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State of AI in Marketing in Vietnam

The State of AI in Marketing in Vietnam is a report by Decision Lab on the current landscape of AI adoption and integration in Vietnamese marketing, focusing on the key insights and challenges organisations face. 57% of organisations have already begun using AI in marketing, yet adoption stays shallow - only 13% are fully integrated. It gives marketing leaders an evidence-based view of where AI adoption stands and what is holding it back. The report is written for marketing leaders responsible for turning AI adoption into commercial advantage in Vietnam.

Key highlight points:

  • AI adoption is still early. Only 13% of organisations are fully integrated, with 37% still exploring and experimenting - AI in marketing remains at an early, formative stage for Vietnamese businesses.
  • Skills and cost are blocking implementation. 57% of marketers cite a lack of skills and training as the main barrier - choosing the right tool, prompting forthe right outcomes - and 44% point to high integration costs.
  • Data privacy is the top concern. Data privacy is the biggest perceived risk of AI adoption, flagged by 72% of respondents, ahead of cybersecurity and fabricated or biased outputs (both 50%).
     

Download the report