In 1994, the first online banner ad on HotWired had a 78% CTR.
By 2011, Facebook ads averaged 0.05%.
That’s a 1,500× drop in 17 years.
That number is more than a marketing stat.
It’s a sign that the half-life of attention keeps shrinking.
AI is accelerating this curve.
What decayed in 20 years now decays in 6 months,
and soon, in 6 days.
So what should companies do?
1. Stop competing for attention.
Every company optimizing for reach becomes noise.
Every algorithm that maximizes engagement destroys trust.
The only brands that will survive are the ones that build meaning density, not content volume.
2. Redesign for slowness.
Add friction. Add context. Add rest.
The next UX innovation isn’t infinite scroll - it’s intentional pause.
Users crave signal in a world that runs too fast for their nervous system.
3. Build human compounding loops.
Instead of algorithmic virality, build relationship virality:
networks, rituals, co-creation, community.
That’s how you turn attention into retention of emotion.
AI is not the problem.
It’s the amplifier.
It speeds up whatever pattern you build - chaos or clarity.
The future advantage won’t come from who scales faster,
but from who designs systems that age well in an accelerating world.