157 RETAIL & CG responsible AI and advanced measurement tools that track return on attention (ROA) through engagement duration, emotional sentiment and conversion outcomes. Retailers are already beginning to see the benefits of this approach. Microstimuli can be used to trigger real-time discounts when a customer hesitates at checkout. Generative AI can co-create experiences, such as offering virtual try-ons or personalised product bundles. These are not just gimmicks; they are critical tools in capturing attention and driving conversion in a market where every second counts. Hyperpersonalisation is not simply the next evolution in marketing. It represents a paradigm shift in how businesses connect with their audiences. By blending neuroscience, contextual intelligence and generative AI, organisations can maximise the ROA and build the kind of emotionally resonant experiences that lead to long-term loyalty. Fractal’s Cogentiq Personalize is helping business-to-consumer marketers bring this vision to life through AI-powered hyperpersonalisation, while Cogentiq Personalize Sales Assist provides B2B sales teams with AI-driven account intelligence. Both solutions unify and enrich customer profiles by aggregating behaviours, preferences, context and intent. This, in turn enables smarter decisions, deeper personalisation and improved customer retention. In a world where attention is fleeting and competition is fierce, the brands that succeed will be those treating every interaction as an opportunity – not just to sell, but to connect with every customer. Saurabh Srivastava is practice head of retail at Fractal Fractal’s Cogentiq is an AI platform that retailers can use to better engage with their customers to encourage them, for example, to buy that suit that they’ve been looking at online over the past few weeks
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