How do you get people’s attention? It’s a question I get a lot from businesses, and for good reason: Consumer behavior is predictably unpredictable.

People stream sports or videos from their favorite creators on TVs, while scrolling feeds on their phones. At any — or really every — step of the way, new discoveries inspire them to research, browse and buy. In minutes, they’ve bounced between apps, websites and devices, looking for content that truly speaks to them.

So, how do you get people’s attention? That last part is the answer — content that truly speaks to them. It’s why we’re reimagining ads and shopping options as avenues for tailored exploration. This requires tremendous speed and tech sophistication, that’s only now within striking distance thanks to AI.