TTĐA: Applying artificial intelligence (AI) in optimizing market research and integrated communications at JBoon Agency

INFORMATION ABOUT MASTER'S GRADUATION PROJECT

1. Student's full name:Dao Thanh Hang2. Gender:Female

3. Date of birth: 19/03/2001                                    4. Place of birth:Hanoi

5. Decision to recognize student number:5626/QD-XHNV December 29, 2023 of the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi

6. Changes in the training process:Do not have

7. Project title:Applying artificial intelligence (AI) in optimizing market research and integrated communications at JBoon Agency

8. Industry:Media Management;Code: 8320109

9. Scientific instructor:Dr. Do Anh Duc, Head of Multimedia Communication Department, Institute of Journalism and Communication, University of Social Sciences and Humanities, Vietnam National University, Hanoi.

10. Summary of project results:

In the context of strong digital transformation, the application of artificial intelligence (AI) in marketing and communication activities has become an inevitable trend, especially in the field of market research and integrated communication planning (IMC). This study examines the possibility of applying AI to automate the market research process and optimize the effectiveness of IMC planning at JBoon Agency - a small and medium-sized media enterprise in Vietnam. By combining document analysis, in-depth interviews and practical testing, the study focuses on evaluating the effectiveness of AI tools such as ChatGPT, Buzzmetrics and Google Cloud Vertex AI in collecting, processing and forecasting market data. The results show that AI can shorten the analysis time, increase the accuracy of insights, and support budget optimization and personalization of communication strategies for each customer group. However, the study also points out some challenges related to data quality and implementation capacity in the context of small and medium-sized enterprises. Based on the theory of systems and innovation diffusion, the study proposes a feasible model for integrating AI into the IMC process, contributing to improving competitiveness and promoting digital transformation in the marketing communications industry in Vietnam..

11. Practical application:

The results of the project show the potential for widespread application of the AI ​​integration model in market research and communication planning activities at media enterprises. Automating the process of data collection, analysis and visualization helps businesses save significant time and costs, while improving the accuracy of identifying customer insights and forecasting consumption trends. In addition, tools such as ChatGPT, Buzzmetrics and Vertex AI can be flexibly integrated into the project management system, supporting creative staff in content creation, IMC planning and data-based strategic decision making. This model is not only suitable for the context of the Vietnamese market, where small and medium-sized agencies account for a large proportion, but also contributes to promoting digital transformation, optimizing resource efficiency and enhancing the competitiveness of businesses in an increasingly digital media environment.

12. Further research directions:

In the future, research can be expanded in three main directions. First, it is necessary to develop a specialized scale to assess the maturity level in AI application of Vietnamese media enterprises, inheriting from international models such as OECD (2022) or Gartner (2023). Second, large-scale quantitative research should be conducted to measure the impact of AI on business performance, creativity and labor productivity in the marketing industry. Third, it is necessary to consider the human-in-the-loop aspect and human-centric design principles as an important intermediary variable to ensure ethics, transparency and responsibility when deploying AI. Continuing to expand these studies will help build a solid theoretical and practical framework, contributing to shaping a sustainable AI development strategy for the media industry in Vietnam.

13. Published works related to the project:

Topic "Application of Artificial Intelligence (AI) in the work of PR professionals in Vietnam"; printed in the book Human Resources for Information Industry in the context of national digital transformation in Vietnam; published on July 5, 2024; ISBN: 978-604-43-2345-9.

INFORMATION ON PROJECT

1. Full name:Thanh Hang Island2. Sex:Female

3. Date of birth:March 19^th, 20014. Place of birth: Hanoi

5. Admission decision number: 5626/QD-XHNV Dated December 29, 2023

6. Changes in academic process:None

7. Official project title:Application of Artificial Intelligence (AI) in market research and Integrated Communications at JBoon Agency

8. Major:Journalism & Communication Management9. Code: 8320109

10. Supervisors:Dr. By Anh Duc, Head of the Department of Multimedia Communication, School of Journalism and Communication, University of Social Sciences and Humanities, Vietnam National University, Hanoi.

11. Summary of the findings of the project: 

In the context of rapid digital transformation, the integration of Artificial Intelligence (AI) into marketing and communication practices has become an inevitable trend, especially in the domains of market research and Integrated Marketing Communications (IMC) planning. This study investigates the applicability of AI in automating market research processes and enhancing IMC efficiency planning at JBoon Agency, a medium-sized communication enterprise in Vietnam. By employing a combination of document analysis, in-depth interviews, and practical experimentation, the research evaluates the effectiveness of AI tools such as ChatGPT, Buzzmetrics, and Google Cloud Vertex AI in collecting, processing, and forecasting market data. The findings indicate that AI can significantly reduce analytical time, improve the accuracy of consumer insights, and support budget optimization as well as communication strategy personalization for specific audience segments. Nevertheless, the study also identifies several challenges related to data quality and implementation capacity within small and medium-sized enterprises. Grounded in systems theory and innovation diffusion frameworks, this research proposes a feasible model for integrating AI into the IMC process, thereby enhancing competitiveness and accelerating digital transformation in Vietnam's marketing communication industry.

12. Practical applicability: 

The findings reveal the broad potential of the AI-integrated model in market research and communication planning across communication enterprises. Automating processes of data collection, analysis, and visualization allows firms to save considerable time and costs while improving the accuracy of customer insight generation and consumer trend forecasting. Moreover, tools such as ChatGPT, Buzzmetrics, and Vertex AI can be flexibly embedded into project management systems to support creative personnel in content development, IMC planning, and data-driven strategic decision-making. This model aligns well with the characteristics of the Vietnamese market, where small and medium-sized agencies constitute the majority, and contribute to advancing digital transformation, optimizing resource utilization, and strengthening competitive advantages in an increasingly data-centric communication environment.

13. Further research directions: 

Future research can be extended in three main directions. First, it is essential to develop specialized measurement scales to assess the maturity level of AI adoption among Vietnamese communication enterprises, building upon international frameworks such as those proposed by the OECD (2022) and Gartner (2023). Second, large-scale quantitative studies should be conducted to evaluate the impact of AI on business performance, creativity, and labor productivity within the marketing industry. Third, future investigations should explore the human dimension in the loop, specifically, the concepts ofhuman in the loopandhuman-centric design, as critical mediating factors that ensure ethical integrity, transparency, and accountability in AI deployment. Expanding research along these lines will contribute to establishing a robust theoretical and practical foundation, thereby shaping a sustainable AI development strategy for Vietnam's communication industry.

14. Thesis-related publications:Research Title: Application of Artificial Intelligence (AI) in the Work of PR Professionals in Vietnam, Print:Human Resources for Information Industry in the Context of National Digital Transformation in Vietnam, Publication Date: July 5, 2024, ISBN: 978-604-43-2345-9