The Attention Problem: Why Better Technology Doesn’t Guarantee Consumer Engagement
We have more technology available to marketers than ever before.
AI can personalise experiences. Packaging can connect directly to digital platforms. Products can carry unique digital identities. Brands can collect and analyse interaction data in real time.
But none of that solves one fundamental problem:
Consumers still have to care enough to engage.
Technology Creates Opportunity, Not Attention
Take connected packaging.
Adding a QR code to a product makes interaction possible.
But it doesn’t make someone scan.
Before that happens, a consumer needs to notice the invitation, understand what they’re being offered and decide that it’s worth their time.
That decision might happen in seconds.
And as more products become digitally connected, those seconds become increasingly competitive.
The question is shifting from:
“Can consumers interact with our packaging?”
to:
“Why would they choose to interact with ours?”
The Value Exchange Has to Be Obvious
Consumers are giving brands something when they engage: their time and attention.
Sometimes, they’re also being asked to share information.
Brands therefore need to offer something meaningful in return.
That might be entertainment, useful product information, personalised recommendations, rewards, exclusive content or simply making something easier.
“Scan here” tells someone what to do.
“Scan to discover the story behind your product” gives them a reason to do it.
It’s a small distinction with a much bigger strategic implication.
AI Doesn’t Change the Human at the Other End
AI is making digital experiences increasingly sophisticated.
We can personalise content, analyse behaviour and create experiences that adapt to individual consumers.
But sophisticated technology behind a poor value proposition is still a poor experience.
The starting point shouldn’t be:
“Where can we use AI?”
It should be:
“What does this person need, and can AI make that experience more useful?”
The technology comes second.
Design, Behaviour and Technology Need Each Other
This is why the future of consumer engagement can’t be viewed as purely a technology challenge.
Design helps us earn attention.
Behavioural understanding helps us understand motivation.
Technology allows us to create and measure the experience.
And data helps us learn what happens next.
The strongest experiences bring those elements together.
Because the future won’t necessarily belong to the brands using the most technology.
It will belong to those that understand how to use technology to create experiences people actually value.
About Jenny Stanley
Jenny Stanley is the Founder and Managing Director of Appetite Creative and an international speaker on connected packaging, AI, consumer engagement and digital transformation.
Her talks explore how emerging technology is changing the relationship between brands, products and consumers — and, importantly, how businesses can turn that technology into experiences people genuinely want to use.
