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Knowledge as the Foundation to Avoid Being Swept Away by the AI Storm
In an era of booming AI, the deepest human desire remains genuine connection—the emotional touchpoint that technology cannot replicate.
Where will AI take us if we lose the human-to-human connection?
These were the insights shared by experts at the seminar “Stories of the Advertising Industry”, co-organized by **Văn Lang ]
Sài Gòn College (VLSC)** and the Ho Chi Minh City Advertising Association (HAA).
According to Dr. Nguyễn Hải Minh, a member of the HAA Executive Committee and Head of Technology Training, artificial intelligence (AI) has become an inevitable trend in the digital age. “Everyone is using AI” is no longer up for debate. However, as technology surges into every corner of life, a critical question arises: Where will AI lead us without the human-to-human connection?
AI is infiltrating education, healthcare, media, and even art and content creation. Its benefits are undeniable: analyzing data in seconds, crafting ad content instantly, and even generating music, paintings, or poetry like a human. Yet, amidst this hyper-speed and hyper-capability, there lurks a silent crisis: an existential disconnect.
Dr. Nguyễn Hải Minh shared a scenario: Imagine calling a company and being greeted not by a warm human voice but by an emotionless virtual assistant. While AI can process quickly and follow scripts perfectly, it cannot fulfill the human longing to be heard and understood. That “human-to-human touch” is something AI cannot replace.
We live in an era where “everything is fast.” Work is fast, decisions are fast, and money is made fast. Young people can become millionaires overnight through livestream selling or e-commerce platform algorithms. Yet, this reliance on foreign platforms makes them more vulnerable than ever. Today’s millionaire could be penniless tomorrow with a single policy change.
Vietnam’s market is grappling with finding a sustainable formula for e-commerce growth. The challenge isn’t just about infrastructure or technology—it’s about people. When everything revolves around speed—quick gains, quick losses—trust, emotion, and human connection are shortened and eroded.
At a recent inspirational event, a story was shared about an Australian athlete who competed in the Sydney Olympics. Instead of writing a polished promotional letter like her peers, she chose to write about her father, a farmer, with raw, unfiltered emotion, untouched by AI. That letter touched countless hearts because it was authentic and human. This raises a profound question: Are we losing the human essence and empathy in today’s communication?
According to Dr. Minh, authenticity always holds greater value than imitation, no matter how sophisticated the latter may be. A real diamond, though imperfect, is more precious than a synthetic one. Similarly, creative products born from the heart and human experience carry a unique allure. People are returning to handmade goods, wooden crafts, and Vietnamese guitars because they feel the soul and craftsmanship within them.
AI can create replicas, but they remain copies. Humans create originals. Thus, while leveraging AI is essential, we must not lose the authentic value within. AI skills are important, but professional mindset, integrity in creativity, and empathy in marketing are paramount.
In an era of information chaos, where the line between real and fake blurs, the one thing professionals must hold onto is their authenticity—their identity, values, and what they truly wish to contribute. This is the compass to navigate any upheaval, including the AI storm.
Knowledge as the Foundation to Avoid Being Swept Away by the AI Storm
This was the key message from Mr. Nguyễn Thanh Đảo, Chairman of the HAA, during the seminar. He highlighted a concerning trend: people are overly reliant on AI, neglecting foundational knowledge. In an age of overwhelming, shallow information, young people risk developing skewed perceptions, leading to missteps, misunderstandings, or controversial statements on social media.
“To use AI effectively, humans must first have knowledge. Knowledge of society, economics, and culture forms the foundation to prevent us from becoming mere shadows of technology,” Mr. Đảo emphasized. The story of AI isn’t just about technology—it’s a choice about lifestyle, how we view work, and the value of human effort.
Ms. Vũ Thanh Hà, a lecturer in Public Relations and Media at Văn Lang University, noted that in modern advertising campaigns, AI can be a “superhuman content writer.” However, emotions—the elements that make audiences cry, smile, or feel empathy—still originate from the human heart. Ms. Hà stressed, “AI can write eloquently, with perfect grammar and language, but to evoke compassion, creators need life experience, social understanding, and a sensitive heart.”
Mr. Phạm Ngọc Cường, Vice Chairman of HAA, spoke of the philosophy of “compassionate communication.” In a tech-driven world, what humanity lacks most is compassion. AI can respond quickly and produce polished content, but it cannot deeply understand emotional nuances, especially in sensitive fields like customer service, education, healthcare, or media.
Mr. Cường also noted that in the midst of rapid digital transformation, culture has emerged as an irreplaceable factor in creating brand differentiation. Incorporating cultural elements in advertising is not just a creative choice but a strategic direction, unlocking new opportunities for the industry both domestically and internationally.
Mr. Cường stated, “Culture is the foundation that helps brands build a unique identity, forge emotional connections with customers, and spread positive values about Vietnam and its people.” The most successful advertising campaigns today deeply tap into cultural elements—from folklore and traditions to national spirit—creating lasting impact and resonance with audiences.
Beyond delivering messages, Mr. Cường emphasized that culture helps brands build trust. Modern consumers don’t just buy products; they care about the values those products represent. A brand that respects and integrates culture into its communication easily fosters closeness, earning long-term trust and affection from customers.