A STUDY OF ARTIFICIAL INTELLIGENCE’S IMPACT ON THE CHANGING LANDSCAPE OF REQUIRED JOB ROLES AND SKILLS IN VIETNAM’S DIGITAL MARKETING SECTOR
Keywords:
Artificial Intelligence, digital marketing, job roles, skill demandsAbstract
This study investigates the influence of Artificial Intelligence (AI) on the digital marketing sector in Vietnam, focusing on the evolution of job roles, skill demands, and the attendant ethical considerations. The research employs a mixed-methods approach, surveying Vietnam's digital marketing professionals and conducting a comprehensive literature review. Findings indicate a marked transformation in job roles and an increased demand for data analytics skills, strategic AI management, and capabilities to address AI-related ethical concerns, such as data privacy and algorithmic transparency. While AI offers substantial innovation and efficiency opportunities, it also poses challenges of workforce displacement and ethical dilemmas. The study calls for proactive upskilling, reskilling, and the development of ethical frameworks to navigate AI integration into digital marketing. Reflecting on the researcher’s experiences across two technological eras, this paper contributes to the dialogue on AI's role in industry transformation, underscoring the importance of adaptability, lifelong learning, and ethical governance in an AI-driven future.
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