Why it’s interesting: Distraction will only increase as our
interactions gain an extra layer of information—chatbots and voice-controlled devices such as Amazon Echo, as well as smartphones, iPads, TVs and screens. Securing that precious attention will be harder than ever. But the problem, says Manthorpe, is that unlike other commodities, attention is fixed. “We only have so much. We’re at a tipping point because it can only go so far—it’s difficult to grow.” Companies are going to have to use AI to take choice away from you, he points out, so fewer things are competing for attention.