VML Vietnam names Bao Tu as chief innovation officer to advance AI-driven marketing

Ho Chi Minh, Vietnam – VML Vietnam has appointed technologist and creative leader Bao Tu as chief innovation officer, a move the agency says will support its shift toward becoming an AI-first marketing partner and help brands respond to rapidly evolving consumer behaviour in the country.

The appointment comes as Vietnamese consumers adopt more digital-first habits, with short-form video, social commerce and brand trust increasingly shaping purchasing decisions.

Ha Nguyen, CEO of VML Vietnam, said the hire is aimed at helping marketers turn AI into applied business value. “For marketers today, the question is no longer whether to use AI, but how to use it in ways that are meaningful, responsible, and tied directly to growth,” she said. “Bao’s appointment is about giving our clients a practical path forward. He brings the ability to translate the hype around AI into concrete solutions that help brands work smarter, move faster, and build stronger connections with their customers in Vietnam and beyond.”

In his new role, Bao will lead initiatives designed to integrate AI across strategy, creativity, production, influence and commerce. The agency said this includes modernising brand operations to support faster market response times, personalised content at scale and more efficient production processes.

“The brands that win will be the ones that can adapt in real time,” Bao said. “Our job is to power them with an AI engine behind the scenes — so decisions are faster, testing is constant, and every touchpoint stays consistent.”

Another priority will be linking Vietnamese brands to VML’s global AI, technology and creative network. This includes access to international AI studios, production partners and tools intended to help local teams create work that can scale regionally and internationally.

Ha Nguyen said Bao’s hybrid background in technology and creative innovation positions him well for the remit. “Bao brings a deep technology foundation with a proven creative and innovation leadership background. That hybrid strength is exactly what we need to lead our AI transformation and help our teams and clients grow with confidence,” she said.

Bao is an EPITECH-trained computer scientist who began his career in R&D and digital platform development before moving into creative-tech roles at FRED & FARID and BETC Paris,.

He later joined Accenture Song Paris, advising global brands on Web3, commerce innovation and GenAI experiences.

“For clients, Bao’s experience means they’re not just getting theory, they’re getting a partner who has actually built, shipped and scaled tech-driven ideas for some of the world’s most demanding brands,” Ha Nguyen added.