{
  "version": "2026-09-13-r2",
  "title": "Vietnam AI use and information-seeking evidence matrix",
  "checked_at": "2026-09-13T00:00:00+07:00",
  "scope": "A secondary evidence matrix from three public data sources and four source URLs. Microsoft contributes one 2025 data-table URL and one Q1 2026 release URL to the same series. The sources use different populations, periods and definitions; values are not pooled into one Vietnam AI adoption rate.",
  "source_count": 3,
  "source_url_count": 4,
  "source_count_note": "Three data sources are represented by four URLs because the Microsoft series uses both its Global AI Adoption 2025 data page and its Q1 2026 release page.",
  "sources": [
    {
      "source_id": "decision-lab-consumer-ai-2025",
      "publisher": "Decision Lab",
      "title": "The State of Consumer AI in Vietnam 2025",
      "url": "https://www.decisionlab.co/the-state-of-consumer-ai-in-vietnam-2025",
      "population_label": "online Vietnamese / active AI users as described on the public landing page",
      "sample_size_public_on_landing_page": null,
      "metrics": [
        {"label": "used AI in past three months", "value_percent": 78},
        {"label": "use AI daily", "value_percent": 33},
        {"label": "active users paying for a subscription", "value_percent": 55},
        {"label": "ChatGPT usage", "value_percent": 81},
        {"label": "Gemini usage", "value_percent": 51},
        {"label": "Meta AI usage", "value_percent": 36},
        {"label": "adoption among age 18-24", "value_percent": 86},
        {"label": "use for work and education", "value_percent": 84},
        {"label": "use for entertainment and socialising", "value_percent": 79}
      ],
      "denominator_warning": "The public landing page reports 81% ChatGPT usage but does not state the independent denominator/base for that platform metric. Do not interpret 81% as all online Vietnamese, do not multiply it by the separate 78% headline, and do not convert it into a population count."
    },
    {
      "source_id": "google-economy-sea-vietnam-2025",
      "publisher": "Google, Temasek and Bain & Company",
      "title": "e-Conomy SEA 2025 — Vietnam",
      "url": "https://services.google.com/fh/files/misc/vietnam_e_conomy_sea_2025_report.pdf",
      "page": 6,
      "study_source": "Google/Milieu, The Impact of AI on the Digital Consumer in ASEAN, September 2025",
      "study_sample": "n=7,200 consumers across ASEAN-10; the Vietnam page does not state the Vietnam subsample size",
      "metrics": [
        {"label": "interact with AI tools and features every day", "value_percent": 81},
        {"label": "have conversations with and ask questions of AI chatbots", "value_percent": 59},
        {"label": "expect AI to make decisions faster and with less mental effort", "value_percent": 43},
        {"label": "motivation: saving time on research and comparisons", "value_percent": 44},
        {"label": "motivation: availability of 24/7 customer support", "value_percent": 35},
        {"label": "motivation: saving money through better deals", "value_percent": 30}
      ],
      "denominator_warning": "These are Vietnam page headline metrics inside a wider ASEAN-10 study. They are not Google search-query volume or ChatGPT market share."
    },
    {
      "source_id": "microsoft-ai-diffusion-q1-2026",
      "publisher": "Microsoft AI Economy Institute / Microsoft Source Asia",
      "title": "Global AI Diffusion Report Q1 2026 — Vietnam figures",
      "url": "https://news.microsoft.com/source/asia/2026/06/15/bao-cao-muc-do-ung-dung-ai-toan-cau-quy-1-nam-2026/?lang=vi",
      "series_urls": [
        "https://www.microsoft.com/en-us/corporate-responsibility/topics/AI-Economy-Institute/reports/Global-AI-Adoption-2025/",
        "https://news.microsoft.com/source/asia/2026/06/15/bao-cao-muc-do-ung-dung-ai-toan-cau-quy-1-nam-2026/?lang=vi"
      ],
      "population_label": "share of people aged 15-64 estimated to have used a generative AI product during the reporting period",
      "method_note": "Aggregated and anonymized Microsoft data adjusted for OS/device market share, internet penetration and population size",
      "metrics": [
        {"period": "H1 2025", "ai_diffusion_percent": 21.2},
        {"period": "H2 2025", "ai_diffusion_percent": 23.5},
        {"period": "Q1 2026", "ai_diffusion_percent": 26.5}
      ],
      "derived": {
        "h1_2025_to_q1_2026_percentage_point_change": 5.3,
        "h1_2025_to_q1_2026_relative_change_percent": 25.0,
        "h2_2025_to_q1_2026_percentage_point_change": 3.0,
        "h2_2025_to_q1_2026_relative_change_percent": 12.8
      }
    }
  ],
  "non_comparable_fields": [
    "Decision Lab's public landing page does not state an independent base for the 81% ChatGPT usage metric. It must not be interpreted as all online Vietnamese or multiplied by the separate 78% headline.",
    "Decision Lab daily use (33%) and Google/Milieu daily interaction (81%) have different questionnaires/populations and must not be treated as a trend line.",
    "Microsoft AI Diffusion is a modeled adoption measure for ages 15-64, not a consumer survey response and not platform-specific.",
    "Platform usage percentages do not equal search market share, query volume, referral traffic or recommendation rate.",
    "The Google/Milieu ASEAN-10 sample size cannot be presented as the Vietnam subsample size."
  ],
  "derived_calculations": [
    "26.5 - 21.2 = 5.3 percentage points",
    "(26.5 / 21.2 - 1) * 100 = 25.0% relative increase",
    "26.5 - 23.5 = 3.0 percentage points",
    "(26.5 / 23.5 - 1) * 100 = 12.8% relative increase"
  ]
}