Three key trends to shape future of Vietnam’s marketing landscape: RMIT expert

Hyper-personalization, AI-driven localized content, and democratization of AI will shape the future of Vietnam’s marketing landscape, writes Dr. Soumik Parida, associate program manager for professional communication at RMIT University Vietnam.

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-personalization and creative automation, businesses still face challenges related to costs, expertise, and ethical implementation.

AI’s growing influence in Vietnam’s marketing industry

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 emphasize the need for AI to complement, not replace, human creativity.

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, personalization, 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. Personalization at scale was exemplified by Nestlé’s use of Google AI to deliver 50,000 personalized Lunar New Year (Tet) greetings, boosting brand favourability by 23%. Predictive analytics further ensure customers receive relevant ads at optimal moments.

Regional localization technology allows brands to adapt campaigns specifically to Vietnam’s northern, central, and southern markets. Meanwhile, smarter media buying optimizes 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 minimize wasted spend, making AI indispensable for cost-effective marketing in Vietnam.

Overcoming barriers to AI adoption 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.

Additionally, skill gaps in data analytics, machine learning, and AI tool management pose considerable difficulties, making it challenging for local businesses to fully capitalize 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.

The future of AI in Vietnam: Balancing innovation with human creativity

As AI adoption accelerates, three key trends will shape the future of Vietnam’s marketing landscape.

Hyper-personalization will enable brands to deliver increasingly precise and dynamic customer experiences, significantly enhancing consumer satisfaction and encouraging repeat engagement.

Simultaneously, AI-driven localized content will empower marketers to adapt campaigns to Vietnam’s diverse cultural landscape, ensuring advertisements resonate deeply and authentically with regional audiences.

The democratization 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.