TechManch: Creators, not algorithms, will win the attention economy, say industry leaders

As algorithms evolve and AI tools multiply, it’s not code or clicks but creators who will ultimately define success in the digital age. Raktim Das, Chief Growth Officer at TV9 Network, said platforms today demand immediate hooks, especially as consumer behavior shifts from passive viewing to hyperactive scrolling.

“We see around 100 billion pieces of content created every day. To cut through that, your content must have character, context and consistency. In this economy, attention is not just currency—it’s the new oil,” Das said at the e4m TechManch panel on how to win the attention economy.

He added that TV9 is now scaling content creation through AI voiceovers in multiple Indian languages, enabling faster turnaround while preserving editorial intent.

Aditya Shetty, widely known for his viral celebrity voiceovers, said the chase for views is short-sighted when compared to building content recall.

“Virality is easy. But if people can remember your tone, your content style, or a signature act, that’s true success. It’s not about quantity—it’s the quality and recall that builds identity,” Shetty said.

Humor, he added, remains his strongest creative lever in breaking through the scroll fatigue.

‘Platform formats may shift—your message should not’

Aditi Randev, a digital creator known for educational and relatable content, acknowledged that platform formats and preferences matter—but only up to a point.

“I adapt my hook or opening line based on what the algorithm may favor. But my content is still honest, unfiltered, and educational. That’s what builds trust and long-term followers,” she said.

Randev pointed out that audience loyalty stems from consistency, not gimmicks, adding that creators must remain rooted in their own narrative.

‘Let creators lead the brief, not just follow it’

Dancer and DanceFit Studio founder Tejas Doke emphasized that creative control remains central to impactful branded content.

“Virality comes and goes. But what stays is your voice. Brands should trust creators to do what they know works. Let us figure it out, and the content will be far more powerful,” Doke said.

He cited his own choreography-led reels, which built traction not by following trends but by shaping them, building a fitness-based digital community over time.

‘AI can assist—but it cannot replace soul’

Responding to a question on AI’s role in the creative process, Shetty was unequivocal.

“AI can clean up content, but it can’t create heart. Humor, emotion, originality—those are human. The minute AI replaces creativity, we’ll lose what makes content worth watching,” he said.

Panelists broadly agreed that while AI offers production efficiencies, it lacks the emotional intelligence needed to build enduring audience relationships.

The takeaway: Being remembered beats going viral

In a content landscape dominated by ephemeral trends and constant updates, the panel underscored a simple truth—what lasts isn’t what trends, but what resonates. The creators who build trust, recall and authenticity will outlast platform changes, algorithm shifts, and even AI disruptions.

As Raktim Das summed it up, “You can’t game the human brain. You have to earn its attention—and more importantly, its memory.”