Forum “AI in Creative Advertising: From Data to Emotion” Gathers Nearly 400 Industry Leaders Across Vietnam
On the morning of August 13, at Hotel Nikko Saigon, the forum “AI in Creative Advertising: From Data to Emotion”took place, attracting nearly 400 CEOs, CMOs, marketing experts, as well as representatives from corporations, enterprises, and media agencies nationwide. Recognized as one of the largest and most impactful industry events of the year, the forum brought together diverse strategic perspectives and practical application solutions, opening new directions for Vietnam’s advertising industry in the digital era.
Artificial Intelligence (AI) is progressively reshaping every sector, from simple tasks to high-level, specialized work such as medical diagnosis, financial analysis, and creative content production.
According to a McKinsey report, between 2017 and 2023, AI adoption in businesses remained steady at around 50%. However, by 2024, this figure surged to 72%. The advertising industry is no exception. From OpenAI’s ChatGPT to Google’s VEO 3, a wave of AI agents has emerged—capable of analyzing customer data, generating content, and even producing fully finished videos.
A pressing question arises: Can AI completely replace humans in advertising? The forum “AI in Creative Advertising: From Data to Emotion” was precisely the space where leading experts came together to seek the answer.
Key Highlights from the Forum
In his presentation “AI in Artistic Creativity & Film Production: A Powerful Tool or a Threat to Replace?”, Mr. Nguyễn Phan Giang, Founder & CEO of Alien Media, affirmed that no matter how advanced technology becomes, it cannot replace the central role of humans in the creative process. He emphasized that AI should be viewed as an extension of human capability—helping to realize ideas and handle technical aspects—so that creators can focus entirely on strategy, vision, and building deep emotional connections with audiences.
Mr. Đỗ Đăng Thường, Executive Creative Director of The Purpose Group, shared insights from Cannes Lions 2025under the theme “AI is Here—Where Will the Creative Industry Go?”. He posed the question: Is AI threatening creative professionals? His answer: “No. AI is only data; only humans can create emotion.”
During the panel discussion “AI in Creative Advertising: From Data to Emotion”, Mr. Trần Việt Tân, Vice President of the Vietnam Advertising Association and Chairman of VINAMA Communications JSC, observed that AI is introducing entirely new ways to connect with customers, particularly in the field of outdoor advertising. This technology not only broadens creative possibilities but also enables two-way interactivity, making experiences more dynamic and messages more memorable for consumers.
“AI is present everywhere. Can AI process data? Yes. But only humans can breathe life into that data—transforming it into stories that touch hearts… From technology to emotion. From ideas to value. From creativity to national branding. This is the journey that the Vietnam Creative Advertising Awards – Vạn Xuân Awards aims to pursue, elevating Vietnamese creativity on the global map,” Mr. Trần Việt Tân emphasized.
Mr. Nguyễn Trường Sơn, Journalist, Director, and President of the Vietnam Advertising Association, stressed the importance of harmonizing technological advancement with cultural depth in advertising strategies. He noted that while AI is a powerful tool for data analysis, content personalization, and performance optimization, Vietnam’s cultural identity remains the key differentiator in building trust and elevating the country’s advertising position internationally.
Mr. Sagar Ghoting, Senior Partner at Rhodium Consulting and former VP of Design & Innovation at SRMG-Dubai, advised Vietnamese businesses and agencies to invest in workforce training and to start experimenting with AI solutions on a small scale before expanding.
From an educational perspective, Associate Professor Agnis Stibe, specializing in Digital Marketing at RMIT University Vietnam, suggested shifting from traditional teaching methods to multi-dimensional learning experiences. He recommended integrating new technologies—particularly AI—into learning so that students can master digital skills while developing critical thinking, storytelling, imagination, and empathy. This foundation will prepare a new generation of marketing and advertising professionals who can leverage technology creatively while still connecting with audiences on an emotional level.
Ms. Khổng Loan, former Deputy Managing Editor of Forbes Vietnam, noted that AI’s essence lies not in technology itself, but in how humans use it to forge emotional connections, spread human values, and unlock boundless creativity. This aligns with the spirit of the Vạn Xuân Awards—to honor individuals and organizations who dare to think big, innovate boldly, and create breakthroughs for a rising Vietnam in the AI era.
A Platform for Networking and Collaboration
In addition to panel discussions, the forum served as a “connection hub” for businesses, agencies, brands, and technology providers. Networking sessions were designed to foster collaboration, enabling participants to find strategic partners, suitable AI solutions, and creative experts to accompany their projects.
The forum “AI in Creative Advertising: From Data to Emotion” is part of the Vietnam Creative Advertising Awards – Vạn Xuân Awards 2025. This prestigious annual award is initiated and directed by the Ministry of Culture, Sports and Tourism (MOCST), the People’s Committee of Ho Chi Minh City, and the Vietnam Advertising Association. It is co-organized by the Department of Grassroots Culture, Family & Library, the Ho Chi Minh City Department of Culture & Sports, and VINAMA Communications JSC. The award recognizes outstanding creative ideas and campaigns in Vietnam. NADASA Advertising Co., Ltd., representing the Trường Người Ta media channel, is honored to be the media partner for this award.
Representative of NADASA Advertising Co., Ltd. signs media partnership agreement
The award’s activities include forums, university tours, exhibitions, and more—aiming to build a dynamic, internationally integrated creative community ready to embrace emerging technologies.