Vietnamese enterprises are among the world’s leading adopters of AI tools on digital platforms

Vietnamese enterprises are among the world’s leading adopters of AI tools on digital platforms. With 93% of Vietnamese businesses using AI tools on digital platforms—one of the highest rates globally—Vietnam is increasingly seen as a pioneer market for AI-based conversational commerce and AI-driven consumer discovery.

Adoption and changing consumer behavior

Recent surveys indicate that about 93% of domestic enterprises have adopted AI tools on digital platforms. Consumer behavior is also shifting quickly: a 2025 Kantar study shows that 89% of adults in Vietnam interact with businesses via messaging at least once a week, while 78% report positive experiences with chatbots.

These figures suggest that “conversational commerce” has moved beyond experimentation and is becoming a familiar way for businesses to reach customers. At a press briefing on April 7, 2026, a Meta Vietnam representative said the model originated in Asia, including Vietnam, where consumers formed early habits of interacting and shopping directly through digital platforms.

Platform development and product tailoring

Signals from the region, including the Vietnamese market, are shaping new consumer trends. Meta said it has grounds to develop and refine products to better align with evolving shopping behaviors. Rather than requiring heavy infrastructure investment, many businesses are accessing AI through platforms where the technology is integrated into sales processes and customer interactions.

In this context, major tech platforms are tailoring offerings to local market characteristics. Meta recently rolled out AI solutions for Vietnamese businesses, including Business AI on Messenger (a customer interaction assistant), Meta AI Advertising Beta supporting Vietnamese, and new creative tools and video production features to help local businesses and content creators scale.

Key data points

• Global ad impressions on Meta platforms rose 18% in Q4 2025.
• Deloitte research: 86% of small and medium-sized enterprises report revenue growth from personalized advertising.
• Meta AI tools such as Advantage+ AI: average 20% increase in return on advertising spend (ROAS).
• HADAKI results using Business AI on Messenger: 20% increase in conversion rate, doubled messaging-handling capacity, and improved average order value.

Business impact and operational shift

From a corporate perspective, Deloitte’s research indicates that personalized advertising is linked to revenue growth for many SMEs. Meta also highlighted that using its AI tools—such as Advantage+ AI—can improve advertising efficiency, with an average 20% increase in ROAS.

Overall, the data points to a shift in how AI is used: rather than functioning as a standalone tool, AI is increasingly becoming an operational layer across business functions, including customer care, marketing, and experience optimization.

Meta’s position on AI and workforce

Mr. Khoi Le, Meta’s Country Director for Vietnam, said: “Our vision is to help Vietnamese businesses transform with AI. As well as strengthening presence on Facebook and Instagram, we believe every business should own its own AI assistant. Messaging remains the preferred channel for Vietnamese to connect with brands. Through Business AI on Messenger, interacting with customers 24/7, this tool supports businesses and meets customer needs, unlocking maximum potential.”

He also stressed that Meta’s tools are not designed to cut jobs, warning that focusing only on “leaning the workforce” could lead to missed growth opportunities. He noted that many business ideas are often postponed due to resource or skill constraints, and that AI working alongside the existing workforce can help enterprises accomplish more and pursue more ideas simultaneously.

Meta said it complies with AI content labeling regulations in Vietnam.