Generative Artificial Intelligence (GenAI) is reshaping the marketing technology (martech) landscape by delivering advanced solutions for personalization, automation, and data analytics. From instant ad content creation to optimizing multi-channel campaigns, GenAI empowers businesses to connect with customers more effectively. In Vietnam, where digital marketing is booming, GenAI offers immense potential but also poses challenges related to skills and ethics. This article analyzes GenAI’s applications in martech and its impact on the marketing industry.

Personalizing Customer Experiences

GenAI enables businesses to deliver highly personalized customer experiences. Tools like Copy.ai and Jasper leverage GenAI to create tailored emails, social media posts, and website content, reducing production time by up to 60%, according to a 2024 Gartner report [1]. In Vietnam, platforms like Tiki have adopted GenAI to recommend products based on user behavior, boosting conversion rates by 25% in 2024 [2].

Moreover, GenAI supports real-time data analytics. Martech platforms like Salesforce Einstein predict customer preferences, optimizing pricing and promotion strategies. McKinsey reports that companies using GenAI for personalization achieve 12-18% revenue growth [3]. With 70 million internet users in Vietnam by 2025, GenAI is key to enhancing online shopping experiences [4].

Automating Marketing Campaigns

GenAI automates complex marketing processes, from content creation to multi-channel campaign management. Tools like AdCreative.ai generate display ads and videos, cutting production costs by 45% [5]. In Vietnam, brands like Shopee and Zalo use GenAI to synchronize content across TikTok, Facebook, and email, ensuring consistent messaging.

GenAI also enhances SEO and digital advertising. Tools like SurferSEO analyze keywords and suggest optimized content, increasing organic traffic by 22%, according to SEMrush [6]. This is critical in Vietnam, where digital advertising accounts for 28% of marketing budgets in 2024 [7].

Challenges and Opportunities for the Workforce

GenAI poses challenges for marketers. The World Economic Forum predicts that 25% of marketing tasks related to basic content creation and data analytics could be automated by 2030 [8]. In Vietnam, where the martech sector grows 16% annually, roles like copywriters and social media specialists must adapt [9].

However, GenAI also creates new opportunities. Roles such as AI specialists, data strategists, and customer experience managers are in high demand. TopCV reports a 30% increase in AI-related marketing jobs in Vietnam in 2024 [10]. Yet, only 12% of Vietnamese marketers are proficient in GenAI, according to the National Economics University [11].

Human creativity remains irreplaceable. Campaigns like Highlands Coffee’s “Tet Ruc Ro” rely on cultural sensitivity to connect with Vietnamese consumers [12].

Solutions for Sustainable Growth

Businesses must invest in AI skills training. For instance, VCCorp’s “Martech Skills” program enabled 70% of its marketing team to use GenAI effectively [13]. Such initiatives should expand to smaller businesses in Vietnam.

The government can support through policies like the “National Digital Transformation Program,” funding martech training [14]. Additionally, regulations on AI ethics are needed to prevent misleading content, a concern for 65% of Vietnamese consumers [15].

Conclusion

GenAI is elevating martech with personalization, automation, and data analytics. In Vietnam’s fast-growing digital marketing landscape, GenAI offers a competitive edge. However, sustainable growth requires collaboration between businesses, government, and the workforce to balance technology with human creativity. GenAI is not just a tool but a catalyst for Vietnam’s marketing future.

References

1. Gartner. (2024). AI in Marketing: Trends and Efficiency.
2. Tiki Corporation. (2024). E-Commerce Marketing Report.
3. McKinsey & Company. (2024). AI-Driven Marketing Growth.
4. Statista. (2025). Internet Penetration in Vietnam.
5. AdCreative.ai. (2024). AI Advertising Efficiency Study.
6. SEMrush. (2024). AI-Powered SEO Impact.
7. Vietnam Digital Marketing Association. (2024). Market Trends Report.
8. World Economic Forum. (2024). Future of Jobs Report.
9. Vietnam Martech Association. (2024). Industry Growth Insights.
10. TopCV. (2024). AI Job Demand in Vietnam.
11. National Economics University. (2024). AI Skills in Vietnam Marketing.
12. Highlands Coffee. (2024). Tet Campaign Case Study.
13. VCCorp. (2024). Martech Skills Program Report.
14. Vietnam National Digital Transformation Program. (2024). Policy Overview.
15. Vietnam Consumer Survey. (2024). Trust in AI Marketing Content.