Vietnam Businesses Prioritize 'Trust' as Key Competitive Edge in AI Era

As AI and digital platforms make content creation and distribution easier than ever, the media industry faces a paradox: more noise, more presence, but not necessarily stronger trust among consumers and audiences. This shift is prompting businesses to change their approach to media and brand building. Instead of just seeking attention or increasing reach, more companies are focusing on the longer-term challenge of building reputation and trust. This challenge is particularly acute as trust in institutions faces significant pressure. According to the Edelman Trust Barometer 2025, 61% of respondents in 26 markets express moderate to high dissatisfaction with businesses, governments, and the super-rich. This sentiment stems from concerns that businesses and governments serve the interests of a select few, while the system favors the wealthy. Notably, the study also reveals that those with higher dissatisfaction levels distrust all four institutions: business, government, media, and NGOs. The report also highlights a persistent trust gap between income groups, with lower-income individuals tending to have less trust in institutions than higher-income groups. These figures present a challenge for businesses. In an environment where trust is under pressure, merely being known or appearing more frequently is insufficient. How companies act, the values they create, and the consistency between their commitments and reality increasingly influence how brands are perceived. Ngo Thi Lan Phuong, Country Manager of Edelman Vietnam, shared insights on the industry's transformation, the growing role of corporate communications, and the new demands placed on media consulting firms in the 'AI era.' Edelman is the global communications consulting firm behind the successful '150 Years of Rising Heritage' campaign for Saigon Beer - Alcohol - Beverage Corporation (SABECO). This campaign recently became the sole representative from Vietnam to be honored in the Corporate Branding category at the PR Awards Asia Pacific 2026. Regionally, Edelman was also recognized by PRovoke Media as Asia Agency of the Year 2026. At the Asia-Pacific SABRE Awards 2026, Edelman and its clients received 23 nominations, the highest among participating agencies. Reflecting on the '150 Years of Rising Heritage' campaign's recognition, Phuong noted that a decade ago, successful media campaigns were often defined by creative ideas or execution that garnered attention. Today, while those elements remain important, they are not the sole determinants. The critical question is 'what business problem is it solving?' Thus, the strategic thinking behind the campaign is more crucial. International awards now evaluate campaigns not just on creativity or reach, but on their contribution to business objectives and the sustainability of the value created post-campaign. Phuong views this as a positive shift globally and in Vietnam, moving from generating attention to creating value. She expressed pride in this achievement, stating it demonstrates that strategies developed in Vietnam can compete effectively with regional media giants. The past 5-10 years have seen a significant change in media's objective. Brands now prioritize building trust over simply capturing attention. The paradox of the AI era is that while content creation tools are abundant, increased presence no longer offers the same advantage. Consumers are bombarded with information, making 'Do they see us?' a less critical question than 'When they see us, do they believe us?' The trust challenge is compounded by the Edelman Trust Barometer 2025 findings. The perception that businesses and governments serve a select few, with the wealthy benefiting disproportionately, fuels dissatisfaction. This growing dissatisfaction directly erodes trust in institutions. Furthermore, today's corporate evaluators are not just consumers but also employees, investors, partners, regulators, and the media. Each views a company from a different perspective, but the common thread is their focus on actions over words. Consequently, Phuong observes that business leaders are shifting their questions from 'What's our next campaign?' to 'How can communications contribute to our reputation and reinforce trust?' This is a more complex question that requires continuous effort from consulting firms like Edelman to analyze and answer. Phuong believes that the market is not lacking agencies capable of good execution or creative ideas. However, for a deeper relationship, businesses need partners who can sit with leadership, understand the underlying business problems behind communication requests, and identify desired changes and stakeholders.