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AI is changing two of marketing’s most important touchpoints at the same time: how brands are found on search engines and how teams run tasks with AI assistants. For Vietnamese marketers, this is no longer a technology experiment, but a question of trust, efficiency, and the ability to stay visible throughout the customer decision journey.
- Key points:
- AI search is making “trustworthiness” a more important visibility signal than traditional SEO rankings alone.
- Hermes Agent Desktop points to a new direction for AI workflows: keeping contextual data on the user’s machine instead of relying entirely on external platforms.
- Marketers need to optimize both for being found by AI systems and for running internal operations with safe, flexible AI tools.
- In Vietnam, brands should prepare content, data, and processes to fit an AI-led search environment.
AI search is turning trust into a new visibility signal
According to MarTech, search is not disappearing, but the way users make decisions has changed. When AI assistants can answer questions, compare options, and recommend brands without sending users back to a website, marketers have to think beyond traffic. The goal now is to make sure AI systems can “see,” “trust,” and prioritize your brand across the entire information ecosystem.
The article emphasizes that Google has pushed the search experience toward something more conversational, more multimodal, and more continuous. Features like AI Overviews are gradually becoming a new intermediary layer between brands and users. This means brands are no longer competing only in traditional search rankings, but also in decision-making environments personalized by AI.
What stands out is that AI systems do not just read content on websites. They tend to synthesize signals from the entire information ecosystem, from published content and brand consistency to how often a brand is mentioned in trusted sources. As a result, “trust” is becoming a new visibility metric: if AI is not confident enough about a brand, the chances of appearing in its answers will drop.
In other words, SEO is not going away, but its role is expanding. Businesses need to optimize for rankings while also building a clear enough information footprint for AI to cite or recommend them confidently. This is a shift from optimizing for search engines to optimizing for automated decision systems.
Source: MarTech – “Why AI search makes trust your most important visibility signal”
Hermes Agent Desktop suggests a new direction for internal AI workflows
In the third article in its series on reducing the cost of AI-powered marketing workflows, MarTech introduces Hermes Desktop as a tool for deploying AI agents directly on a personal computer. The app runs on macOS, Windows, and Linux; installation is described as fairly straightforward, since the installer includes both the desktop interface and the agent runtime.
The key point of Hermes is its local storage of “context.” Right from the start, users are asked to choose where to store the context repository — the place that holds conversation history, tool outputs, embeddings, and the data the agent accumulates over time. This approach reflects a different philosophy from many AI platforms that rely entirely on external infrastructure: contextual data is placed under the control of the user and the organization.
For marketers, the practical meaning of this model is clear. Repetitive tasks such as summarization, classification, content processing, or coordination across multiple tools can be packaged into “skills” for the agent to execute. When data and context stay closer to the user, businesses gain more control over cost, security, and operational consistency.
MarTech’s article does not present Hermes as a complete replacement, but as an example of how to build more efficient AI workflows: start with installation, connect to an AI model, create the first skill, and run the first task. The message here is that AI in marketing is moving from isolated experimentation to the design of repeatable processes.
Source: MarTech – “Getting started with Hermes Agent Desktop”
What this means for the Vietnamese market
Together, these two stories point to a very important trend for Vietnamese businesses: AI is affecting both the “output” and the “input” of marketing. On the output side, brands need to be trusted enough by AI search to appear in answers. On the input side, marketing teams need safe, controllable AI workflows to reduce workload, speed up production, and limit dependence on manual operations.
In the context of the Vietnamese market, this is especially important for highly competitive sectors such as e-commerce, education, finance, travel, and retail. Brands with clear content systems, consistent information sources, strong brand profiles, and well-structured AI operations will have a major advantage as users increasingly receive direct answers from AI instead of comparing each website themselves.
In practical terms, marketers should start with three things: review the consistency of brand information across channels; build content that is deep and easy to verify; and test internal AI workflows at a small scale before expanding. From this perspective, AI is not just a productivity tool, but a new layer of infrastructure that determines whether a brand can be seen and trusted.
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References
- Getting started with Hermes Agent Desktop
- Why AI search makes trust your most important visibility signal
