The Vietnam Chamber of Commerce and Industry (VCCI) and Chicilon Group officially launched an artificial intelligence (AI) powered brand growth platform named NEX Brain in Hanoi on October 9.
Speaking at the event, VCCI Vice President Nguyen Quang Vinh highlighted that in a rapidly changing global business environment, brands increasingly reflect corporate competitiveness, reputation, and sustainable value creation.
Mastering brand development represents a strategic mandate to secure higher positions within global value chains rather than merely focusing on sales. This direction aligns with Politburo Resolution 68-NQ/TW on private economic development, which emphasizes elevating domestic enterprises beyond low-value processing through technology adoption and digital transformation to increase knowledge content.
Commercial practice shows that data serves as a vital strategic asset for modern enterprises. However, executives and chief marketing officers frequently face challenges in extracting actionable insights from raw data. Fragmented data collection and analysis alongside a shortage of skilled personnel often result in misdirected investments. Applications like NEX Brain promise an integrated solution across the brand strategy lifecycle by using artificial intelligence to analyze market trends, identify growth opportunities, optimize media campaigns, and measure return on investment accurately.
Emphasizing practical execution, Mr. Vinh noted that while artificial intelligence offers advanced tools for customer understanding, a gap remains between technological potential and actual business results. Technology adoption must directly address operational pain points while aligning with existing management capacity and long-term enterprise strategy.
Technology acts as an enabler rather than an isolated solution, delivering true value only when operated with agile and goal-oriented governance mindsets. Despite clear advantages, initial investment costs, risk aversion, and specialist shortages remain significant hurdles for small and medium-sized enterprises.
Alongside the platform debut, the event served as a forum for policymakers, experts, and corporate leaders to discuss artificial intelligence applications in brand governance.
Director of the VCCI Enterprise Development Institute Dr. Luong Minh Huan emphasized that as digital services evolve, firms must focus on how consumers evaluate product value and brand trust, ensuring consistent brand experiences.
Chairman of CSMO Vietnam Le Quoc Vinh observed that when consumers utilize artificial intelligence to search and compare products, brand filtering occurs before direct customer interaction. Consequently, brand growth strategies must ensure that artificial intelligence algorithms easily discover, comprehend, and recommend company offerings.
Member of the Members’ Council at MBV Luu Hoai Son added that media investment value should be evaluated comprehensively based on touchpoint quality, trust building, and customer lifetime value, requiring aligned data and channel strategies to optimize resource allocation.
Google translate