Roger Casas-Alatriste came to ZN today to speak about attention and AI. The talk triggered a reflection that feels very relevant for public affairs teams in the Brussels bubble.

In public affairs, AI will make it even easier to produce outputs: drafts, summaries, posts, briefings, talking points. That is not the hard part anymore.

The hard part is deciding what deserves attention, and then turning that attention into decisions and action.

This is where many teams get stuck. They automate production, but they don’t redesign the workflow. They end up with more content and the same bottleneck: human attention.

So the opportunity is not “more AI content.” It’s better attention operations.

A monitoring system is useful. A triage system is transformational.

The difference is whether your organisation has a repeatable loop that goes from signal, to prioritisation, to a decision gate, to an output that travels. Otherwise AI simply increases noise.

A final note on proof and trust.

One of the best comments in the Q&A was essentially “don’t tell me, show me,” a reminder that in an AI-heavy environment, credibility signals matter more, not less. The faster we can generate content, the more we need grounding. Proof points, traceability, and clarity about what is a fact versus an interpretation.

The line I’m taking away is not a productivity tip. It’s a strategy.

You are what you pay attention to, Roger said.

Curious how you’re dealing with this. What is your filter in 2026: a workflow, a habit, a tool, or a rule you refuse to break?

This article was originally posted by Jesús Azogue on Linkedin