The Complete Guide to Using AI as a Marketing Professional in Viet Nam in 2025

For marketing professionals in Viet Nam in 2025, AI is the tool that turns scale into relevance - powering hyper‑personalisation, real‑time recommendations and social commerce that fuels the projected $15.3B e‑commerce market this year; see how AI is reshaping retail and livestream shopping in Vietnam in this VietnamNet report.

Local momentum matters: Vietnam's AI market is poised for multi‑billion‑dollar growth driven by manufacturing, e‑commerce and smart cities, with homegrown players like AI Hay and VinDr proving localisation wins in the InvestVietnam market outlook.

Practical skills make this opportunity reachable - Nucamp's 15‑week AI Essentials for Work bootcamp teaches prompt writing and workflow integration so marketers can deploy chatbots, personalised campaigns, and data‑led experiments without a technical degree; explore the Nucamp AI Essentials for Work syllabus and registration.

The most vivid payoff? Turning conversational DMs into qualified leads with automated, culturally tuned outreach that feels local, not robotic.

“Southeast Asia holds a unique competitive advantage: a richly diverse data environment closely tied to the real‑world needs of key industries. Within that landscape, Vietnam stands out as a particularly compelling hub.” - Laura Nguyen

Sizing the opportunity: most reputable 2024 estimates put Vietnam's AI market at roughly three‑quarters of a billion dollars today, with Nexdigm valuing it at USD 753.4M in 2024 and projecting a 14.96% CAGR through 2030, while IMARC reports USD 752.5M for 2024 and forecasts growth to about USD 2.8B by 2033 - evidence that Vietnam is moving from pilots to real scale.

Analysts from InvestVietnam and related briefs describe the market as “poised for multi‑billion‑dollar growth,” driven by manufacturing, e‑commerce and smart‑city projects; longer‑term national studies even estimate AI could add roughly USD 79.3B to GDP by 2030 (≈12% of GDP).

For marketers that means budgets and data pipelines will increasingly fund personalization, chatbots and real‑time campaign experiments rather than one‑off pilots - imagine recommendation engines and factory analytics running on a market that doubles and triples over a decade, not months.

These converging estimates make the case: Vietnam's AI market is no longer niche; it's a tangible, investment‑grade growth story for 2025 and beyond.

"This is a golden opportunity. But it won't come twice."

Vietnam's 2025 digital transformation and AI strategy pairs an ambitious roadmap - the National Strategy on R&D and Application of AI to 2030 - with a pragmatic, business‑friendly legal scaffold that encourages local innovation while tightening data and safety rules; see the OECD summary of the national strategy for the 2030 ambition.

The government favours

flexible governance

over blanket bans, and recent steps include Decree No.13/2023 (GDPR‑aligned data rules), MoST's nine principles for responsible AI, and two draft laws that matter most to marketers and tech investors: the Draft Digital Technology Industry (Draft DTI) Law, which bundles generous incentives (150% R&D expense deductions, PIT exemptions for specialists, large land‑use and tax breaks) plus a regulatory sandbox of up to two years for live tests, and the Draft Personal Data Protection (Draft PDP) Law, expected for enactment in October 2025 to formalise consent, transparency and rights around AI use.

These measures, alongside private investments such as NVIDIA's Vietnam expansion, create a clear

test‑and‑scale

path for marketing teams to deploy chatbots, personalised recommendation engines and data‑driven experiments with legal guardrails - imagine launching a chatbot in a monitored sandbox and iterating live for months before full rollout.

Vietnam's marketing future in 2025 is pragmatic and opportunity-rich: AI will turbocharge hyper‑personalization, localised creative automation and smarter media buying while democratising high‑quality tools for SMEs, turning raw reach into meaningful moments that feel culturally tuned rather than generic.

Local experts flag three converging trends - hyper‑personalization, AI‑driven localized content, and wider access to AI platforms - that together let brands scale one‑to‑one experiences across northern, central and southern markets; see RMIT's look at how AI is reshaping the Vietnamese marketing landscape.

Adoption is already mainstream - Decision Lab reports roughly 89% of Vietnamese businesses now use AI in marketing with 78% describing medium‑to‑high integration - so the commercial upside is real but conditional: cost, skills and governance remain the gating factors.

Practically, expect chatbots and recommendation engines to lift ROI and reduce wasted spend, creative automation to cut production time for short‑form video and visuals, and predictive analytics to time offers at the exact moment intent spikes - one vivid proof point: Nestlé used Google AI to deliver 50,000 personalized Lunar New Year greetings and lifted brand favourability by 23%.

The most strategic move for marketing teams is balanced: invest in responsible data practices and upskilling while piloting AI in sandboxes so cultural nuance, customer trust and creative judgment stay front and centre.

“AI is transforming the way we understand and engage customers. Advanced machine learning algorithms can uncover hidden patterns and predictive insights from vast amounts of customer data, enabling marketers to develop more accurate segmentation, personalise experiences at scale, and optimise targeting. However, realising AI's full potential in this domain requires robust data governance, privacy safeguards, and continuous model monitoring to ensure fairness and mitigate bias.”

Vietnam's AI stack for marketers in 2025 blends a growing roster of local platforms and familiar global tools: homegrown engineering teams and vendors such as NKKTech Global AI solutions, FPT.AI and VinAI now offer everything from Vietnamese‑language NLP, voice bots and retrieval‑augmented‑generation (RAG) systems to deep‑tech computer vision, while specialist vendors and martech SaaS - Predis.ai for social content generation and Customers.ai or Tidio for multi‑platform chatbots and unified inboxes - make execution accessible for SMEs and agencies; see a practical roundup of the best AI marketing tools in Vietnam.

The infrastructure piece matters too: on the consumer side Decision Lab's 2025 survey shows ChatGPT, Gemini and other assistants are widely used (ChatGPT 81%, Gemini 51%) and 78% of online Vietnamese have engaged with AI recently, meaning platforms that integrate local messaging and commerce (for example Google's Click‑to‑Zalo pilot) can convert interest into sales - 77% of consumers prefer to chat directly with merchants.

For marketing teams this ecosystem means options: build custom RAG and voice agents with local AI firms, or deploy plug‑and‑play creative, chatbot and automation tools to scale personalization quickly while keeping an eye on data governance and integration costs.

“AI is transforming the way we understand and engage customers. Advanced machine learning algorithms can uncover hidden patterns and predictive insights from vast amounts of customer data, enabling marketers to develop more accurate segmentation, personalise experiences at scale, and optimise targeting. However, realising AI's full potential in this domain requires robust data governance, privacy safeguards, and continuous model monitoring to ensure fairness and mitigate bias.”

Vietnamese NLP is finally moving from proof‑of‑concept to practical tools that marketers can use - yet the language's quirks matter: six tones, pervasive diacritics and tricky word segmentation make off‑the‑shelf models brittle unless they're trained on local data and tuned for regional variants.

National research efforts such as the VLSP 2025 shared tasks are directly tackling that gap by releasing legal domain corpora and base models (Qwen3‑1.7B and Qwen3‑4B) and encouraging compact, deployable systems (models ≤4B parameters) rather than closed, opaque LLMs; see the VLSP LegalSLM challenge for details.

At the same time, applied writeups show how NLP already powers chatbots, sentiment analysis and recommendation systems in Vietnam's marketing stack - practical use cases that benefit from smaller, specialised models that run efficiently and respect local data rules (and DRiLL's retrieval benchmarks highlight the importance of careful IR for domain accuracy).

The takeaway for marketers: prioritise Vietnamese‑trained models or RAG pipelines built on local datasets so conversational agents sound natural, sentiment signals are reliable, and localisation becomes a competitive advantage rather than an afterthought.

Begin with a simple time‑audit and pick one high‑impact, low‑risk play: automate the repetitive touchpoints that eat hours - product descriptions, social captions, preview text and DM lead follow‑ups - so small teams can operate at agency scale; tools like Customers.ai for unified inboxes and Predis.ai for batch social posts are excellent starter options (see the practical AI marketing tools roundup for Vietnam).

Next, run a 30‑day pilot that stitches an AI agent into an existing martech flow (capture leads on a landing page, push to CRM, trigger personalised follow‑ups and ad creative variants): Demand Spring's playbook for AI workflow automation shows how custom agents and end‑to‑end automations reduce errors, scale personalization and free time for strategy.

Use campaign concept ideation templates to convert briefs into multiple on‑brand directions, and pair generative assets with brand guardrails so creatives stay in control - real wins often look mundane (Adore Me cut a 30–40 hour monthly bottleneck to about an hour in a case study), but the payoff is dramatic: more variations for programmatic ads, faster iterations, and measurable lift without hiring headcount.

Finish the pilot by measuring time saved, conversion lift and data flows, then scale the workflow tool‑agnostically across channels with clear privacy checks and a simple playbook for handoffs and approvals.

“Adobe GenStudio for Performance Marketing is a game-changer for the modern digital marketer. Our marketing teams are producing more on-brand assets, more quickly for paid social ads and marketing emails. This means better customer journeys through greater personalization, and increased ROI by reducing fatigue and increasing the volume and diversity of content in each program.” - Patrick Brown, Vice President, Growth Marketing & Insights, Adobe

Marketing teams in Vietnam must treat privacy and compliance as a core channel strategy, not an afterthought: the Personal Data Protection Decree (PDPD/Decree No.13, effective 1 July 2023) makes explicit consent the primary lawful basis and requires granular notices and DPIA/TIA filings for cross‑border transfers, while the Law on Data (No.60/2024, effective 1 July 2025) introduces classifications like “core” and “important” data and a National Data Center that can affect where customer data must live; see a practical roundup of these rules at Baker McKenzie and a clear operational overview at Securiti.

Localization remains a live issue - Vietnam's cybersecurity rules historically pushed broad local storage requirements (later narrowed to specified services), so expect onshore hosting or careful risk assessments for targeted campaigns and RAG systems.

Breach and transfer timelines are tight (breach notifications and authority filings can trigger 72‑hour windows and TIAs often require documentation within 60 days), so build simple runbooks - one vivid test: a 72‑hour breach window feels like an emergency sprint for small marketing teams that don't already have templates and legal contacts.

Practically, ensure Vietnamese‑language privacy notices, opt‑out flows for behavioral ads and cookies, segmented consent records, vendor contracts that mandate deletion/return rules, and a sandboxed pilot approach for AI tools so campaigns scale without regulatory surprise.

Building AI capability for Vietnamese marketing teams means treating skills as strategic infrastructure: combine broad AI literacy for marketers (prompting, campaign automation and basic model validation) with a small cohort of specialist hires - data engineers, an AI product architect and a governance lead - so teams can move from pilots to repeatable programs.

Vietnam's large tech talent pipeline (over 50,000 IT graduates a year) and national upskilling drives make partnerships with universities and industry alliances practical recruitment channels, while internal “AI academies” or bootcamps shorten onboarding and lock knowledge into workflows; InvestVietnam highlights the importance of strategic talent investment and coordinated training to sustain growth.

Reality checks from local hiring data are blunt and useful: 73% of companies already use AI, yet only 13.8% report scaled adoption and nearly half say they lack internal AI skills - so measure hires against business outcomes, prioritise human review (only 5.4% of firms highly trust AI outputs without oversight) and run short, measurable pilots that trade risk for learning.

For marketing leaders in VN, the clearest win is pragmatic: hire or train a few AI‑native specialists, embed them in cross‑functional squads, then scale playbooks and vendor relationships as capability and governance mature.

“Southeast Asia holds a unique competitive advantage: a richly diverse data environment closely tied to the real‑world needs of key industries. Within that landscape, Vietnam stands out as a particularly compelling hub.” - Laura Nguyen

Conclusion: for Vietnam's marketing professionals in 2025 the playbook is pragmatic - pilot fast, govern firmly, and measure relentlessly. With roughly 89% of businesses already using AI and 78% reporting medium‑to‑high integration, start by choosing one revenue‑driving use case (chatbot lead capture, personalized recommendations or predictive campaign timing), run it in a regulatory sandbox where possible, and instrument outcomes for ROI using predictive analytics and automation that have proven to cut wasted spend and lift returns; see how predictive analytics boosts ROI in Vietnam's marketing landscape.

Pair pilots with clear privacy checks as Draft DTI and the PDP law evolve, and turn upskill investments into immediate value: a focused 15‑week program like Nucamp's AI Essentials for Work teaches prompt craft, tool workflows and practical deployments so teams can ship responsibly without hiring an army of engineers (syllabus and registration).

Finally, partner with local AI vendors for Vietnamese NLP and RAG pipelines, keep creative judgment in the loop, and treat responsible AI practices as a market differentiator - the fastest path from experiment to sustained growth in Vietnam's dynamic 2025 market.

“AI is transforming the way we understand and engage customers. Advanced machine learning algorithms can uncover hidden patterns and predictive insights from vast amounts of customer data, enabling marketers to develop more accurate segmentation, personalise experiences at scale, and optimise targeting. However, realising AI's full potential in this domain requires robust data governance, privacy safeguards, and continuous model monitoring to ensure fairness and mitigate bias.” - Alec Foster, Decision Lab