This study delves into the transformative impact of Artificial Intelligence (AI) on the digital marketing sector in Vietnam, with a particular focus on the shifts in job roles, required skills, and emerging ethical considerations. As someone who has witnessed the evolution of learning and working environments over the past 15 years, transitioning from traditional methodologies to AI- powered platforms, the researcher’s personal journey underscores the dual nature of AI as both a disruptor and an enabler.
