Thanks to the application of generative AI, Vietnamese companies across industries such as gaming and software testing are now capable of serving tens of millions of customers globally, regardless of language or time zones.

According to the report “Unlocking Vietnam’s AI Potential” released by Amazon Web Services (AWS), as of 2024, nearly 170,000 Vietnamese businesses have adopted artificial intelligence (AI), accounting for about 18% of all companies nationwide. This represents a significant increase from 13% in the previous year.

What stands out is the difference in AI application across business types. Among startups, 55% have adopted AI, and 35% are developing entirely new products based on AI platforms. In contrast, only 41% of large enterprises have deployed AI, with just 11% creating new products.

Nick Bonstow, Director at Strand Partners - the research firm behind the study - said this has led to a “two-tier AI economy,” where startups leverage flexibility and innovation, while larger corporations remain slower in both adoption speed and depth.

Gamota: 12 years of growth and 35 million players

Gamota is one of Vietnam’s largest mobile game publishers, having launched over 160 titles during its 12 years of operation. The company currently serves more than 35 million players and offers a full suite of services, including marketing, localization, operations, and payment processing.

As Gamota expanded beyond Vietnam into global markets and across time zones, it faced increasing pressure to maintain high-quality customer support around the clock.

To address this, the company partnered with AWS’s eCloudvalley to develop ECVBot - a chatbot built on Amazon Bedrock.

According to Duong The Vinh, Chief Technology Officer, the chatbot uses generative AI to automate support tasks, offering multilingual responses 24/7 and reducing repetitive workloads for human agents.

For example, customer service representatives who do not speak Thai can now assist Thai customers seamlessly.

Operational data reveals that this approach has cut employee workload by 50%, enabled responses to 90% of player inquiries within minutes, and reduced customer information processing time to under 30 seconds.

As a result, human agents can now focus on handling more personalized queries. The technology also paves the way for analyzing player behavior, personalizing experiences, and optimizing future marketing campaigns.

Katalon: A testing platform serving 80 countries

Originating in Vietnam, Katalon has expanded its operations to the United States and India. With over 350 engineers, the company now supports 30,000 software testing teams in more than 80 countries.

Katalon has developed the Katalon Platform - a testing solution that integrates both AI-powered and manual processes - alongside its AI assistant, Katalon Scout.

Built on AWS services, particularly Amazon Nova Act and Amazon Bedrock AgentCore, Katalon Scout enables natural language input to describe test requirements and then automatically creates and executes the test scripts.

Internal trials showed that this AI-based solution helped companies reduce testing time by up to 60%, while also improving test coverage and accuracy.

Tran Kien Uy, CEO of Katalon, stated: “AI is not only accelerating speed but also changing the way software is written. Without innovating testing methods, speed could become a risk rather than an advantage.”

More than 100,000 Vietnamese trained in cloud and AI since 2017

Gamota and Katalon exemplify how Vietnamese startups can harness generative AI to strengthen their competitive edge.

One company focuses on expanding game customer support, while the other optimizes software testing processes.

Their common thread is the use of AI not only to address domestic needs but also to serve millions of customers and partners internationally. These stories underscore Vietnam’s growing global potential in innovation.

Currently, AWS is supporting Vietnam’s innovation ecosystem by building infrastructure and developing talent through initiatives like AI Ready, which offers free courses in AI and generative AI.

Eric Yeo, General Manager of AWS Vietnam, emphasized that to remain competitive in the global marketplace, Vietnam needs strong collaboration between the government and the private sector to address key challenges.

Du Lam