With 93% of Vietnamese businesses leveraging AI tools on digital platforms, one of the highest rates in the world, Vietnam is rapidly emerging as a pioneer in conversational commerce and AI-powered discovery.
According to a recent survey, around 93% of domestic companies have integrated AI tools into their digital operations. This trend is consistent with rapid changes in consumer behavior.
According to a 2025 study by Kantar, 89% of Vietnamese adults interact with businesses through messaging at least once a week, and 78% reported having a positive experience with a chatbot.
This data suggests that “conversational commerce” has moved beyond experimentation to become the standard way for businesses to reach customers. At a press conference on April 7, MetaVietnam representatives pointed out that this model originated in Asia, with Vietnam playing a key role as consumers early acquired the habit of interacting and shopping directly through digital platforms.
While livestream shopping and social commerce are not yet mainstream in Europe or the United States, signals from the Vietnamese market are helping to shape global consumer trends. These insights provide companies like Meta with the foundation to develop and refine products that respond to rapidly changing shopping behaviors.
From a performance perspective, Deloitte research shows that 86% of small and medium-sized enterprises (SMEs) record increased revenue through personalized advertising. Specifically, companies using Meta’s AI tools, such as Advantage+’s AI capabilities, see significant efficiency gains, including an average 20% increase in return on ad spend (ROAS).
These numbers represent a significant change. AI is no longer just a standalone support tool. From customer care and marketing to experience optimization, it is becoming the new “operational infrastructure” for businesses. Instead of investing in complex, separate infrastructure, many companies are accessing AI through established platforms where the technology is integrated directly into sales and customer-facing workflows.
