The oldest marketing framework in the world, AIDA, an acronym that stands for Attention, Interest, Desire, and Action, is a widely recognized marketing framework that describes the journey a consumer takes before making a purchasing decision.

E. St. Elmo Lewis introduced the model in 1898. It was initially used to optimize sales calls, but it became a staple of the advertising and marketing industry over time. It set the foundation for modern-day consumer behavior studies.

Today, it is more powerful than ever, thanks to the introduction of Generative AI.