Artificial intelligence (AI) is rapidly reshaping Vietnam’s marketing industry, delivering unprecedented levels of efficiency, personalisation, and innovation.
With 89% of Vietnamese businesses already incorporating AI into their marketing strategies, the technology is no longer a futuristic concept but a key driver of brand success. While AI unlocks exciting opportunities such as hyper-personalisation and creative automation, businesses still face challenges related to costs, expertise, and ethical implementation.
Dr Soumik Parida, Associate Program Manager for Professional Communication at RMIT University Vietnam, explores how AI is enhancing marketing strategies, addressing these challenges, and shaping the future of Vietnam’s digital landscape.
AI is no longer just an emerging trend—it’s now essential for Vietnamese brands to remain competitive. Recent insights reveal 78% of businesses using AI report moderate to high adoption, highlighting its growing significance. Yet, companies emphasise the need for AI to complement, not replace, human creativity.
According to Dr Parida, AI is not just an automation tool but a key driver in enhancing brand storytelling and fostering deeper consumer connections. (Photo: RMIT)
Rather than merely automating content, AI’s true strength lies in enhancing storytelling and deepening audience engagement. In Vietnam, where cultural relevance is key, brands must leverage AI to strengthen consumer connections without sacrificing emotional depth.
AI is reshaping Vietnamese marketing through increased creativity, personalisation, and media efficiency. Creative automation streamlines tasks like storyboarding, content creation, and image generation—demonstrated by campaigns such as X-Men Mood Up, featuring AI-generated visuals inspired by Vietnam’s landscapes. SMEs can also create high-quality visuals affordably using AI-powered tools. Personalisation at scale was exemplified by Nestlé’s use of Google AI to deliver 50,000 personalised Tet greetings, boosting brand favourability by 23%. Predictive analytics further ensure customers receive relevant ads at optimal moments.
Regional localisation technology allows brands to adapt campaigns specifically to Vietnam’s Northern, Central, and Southern markets. Meanwhile, smarter media buying optimises ad placements and budgets via AI-driven platforms like Google Ads, Facebook Ads Manager, and TikTok for Business, improving targeting accuracy. Predictive analytics and automation significantly enhance ROI and minimise wasted spend, making AI indispensable for cost-effective marketing in Vietnam.
Despite its promising potential, AI adoption in Vietnam still encounters several notable challenges. High integration costs remain a significant hurdle, particularly for small and medium-sized enterprises (SMEs) that often struggle to afford advanced AI technology. This financial barrier continues to limit widespread implementation across Vietnam’s business landscape.
High costs and skill shortages remain major barriers to AI adoption in Vietnam, particularly for SMEs. (Photo: Chadaporn - stock.adobe.com)
Additionally, skill gaps in data analytics, machine learning, and AI tool management pose considerable difficulties, making it challenging for local businesses to fully capitalise on AI’s benefits. These gaps highlight the pressing need for investment in employee training and upskilling initiatives. Furthermore, selecting appropriate AI solutions and successfully integrating them into existing systems can feel overwhelming, especially for companies with limited technical resources or expertise.
However, Vietnamese brands are increasingly overcoming these obstacles by forging strategic partnerships with AI technology providers and adopting more affordable, accessible AI-powered tools. These collaborative approaches not only lower barriers to entry but also accelerate the adoption of AI, enabling SMEs to remain competitive in the rapidly evolving digital marketplace.
As AI adoption accelerates, three key trends will shape the future of Vietnam’s marketing landscape.
Hyper-personalisation will enable brands to deliver increasingly precise and dynamic customer experiences, significantly enhancing consumer satisfaction and encouraging repeat engagement.
Hyper-personalisation, localised content, and the democratisation of AI are shaping the future of marketing in Vietnam. (Photo: landscapeHanoi Photography - stock-adobe.com)
Simultaneously, AI-driven localised content will empower marketers to adapt campaigns to Vietnam’s diverse cultural landscape, ensuring advertisements resonate deeply and authentically with regional audiences.
The democratisation of AI will also make advanced marketing tools more accessible and affordable, helping SMEs compete effectively with larger corporations. AI-powered technologies will streamline marketing processes, driving growth and improving efficiency across the SME sector.
However, even as AI transforms marketing, human creativity remains irreplaceable. Vietnam’s most successful brands will combine the precision of AI with authentic storytelling, emotional depth, and cultural sensitivity to build lasting consumer connections.
To achieve sustained success, marketers must leverage AI responsibly, invest strategically in talent development, and cultivate strong industry partnerships. This balanced approach will ensure brands fully unlock AI’s potential while preserving brand integrity and emotional resonance with their audiences.
Story: Dr Soumik Parida, Associate Program Manager, Professional Communication, School of Communication & Design, RMIT University Vietnam
Please contact the RMIT Communications team for further insights from Dr Parida on:
Innovative AI-driven marketing strategies
Navigating digital transformation in Vietnam
Enhancing consumer engagement through AI
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