Vietnam media and marketing shift to data‑driven, AI‑enabled business models

Vietnamese news organisations are urged to move from pure advertising sales to diversified revenue streams built on brand trust, audience data and ecosystem services. Vccorp’s business‑development director Vương Lệ Thủy outlines a four‑layer model—Content Business, Audience Business, Community Business and Ecosystem Business—emphasising paid, specialised content, events, data products and training as growth drivers.

At the same time, the AI boom is reshaping marketing in Vietnam. Companies now seek staff who combine creative thinking with data analysis and technology skills. The University of Foreign Trade’s Ho Chi Minh City campus, in partnership with the UK’s University of Northampton, offers an internationally‑aligned marketing programme that blends theory with practical projects, workshops and industry placements. Graduates are already securing roles in e‑commerce and winning national innovation competitions, illustrating the sector’s rapid adoption of AI‑enabled strategies.