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The State of Consumer AI in Vietnam 2025

The State of Consumer AI in Vietnam 2025 is a Decision Lab study of how Vietnamese users engage with consumer AI, set against strong government commitment and widespread adoption. Nearly 80% of online Vietnamese have used AI in the past three months, and one-third now use it daily. It gives decision-makers an evidence-based view of usage trends, the drivers and barriers to adoption, and a shifting competitive landscape. Written for policymakers, investors, and ecosystem stakeholders supporting inclusive, sustainable AI growth in Vietnam.

Key highlight points:

  • Government commitment is setting the pace. National digital transformation is driven through Resolution 57/NQ-TW, the AI strategy in Decision 127/QĐ-TTg, and the 2025 "Digital Literacy for All" campaign.

  • Consumer AI has moved into daily life. 78% of online Vietnamese have used AI in the past three months, 33% use it daily, and 55% of active users now pay for a subscription - adoption is widespread and already monetised.

  • Gen Z leads, and usage spans work to leisure. Adoption peaks at 86% among 18-24s, with 84% using AI for work and education and 79% for entertainment and socialising.

  • Global giants lead, but local players are close. ChatGPT dominates at 81% usage, ahead of Gemini (51%) and Meta AI (36%); local platform AI Hay ranks second on customer satisfaction, just behind ChatGPT.

Download the report