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Research on the effort heuristic shows that audiences instinctively devalue AI-generated content even when quality is identical, due to perceived lower effort. Brands should combine AI efficiency with human editing and perspective to maintain trust and credibility.
The article argues that AI agents cannot be marketed to using human emotional tactics; instead, brands must provide structured, machine-readable data. It identifies a gap between citation (being mentioned by AI) and selection (being chosen by AI) and proposes a framework of five files for agent-readable brand information.