Appier, an artificial intelligence (AI) company that helps marketers make better decisions powered by AI, recently explained the industry trends that will shape marketing in the country in the year ahead.

In the context of Vietnam’s economy continuing to develop off the back of a bullish 2018, which saw economic growth of just over 7 per cent, the additional impact of free trade agreements with Canada and the EU and the CPTPP is likely to kick in in 2019.

The rate of development in AI is occurring at an unprecedented speed, according to Mr. Charles Ng, Appier’s Vice President of Enterprise AI. Each year, the number of problems AI can solve grows astronomically. “We are seeing new things become possible on an almost daily basis,” he said “These include such areas as translation and self-driving cars, which are all powered by AI.”

Citing an increase in the number of multinational corporations looking to set up in Vietnam and coupling that with the country’s young and entrepreneurial population, he sees blue skies ahead for the adoption of AI into Vietnam’s business scene, including in marketing.

He cautioned, however, that the leading challenge for marketers in Vietnam and enterprises looking to deploy AI to monitor and further their marketing efforts is a need to cultivate a company’s underlying data.

For successful AI adoption, including of Appier’s solutions, a company’s data must be solid. Getting solid data infrastructure in place is a big challenge that businesses in Vietnam face. The country is very early in the adoption phase, so it is crucial for a company to get this right from the get-go. Data is the foundation upon which AI learns and helps business leaders make informed decisions.

The key trends in AI for the year ahead include an inevitable and steady march towards the adoption of AI, with businesses looking to deploy it in as many ways as possible and use it to solve more sophisticated problems. Secondly, an array of challenges as people continually push the limits of what AI can do at present and come to better understand not only its capabilities but also its limitations. And finally, an increase in AI applied to automation, where routine tasks are powered by AI, leading to more useful outcomes and freeing up human resources to tackle more creative challenges.

According to Appier, the way in which marketing is moving into a digital world presents marketers in Vietnam with an array of new challenges. “We see AI as a means by which these challenges can be approached, tackled, and ultimately solved for both local and international businesses,” Mr. Ng said.

“AI can serve to offer Vietnamese businesses an advantage over their incoming multinational competitors who often will not be able to be as agile and as flexible as local entrepreneurs to address the challenges that this market presents.”

Customers in gaming, e-commerce, and utilities in Vietnam are among the 1,000 clients Appier has around the world. Mr. Ng cited the ways in which enterprises can solve their challenges using AI. These include selecting the right AI partner for each business problem you are solving and making sure you have the right talent on your team. He went on to present a case study where deploying Appier’s solutions saw a property listing company achieve conversion increases of 190 per cent through PC and 330 per cent through smartphones over previous campaigns.