Gen AI’s Application in Marketing in Vietnam: Opportunities, Challenges, and the Road Ahead

In the dynamic world of marketing, staying ahead of the curve is essential. Vietnam is witnessing a remarkable transformation driven by artificial intelligence (AI). A recent report by DecisionLab and MMA highlights the current state and future potential of AI in marketing in Vietnam. This blog post delves into the key findings and explores how AI is reshaping the marketing landscape.

Positive Outlook on AI’s Impact

The majority of respondents in the report are optimistic about AI’s influence on their careers. They believe AI will create new opportunities and positively impact their professional lives. This sentiment underscores the growing recognition of AI’s potential to revolutionize various aspects of marketing, from customer engagement to operational efficiency.

Widespread Use and Experimentation with AI

AI is already a key player in the marketing strategies of many Vietnamese businesses. Over half (57%) of the surveyed respondents reported that their organizations are using AI, and another third (32%) are experimenting with it. This widespread adoption recognizes AI’s value in enhancing customer experience, driving innovation, and optimizing costs.

Preferred Areas for AI Application

The report identifies several preferred areas for AI application in marketing:

1. Creative Optimization & Production: AI tools streamline the creation of marketing content, ensuring it resonates with target audiences.
2. Customer Insights and Analytics: AI enables businesses to gain deeper insights into customer behavior and preferences, leading to more informed decision-making.

Integration of AI in Marketing Workflows

Businesses are integrating AI into their marketing workflows through various means:

• Chatbots: AI-powered chatbots enhance customer service by providing instant responses and support.
• AI-Driven Content Creation: Tools that generate content based on specific inputs are becoming increasingly popular.
• Personalized Recommendations: AI algorithms analyze customer data to provide personalized product or content recommendations.

Implementation Strategies for AI

To implement AI, businesses in Vietnam are adopting two primary strategies:

1. In-House Development: Some organizations prefer to develop AI capabilities internally, ensuring they have full control over the technology.
2. Collaboration with Tech Providers: Others opt to collaborate with specialized tech providers to leverage their expertise and accelerate AI adoption.

Challenges in AI Adoption

Despite the enthusiasm for AI, many respondents face challenges in using AI tools effectively. These challenges include:

• Lack of Skills and Knowledge: Organizations struggle with understanding how to choose the right AI tools and craft effective prompts.
• High Integration Costs: The financial investment required for AI integration can be a significant barrier.
• Data Privacy and Security: Concerns about data privacy, cybersecurity, and the potential for biased or fabricated AI-generated content are major obstacles.

To overcome these challenges, more organizations are offering AI training programs. Workshops, seminars, industry reports, and events are also valuable resources for learning about AI and its applications in marketing.

Conclusion

With positive sentiments about AI’s impact, increasing adoption, and a focus on key areas like creative optimization and customer insights, Vietnam is poised to harness the power of AI in marketing. However, addressing challenges related to skills, costs, and data privacy will be crucial to realizing AI’s full potential. As businesses continue to innovate and adopt AI, the marketing industry in Vietnam is set for an exciting transformation.

In response to the growing need for effective AI tools in marketing, GIANTY is developing an AI tool to support content creation activities. This tool aims to simplify and enhance the content creation process, making it easier for businesses to produce high-quality, engaging marketing materials. This tool will be commercialized shortly, providing a valuable resource for marketers looking to leverage AI in their campaigns.

Let us know if you’re interested and want to be an early bird: