Human Attention Fades Faster Than AI Views After Press Release Publication
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Human and AI views begin at almost the same pace after a press release is published.
A new TMX Newsfile analysis examined when observed human and AI views occurred during the first 72 hours after publication.
Nearly 70% of observed views from both audiences occurred within the first 12 hours. As time passed, however, the distribution of those views began to differ.
The findings show how press release views develop after publication and how timing differs between human and AI audiences.
Human and AI Views Start Similarly, Then Diverge
The timing pattern begins with a striking similarity. During the first 12 hours after publication, 69.1% of observed human views and 68.2% of observed AI views occurred, a difference of less than one percentage point.
Between 12 and 24 hours, humans generated another 19.1% of their observed views, compared with 14.3% for AI. In both periods after the first day, AI accounted for the larger share.
Human Attention Was More Concentrated in the First 24 Hours
By the end of the first day, 88.2% of observed human views had occurred, compared with 82.6% of AI views.
Both audiences were highly concentrated in the first 24 hours, but the difference becomes clearer when looking at what remained afterward. Only 11.8% of human views occurred during the following 48 hours, compared with 17.4% of AI views.
AI Views Continued Longer After the First Day
The later periods show how that difference developed. Between 24 and 48 hours, 8.9% of AI views occurred compared with 6.7% of human views. Between 48 and 72 hours, AI accounted for another 8.6%, while human views declined to 5.0%.
This suggests that AI views remained relatively stronger after human attention had started to decline.
Why Might AI Views Persist Longer?
The analysis shows a difference in timing, but it does not explain exactly why that difference occurs.
Human attention may be more closely connected to the immediate news cycle surrounding an announcement. AI systems can also interact with published information at different points after publication.
Announcement type, company profile, industry and the importance of the news may also influence when views occur.
The findings show a difference in timing, but other factors may contribute to that pattern.
What This Means for IR and Communications Teams
For IR and communications teams, the data suggests two practical actions.
First, get the release right before publication because most attention arrives quickly. Key facts, figures, links and names should be final and accurate when the release goes live.
Second, do not judge performance based only on the first day. Human attention drops faster, while AI views continue for longer, so teams should allow a longer window when reviewing how a release performed.
About the Analysis
The analysis examined approximately 30,000 press releases distributed through TMX Newsfile between January 1 and August 31, 2026. It measured observed human and AI views during the first 72 hours after publication. Views represent raw web traffic hits or page views recorded by the TMX Newsfile system. Activity was grouped into four periods: 0 to 12 hours, 12 to 24 hours, 24 to 48 hours and 48 to 72 hours. Percentages represent each period's share of observed views during the first 72 hours.
