This was the central theme of a recent seminar titled “Publishing in the New AI Era,” held in Hanoi and bringing together experts, policymakers and content creators.

Global publishing under multidimensional pressure

According to Hoang Thanh Van, Director of ANA Hanoi, representing International Book Copyright, the global publishing sector is facing multiple challenges. Geopolitical factors, inflation, the rise of short-form video platforms and AI are all placing pressure on traditional business models.

Asia, in particular, is emerging as a focal point of rapid change. Physical bookstores are gradually evolving into cultural spaces, while revenue increasingly comes from livestreaming and e-commerce platforms. Marketing and sales activities are constantly shifting, alongside the growth of digital book formats.

Thailand offers a striking example of market momentum. A year-end book fair in 2025 generated 474 million baht (US$15 million). Genres such as romantasy, dark fantasy and dark academia are leading trends with high-quality printing, while non-fiction continues to grow steadily, focusing on self-help, psychology and skills relevant to the AI era.

In China, publishing models are also evolving. Many works are first released online, and successful titles are later acquired by publishers for print. The non-fiction segment has reached revenues of about 49.55 billion yuan, continuing its upward trajectory.

Meanwhile, Indonesia has seen a revival driven by vibrant online promotion campaigns from content creators on TikTok, BookTok and Instagram.

AI: threat or tool?

From the perspective of speaker Dinh Tran Tuan Linh, founder of Sakedemy, AI not only raises concerns about job displacement but also compels a shift in creative approaches.

Over the past three years, AI has increasingly been applied in Vietnam’s publishing sector, from content production and magazines to multimedia products. Vietnam, along with China, is considered among the more dynamic countries in Asia in experimenting with this technology, while Japan and South Korea remain relatively cautious.

However, public perception of AI still leans toward concern. Data from a training program shows that around 75% of questions focus on whether AI will replace jobs, while the remaining 25% relate to future career directions for younger generations.

Interestingly, within the publishing community - those most directly affected - there is a more open mindset. Many are willing to experiment, viewing AI as a supportive tool rather than a threat.

Yet a paradox remains: although nearly everyone has used AI, relatively few truly engage with or enjoy fully AI-generated products such as books, videos or complete content. This suggests a significant gap between expectations and actual user experience.

From a management and development perspective, Ngo Thi Ly, Director of Read Station, believes AI can become a driving force for publishing if applied effectively.

Drawing on international experience, Vietnam can adopt strategies such as leveraging livestreaming and e-commerce in book sales, as well as using AI in topic selection, content development, communication and marketing.

However, one urgent issue is copyright in the age of AI. Ly stressed the need for timely legal adjustments to protect the rights of creators as technology evolves rapidly.

Experts also emphasized that sustainable development in the AI era requires a balanced strategy combining technology with human factors. AI should be seen as a tool to enhance efficiency, not a complete replacement for creativity.

At the same time, establishing ethical standards, clear legal frameworks and training a workforce equipped with technological knowledge are key elements to help the industry adapt and grow.

Tinh Le