In a marketplace driven by algorithms and constant noise, British entrepreneur and investor Matt Haycox believes artificial intelligence is rewriting the rules of visibility. As the founder of Dominate Online and a long-time business mentor, Haycox argues that AI has levelled the playing field, rewarding strategy, authenticity and adaptability over sheer marketing spend.
From his vantage point advising startups and established firms alike, he sees a future where attention isn’t bought but earned through intelligent creativity and data-informed storytelling. Haycox continues to help brands navigate this new era, where competition for attention demands both human instinct and machine insight.
The End of Traditional Attention Economics
For years, companies fought for attention through volume: more ads, more posts, more impressions. But according to the 2025 Nielsen Media Behaviour Report, global digital ad fatigue has reached a record high, with 71% of consumers skipping or ignoring branded content entirely. Haycox says this fatigue is exactly why AI has become crucial: ‘You can’t out-shout the noise anymore; you have to out-think it.’ AI now analyses attention quality rather than quantity, allowing marketers to target based on emotional resonance and contextual relevance instead of reach alone.
AI as the Great Equaliser in Marketing
One of AI’s biggest effects, Haycox explains, is its democratising power. Machine learning tools allow smaller brands to compete with larger ones by identifying micro-opportunities and personalising engagement at scale. The Dominate Visibility Tool is built on that very premise, using real-time audience data and behavioural modelling to reveal untapped visibility potential. The 2025 Forrester Intelligent Marketing Index supports this view, showing that SMEs leveraging AI-driven analytics see 48% higher engagement growth than those relying on static advertising models. ‘AI has removed the advantage of size,’ Haycox says. ‘Now, it’s about speed, insight and execution.’
The Shift from Exposure to Experience
AI has forced a redefinition of what attention really means. It’s no longer about exposure, it’s about experience. The 2024 Adobe Experience Intelligence Study found that brands delivering personalised, context-aware interactions saw customer loyalty rise by 43%. Haycox believes this shift marks a turning point: ‘People don’t remember who shouted loudest; they remember who made sense.’ His approach at Dominate Online blends predictive analytics with storytelling frameworks, ensuring brands stay contextually relevant even as consumer behaviour evolves hour by hour.
Predictive Storytelling and Adaptive Messaging
In the age of intelligent marketing, Haycox sees storytelling becoming dynamic, not static. Using predictive tools, businesses can now understand when and how their audience wants to hear from them. ‘AI gives you the timing, tone and trigger,’ he explains. His team helps companies use data to adapt their message flow, adjusting campaigns in real time to match sentiment, seasonality and cultural trends. According to the 2025 HubSpot Adaptive Marketing Report, such agile strategies generate 2.5x higher engagement and brand recall than traditional calendar-based planning.
Data Without Authenticity Is Noise
Despite the power of AI, Haycox cautions against treating automation as a substitute for authenticity. He argues that the future of attention belongs to brands that use data responsibly while staying true to their voice. ‘AI should enhance your humanity, not erase it,’ he says. His business consulting work focuses on helping founders align technology with purpose, ensuring campaigns remain emotionally intelligent, not just algorithmically precise. The 2025 Edelman Trust Barometer echoes this sentiment, reporting that 62% of consumers trust brands more when their AI usage is transparent and ethical.
The Future: Attention as a Science of Trust
Looking ahead, Haycox predicts that AI will turn attention into a measurable science based on trust and emotional alignment. The brands that thrive will be those that understand behaviour at a granular level, while communicating with honesty and creativity. ‘AI won’t replace connection,’ he says. ‘It will reveal who’s capable of creating it.’
Through his leadership at Dominate Online, Matt Haycox continues to redefine what visibility means in the digital age. His vision bridges technology and authenticity, showing how data, storytelling and trust can work together to cut through the noise. As AI reshapes competition, his message is clear: in the future of marketing, attention won’t be taken… it’ll be earned.
