It was believed that the war of artificial intelligence would be won with ever more powerful models. That’s wrong. The real battle is played on the ground of attention.
Openai understood this perfectly. With each launch of Google or Anthropic, the same mechanics are repeated: to turn the look, saturate the media space, occupy the networks. It is not a communication strategy. It is a strategy of domination.
The release of Gemini 2.5 should have been a highlight for Google. The model is efficient, especially in coding, with a context window of a million tokens. But an hour after the announcement, Openai reveals viral image functions in GPT-4O. The wire x is illustrated with creations like Ghibli. Result: Gemini becomes invisible.
In this war of communication, Openai is not his first attempt. In May 2023, the Altman teams had already launched in emergency Chatgpt Voice, the day before the I/O conference. And last Monday, Sam Altman openly trolled Google on X.
But beware: this strategy is not only based on buzz. It is based on a clear economic engine. Chatgpt now claims 20 million paid subscribers, 500 million weekly users, and a income trajectory greater than 5 billion dollars annually. The conversion rate is low (4 %), but the audience surface is immense. And it is this attention that feeds monetization.
Meanwhile, Google limits access to Gemini. Developers groan. The experience is restrained. Even with a good model, no one looks. The problem is not technical. It is cultural. Openai thinks like a platform. Google still thinks like an engine.
This rocking is crucial. As the models standardize, their use value is crumbling. Differentiation will no longer be done on raw power, but on experience, staging, the ability to generate membership. The technological front is retreating. The narrative front is advancing.
Attention has become the interface between performance and adoption. It is she who transforms an innovation into a product. It is she who feeds business, virality, growth. And for the moment, only one company masters this art on a scale: Openai.
