AI-generated mid content is flooding the internet.
You know the sort.
The blog posts and cringe vicar-in-trainers social content designed with one thing in mind.
Smash those vanity metrics.
There they are, burning energy sitting on a server somewhere, achieving nothing, leading nowhere, making Punch the monkey look like Simba.
For years, leadership has been putting all its eggs into fail fast.
It ploughs money and resource into fragmented delivery favoured by Agile Methodology and Design Thinking.
The result? A lot of shit no one cares about. Not even the algorithms they've been trying to seduce.
What they've been missing is the most important part of... anything, really, interaction.
The component of the journey everyone needs and engages with.
So, to stand out, brands must shift from producing content to architecting a digital estate. If your tech is the foundation, your words are the bricks.
The search data and trends to back this up
- Zero-click reality: Over 58% of searches now result in zero clicks because AI Overviews answer the query on the SERP. To win, your content must be authoritative enough to be the source that AI cites.
- Trust as currency: 71% of users now link brand trust directly to transparency and clarity (Global Horizon News). Vague marketing-speak is now a liability.
And the behavioural proofpoints
- Cognitive ease: When your Connection is structured for skimming and acting, you trigger a feeling of ease in the user. This ease is neurologically linked to brand trust.
- The Consistency Effect: Consistent cross-platform experiences (from a Reel to a Checkout page) increase user trust by 25%.
The action plan for content leads
Design Thinking needs to make way for something more immersive and holistic, that joins up all the interactions across one product journey - from awareness to advocacy.
This doesn't just make sure a deliverable is wasted, languishing on a website because nothing is pointing to it and no one knows it's there.
It makes sure every campaign leads to a positive outcome, that the brand the audiences choses is still there at every click.
And it tells the story of a product in a cohesive and resonant way that engages and keeps that engagement.
Here are 3 things you can do today to start designing for interaction:
- Audit the bricks: Is your copy consistent, or is it a Frankenstein of different stakeholder voices?
- Connect the silos: How Interaction Thinking forces copywriters and designers to sit at the same table.
- Measure outcomes, not outputs: Shifting KPIs from "number of posts" to "interaction efficiency."
This also makes sure that sustainability targets a properly met by limiting the landfill content, volume of redos and amount of people involved in a single journey.
Not to mention a happy team who don't have the pressure or hatchett jobs to give the Sunday Scaries.
Everyone is happy.
Need more math to do the mathing? The proof is in the search data.
Comparison of high-intent search data (2025/26):
Traditional mid content
- User attention span: around 2 seconds (deciding to stay)
- Conversion lift: Baseline
- Trust growth: Stagnant
- ROI (over 3 years): Unclear
Interaction Thinking content
- User attention span: 8.25 seconds (deep engagement)
- Conversion lift: +31% (via UX-led redesign)
- Trust growth: +25% (via consistency)
- ROI (over 3 years): Up to 702% (B2B SEO)
Interaction Thinking is critical to scaling content, business growth and efficiency, and innovation.
Find out about more about how to design using Interaction Thinking or chat to the brains behind it, our founder, Helen Andreou, who's offering a complimentary consultation to audit your design process.
