Will AI Replace Marketing Jobs in Viet Nam? Here’s What to Do in 2025

AI matters for marketers in Viet Nam because it's already moving from pilot projects to profit drivers: predictive analytics and automation are helping teams and lift ROI, making AI a cost‑effective tool for a price‑sensitive market (RMIT: How AI is transforming Vietnam's marketing landscape (2025)).

Consumers are ready - Decision Lab found 78% of online Vietnamese used an AI platform recently and one‑third engage daily - so personalised campaigns and faster customer service are no longer optional (Decision Lab: Vietnam consumer AI market 2025 - 78% engaged).

National strategy and private investment are accelerating tools and data access even as talent gaps remain, so practical upskilling matters; marketers can learn hands‑on prompt writing and tool workflows in Nucamp's 15‑week AI Essentials for Work bootcamp (Register for Nucamp AI Essentials for Work bootcamp) to turn AI from threat into advantage.

“minimise wasted spend”

Attribute	AI Essentials for Work
Length	15 Weeks
Courses included	AI at Work: Foundations; Writing AI Prompts; Job Based Practical AI Skills
Cost (early bird)	$3,582
Cost (after)	$3,942
Payment	18 monthly payments, first due at registration
Syllabus	AI Essentials for Work course syllabus (Nucamp)
Registration	Register for AI Essentials for Work (Nucamp)

Vietnam's AI story in 2024–2025 is now unmistakably local: consumers are adopting fast and marketers are following - Decision Lab found 78% of online Vietnamese used an AI platform in the past three months and one‑third (33%) make it a daily habit, with ChatGPT used by 81% of those users and Gen Z leading adoption (86% use) (Decision Lab: State of Consumer AI 2025).

On the enterprise side, AI is already embedded in operations: ITviec reports 73% of companies have integrated AI and marketing is a common use case (60.5% of firms), even as only a small share (13.8%) say they've reached scaled adoption - signalling broad experimentation plus a real push toward scale (ITviec: AI adoption & IT hiring, 2025).

National momentum and policy lift (Vietnam ranks 6th on the WIN World AI Index) are widening access and trust, but the transition looks pragmatic: teams are using AI for content, localisation, personalization and chatbots while businesses restructure roles and plan AI hires to turn tools into measurable marketing ROI (The State of AI in Vietnam for 2025).

Metric	2024–2025 Snapshot
Online users who used AI (past 3 months)	78%
Daily AI users (online population)	33%
Companies integrating AI	73%
Companies with AI in marketing	60.5%
ChatGPT usage among AI users	81%
WIN World AI Index (2025)	Ranked 6th

“Companies recognize that AI is not a fad, and it's not a trend. Artificial intelligence is here, and it's going to change the way everyone operates, the way things work in the world. Companies don't want to be left behind.”

AI is already automating the day‑to‑day of Vietnamese marketing teams: chatbots and FPT‑style AI agents manage first‑line customer care and CRM updates, generative tools speed up localized ad and social creative, predictive analytics power personalised recommendations, and programmatic platforms optimise media buys in real time - turning manual chores into measurable gains.

Local studies show this mix in numbers: chatbots appear in 70% of workflows, AI‑driven content creation in 63% and personalised recommendations in 59% (Decision Lab analysis of AI in Vietnamese marketing workflows), while sector coverage highlights AI‑driven automation as a core driver of efficiency and engagement across brands (MarketingTNT article on AI-driven marketing automation in Vietnam).

The payoff is tangible: campaigns with Google's AI tools and platform partners reported faster production (≥30% quicker) and sharp ROI lifts - Nestlé's 50,000 personalised Tết greetings, for example, drove a 23% lift in favourability - showing how automation scales culturally relevant creative (Campaign Vietnam report on AI-driven marketing campaigns in Vietnam).

The immediate impact in 2025: less time on repetitive tasks, more budget for testing, and clearer signals to reshape teams around strategy, localisation and oversight.

Task / Metric	Reported Share
Chatbots in workflows	70% (Decision Lab)
AI‑driven content creation	63% (Decision Lab)
Personalised recommendations	59% (Decision Lab)
Businesses incorporating AI	89% (Campaign Vietnam)
Faster production times reported	≈30% reduction (Google Marketing Live / Vietnamnews)

“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.”

Who's most exposed when AI and automation reshape marketing in Việt Nam is already clear from hiring reports: workers in routine, low‑skill roles face the biggest risk, while marketers who specialise in digital skills or data stand safest.

National reporting flags “unskilled labourers” as particularly vulnerable to reduced income or displacement as firms automate, whereas demand for digital marketing specialists, customer experience managers and tech roles (software developers, data analysts, AI specialists) is rising fast - skills that employers explicitly want in 2025 (Vietnam News: Job market to surge in 2025 - technology and sustainability leading the way).

Adecco's Q2 market update confirms stronger hiring for tech and digital functions in Hanoi and HCMC, so the practical edge comes from mastering AI tools, analytics and clear digital communication; in cash terms that difference shows up in Hanoi salaries (most roles VNĐ7–15m, while skilled tech and finance roles often top VNĐ20m) (Adecco Vietnam Recruitment Market Update Q2 2025).

Most vulnerable	Least vulnerable / in demand
Unskilled labourers; routine, automatable tasks	Digital marketing specialists; customer experience managers
Workers with weak career‑transition capacity	Data analysts; AI/ML and software developers

“The biggest challenge is the weak capacity for career transitions among workers due to limited market information and skill gaps,” said Department Director Vũ Trọng Bình.

In 2025 the smartest move for Vietnamese marketers is to stack practical AI skills that map to local opportunity: learn prompt engineering and generative-copy workflows (ChatGPT & agents) so campaigns stay fast and culturally tuned, build basic data analytics and predictive-marketing chops to turn customer signals into personalised offers, and add hands‑on experience with AI for customer service and localisation to improve conversion across regions; these are the exact capabilities the government's 2025–2027 plan expects to leverage to modernise retail and reach some 15 million consumers (Vietnam integrates AI to boost domestic market and retail - Complete AI Training (2025–2027)).

Role‑specific GenAI training and company workshops will speed this learning curve - programmes like the AI‑First Mindset courses or AIFVN's applied training show how to use chatbots, personalization and predictive analytics in live workflows (AI education urgency for Vietnam businesses - AI for Vietnam practical training) - and partnering with local AI providers (for example NKKTech, FPT.AI and others) helps turn prototypes into production safely and affordably (Top AI companies in Vietnam to know in 2025 - NKKTech list); imagine turning a regional brief into targeted, AI‑localised creative that reaches millions within a week - those are the skills that keep marketers in demand.

Skill	How to build it / Where to learn
Prompt engineering & generative copy	Practical courses and hands‑on labs (Complete AI Training; AI‑First Mindset)
Data analytics & predictive marketing	Role‑specific GenAI training and analytics bootcamps (AIFVN resources)
AI for CX & localisation	Workshops with local AI vendors (NKKTech, FPT.AI) and chatbot integration projects

Hiring in Việt Nam's marketing and tech ecosystem is moving from cautious to selective urgency: Adecco's Q2 2025 market update shows total job opportunities up 3% quarter‑on‑quarter and 20% year‑on‑year, with a near 30% surge in tech job demand and recruitment hotspots in Hanoi and Ho Chi Minh City, while companies shift from broad hiring to targeted roles that unlock AI value (Adecco Vietnam Talent Market Update Q2 2025).

That pattern matches tech‑sector realities reported by ITviec - organisations are restructuring to embed AI (66.7% changing roles) even as fewer than half plan large IT headcount expansions (48.6%), meaning firms will pay more for specialist skills rather than more generalists (ITviec Vietnam AI adoption and IT hiring report 2025).

Expect stronger offers for AI, ML and data talent, more flexible outsourcing and payroll solutions, and internal reshuffles that prioritise product, CX and marketing strategists who can oversee AI-driven campaigns - a fast, pragmatic recalibration that rewards demonstrable AI fluency over traditional seniority.

Metric	Value / Source
Tech job demand (Q2 2025)	≈+30% (Adecco)
Total job opportunities	+3% Q/Q; +20% YoY (Adecco)
Payroll staffing requests	+15% (Adecco)
Companies restructuring roles for AI	66.7% (ITviec)
Companies planning IT team expansion	48.6% (ITviec)
Business leaders considering AI hires	91% (Vietnam News)

“The hiring landscape will remain strategic. Businesses will continue to prioritise critical roles and future‑ready skills, with a strong emphasis on compliance, efficiency, and resilience. Companies that invest in forward‑looking workforce strategies will be best positioned to navigate the complexities of Vietnam's evolving economic environment.”

Regional hiring tells the practical story behind AI's impact: Ho Chi Minh City's post‑Tết surge could require 310,000–330,000 workers in 2025 - training and marketing roles among them - while the city's FALMI centre still expects 79,000–84,000 hires in Q1 alone, so brands and agencies face fierce local competition for talent (VnEconomy: HCMC needs up to 330,000 workers in 2025).

Hanoi, by contrast, is doubling down on tech, green energy and digital transformation with plans to create 169,000 jobs and Q1 demand of about 100,000–120,000 workers, which favours data analysts, AI specialists and programmers - skills that directly shape which marketing roles will be automated versus expanded (Vietnam Briefing: Vietnam's 2025 job market - opportunities and challenges).

Beyond the two megacities, industrial provinces from Thanh Hoa to Quang Ngai are recruiting heavily for manufacturing and logistics, so marketers prepared to pair AI fluency with regional localisation have a clear advantage in mobility and pay; Adecco's Q2 update even records a near 30% jump in tech job demand across Hanoi and HCMC, underscoring that future‑proof marketing work will be local, technical and highly selective (Adecco Vietnam: Talent Market Update Q2 2025).

A vivid takeaway: in 2025 Vietnamese employers are hiring the equivalent of a small city's workforce - so marketers who can speak data, AI and local nuance will be first in line.

Metric	Value (source)
HCMC total 2025 need	310,000–330,000 workers (VnEconomy: HCMC needs up to 330,000 workers in 2025)
FALMI Q1 2025 hires (HCMC)	79,000–84,000 (Vietnam Briefing: Vietnam's 2025 job market - FALMI Q1 hires)
Share: trade & services (HCMC)	≈67.7% (Vietnam Briefing: sector share data)
Trained labour demand	≈88.11% trained (Vietnam Briefing: trained labour demand)
Hanoi Q1 2025 demand	≈100,000–120,000 workers (Vietnam Briefing: Hanoi Q1 demand)
Tech job demand (Q2 2025)	≈+30% (Adecco Vietnam: Q2 2025 tech job demand)

“The hiring landscape will remain strategic. Businesses will continue to prioritise critical roles and future‑ready skills, with a strong emphasis on compliance, efficiency, and resilience. Companies that invest in forward‑looking workforce strategies will be best positioned to navigate the complexities of Vietnam's evolving economic environment.” - Chuong Nguyen, Adecco Vietnam

Begin by treating AI like a muscle: six practical steps will move a beginner marketer in Việt Nam from curious to hireable this year - 1) learn the basics of prompt writing and generative copy through short bootcamps and hands‑on labs, 2) build a simple analytics habit (track CTRs, conversions and one customer‑segment test), 3) run a localisation pilot with a Vietnamese dataset or partner to prove cultural fit, 4) practicum: ship a chatbot or personalised email campaign to shorten production cycles, 5) document outcomes in a portfolio (case, data, ROI) recruiters want, and 6) use market signals to target opportunities - partnering with local vendors or agencies when needed.

These steps mirror Vietnam's market reality: resources and training are abundant (see the MMA Global / Decision Lab State of AI in Marketing 2024), the national ecosystem is scaling fast (overview and talent context at HBLAB), and employers increasingly use AI in recruitment (Interviewer.AI's work with AIA Vietnam shows hiring is becoming data‑driven).

A vivid test: pick a regional brief, use generative tools plus a local vendor, and aim to deliver a targeted, AI‑localised creative in one week - that speed proves both skill and impact.

Step	Quick action / resource
1. Learn prompts & GenAI	Short bootcamps; hands‑on labs (see MMA Global report)
2. Basic analytics	Track one KPI and run A/B test
3. Localisation pilot	Partner with local AI vendor or use Vietnamese datasets (HBLAB)
4. Build a live project	Deploy a chatbot or personalised campaign
5. Portfolio & storytelling	Document problem → method → ROI for recruiters
6. Market match	Use recruiter market intel or AI hiring platforms to target roles (Interviewer.AI)

“Our interview-based AI technology is designed to enable companies like AIA Vietnam to make data-driven decisions, resulting in higher-quality hires that perfectly align with their organizational goals.” - Sunny Saurabh, CEO of Interviewer.AI

The big picture for Việt Nam isn't just opportunity - it's a policy and implementation test: bold national targets (a projected USD 120–130B by 2040) sit alongside real bottlenecks that could stall momentum unless fixed quickly, from a severe AI talent gap (MoST estimates only ~1,000 people with in‑depth AI expertise and fewer than 300 true experts) to fragmented data rules and heavy reliance on foreign compute where firms

rent GPUs

from AWS/Azure/Google Cloud rather than owning sovereign capacity; without stronger data protection, sandboxes and domestic infrastructure, the country risks dependency on imported tech and lost strategic control (Vietnam's AI economy potential - VnEconomy).

Policy moves to watch in 2025–26 include the DTI Law and a national data governance push, plus the NDDF capitalisation and targeted upskilling - steps that the national strategy and sector reports say are essential to turn piloted chatbots and pilots into durable, inclusive growth rather than uneven automation that leaves SMEs, older workers and rural areas behind (The State of AI in Vietnam for 2025 - InvestVietnam); the vivid risk is simple: without fast, enforceable rules and local compute and training capacity, Việt Nam could pay for the AI engine but not own it.

Key Risk / Gap	Policy or Market Levers to Watch
Severe talent shortage (~1,000 with in‑depth AI skills)	Expand AI education, national talent attraction, bootcamps and industry partnerships
Data governance & privacy gaps (no comprehensive law)	Pass personal data protection law, create regulatory sandboxes and clear oversight
Dependency on foreign compute (renting GPUs)	Invest in domestic cloud/data centres and NDDF-funded infrastructure
Uneven SME and regional adoption	Subsidies, AIaaS for SMEs, and rural digital inclusion programs

The bottom line for marketers in Việt Nam in 2025 is clear: AI is not a mass layoff - it's a competitive filter that rewards practical skills. With 78% of online Vietnamese having used AI recently and Gen Z leading adoption (86% usage, 40% daily) marketers who master prompt engineering, localisation and basic analytics will move from routine work into strategy and creative oversight (see Decision Lab's State of Consumer AI).

Companies are already embedding AI - 73% of firms have integrated it and 60.5% use AI in marketing - so firms will pay a premium for demonstrable AI fluency rather than headcount alone (ITviec).

For marketers ready to act, short, applied training matters: a 15‑week, hands‑on course like Nucamp's AI Essentials for Work teaches prompts, tool workflows and job‑based AI skills to close the gap between experimentation and measurable campaigns; that practical move is what separates replacement risk from career advantage.

Metric	Value / Source
Online users who used AI (past 3 months)	78% (Decision Lab Vietnam Consumer AI Market Report 2025)
Companies integrating AI	73% (ITviec Vietnam AI Adoption and IT Hiring Report)
Companies using AI in marketing	60.5% (ITviec Vietnam AI Adoption and IT Hiring Report)

“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.”