Nội dung
- Nearly Half of U.S. Consumers Say AI Is Making Content Worse
- Optimizely Bets on AEO: Brands Must Understand How AI Finds and Recommends Content
- Gartner Warning: More AI Content Does Not Mean Better Results
- New York Ads Using “Synthetic Performer” Must Disclose More Clearly
- What This Means for the Vietnamese Market
- References
On social media platforms, AI-generated content is growing rapidly in both volume and presence across the marketing workflow. But at the same time, users are becoming increasingly demanding about the quality, credibility, and authenticity of the messages they see every day.
Three recent developments from Gartner’s survey, Optimizely’s launch of an AEO platform, and a legal change in New York make one thing clear: marketers are no longer optimizing only for reach, but for discoverability, trust, and proper usage compliance.
Nearly Half of U.S. Consumers Say AI Is Making Content Worse
According to data released by Gartner at the Marketing Symposium/Xpo, 49% of U.S. consumers agree that GenAI has made content quality in the market worse. This is a notable signal for brands that are aggressively automating content production to meet the constant publishing demands on social media and other digital channels.
What is noteworthy is that the negative reaction is not limited to older users or those with less exposure to technology. Gartner’s report shows that 57% of Gen Z and Millennials also believe marketing content quality has declined because of AI. This suggests that the assumption that “younger audiences will be more accepting of AI content” is no longer a safe one for marketers.
For social media, the consequence is that a loop of mass-produced content can increase communication fatigue: brands post more, but recall and trust decline. Instead of chasing volume, content teams need to tighten editorial processes, verify information, and maintain a clearer brand voice.
Source: CX Today; Demand Gen Report.
Optimizely Bets on AEO: Brands Must Understand How AI Finds and Recommends Content
Optimizely has just launched a full AEO platform and partnered with Conductor to add AI search visibility tracking, AI traffic analysis, and optimization for “answer engine optimization.” In simple terms, if marketers used to optimize for traditional search engines, they now need to prepare for an ecosystem where AI directly synthesizes and recommends answers.
This move reflects a major shift in content discovery behavior. Users are no longer just scrolling social media to find information on their own; they are increasingly relying on intermediary AI layers to filter, summarize, and recommend. In that context, brand content must be clear enough, structured enough, and credible enough to be recognized correctly by AI.
For marketers, this is not simply a technology story. AEO forces brands to rethink how they build content: does the headline reflect the search intent accurately, is the data trustworthy enough, does the landing page carry enough expertise signals, and does the content truly solve the user’s problem or is it merely optimized for the algorithm?
Source: PR Newswire.
Gartner Warning: More AI Content Does Not Mean Better Results
In the same week the survey was released, Gartner also highlighted a broader issue in the marketing industry: when AI content is mass-produced, user trust declines and the gap between “can be published” and “can be trusted” keeps widening. This is especially important for social media, where virality is high but trust has a very short lifespan.
The message for CMOs and social teams is fairly clear: budgets are increasingly shifting toward channels that drive direct conversion, but sustainable growth still requires brand capability, brand measurement, and the human element in creative work. In other words, AI should support production at scale, not replace the entire strategic editorial layer.
This reality may force many brands to rebalance short-term performance and long-term quality. Metrics such as reach, impressions, or post volume still matter, but they cannot be the only measure if the goal is to build brand equity on social media.
Source: Demand Gen Report; CX Today.
New York Ads Using “Synthetic Performer” Must Disclose More Clearly
On the legal front, New York has just introduced a rule requiring businesses creating commercial ads to clearly disclose, in a conspicuous way, if the ad contains a “synthetic performer” and the company knows this. The notable point is that the law requires transparency, but does not yet provide specific guidance on format, placement, or disclosure language.
Because there is no detailed standard, advertisers are advised to refer to the FTC’s “clear and conspicuous” standard as a practical benchmark: the information should be placed near the relevant content, with enough prominence in size, contrast, and duration for viewers to notice easily. For social media ads, this is especially important because ads often appear in fast-scrolling environments and can be easily overlooked.
For brands using AI avatars, virtual models, or synthetic elements in ad creative, transparency is not only a legal obligation but also a way to protect reputation. In a context where consumers are already more sensitive to AI content, a clear disclosure can sometimes help a brand preserve trust better than trying to “make it look real.”
Source: McDermott Will & Schulte.
What This Means for the Vietnamese Market
For Vietnamese marketers, these signals show that the era of “any AI is good, and the more you post, the better the results” is gradually ending. On social media, Vietnamese users are also becoming more sensitive to repetitive content, lifeless copy, and messages without evidence. If brands overuse AI and neglect editing, the biggest risk is not only lower engagement but also lost trust.
On the other hand, the AEO trend opens up new opportunities for brands that invest in well-structured content, reliable data, and clear answers to customer needs. Companies that standardize content, metadata, FAQ, and expertise signals early will have an advantage as AI tools become a more common intermediary layer in the information discovery journey.
For ads with AI elements, especially avatars, synthetic voices, or human-like simulations, Vietnamese businesses should proactively build internal transparency rules now. Even if local regulations are not yet as strict as in some U.S. states, brand reputation remains an asset that is hard to build and very easy to lose if users feel deceived.
In short, the social media question today is no longer “whether to create content with AI,” but “how to make AI content still useful, trustworthy, and aligned with brand standards.”
See more marketing news and guides at https://marketing365.vn.
Follow more updates from Marketing365 to stay on top of the latest marketing trends.
Read more articles in the Digital Trends category.
References
- Gartner Data: 49% of U.S. Consumers Say AI Has Made Content Quality Worse
- Optimizely Launches Full AEO Platform to Help Marketers Understand and Act on AI-Driven Content Discovery
- Gartner Marketing Symposium/Xpo Report: 49% of U.S. Consumers Say GenAI Has Made Content Quality Worse
- New York’s synthetic performer disclosure law: What advertisers need to know
