With 93% of Vietnamese enterprises utilizing 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-driven discovery behavior.

According to recent surveys, approximately 93% of domestic businesses have integrated AI tools into their digital operations. This trend aligns with a rapid shift in consumer behavior.

A 2025 study by Kantar revealed that 89% of adults in Vietnam interact with businesses via messaging at least once a week, and 78% report positive experiences with chatbots.

This data suggests that "conversational commerce" has moved past the experimental phase to become a standard method for businesses to reach customers. At a press briefing on April 7, representatives from Meta Vietnam noted that this model originated in Asia, with Vietnam being a key player where consumers early on developed habits 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 cater to rapidly changing shopping behaviors.

From a business performance perspective, research by Deloitte shows that 86% of small and medium-sized enterprises (SMEs) have recorded revenue growth driven by personalized advertising. Specifically, businesses using Meta’s AI tools, such as the AI features in Advantage+, have seen significant efficiency gains, including an average 20% increase in Return on Ad Spend (ROAS).

These figures signal a major shift: AI is no longer just a standalone support tool; it is becoming the new "operational infrastructure" for businesses—ranging from customer care and marketing to experience optimization. Instead of investing in complex, independent infrastructure, many businesses are accessing AI through established platforms where the technology is directly integrated into sales and customer interaction workflows.