Vietnam Plans AI-Driven Propaganda Push With Influencers and Podcasts

Vietnam’s Communist Party is preparing a major overhaul of its propaganda strategy by recruiting social media influencers and artificial intelligence experts to strengthen control over online narratives and public opinion. According to internal documents reviewed by Reuters, the government aims to create a network of at least 1,000 influencers and 5,000 AI specialists by 2030 to spread what authorities describe as “positive” content across digital platforms.

The new strategy reflects Vietnam’s growing focus on digital communication as younger audiences increasingly consume short-form videos, podcasts, and social media content. Officials believe rapid technological changes require a modern approach to promoting party ideology and countering what the government calls false or harmful information online.

The draft proposal outlines ambitious goals, including ensuring that 80% of Vietnamese-language online content is considered positive by the end of the decade. Authorities also plan to use AI-powered moderation tools to remove content violating party guidelines within 24 hours. Vietnamese technology companies are expected to play a key role by developing AI systems capable of guiding online discussions and monitoring social trends.

The initiative comes as Vietnam’s security apparatus gains greater influence under Communist Party chief and President To Lam, formerly the country’s public security minister. Vietnam already maintains strict media controls, regularly censoring social media platforms and directing coverage by state-run media outlets.

Officials are also encouraging traditional media organizations to adopt more creative communication strategies similar to those used by influencers. Approved creators may receive perks such as sponsored travel opportunities in exchange for promoting official campaigns and government activities.

However, the campaign also carries risks. A recent song praising To Lam sparked controversy after comparing him to Vietnam’s founding leader Ho Chi Minh. Following the backlash, state media reportedly received instructions to avoid promoting content seen as politically inappropriate or damaging to the party’s image.

With nearly 80 million active social media accounts nationwide, Vietnam is positioning AI and influencer marketing at the center of its long-term digital propaganda strategy.