Enhancing brand visibility through AI-powered digital marketing: a systematic review with evidence from Vietnam
Sean WattsPurpose
This study investigates how artificial intelligence (AI)-powered digital marketing tools, such as chatbots, recommender systems, and predictive analytics, contribute to enhancing brand visibility. Particular emphasis is placed on Vietnam, an emerging digital economy where AI adoption is uneven due to infrastructure, skills, and regulatory challenges.
Design/methodology/approach
A systematic literature review was conducted following Preferred Reporting Items for Systematic Reviews and Meta-Analyses guidelines, covering peer-reviewed articles published between 2015 and 2025. Sources were drawn from Scopus, Web of Science, and Google Scholar, with additional screening of Vietnam-specific studies. Articles were coded thematically to synthesise insights on AI applications, branding outcomes, and contextual enablers or barriers.
Findings
The review shows that AI integration enhances audience segmentation, personalization, and adaptive marketing strategies, strengthening brand awareness, engagement, and recall. In Vietnam, successful adoption is facilitated by cultural localization, strategic leadership, and ecosystem partnerships. However, challenges persist around fragmented digital infrastructure, limited workforce readiness, and consumer trust in data use.
Research limitations/implications
The review synthesises available peer-reviewed literature up to June 2025; longitudinal and sector-specific studies are still limited.
Practical implications
The findings offer guidance for firms on designing culturally relevant, trust-enhancing, and resource-efficient AI strategies to improve brand visibility in emerging markets.
Originality/value
This study is one of the first systematic reviews to contextualise AI-driven branding within Vietnam. By bridging global advances with local market realities, it contributes both theoretical and practical insights for scholars, marketers, and policymakers.