AI and Innovation Reshape Vietnam’s Journalism Industry
Technology is becoming a key factor in modern journalism, changing how news is created, shared, and how media organisations maintain their edge in a competitive market. These topics were central to a workshop held on June 4 in Hanoi, focusing on the future of journalism.
Le Quoc Minh, a member of the Party Central Committee and president of the Vietnam Journalists Association, highlighted the growing importance of innovation and digital tools in transforming newsrooms. He pointed out the increasing use of AI in journalism, stressing that practical, editorial-focused applications are crucial rather than those meant just for entertainment.
“These technologies have become essential for research and content production. They help journalists verify facts, conduct investigations, and create meaningful stories,” Minh said. However, he noted that Vietnam’s media sector has been slow to adopt common innovations such as personalised content delivery and integration with wearable technology.
“We need to be more proactive in experimenting with new platforms and better anticipate changes in audience behaviour,” Minh added.
Challenges and Opportunities in Content Consumption
Le Mai Anh, a communication specialist and regional country manager at Global PR Hub, shared insights from a global survey revealing that 42% of journalists consider shifts in content consumption their biggest challenge in 2024. Meanwhile, 58% worry that AI might reduce content quality and harm public trust.
In Vietnam, where digital platforms are growing quickly, these concerns are especially relevant. Anh stressed the need for media organisations to raise content standards while adapting to new technologies to stay competitive.
Strategic Pillars for Journalism’s Future
Nguyen Van Ba, editor-in-chief of Vietnamnet, presented a framework for the industry’s transformation based on three pillars: content, business, and technology.
- Content must provide verified information and independent perspectives.
- Business models should diversify beyond traditional advertising to include long-form content, branded events, and digital subscriptions.
- Technology integration is essential for adapting to audience needs and new distribution channels.
Ba emphasized that this approach is vital for survival, requiring media outlets to rethink how they operate and generate revenue.
Embedding Technology in Storytelling and Operations
Ngo Viet Anh, director of the Media Development Centre at Nhan Dan newspaper, described digital tools as “new creative material.” He shared that Nhan Dan is using AI, virtual reality, and interactive Q&A platforms to boost user engagement and reach wider audiences.
“Putting technology at the core of editorial strategy helps us expand distribution and explore different revenue streams while serving public interest,” Anh explained.
Rethinking Journalism Education
The digital shift in journalism calls for a major update in how media professionals are trained. The Academy of Journalism and Communication (AJC) held a workshop on June 7 focused on this challenge.
Assoc. Prof. Duong Trung Y, vice president of the Ho Chi Minh National Academy of Politics, stressed the need to modernise journalism education to prepare students for a tech-driven environment. He recommended blending theory with hands-on experience and incorporating digital tools, big data, and AI into curricula for skills in cross-platform storytelling and audience analysis.
Assoc. Prof. Pham Minh Son, director of AJC, called for a practical, learner-centred approach to journalism training. He also highlighted the importance of stronger collaboration between academic institutions, media businesses, and tech companies to build a workforce ready for the media industry’s demands.
“Education must evolve quickly to keep pace with industry changes,” Son said. “Closer ties between academia, media, and technology are key to developing effective talent.”
For communications professionals looking to deepen their understanding of AI’s role in media, exploring specialised courses can provide practical skills for the future. Resources like Complete AI Training’s latest AI courses offer relevant knowledge on AI applications in content creation and media operations.
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