Built on 50 billion real human data points, AttentionAI tells you whether anyone will watch your ad — before you spend a penny finding out.
Amplified, a research firm specializing in human attention measurement, has unveiled AttentionAI, a product designed to forecast how audiences will engage with advertising creative before media budgets are committed.
The tool represents a meaningful shift in how attention is used in media planning — moving it from a retrospective metric into a forward-looking signal. Built on more than a decade of academic research and 50 billion real human attention data points, AttentionAI enables brands and agencies to assess which creative assets are most likely to capture and hold audience focus across digital platforms.
The underlying methodology distinguishes it from conventional tools that lean on proxy measures such as viewability. AttentionAI draws on live, in-environment data from over two million people across 21 markets. Each creative asset is evaluated against a modeled audience of 20,000, generating second-by-second attention decay curves calibrated against observed human behavior. The model is continuously validated as creative formats and platform trends evolve.
Alongside the product launch, Amplified introduced API and MCP integration, allowing predictive attention data to flow directly into the planning platforms, media mix models and reporting tools that agencies and brands already use. Connect, a South African media agency and Amplified’s first API integration partner, is already processing 500 creative tests per month through the system.
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Industry figures suggest that up to 75 percent of digital advertising fails to earn active audience attention. Early pilots with WPP, Procter & Gamble and easyJet have tested the product’s ability to improve both creative selection and campaign outcomes.
“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,” said Dr. Karen Nelson-Field, founder of Amplified.
Kyle Nimmo, head of media investment at easyJet, said the tool gave his team a more practical way to compare assets and make decisions before campaigns go live. He noted that analysis revealed the format and platform context — not just creative quality — could significantly affect how much attention an ad earns.