Meta launches virtual assistant that automatically responds to sales messages in Vietnam

Among the AI-integrated business tools introduced by Meta in Vietnam on April 7, the business assistant (Business AI) stands out when it operates directly on the Messenger application, responding to messages from customers instead of humans. Sellers do not need to be online constantly but still maintain interaction.

Virtual assistants are “trained” from the business’s own data. Message content, information on the website, fanpage or product catalog can all be included for the AI ​​to learn how to respond. Thanks to that, the system grasps product information, selling prices, as well as unique communication styles of each store.

According to Mr. Khoi Le, Country Director of Meta in Vietnam, sellers can deploy virtual assistants in a short time, without needing a separate technical team.

Some Vietnamese businesses have tested it in practice and recorded that the number of processed messages nearly doubled compared to before using the tool. Fast and continuous feedback using AI helps improve order conversion rates by about 20%. In addition to answering questions, the virtual assistant also suggests purchasing additional or bundled products during the conversation. As a result, the average order value increased by 5%.

Besides the sales assistant, Meta also introduced the AI ​​advertising assistant (beta version). The tool allows businesses to directly ask AI about the effectiveness of advertising campaigns, such as “are the ads working?” or “should the budget be increased or decreased?”. Vietnam is one of the first markets where the company deployed this feature.

Meta also adds AI features for content production, such as automatic captions and video translation. These tools are aimed at sellers and content creators, helping to optimize the video making process – a popular format in online sales.

The early deployment of AI tools in Vietnam, according to Meta representative, comes from market characteristics. Users in European and American countries are less likely to have the habit of watching livestreams or texting to ask for purchases, while this trend in Asia is “very strong”. Therefore, Meta’s AI toolkit to support sellers was deployed early in the domestic market.

According to Kantar’s 2025 research, 89% of adults in Vietnam message businesses at least once a week, and 78% rate the response from AI chatbots positively.

On the contrary, 93% of domestic businesses apply AI tools on digital platforms, among the highest in the world. These numbers show that “Vietnam is gradually becoming a pioneer market in conversational commerce”, according to the research firm.