Why is Vietnam recruiting influencers and AI experts for propaganda campaigns? The Communist Party is reshaping digital messaging to strengthen ideological control in the social media era.
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| Vietnam’s push to combine influencers, AI and social media strategy signals a new phase of digital-era political control aimed at shaping online public opinion. Image: CH |
HANOI, Vietnam — May 8, 2026:
Vietnam’s ruling Communist Party is preparing a major overhaul of its propaganda strategy by embracing social media influencers, artificial intelligence and digital-first communication techniques in an effort to strengthen ideological control over a rapidly evolving online population.
Internal documents reveal plans to build a network of at least 1,000 influencers and 5,000 AI experts by 2030 to help distribute state-approved narratives and combat what authorities describe as “harmful” or “false” information online.
The strategy marks one of the clearest signs yet that authoritarian governments are adapting to the realities of the algorithm-driven internet era, where political influence increasingly depends on viral content, recommendation systems and digital engagement rather than traditional state media alone.
For decades, Vietnam’s political messaging relied heavily on state television, newspapers and tightly controlled public communication channels. But the rise of social media platforms such as Facebook and TikTok has transformed how younger generations consume information.
The Communist Party now appears to recognise that traditional propaganda methods are losing effectiveness in an environment dominated by short videos, influencers and personalised digital feeds.
The leaked strategy reflects a broader transition from conventional censorship toward algorithmic influence management.
Instead of relying solely on suppressing dissenting voices, authorities increasingly aim to flood online spaces with state-aligned content designed to shape public opinion more subtly and continuously.
Officials describe the goal as creating “ideological immunity” across society — language that frames information control not simply as political management but as a form of national protection against destabilising narratives.
That wording mirrors trends seen in several authoritarian and semi-authoritarian states where governments increasingly describe online dissent, misinformation and foreign influence as security threats rather than expressions of political disagreement.
Artificial intelligence occupies a central role in the proposed strategy.
According to the documents, AI systems developed by Vietnamese technology firms would help monitor online discussions, guide social narratives and accelerate the removal of content deemed inconsistent with party guidelines. Authorities reportedly want at least 90 percent of problematic content removed within 24 hours.
This reflects how AI is rapidly becoming a political tool as much as an economic one.
Globally, governments are exploring artificial intelligence not only for productivity and defence purposes but also for information control, surveillance and digital governance. Vietnam’s plans suggest the country wants to integrate AI directly into its ideological infrastructure.
The approach also acknowledges the overwhelming scale of modern online communication. Human censors alone struggle to manage millions of daily posts, videos and comments across social platforms. AI systems allow governments to automate monitoring, detect trends and intervene faster.
At the same time, the strategy indicates Vietnamese authorities understand that persuasion may now be more effective than overt censorship alone.
Podcasts, short-form videos and influencer-driven messaging are intended to make official narratives more appealing to younger audiences who often distrust formal political communication.
Perhaps the most striking aspect of the plan is the recruitment of social media influencers.
Influencers represent a new category of political intermediary in the digital age. They command loyal online communities, shape cultural trends and often appear more authentic than state institutions.
By attempting to incorporate influencers into official communication strategies, Vietnam is effectively trying to merge state propaganda with internet culture.
This reflects a global political shift. Around the world, governments, political parties and corporations increasingly rely on influencers to shape public perception. Vietnam’s strategy formalises that model within a one-party political system.
However, the effort also introduces risks for authorities.
Influencers succeed because they project independence and relatability. Once integrated too closely with official messaging, they may lose credibility with audiences who view them as extensions of the state.
One influencer reportedly declined participation in the initiative specifically to preserve personal autonomy, highlighting the tension between authenticity and political alignment.
The timing of the strategy is also politically significant.
Vietnam’s security apparatus has gained growing influence under party chief and president To Lam, whose leadership has coincided with tighter information controls and stronger state oversight of public discourse.
The plans suggest Vietnam is entering a more technologically sophisticated phase of governance where digital influence operations become integrated into broader political management.
Authorities reportedly want 80 percent of Vietnamese-language online content to be classified as “positive” by the end of the decade, illustrating the scale of the ambition.
The strategy also demonstrates how authoritarian systems are adapting rather than resisting digital transformation. Instead of attempting to isolate citizens from global internet culture entirely, governments increasingly seek to compete within it using the same tools that drive online engagement elsewhere.
Yet the strategy also exposes a difficult contradiction.
Modern internet culture rewards spontaneity, humour and unpredictability — qualities that often conflict with rigid political control.
That tension became visible after the release of “My Uncle,” a song praising To Lam and comparing him to revolutionary leader Ho Chi Minh.
Although clearly intended as supportive propaganda, reports suggest the song created discomfort within party circles because its tone and presentation risked appearing excessive or politically awkward.
The incident highlights a broader challenge facing governments attempting to modernise propaganda for social media audiences.
Content designed to go viral can quickly become difficult to control. Digital audiences often reinterpret, parody or criticise political messaging in unpredictable ways. What authorities see as patriotic communication can easily become internet satire or public embarrassment.
As a result, Vietnam appears to be walking a delicate line: encouraging more creative and engaging political communication while still trying to maintain strict ideological discipline.
Vietnam’s strategy is part of a wider international shift toward digitally managed political influence.
Governments worldwide are increasingly competing for attention inside algorithm-driven information ecosystems shaped by social media platforms, recommendation engines and AI systems.
The difference is that democratic governments generally operate within environments of competing narratives and legal protections for speech, while authoritarian systems often seek to centralise and dominate digital discourse.
Vietnam’s plans show how the future of propaganda may no longer depend primarily on controlling newspapers or television stations. Instead, it may revolve around mastering algorithms, online personalities and AI-powered information systems.
In that sense, the country’s new strategy represents more than a domestic political initiative. It offers a glimpse into how political influence itself is evolving in the age of artificial intelligence and social media.