FPT Communications Director Advises Entrepreneurs on Applying AI to Brand Development

On August 13, 2025, within the framework of the seminar “Application of Artificial Intelligence in the Startup Ecosystem”, Ms. Mai Thi Lan Anh – Communications Director of FPT Corporation – shared the message: “AI is just a tool; the true value lies in how we use it to create meaningful communication products for startups in particular and businesses in general.”

The seminar was organized by the Central Committee of the Ho Chi Minh Communist Youth Union, providing a platform for guests to interact and exchange ideas with local youth, union members, and contestants participating in the Northern semi-final round of the “Rural Youth Startup Project 2025” competition.

The seminar was attended by several distinguished guests: Mr. Canh Chi Quan – Deputy Head of the Committee for Youth Affairs, Central Committee of the Vietnam Fatherland Front; Mr. Hoang Cong Doan – Vice President of the Vietnam Young Entrepreneurs Association, Chairman of the Board of Directors of Song Thao Investment Joint Stock Company; Ms. Mai Thi Lan Anh – Communications Director of FPT Corporation; Mr. Tran Van Hung – Deputy Director of the Northern Region, Saigon Thuong Tin Commercial Joint Stock Bank (Sacombank); and Mr. Dinh Xuan Duong – Founder and CEO of FlyG Entertainment.

Ms. Mai Thi Lan Anh – Communications Director of FPT Corporation – speaking at the event.

Representing FPT, Ms. Mai Thi Lan Anh, Communications Director, expressed her admiration for the enthusiasm and potential of Vietnam’s young startup community, considering it a valuable asset and a source of faith in the nation’s future. Speaking about the “AI-first” mindset, Ms. Lan Anh shared that FPT began researching and applying artificial intelligence as early as 2013, recognizing it as an inevitable trend of the future. Over the past 12 years, FPT has built comprehensive AI capabilities, including AI computing infrastructure with two data centers in Vietnam and Japan; a team of 1,000 AI engineers; a network training 1,700 AI-specialized students nationwide; as well as AI education programs starting from primary school level. The company’s AI ecosystem of products and services now serves approximately 600 million users globally.

According to Ms. Lan Anh, “AI-first” is not simply about using AI as a tool but about integrating it from the very beginning of strategic planning — across both business and communications. The question is not whether to use AI, but how AI can help achieve goals faster, more efficiently, and more economically. However, she also highlighted three major barriers preventing Vietnamese startups from effectively applying AI in communications: the misconception that AI is only for large corporations or requires high costs; a lack of strategic communication thinking due to unclear goals, target audiences, and competitive advantages; and impatience when results do not appear immediately.

To illustrate her point, Ms. Lan Anh shared the story of TikToker Le Tuan Khang – a young man from a rural background who once worked hard in the fields but remained persistent in creating social media content. Initially, Khang’s videos were simple and rough, but through continuous improvement, they became more polished and opened up new opportunities. This story demonstrates that persistence, experimentation, and continuous learning will inevitably lead to success.

Speakers at the seminar “Application of Artificial Intelligence in the Startup Ecosystem” advising hundreds of startup founders.

In the context of countless AI tools being released and evolving rapidly, Ms. Lan Anh advised young entrepreneurs to remain calm and discerning. First, they must clearly define their goals and the problems they aim to solve before using AI, avoiding blind trends. Second, while speed in content creation is an advantage, quality and accuracy remain the decisive factors — fast content that is inaccurate or unethical can cause more harm than good. Third, startups should not be overly concerned about which “hot” tool others are using, but rather focus on selecting the most suitable platform to achieve their objectives, while always adhering to ethical and legal standards.

Discussing ethics in AI-powered communications, Ms. Mai Thi Lan Anh noted that AI can now generate highly realistic and visually appealing images and short videos — sometimes even “perfect” beyond reality. However, irresponsible communications that use fake images or misinformation risk destroying customer trust. Once trust is lost, not only does a campaign fail, but long-term relationships with customers are also damaged. Ms. Lan Anh emphasized that before using any AI-generated content, communicators must respect authenticity and their audiences. Technology only holds true value when used responsibly, upholding professional ethics, and aiming for sustainable development.

Alongside Ms. Lan Anh’s insights, other speakers also shared valuable perspectives and practical advice for young entrepreneurs — from identifying market trends and building personal brands to financial management and leveraging technology for business efficiency. The event served as an inspiring occasion, reaffirming the importance of applying artificial intelligence in both life and entrepreneurship, and encouraging young people to develop a creative, proactive, and responsible mindset for their startup journeys.