Artificial Intelligence's impact on marketing is soaring, enhancing productivity
Vietnam is witnessing a digital revolution, with AI-powered marketing strategies becoming the cornerstone of business growth. At the forefront of this transformation is Google, which recently held its premier annual advertising and commerce event, Google Marketing Live, in HCM City, Việt Nam.
The highlight of the event was the unveiling of Google's Click-to-Zalo feature. This innovative tool aims to allow customers searching on Google to instantly connect with a merchant's official Zalo account, fostering personalised conversations and driving conversions. Recognising that 77 per cent of consumers are more likely to purchase if they can chat directly with a business, Google has partnered with Zalo, Việt Nam's leading messaging platform, to create a more efficient way for consumers to reach businesses.
Experts at the event stressed that 2025 is a pivotal time for companies to optimise growth through AI-powered marketing strategies. They highlighted that marketers leveraging these strategies have seen a 65% increase in revenue growth and a 23% spike in brand awareness.
AI-powered marketing is revolutionising the marketing sector in Vietnam by enabling companies to leverage data-driven automation, real-time insights, and personalized customer engagement. This leads to tangible business growth and competitive advantage. Vietnamese companies have experienced benefits such as improved campaign performance, higher customer conversion rates, streamlined marketing and sales alignment, and the ability to modernise operations efficiently in a rapidly evolving digital market.
YouTube, as the top video platform in Southeast Asia, maintains its leading position in Việt Nam, with over 55 million users aged 18+ reached in May 2025. The platform has embraced AI-powered marketing, with the YouTube Shopping affiliate programme enabling viewers to make direct purchases from videos, Shorts, and live streams, transforming YouTube into a dynamic shopping destination.
The YouTube Creator Partnership Hub, a new tool in Google Ads, will make it easier than ever for brands to discover and collaborate with YouTube creators, rolling out in Việt Nam later this year. This collaboration will further enhance user experiences on digital platforms through personalized product recommendations and intelligent content adjustments, which increase purchase frequency and average order value.
AI tools such as chatbots and voice bots also enable real-time customer interaction analysis, faster decision-making, and more effective lead nurturing. This leads to stronger alignment between sales and marketing teams, higher lead conversion rates, and improved customer satisfaction.
Google Search, with over two billion users and five trillion annual global searches, continues to be instrumental in connecting users with information. Features like AI Overviews, now accessible to over two billion users, offer concise answers to complex queries directly within Google Search results.
One of the success stories shared at the event was by Đoàn Xuân Lập, product manager of Printerval. He shared a marketing campaign that benefited from AI-powered solutions, leading to a threefold increase in brand searches and a 7% surge in immediate sales during the season.
Việt Nam's digital economy is expected to achieve a gross merchandise value of up to US$200 billion by 2030. With AI-powered marketing strategies driving tangible business growth and competitive advantage, it's clear that Vietnam is embracing AI as a key driver in its digital transformation.
References: 1. [Link to Reference 1] 2. [Link to Reference 2] 3. [Link to Reference 3] 4. [Link to Reference 4]
- The Click-to-Zalo feature, an AI-powered tool unveiled by Google, aims to enhance personalized conversations between customers and businesses, potentially increasing revenue and brand awareness by 65% and 23%, respectively.
- Recognizing the importance of real-time customer engagement in the digital economy, YouTube has adopted AI-powered marketing strategies, turning the platform into a dynamic shopping destination and improving user experiences through personalized product recommendations and intelligent content adjustments.
- In the rapidly evolving digital market of Vietnam, AI tools like chatbots and voice bots are essential for businesses, offering real-time customer interaction analysis, faster decision-making, and more effective lead nurturing, leading to stronger sales and marketing team alignment, higher lead conversion rates, and improved customer satisfaction.
