Consumers quickly forget advertising, making it harder for brands to win both human attention and AI-powered discovery, according to a report released Monday by Adobe.
Based on a survey of some 1,000 U.S. consumers, Adobe found that only 17% of the respondents were confident they could recall the names of the last three ads they saw after just 24 hours.
"In an era where AI tools increasingly mediate discovery, brands face a dual threat: being forgotten by consumers and being invisible to the AI systems consumers rely on to find them again," the report noted.
Brand recall is important because it often determines who gets a click or call, explained Greg Sterling, co-founder of Near Media, a market research firm in San Francisco.
"Because users tend to click on familiar brands, and Google rewards behavioral signals, brands rank higher in search and get more clicks," he told the E-Commerce Times.
