Artificial Intelligence (AI) is rapidly transforming industries worldwide, and Vietnam is no exception. The country is experiencing substantial progress in AI adoption, propelled by robust government support, a thriving tech ecosystem, and a young, technologically adept population. As AI advances, it presents marketers with opportunities to remain agile and redefine their marketing models. MMA and Decision Lab have unveiled new data that explores the current state of AI in Vietnam's marketing landscape and offers guidance to businesses on integrating AI into their organisations.
The current state of AI in Vietnam
The current state of AI in Vietnam’s marketing landscape is marked by significant adoption and integration across various business sectors. According to the report by MMA and Decision Lab, over 89% of Vietnamese businesses have incorporated AI into their marketing strategies, with 78% reporting medium to high levels of integration. This widespread adoption underscores the growing recognition of AI's potential to transform marketing practices in the country.
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Despite the high adoption rates, businesses in Vietnam maintain a balanced perspective on the role of AI in marketing. The report indicates that 71% of respondents agree that AI will significantly enhance marketing capabilities but will not replace human creativity and expertise. The viewpoint suggests that Vietnamese businesses consider AI as a complementary tool to augment human efforts rather than a substitute, ensuring a harmonious integration of technology and human touch in marketing.
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As AI continues to gain momentum in Vietnam's marketing landscape, businesses are exploring diverse applications to harness its potential. Key areas of interest include creative optimisation and production, customer insights, and analytics. The integration of AI in marketing workflows is demonstrated through the use of chatbots (70%), AI-driven content creation (63%), and personalised recommendations (59%). By concentrating on these crucial aspects, businesses aim to enhance customer experiences, drive innovation, and optimise costs, thereby boosting overall marketing efficiency and effectiveness.
Strategies for implementing AI in businesses
Alec Foster, Responsible AI subject matter expert at MMA, shared:
“AI is transforming the way we understand and engage customers. Advanced machine learning algorithms can uncover hidden patterns and predictive insights from vast amounts of customer data, enabling marketers to develop more accurate segmentation, personalise experiences at scale, and optimise targeting. However, realising AI's full potential in this domain requires robust data governance, privacy safeguards, and continuous model monitoring to ensure fairness and mitigate bias.”
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To effectively harness the power of AI and overcome the challenges associated with its adoption, Vietnamese businesses are adopting a dual strategy: developing in-house capabilities and collaborating with tech providers. At the same time, 52% of respondents recognise the value of partnering with external tech providers to leverage their specialised knowledge and technologies. This approach allows businesses to maintain control over their AI initiatives while benefiting from the support and expertise of external partners.
The driving force behind these generative AI strategies often comes from the highest levels of corporate decision-making, with the CEO and Board of Directors playing a crucial role in setting the strategic direction and allocating resources. Despite this top-down support, many respondents face challenges in effectively using AI tools due to a lack of skills and knowledge, particularly in selecting the right tools and crafting prompts to achieve desired outcomes. High integration costs also pose a significant barrier to successful AI adoption.
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Therefore, to overcome these challenges and bridge the gap between the potential of AI and its practical application, Vietnamese businesses are increasingly investing in AI training and education for their employees. 28% of companies have already offered AI training, while 34% plan to do so in the future. Training courses (63%), workshops and seminars (60%), and industry reports (57%) are among the most valuable resources for staying updated on marketing AI.
Thue Quist Thomasen, CEO at Decision Lab, shared:
“AI has become an essential tool for marketers and businesses. This technology has revolutionised our business operations, streamlining processes and enhancing efficiency. However, the rapid pace of AI transformation may leave many employees struggling to keep up. Therefore, it is crucial for companies to integrate AI education and skills development into their strategies. This approach not only empowers teams to leverage AI effectively but also drives meaningful results and unlocks the full potential of these transformative technologies.”