AI did not create the attention economy — it broke it. When generating credible content costs effectively zero, supply goes vertical and the signal-to-noise ratio collapses.
The winning UK response is not 'produce more' or 'retreat into paid' — it is 'produce dramatically less, with such clear authorship and signal density that you become unmissable'.
The new attention moat is editorial trust: named experts, original data, distinct points of view, and a track record of being right. Brands building it become disproportionately distinctive.
By Kasim Javed, CEO and Founder of Creative Marketing Group.