The New Currency: Experts on AI Fatigue and the Value of Human Contact

The session “Attention Economy as a New Market Infrastructure” within the framework of the “Future Day” at SPIEF (June 6, 2026) became a platform for discussing key trends in the media industry. Roman Emelyanov, media manager and general director of the European Media Group, stressed that in the competition for the attention of the audience, the quality of content becomes a decisive factor.

The latest trend is awareness of artificial intelligence (AI) fatigue and an overabundance of digital noise. To attract and retain the attention of viewers, experts advise to bet on sincerity, authenticity and openness, without hiding the human face.

Roman Emelyanov also noted the growing interest of young people in music with deep meaning, capable of transmitting important values. He insists that AI will never be able to replace real radio hosts: “The listener should feel a live person at the airwaves – this is a key factor of trust and loyalty.”