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AI and the New Financial Decision Journey

AI and the New Financial Decision Journey 2025

AI and the New Financial Decision Journey 2025 is a Decision Lab study of how AI is reshaping financial decision-making in Vietnam, against strong government ambition and a growing appetite for innovation. Nearly 80% of online Vietnamese have used an AI tool in the past three months, and that adoption is now spilling into how they choose financial products. It shows financial providers where consumers turn to AI - and where they still don't. Written for financial brand and marketing leaders who need to stay visible and credible as discovery shifts to AI.

Key highlight points:

  • Discovery: AI has entered the mainstream. GenAI ranks among the top 10 discovery channels, with 1 in 4 consumers already using it to learn about new financial products.

  • Research: AI's impact peaks here. 40% turn to GenAI at the research stage - 2nd only to search engines (43%) - mainly to explain complex terms and research investment channels.

  • Consideration: AI becomes an evaluation tool. GenAI sits level with search engines at 34%, used to compare offers, analyse risks, and get tailored recommendations.

  • Final decision: trust still wins. Official sources (37%), staff and advisors (32%), and close networks (27%) lead; GenAI drops to 21% at the point of decision.

  • The implication: rethink the discovery journey. As consumers turn to AI for financial insights, brands must stay visible and credible across AI touchpoints - GenAI results, chatbots, websites, and AI-friendly content.

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