In an online world where everything feels like an ad, the latest trend is making ads that feel like the organic social content people actually bother scrolling to see. Ironically, advertisers are parroting authenticity as social media at large seems to lose it. "We're trying to show all the things that Bilt enables you to do," Zoe Oz, Bilt's chief marketing officer, tells me. Advertisers are parroting authenticity as social media at large seems to lose it. Gen Z is more likely than other age groups to be influenced into buying a product by social media, according to McKinsey research.