NEX Brain, a platform aimed at promoting the use of artificial intelligence in corporate brand building, management and development, was kicked off on October 9 in Hà Nội. — Photo courtesy of VCCI

HÀ NỘI — The Vietnam Chamber of Commerce and Industry (VCCI), Chicilon Group and the Vietnam Sales & Marketing Club on October 9 launched NEX Brain, a platform aimed at promoting the use of artificial intelligence (AI) in corporate brand building, management and development.

The event was attended by economic, marketing and communications experts, and about 300 business leaders, chief executive officers (CEOs) and chief marketing officers (CMOs).

The launch comes as science, technology, innovation and digital transformation play an increasingly important role in economic growth. AI adoption offers businesses opportunities to change management practices, improve production and business efficiency, develop their brands and expand into new markets.

The event also aligns with the direction set out in Resolution 57-NQ/TW on promoting science, technology, innovation and digital transformation, while encouraging the private sector to adopt technology and strengthen its competitiveness in line with the spirit of Politburo Resolution 68, according to VCCI.

Speaking at the event, Nguyễn Quang Vinh, vice chairman of VCCI, said Vietnamese businesses must not only participate in production but also increase added value, gradually establish ownership of their brands and strengthen their positions in domestic and international markets.

“For businesses, a brand is no longer associated solely with image or communications activities. It is increasingly becoming a strategic asset that reflects competitiveness, credibility and the ability to create sustainable value,” Vinh said.

AI provides businesses with new tools to use data more effectively, better understand markets and customers, improve decision-making, personalise customer experiences and adopt new approaches to brand measurement and management, he said.

However, Vinh cautioned that a gap remained between the potential of technology and its actual business impact. AI adoption must be tied to specific business needs, data quality, management capabilities and long-term development strategies.

“Technology only has real value when it helps businesses solve problems, improve productivity and create new value,” he said.

Supporting businesses in brand development

Lương Minh Huấn, director of VCCI's Enterprise Development Institute, said businesses needed to focus more on improving productivity, increasing value and differentiating themselves, rather than competing primarily on price and costs.

Businesses should also build competitiveness based on data and AI, while treating their brands as assets rather than simply marketing expenses, Huấn said.

Many Vietnamese businesses, particularly small- and medium-sized enterprises (SMEs), continue to face difficulties in adopting AI because of limited financial resources, data, specialised personnel and suitable implementation methods.

Enabling businesses to access technology solutions at reasonable costs and tailored to their practical needs is therefore important to digital transformation and efforts to improve competitiveness.

Vinh said VCCI regarded supporting the business community, promoting innovation and digital transformation, and advancing sustainable development as key priorities. In the AI era, these efforts require close coordination among businesses, business representative organisations, experts, technology providers and policymakers.

At the event, Chicilon introduced NEX Brain, an AI-powered platform for brand building and management. According to the company, the platform is designed to connect various stages of the process, from brand and market analysis and identifying growth opportunities to strategy development, communications planning, implementation, performance measurement and optimisation.

By combining data, brand development methodologies and AI technology, the platform is expected to help businesses improve decision-making and use resources more efficiently in brand-building activities.

A Chicilon representative said NEX Brain™ was part of the group's strategy to expand its solutions ecosystem, combining AI applications with its communications experience and existing network in Việt Nam.

In addition to the technology launch, the event provided a forum for discussions on economic prospects, the business environment, trends in the advertising and communications industries, and the impact of AI on brand building and management. — VNS