Vietnamese brands accounted for 51.1% of more than 2.1 million brand citations generated by artificial intelligence in search queries, underscoring their growing footprint across the Agentic AI search ecosystem.
Amid accelerating technological advancement, Vietnamese enterprises face substantial opportunities to bolster competitiveness through Search Engine Optimization (SEO), Generative Engine Optimization (GEO), and Agentic AI deployment.
According to the "State of Consumer AI in Vietnam" survey by Decision Lab, 78% of online consumers nationwide used at least one AI platform within the three months leading up to the study, with 33% engaging with AI daily. ChatGPT emerged as the most prevalent tool, recording an 81% adoption rate. These figures demonstrate that AI is rapidly maturing into a primary discovery channel alongside traditional search engines.
Furthering this trend, the "Vietnam AI Visibility Benchmark" report released by Hashmeta in September 2026 evaluated 395 brands across 20 domestic industries. The benchmark recorded over 2.1 million brand citations in AI-generated answers, with Vietnamese brands capturing 51.1% of the total volume. The findings indicate that domestic enterprises have established an initial, robust presence within AI-driven search environments.
Speaking at a partnership launch between AKA Digital (part of Lava Digital Group) and Singapore-based AI Search and AI Visibility firm Hashmeta AI on November 4, Mr. Gabriel Tay, Strategy and Consulting Director at Hashmeta.ai, highlighted that Vietnamese consumers are turning to AI for product discovery and inquiry at scale. He emphasized that AI Visibility should not operate in isolation, but rather function as a vital component of a comprehensive marketing technology architecture.
According to Mr. Tay, rather than merely tracking Google search indexing, businesses must now examine whether AI models recognize, cite, and recommend their brands in prompt responses. Consequently, AI Visibility is becoming a decisive competitive advantage, compelling marketing leaders to monitor and refine brand authority across generative AI platforms.
"With the continuous evolution of AI and shifting search habits, Vietnamese brands hold a significant opportunity to elevate their market posture and compete globally," Mr.Tay stated. "Investing in AI Visibility and applying SEO/GEO frameworks will be pivotal for Vietnamese enterprises not merely to survive, but to thrive in the future."
Google translate