Nội dung
The AI race is entering a new phase: not just stronger, but more efficient. For Vietnamese marketers, this directly affects how they choose tools, optimize operating costs, and build AI-powered workflows for content, advertising, and customer care.
In the two latest signals from the international market, OpenAI continues to hint at the direction of its next-generation models, while the picture of AI usage in business shows that users are paying more attention to performance and cost rather than “using as many tokens as possible.”
OpenAI Hints at GPT-5.6 Sol: A Signal for the Next Model Generation
OpenAI has just published a preview of GPT-5.6 Sol, a next-generation model. Although the announcement is brief and does not go into all the technical details in the source provided, the move still shows that OpenAI continues to expand its product roadmap in the advanced model segment.
For businesses, a new model being “previewed” is often a sign that new capabilities may soon appear in the AI ecosystem: better answer quality, stronger handling of complex tasks, or improved resource efficiency. While it is not yet possible to draw specific conclusions about GPT-5.6 Sol’s performance, the key message is that the foundation model race has not slowed down.
What marketers should pay attention to is that every time a new model is introduced, the standards for working with AI also change. Teams using AI to write content, generate ad ideas, research customers, or support sales should closely follow these updates to assess whether they should change their workflows or the tools they use. Source: OpenAI
AI Businesses Are Starting to Prioritize Efficiency Over “Maxing Out Tokens at All Costs”
A CNBC article shows a notable shift in how companies and users approach AI: they are moving away from the habit of using extremely large numbers of tokens and instead focusing on efficiency and cost. The example cited is Lindy, an AI startup, which moved all of its traffic from Claude by Anthropic to DeepSeek, a cheaper open-weight option, in order to significantly reduce costs.
This development reflects an important reality: as AI moves from the testing phase into real-world operations, the technology bill becomes a central issue. Not every strongest model is the most suitable choice. Businesses will balance output quality, processing speed, data control, and total cost of ownership.
For marketers, this is a reminder that AI in marketing should not be measured by the number of prompts or the length of the output, but by real impact: how many working hours it saves, how much production cost it reduces, and how much conversion efficiency it increases. Source: CNBC
Implications for the Vietnamese Market
For Vietnamese businesses, these two pieces of news point to the same trend: the AI market is maturing from “chasing the newest technology” to “choosing the solution that best fits the business problem.” This is especially important for marketing teams, which often have limited budgets but face pressure to speed up content production, personalize experiences, and automate workflows.
- If you are using AI to write content, reassess it based on three criteria: output quality, cost per task, and stability.
- If you are deploying AI for customer service or sales, test multiple models/tools before settling on a long-term platform.
- If the goal is to optimize operational efficiency, prioritize AI that shortens work time rather than simply producing longer or more content.
In other words, the next step in AI adoption in marketing is not about using the “hottest” model, but about building the smartest workflow for each specific goal.
See more marketing news and guides at https://marketing365.vn.
Follow more updates from Marketing365 to stay up to date with the latest marketing trends.
Read more articles in the same category Digital Trends.
This article focuses on GPT-5.6 Sol with a perspective for the Vietnamese market.
References
- Previewing GPT-5.6 Sol: a next-generation model
- OpenAI and Anthropic face new AI reality as users shift from ‘tokenmaxxing’ to efficiency
