(Photo: Meta)

According to Meta, AI is becoming a baseline fully integrated into non-linear consumer journeys and business operations.

AI is transforming messaging platforms into full-funnel commerce hubs, where discovery, negotiation, and payments happen in one place. Influencers are increasingly becoming digital storefronts through AI-powered affiliate tools, and short-form video and livestreaming are compressing the sales funnel into high-engagement sessions. These trends are accelerating cross-border commerce, enabling Vietnamese SMEs to expand internationally through platforms like WhatsApp.

Against this backdrop, Meta Vietnam Country Director Khoi Le reaffirmed the company’s commitment to supporting Vietnam’s economic development.

"AI is becoming a key engine for the economy. In Vietnam, we’re partnering with the National Innovation Center on Project VGen to build an AI foundation tailored specifically for Vietnamese users. Each region has its own culture and ways of communicating, and AI can only be effective when it reflects local identity,” said Khoi.

(Photo credit: Meta)

Beyond technology, Khoi said Meta’s goal is to help businesses maximize efficiency, expanding internationally, opening new opportunities, and using AI chatbots to reduce costs.

These efforts help enterprises boost sales and tap into global markets, aligning with Vietnam’s national digital economy strategy set out at the recently concluded National Party Congress.