AI and the New Financial Decision Journey 2025

Vietnam’s AI story is unfolding at remarkable speed, backed by strong government ambition and a growing appetite for innovation. AI is reshaping how Vietnamese’s financial decision-making journey: 

1. Discovery: AI is now among the top 10 channels consumers use to learn about new financial products and services.
2. Research: AI’s impact is most visible at the research stage, especially GenAI tools ranked 2nd, just behind search engines, mainly used to clarify complex financial concepts and explore investment options. 
3. Consideration: AI sits alongside search engines as a key evaluation tool, helping consumers compare offers, assess risks, and receive tailored recommendations.  
4. Final decision making: Trust still wins. Consumers rely on official sources, advisors, and close networks, with AI playing a limited role at this stage. 

What this means for financial providers: It’s time to rethink the discovery journey. As consumers turn to AI for financial insights, brands must stay visible, credible, and optimised for AI-driven touchpoints, from GenAI results to chatbots, websites, and AI-friendly content.