Vietnam Embraces AI and Influencers for Digital Narrative Control
In a significant strategic shift, Vietnam's ruling Communist Party is reportedly planning to overhaul its approach to public communication by integrating social media influencers and artificial intelligence (AI) experts. Internal documents reveal an ambitious plan to adopt modern formats like podcasts and targeted content, aiming to strengthen the party's ideological reach among new generations and within the broader society.
By 2030, the government aims to establish a robust network comprising at least 1,000 social media influencers and 5,000 artificial intelligence specialists. Their primary role will be to disseminate content deemed 'positive' by the authorities. A central objective of this strategy is to cultivate 'ideological immunity' throughout society, safeguarding it from what the party identifies as harmful, toxic, and false information. This move underscores the profound impact of rapid technological advancements on information dissemination and the imperative for entities, including governments, to adapt their communication strategies.
AI and Influencers: Tools for Shaping Public Discourse
The strategy outlines specific targets for online content management. By the end of the decade, at least 80% of Vietnamese-language online information is expected to be positive. Crucially, AI tools are slated to play a vital role in achieving this, ensuring the removal of at least 90% of content infringing party guidelines within 24 hours. Furthermore, AI developed by Vietnamese tech companies will be utilized to 'lead social discussion,' while policy explanations will be simplified through podcasts, short videos, and content tailored for social media and specific demographics.
This initiative unfolds as Vietnam's security apparatus consolidates its influence, particularly under the leadership of party chief and president To Lam. The country's media environment is characterized by stringent controls, with authorities directing news coverage and censoring social media. The adoption of AI and influencers represents an advanced method to further solidify control over public narratives, a critical aspect of digital authority in any context.
The Growing Role of Digital Personalities in State Communication
External influencers and officials trained in digital skills are expected to bridge communication gaps with younger audiences and a public increasingly drawn to visual content and short videos. Vietnam represents a significant global market for platforms like Facebook and TikTok, with DataReportal indicating 79 million active social media users—nearly 80% of the population—by October. This vast digital footprint makes influencer engagement a powerful channel for reaching a broad audience.
Some influencers have already been approached for recruitment, with offers of perks such as sponsored trips, though typically without direct financial compensation. This highlights a growing trend where digital personalities are recognized for their reach and ability to shape opinions. For businesses, this demonstrates the immense value of understanding and leveraging influencer marketing, not just for product promotion but for broader brand messaging and reputation management.
Implications for Digital Authority and Market Intelligence
For brand marketers and businesses, Vietnam's sophisticated digital strategy offers critical insights into the evolving landscape of online influence and control. It underscores how digital authority is not merely about visibility but also about shaping narratives and building trust within specific communities. The deployment of AI for content moderation and narrative steering exemplifies the advanced capabilities now available to manage online environments.
Understanding these dynamics is paramount for businesses operating in or targeting markets with similar digital governance approaches. It emphasizes the need for robust market intelligence to navigate complex information ecosystems, build resilient digital authority, and ensure brand growth. As governments and other powerful entities increasingly harness AI and influencer networks, businesses must also refine their digital strategies to effectively engage, protect their brand, and maintain credibility in an ever-more controlled and curated online world.
