AI integration reshapes Vietnam's media industry and recruitment

The integration of Artificial Intelligence (AI) is reshaping the media and communications landscape in Vietnam. According to the TopCV 2025–2026 recruitment market report, marketing, communications, and advertising remain priority sectors for hiring, despite the risk of automation for repetitive tasks. Approximately 35% of Vietnamese enterprises have already integrated AI into their workflows, leading to a trend toward leaner staffing models that prioritize high-value roles.

For Gen Z candidates, employers are increasingly valuing adaptability and the ability to generate practical value over traditional degrees or experience. This generation is noted for its willingness to experiment with new tools to improve efficiency in AI-integrated environments.

Simultaneously, the rise of AI presents challenges regarding misinformation. Experts from the Academy of Journalism and Communication highlight the growing threat of deepfakes, where AI is used to manipulate images and voices of famous figures. To combat this, users are encouraged to develop verification skills, such as checking for unnatural environmental sounds, inconsistent background details, or physical inconsistencies in videos, and cross-referencing social media content with official news sources.