AI Becomes the Shopping Advisor for 58% of Urban Vietnamese Consumers

Do you remember the last time you spent hours comparing specifications, reading reviews, and browsing dozens of websites before deciding to buy an item? If the answer is "yes," you are not alone. But something is changing the way Vietnamese people shop, and it is not a new e-commerce app or a massive promotion program.

It is AI as a shopping advisor—a trend that is quietly yet powerfully weaving its way into every consumer decision made by urban residents. According to the latest survey from Q&Me, 58% of urban Vietnamese consumers are using tools like ChatGPT and Gemini to research products and services before purchasing.

This number is not just a dry statistic. It is a signal of structural change in consumer behavior. With 20 years of experience observing the Vietnamese market, I can affirm that this is one of the most critical shifts that any brand needs to understand clearly.

58% – A Telling Figure on Vietnamese Consumers Using AI

Let's look at the big picture. The survey was conducted among 200 generative AI users aged 20 to 49 in Ho Chi Minh City and Hanoi. Among them, 96% had used generative AI within the past month. This shows that AI is no longer an unfamiliar technology. It has become a part of everyday life for urban residents.

Even more noteworthy is that 58% of urban Vietnamese consumers frequently use AI to research products or services before buying. This puts product research using AI in second place among the most common AI use cases, right after general knowledge lookup (78%). It even surpasses work-related tasks (57%) and studying or translation (53%).

In other words, Vietnamese consumers are not just using AI for general Q&A. They are using it as a decision-making support tool for shopping—a role previously held only by review sites, forums, friends, or family members.

ChatGPT and Gemini: The Two Giants Dominating the AI Shopping Market

When it comes to the AI tools used by Vietnamese consumers, the two standout names are OpenAI's ChatGPT and Google's Gemini. These two platforms account for up to 90% market share among survey respondents.

ChatGPT has the widest reach with 80% of users, and 53% identify it as their primary tool. Gemini follows closely with 68% of users, of whom 37% consider it their main platform. Other platforms like Meta AI (25%), Claude (17%), Microsoft Copilot (17%), DeepSeek (14%), and Grok (11%) all have much more modest user bases.

Interestingly, there are distinct demographic differences. Gemini is particularly popular among users in their 30s, with an adoption rate reaching 83%. Meanwhile, ChatGPT is favored more by females, with 63% of women choosing it as their primary tool compared to only 44% of men.

These numbers highlight an important point: there is no single AI tool that fits everyone. Brands need to understand which platforms their target audience is using in order to reach them effectively.

How Does AI Participate in the Shopping Journey?

So, exactly what do Vietnamese consumers use AI for during the shopping process? The answer will make many marketers rethink their strategies.

The survey shows that 62% of consumers always or frequently use AI before making a purchase, with 9% always using it and 53% frequently using it. Only 3% said they have never used AI to research products. This means AI has become an almost default step in the shopping journey of urban consumers.

Regarding product categories, food and beverage is the most researched category via AI (55%), followed by electronics and home appliances (54%), fashion and accessories (47%), cosmetics and skincare (43%), hotels and travel (40%), restaurants and cafes (39%), and health and fitness (29%).

There are clear differences between men and women in certain categories. Men tend to use AI to research electronics and food more, while women have a higher demand for beauty information. Specifically, 53% of women use AI to research cosmetics, compared to only 33% of men.

Why Do Consumers Love AI So Much?

The biggest reason consumers turn to AI to research products is to save time and effort. About 70% of respondents appreciate getting a ready-made summary instead of having to read information across multiple different websites.

Personalized recommendations are an important factor for 54% of users, while 52% value the speed of information retrieval. Consumers in their 40s particularly value customized suggestions, with 65% considering this a key benefit.

This highlights one of the core differences between conversational AI and traditional search. Instead of providing a list of links, generative AI can synthesize information according to a specific set of criteria and create a shortlist. Users no longer have to read through dozens of websites themselves to find the most suitable product.

From Search to Analysis: AI is Changing Decision-Making

Consumers do not just use AI to find products. They are using it to analyze and evaluate.

The most common analytical task is summarizing pros and cons, mentioned by 67% of respondents. This is followed by comparing products or brands (62%), identifying products that fit specific needs (55%), and checking features or technical specifications (44%).

Notably, only 12% of users use AI primarily to find where to buy a product. This shows that AI is taking on the role of an advisor rather than a search engine. Consumers come to AI for advice, analysis, and recommendations—not just to find a purchase link.

Consumers in their 40s are especially prone to using AI as a filtering tool, with 70% asking AI to identify options that meet specific conditions. This is a significant shift in how consumers interact with product information.

AI Creates Shortlists, But Consumers Still Verify

Despite relying increasingly on AI recommendations, most consumers still do not take immediate action based on AI suggestions. Only 15% say they would buy a product recommended by AI without further verification.

Instead, 60% check Shopee or Lazada after researching with AI, 55% read user reviews, and 49% perform additional searches on Google. About 43% check TikTok, Facebook, or YouTube, while 41% visit the official brand website. Physical stores remain part of the verification process, with 32% checking products in person. The same percentage seek opinions from family or friends.

Younger consumers tend to verify AI recommendations more. Among those in their 20s, 69% check e-commerce stores. Conversely, consumers in their 40s are more willing to act directly on AI suggestions, with 23% buying recommended products without further verification.

This demonstrates an important reality: AI is becoming the starting point of the shopping journey, but not the end point. Consumers use AI to narrow down choices, but still need other channels to confirm their decisions.

AI is Changing the Consumer Discovery Funnel

The survey shows that generative AI is creating a structural shift in how urban Vietnamese consumers research products. Only 5% of respondents said AI did not change their research habits.

Half of the respondents stated they are discovering more new products and brands through conversational AI, while 46% said this technology is helping them make purchasing decisions faster.

This shift is also reducing reliance on some traditional digital channels. About 35% of respondents said they search on Google less frequently, 33% read fewer traditional websites, and 28% spend less time browsing customer reviews and social media feeds.

These changes point to a new challenge for brands. Search engine optimization and social media advertising remain important, but consumers are increasingly relying on AI systems to aggregate information and suggest products. This means brands need to optimize not just for humans, but for AI algorithms as well.

Implications for Vietnamese Brands and Marketers

So what should brands and marketers do in the face of this wave? Here are some suggestions from the perspective of someone who has observed the Vietnamese market for two decades:

First, ensure your brand is "known" by AI. When consumers ask AI about a product or category, does your brand appear in the answer? This depends on whether your brand is present in the data sources that AI is trained on—from review sites and forums to articles and social media.

Second, provide clear and structured product information. AI works best when input data is well-organized. If your product information is presented clearly, structured, and easy to extract, AI will be more likely to use it in its recommendations.

Third, maintain a presence on platforms consumers use for verification. Since 60% of consumers check Shopee or Lazada after researching with AI, and 55% read user reviews, maintaining a strong presence on these platforms is crucial.

Fourth, understand how your target audience is using AI. As seen, there are distinct differences among demographic groups. An AI strategy suitable for 40-year-old consumers may not be effective for 20-year-old consumers.

When AI is Not Just a Tool, But a Companion

I have witnessed Vietnamese consumers change through many technology waves. From the days of home shopping television to the boom of e-commerce, then social media, and now AI. Each wave brings new opportunities and challenges.

Yet one thing has never changed: consumers always want to be heard, understood, and advised sincerely. AI is meeting that need in a new way—faster, more personalized, and more convenient.

With 58% of urban Vietnamese consumers using AI to research products before buying, this is no longer a temporary trend. This is a structural shift in consumer behavior. Brands that understand this and adjust their strategies will be the winners in the new era.

And as I often tell my students: technology can change how we reach customers, but it cannot replace real value. Brands that deliver genuine value to consumers will always have a place, whether in the world of humans or in the world of AI.

Have you ever used AI like ChatGPT or Gemini to research products before buying? If so, what makes you trust—or distrust—the suggestions provided by AI? And if you are a brand trying to reach Vietnamese consumers, what will you do to make your brand appear in AI answers—and leave an impression deep enough for users to click through, rather than stopping at the suggestion? Share your perspective below, because in this AI era, those who understand consumer behavior will lead the game!