in an AI-driven ecosystem.
In the article, Senthil emphasises that traditional marketing strategies built around capturing consumer attention are rapidly losing relevance. For decades, brands relied on high-frequency messaging and emotional storytelling to influence purchase decisions. However, with the rise of AI-led discovery systems, attention is no longer directly controlled by marketers. Instead, algorithms now determine which brands gain visibility, often before a consumer even engages with a marketing message.
He points out that this shift requires marketers to move away from attention-driven tactics and focus on building relevance. Today, search engines, recommendation systems, and generative AI platforms evaluate content based on structure, clarity, and contextual alignment rather than persuasive messaging alone. As a result, brands must ensure their content is organised, interconnected, and contextually meaningful to appear within AI-generated responses and recommendations.
Senthil further explains that relevance is not an overnight outcome but a cumulative result of consistent and structured efforts. Through search engineering, brands can design their digital presence in a way that aligns with how AI systems interpret and prioritise information. This enables brands to naturally become part of the answer, rather than competing aggressively for visibility.
The article also highlights the transition from persuasion to “contextual presence.” Instead of trying to influence consumer perception through emotion, brands must now position themselves at the right moment, within the right context, based on user intent. AI systems prioritise logical relevance, authority, and clarity, making it essential for marketers to rethink how they structure content and communicate value.
Looking ahead, Senthil notes that the future of marketing will be defined by system-driven strategies rather than campaign-led approaches. Success metrics will evolve from impressions and reach to inclusion, comprehension, and long-term discoverability. Brands that embrace this shift towards relevance and align with AI-driven ecosystems will be better positioned to achieve sustainable growth and visibility.
Read the full story here: Link
