Adelaide, London & New York, 20th May 2026 - Amplified, the global authority in human attention, has announced the launch of AttentionAI, a first-of-its-kind product that predicts how audiences will pay attention to creative across media, helping brands and agencies optimise decisions throughout the campaign lifecycle.

The solution moves attention measurement from a retrospective reporting metric to a proactive planning and optimisation signal. Built on more than a decade of academic research and more than 50 billion real human attention data points, AttentionAI enables brands and agencies to identify which creative assets will effectively hook and hold audience focus across digital platforms. The product will deliver a robust, ad-specific dataset that can be used to drive more meaningful media decisions, from creative selection to budget allocation and campaign optimisation.

Unlike solutions that rely on proxy metrics like viewability or lab-based assumptions, AttentionAI is built on the following core capabilities:

  • Trained on live, in-environment data from over 2 million real humans across 21 global markets 
  • Each creative is analysed against a modelled audience of 20,000, producing an ad-specific attention dataset
  • Second-by-second decay curves and benchmarks calibrated against ground-truth human behaviour 
  • Predictions continuously validated against new and existing human attention datasets, helping the model stay accurate as creative trends, formats and platforms evolve.

‍

Seamless workflow integration via API and MCP

‍

The launch also introduces AttentionAI API and MCP integration, built to put attention data directly into the systems where media decisions already happen. Rather than forcing teams into another standalone dashboard, agencies and brands can feed predictive attention signals into MMMs, planning platforms, reporting tools and creative testing workflows - making attention a native input alongside reach, frequency and conversions. By removing workflow friction, AttentionAI turns attention from an external report into a scalable decision layer that can shape how organisations plan, buy, optimise and automate media decisions.

Amplified’s first API integration partner, South Africa’s Connect, the media agency part of The Up&Up Group, is already ingesting AttentionAI into its systems and running 500 creative tests per month, demonstrating how attention can move from a standalone insight into a scalable, always-on decision layer.

The industry-wide need for predictive accuracy is significant; current data suggests that up to 75% of digital advertising content is not actively paid attention to. By using AttentionAI, brands can reduce wasted spend and improve campaign efficiency. Early pilots with global agencies and brands, including WPP, P&G and easyJet, have already validated the product’s ability to improve creative and media outcomes.

Dr Karen Nelson-Field, Founder at Amplified said: “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 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.”

Kyle Nimmo, Head of Media Investment at easyJet said: “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.”

“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.”

Brands, agencies and platforms interested in applying AttentionAI to their own workflows can visit www.amplified.co/attentionai

‍

About Amplified

Amplified is the global authority in attention, helping the advertising industry move beyond proxy metrics to understand what people actually see, notice and engage with. Built on more than a decade of academic research, real-world data collection and rigorous methodology, Amplified has developed one of the world’s largest human attention datasets across platforms, formats and markets.

Through its live-environment research and predictive AI solutions, Amplified helps brands, agencies and platforms understand how creative and media are likely to perform before spend is committed, turning attention from a measurement concept into a practical decision-making advantage.

For more information, visit www.amplified.co.