Vistors at the 2024 MMA ALC Summit in HCM City on Thursday. — VNS Photo Thu Ngân

Valuable insights into AI trends, tools and best practices in the marketing sector were shared at the 2024 MMA ALC Summit, the Asia-Pacific’s largest AI in marketing event, held in HCM City on Thursday.

Hosted by MMA Global and aimed at accelerating the adoption of AI-driven marketing strategies, its theme was “The AI-Powered Marketing Revolution.”

It also sought to equip Vietnamese and APAC marketers and businesses with the necessary tools and insights to thrive in a competitive global environment.

It was attended by over 700 top marketers, business leaders, AI experts, and renowned speakers, and supported by 30 partner brands.

Exclusive keynotes, interactive workshops, AI exhibition experiences, and valuable discussions helped share deep insights into the future of AI in marketing.

Rohit Dadwal, CEO of MMA Global, APAC, said: “Việt Nam was chosen as the host location due to its rapidly growing digital economy, youthful and tech-savvy population, and the increasing importance of the market in the APAC region.

“We see this as an opportunity for Việt Nam to take a leadership role in the regional marketing industry, fostering innovation and driving economic growth.”

Việt Nam has made impressive strides in integrating AI into marketing strategies, particularly in recent years, he said.

While its pace of adoption could vary compared to some other APAC countries, it is catching up rapidly, he said.

Nevertheless, there are still challenges such as the need for more specialised talent and digital infrastructure, he said.

Many other speakers stressed the importance of AI in modern life.

Nguyễn Minh Quân, head of Samsung Product Marketing, said 59 per cent of Gen Z workers want to use AI to maximise productivity.

Besides, 76 per cent of them beleive tablets shoud be smarter with AI to become helpful, he said.

AI is undoubtedly transforming the marketing industry, automating tasks and providing insights that were previously unimaginable.

While it is true that AI may replace certain roles, particularly those that involve repetitive or data-intensive tasks, it is important to recognise that AI also creates new opportunities, Dadwal said .

The human elements of creativity, strategic thinking and emotional intelligence remain irreplaceable, he said.

Marketers could prepare themselves by upskilling in areas where AI excels, such as data analysis and machine learning, while also honing their unique human strengths, and embracing a mindset of continuous learning and adaptability would be crucial, he said.

Understanding how to collaborate effectively with AI tools would allow marketers to enhance their capabilities and deliver more personalised, impactful campaigns, he added.

This is the first time in Việt Nam that MMA Global showcased the achievements of the ALC, specialised forums where industry leaders, academics and practitioners collaborated to address challenges and opportunities in AI-driven marketing.

With over 800 member-companies globally and 16 regional offices across continents, the US-based MMA Global brings together the full ecosystem of marketers, martech and media companies working collaboratively to define the future of marketing.

Present in Việt Nam since 2012, MMA Global has organised leading industry events, fostering collaboration between domestic and foreign businesses and positioning Việt Nam at the forefront of the latest trends. — VNS