Drawing on responses from over 1,000 Vietnamese employees spanning from more than 7 industries, the survey reveals a workforce increasingly focus into job security, fair recognition and financial well-being. The survey also signals a valuable opportunity for leaders to realign talent strategies with these evolving needs, a decisive factor for driving employee engagement and sustainable growth amid the digital era.

AI adoption and dual impact on Vietnam’s workforce

In Vietnam, the workforce is embracing AI more rapidly than many of the global counterparts. According to the survey, 83% of Vietnamese workers currently use AI in their tasks, significantly higher than the global average of 69%. Notably, 38% of the Vietnamese workforce employs Generative AI daily, a figure that is more than twice the global average of 14%.

This impressive uptake reflects Vietnam’s accelerated digitization and readiness to leverage cutting-edge technologies across industries. It also signals a profound shift in workforce mindset, where AI is increasingly recognized not just as a productivity tool but as a catalyst for career development and innovation. This is underscored by 90% of AI respondents who report tangible improvements in both productivity and output quality, coupled with high excitement and curiosity about new technological possibilities.

Overall job satisfaction among Vietnamese workers remains high, with 81% expressing satisfaction with their job at least once a week, surpassing the global average of 70%. This suggests that many employees find meaning and inspiration in their work despite the pressures of an evolving labor market.

However, this positive outlook is tempered by emerging challenges. The data reveals signs of strain, with 40% of respondents experiencing financial stress and 58% reporting fatigue – significantly higher than the Middle East’s 45%. Younger workers, particularly Generation Z, remains more cautious about job stability. These indicators are not passing concern but represent ongoing priorities for employers to implement effective well-being initiatives – for a motivated and healthy workforce.

Treat security and pay as core motivators

Security, including job stability and financial well-being, is critical to motivation. 79% of the global workforce surveyed rank job security is a top priority when considering new roles, reflecting a cautious approach amid economic uncertainties.

In Vietnam, however, the outlook is more optimistic overall, with 77% of employees confident about their future. Financial security supports this sentiment, with over 60% reporting they are able to cover their expenses, well above the global average. Yet, Generation Z express greater caution about the predictability and durability of their career paths, highlighting the need for employers to address their concerns proactively.

Significantly, productivity improvements thanks to new technologies are already translating into tangible financial rewards in Vietnam. A notable 69% of Vietnamese workers reported receiving pay rises linked to enhanced productivity – markedly higher than the global average of 43%. This paves the way for rising expectations around recognition and rewards, as 51% of Vietnamese workers anticipate requesting salary increases within 2026. It indicates that compensation strategies must align with employee contributions to maintain motivation and talent.

Skills development and leadership in AI era

Globally, more than two-third of employees believe they have a large or moderate amount of control over the way technology will affect their work during the next three years. Younger workers demonstrate greater optimism about their ability to harness rapidly evolving technologies to advance their career goals.

Vietnam’s workforce reflects this proactive attitude toward personal and professional development, since 60% of respondents expect AI to significantly transform their job soon. This foresight is matched by a strong demand for upskilling, with 75% of workers considering opportunities to develop new skills a fundamental part of a good job.

Continuous learning is seen as integral to career progression and job security, motivating employees to take charge of their skill development proactively. Most of respondents (74%) affirmed having access to learning and development resources at work. This emphasis on skill enhancement is vital in adapting to the ongoing technological disruptions and the evolving demands of AI-influenced roles.

The evolving business landscape demands that leaders urgently realign talent strategies to reflect their workforce’s changing priorities. Prioritizing transparency, fostering trust, and committing to continuous learning are essential to driving meaningful employee engagement and empowerment.

The survey presents six key actions to fuel workforce motivation in the AI era. Keys among them are ensuring fair recognition, supporting mental well-being, and aligning skill development with AI advancements, organisations can secure sustained engagement and long-term growth. Forward-thinking leadership in these areas will be vital to staying competitive in the rapidly evolving digital landscape.

Mohammad Mudasser, Director, Deals - Transformation, PwC Vietnam, shared: “It’s fascinating to see how quickly the Vietnamese workforce is embracing AI. It’s driven by more than just curiosity; they are seeing tangible benefits to their work and careers. The opportunity for leaders is to build on this momentum. People & Cultural Transformation succeeds when it empowers people to shape the change, not just endure it.”