Spray and pray marketing depends on mass outreach. In the AI era, where platforms and consumers prioritise relevance, this approach fuels waste, fatigue, and weakens brand trust.
As brands chase virality across reels, memes, and creators, many are winning attention but losing brand recall, exposing a growing gap between reach and real impact.
As attention spans shrink, brands are shifting from long-form storytelling to 2-second hooks, redesigning marketing strategies around short-form video and instant recall.
