Thanks to the application of generator AI, Vietnamese companies across the industry, such as gaming and software testing, can now serve tens of millions of customers around the world, regardless of language or time zone.
As of 2024, nearly 170,000 Vietnamese companies employ artificial intelligence (AI), accounting for around 18% of all companies across the country, according to the Unlocking Vietnamese AI Report, released by Amazon Web Services (AWS). This represents a significant increase from 13% the previous year.
What stands out is the differences in AI applications across business types. Of the startups, 55% employ AI, and 35% develop completely new products based on AI platforms. In contrast, only 41% of large companies deploy AI, with only 11% creating new products.
Strand Partners director Nick Bonstow said the research firm behind the investigation – led to a “two-tier AI economy,” with startups leveraging flexibility and innovation, while large companies remain slow in both recruitment speed and depth.
Gamota: 12 years of growth and 35 million players
Gamota is one of Vietnam's largest mobile game publishers, and has launched over 160 titles during its 12 years of operation. The company currently serves more than 35 million players, offering complete services including marketing, localization, operations and payment processing.
As Gamota expanded beyond Vietnam to global markets and time zones, pressure has increased to maintain high quality customer support around the clock.
To address this, the company partnered with AWS' Ecloudvalley to develop Ecvbot, a chatbot built on Amazon Bedrock.
According to Chief Technology Officer Duong The Vinh, the chatbot uses generated AI to automate support tasks, delivering multilingual responses 24/7, and reducing the repetitive workload of human agents.
For example, non-Thai-speaking customer service representatives can now seamlessly assist Thai customers.
Operational data reveals that this approach reduced employee workload by 50%, enabled responses to 90% of player inquiries within minutes, and reduced customer information processing times to less than 30 seconds.
As a result, human agents can now focus on processing more personalized queries. The technology paves how players analyze behavior, personalize experiences, and optimize future marketing campaigns.
Katalon: A test platform that serves 80 countries
Starting in Vietnam, Catalon has expanded its operations to the US and India. With over 350 engineers, the company supports 30,000 software testing teams in over 80 countries.
Katalon, along with AI assistant Katalon Scout, has developed the Katalon Platform, a test solution that integrates both AI-powered and manual processes.
Built on AWS services, specifically the Amazon Nova Act and Amazon Bedrock Agentcore, Katalon Scout allows natural language input to describe your test requirements and automatically create and run test scripts.
Internal testing has shown that this AI-based solution helps businesses reduce testing time by up to 60% while improving test coverage and accuracy.
Katalon CEO Tran Kien Uy said: “AI not only accelerates speed, it also changes the way we write software. Without innovating the way we test, speed becomes a risk rather than an advantage.”
Over 100,000 Vietnamese trained in Cloud and AI since 2017
Gamota and Catalon illustrate how Vietnamese startups can leverage generation AI to enhance their competitiveness.
One company focuses on expanding customer support for games, while the other is optimizing the software testing process.
Their general thread is to use AI to not only address domestic needs, but also to serve millions of customers and partners internationally. These stories highlight the growing global potential in Vietnam's innovation.
Currently, AWS supports Vietnam's innovation ecosystem by building infrastructure through initiatives such as AI Ready and developing talent through initiatives that offer free courses in AI and Generated AI.
Eric Yeo, general manager of AWS Vietnam, stressed that in order to remain competitive in the global market, Vietnam needs strong cooperation between the government and the private sector and needs to address key challenges.
Duram
