vietnam

The State of AI in Marketing 2026 is a joint report by MMA and Decision Lab, surveying 143 marketing professionals across five Southeast Asian markets in early 2026. It finds that while 57% of organisations have reached advanced AI adoption, the real gap now lies in scaled integration, talent capability, and risk governance rather than access to tools. The report closes with practical implications to help marketers move from experimentation to disciplined, organisation-wide AI integration.

In today’s rapidly evolving marketing landscape, staying ahead requires collaboration and insights from industry leaders. That’s why ShopBack and the Modern Marketing Association (MMA) have joined forces to bring you this groundbreaking report.

Packed with data-driven strategies and real-world applications, this report explores cutting-edge trends and actionable tactics to help you navigate the future of marketing with confidence.

Welcome to the "State of AI in Marketing in Vietnam" report, a comprehensive look at how Artificial Intelligence (AI) is transforming marketing in one of Southeast Asia’s most dynamic markets. Produced by MMA Global and Decision Lab, this report explores current practices, challenges, and future opportunities in AI marketing adoption in Vietnam.

In the dynamic realm of digital advertising, the Modern Marketing Association (MMA) embarked on a pioneering project with the aim to standardize engagement metrics—a keystone for evaluating campaign effectiveness and ensuring equitable evaluation of awards entries. This comprehensive guide captures the journey of the Engagement Metrics Project from its ambitious beginnings to its pivot – a pragmatic decision made in the face of the industry's complex digital ecosystem particularly with video metrics.

In the past couple of years, Southeast Asia saw accelerated growth and changes in the technology landscape due to the COVID pandemic businesses experienced a boom in e-commerce, digital behaviors are normalized among consumers, and B2C engagement had adapted to the digital space. Now that it’s a norm for consumers to shop omnichannel and across multiple digital platforms, the next challenge for brands is to enhance consumers’ shopping experience and strengthen engagement in the future of integrated commerce.

In the past couple of years, Southeast Asia saw accelerated growth and changes in the technology landscape due to the COVID pandemic - businesses experienced a boom in e-commerce, digital behaviors are normalized among consumers, and B2C engagement had adapted to the digital space. Now that it’s a norm for consumers to shop omnichannel and across multiple digital platforms, the next challenge for brands is to enhance consumers’ shopping experience and strengthen engagement in the future of integrated commerce.