AI helps Vietnamese businesses market in digital environment

THE HANOI TIMES — Many industry insiders have shared the same opinion that AI is helping Vietnamese businesses market themselves in the digital environment with unprecedented efficiency and innovation.

According to Deloitte's "AI for Business: APAC trends in AI platform adoption" report, 93% of Vietnamese businesses use at least one AI tool to communicate with and reach customers, demonstrating a high level of readiness to accept technological innovation. 

The report finds that more than three-quarters of businesses are currently using at least one AI-enabled digital platform tool to reach new customers, scale faster, and expand into new markets.

At a recent Meta Marketing Summit, data was released showing that consumers in Vietnam are actively applying AI to their daily lives. For instance, 15% of consumers reported using AI to find shopping ideas, which is the highest rate among the surveyed markets. The trend shows consumers' readiness to accept innovation and opportunities for enterprises to build personalized experiences based on AI.

Nguyen Tien Anh, CEO of Hagimex Joint Stock Company, a leading producer of canned vegetables and spices in northern Vietnam, told The Hanoi Times that AI is not only an automation tool but also a vital component in improving brand storytelling and cultivating stronger relationships with consumers.

"AI-driven recommendation engines allow us to precisely target the right audience, save time, and significantly improve productivity. Meanwhile, AI accounting assistants reduce manual workloads and enhance the accuracy of financial operations,” said Tien Anh.

He added that AI-enabled platforms now provide market forecasts, helping his business anticipate trends and adapt strategies that cater to specific customer needs. "AI helps optimize operating processes, save costs, and create new value by effectively exploiting data and predicting trends."

Quy Dao, Marketing Director of Apero Technologies, a technology startup, said that developing marketing solutions for partners often takes two or three weeks, from idea generation and scripting to operation and product production. "Nowadays, with the application of Meta AI, we can finish all the work in one or one and a half days."

"In the past, AI-based marketing solutions accounted for about 15% of the solutions provided to partners and customers. Now, the figure increases to 40%," Dao said.

Sharing the same view, Hanh Le, CEO of Pmax Vietnam Company, which provides digital marketing services, said that when AI is applied, data quality improves, helping businesses make accurate and effective analyses and decisions.

"Our customers have achieved significant success with the application of AI, especially in terms of saving resources and reducing costs," said Le.

AI optimizes advertising and marketing activities

Le Khoi, Meta's Country Director in Vietnam, said that 63% of Vietnamese businesses currently use AI to find new customers.

"This shows that AI is no longer just a technology of the future; it has already become an essential part of businesses' growth strategies. It supports personalized customer experiences, optimized performance, and expanded business opportunities in the digital age," said Khoi.

Therefore, Meta has introduced three new AI solutions for Vietnamese businesses, including The Opportunity Score Solution helping businesses optimize their advertising campaigns; The Advantage+ Sales Campaigns Solution helping businesses increase their results; and The Payment Application Transfer Solution allowing customers to pay directly in the Messenger application through popular Vietnamese banking applications and e-wallets such as Techcombank and MoMo.

According to a Google report, Vietnamese businesses stand to generate an additional revenue of US$79 billion by 2030 if they widely adopt AI, which is equivalent to around 12% of the country's economy.

The report states that AI could be a game changer for Vietnam, improving productivity and speeding up development.

Overcoming barriers to AI adoption

Vu Thi Hanh, a solution consultant at Viettel AI, said that 32% of organizations struggle with the accuracy of generative AI tools, and 38% cite cybersecurity risks as a major concern.

Furthermore, data privacy, workforce readiness, and ethical considerations require immediate attention to ensure the sustainable adoption of AI.

“AI has immense potential, but it also poses significant risks. Navigating these requires strategy and attention,” Hanh told The Hanoi Times.

She stressed the importance of building infrastructure with robust data storage and processing capabilities, which are critical for scaling AI initiatives.

Despite its promising potential, the adoption of AI in Vietnam still faces several significant challenges. High integration costs are a significant hurdle, especially for small and medium-sized enterprises (SMEs), which often cannot afford advanced AI technology.

Tran Dac Trung, Deputy Manager of the Hoa Lac Hi-Tech Park, said that the Vietnamese government and the private sector are fostering an ecosystem supportive of AI innovation.

The expert told Hanoimoi that Vietnamese enterprises must invest in upskilling and reskilling programs for employees to prepare the workforce for AI-centric roles and fully harness the potential of AI.

"Selecting and successfully integrating appropriate AI solutions into existing systems can be overwhelming, especially for companies with limited technical resources or expertise," Trung said.

In recent years, the Vietnamese government has prioritized researching, applying, and developing new technologies, particularly AI and semiconductors. The government has issued a national strategy for AI research, development, and applications by 2030. 

The strategy is expected to advance economic and social development, establishing Vietnam as a prominent regional and global hub for AI research, development, and application.