Staff members of AIRO discuss making AI-Television Commercial video. Many organisations and companies in HCM City have artificial intelligence (AI)-driven investments and productions in the cultural sector. — Photo courtesy of AIRO

HCM CITY — Several organisations and companies in HCM City have recently announced artificial intelligence (AI)-driven investments and productions in the cultural sector, highlighting the technology’s growing role in cultural life.

From film, music and publishing to museums, tourism and video games, AI is transforming stages of the cultural production chain and opening up new ways to bring Vietnamese products to audiences.

AI is providing cultural and creative professionals with new tools at every stage, from developing ideas and producing content to promotion and distribution.

The trend is in line with the spirit of Resolution No. 57-NQ/TW, which seeks breakthroughs in science and technology, innovation and digital transformation to lay a strong foundation for national development in a new era.

It also aligns with Resolution No. 80-NQ/TW on developing Vietnamese culture, which identifies science and technology, innovation and digital transformation as key drivers of cultural development.

Experts say AI can support many stages of production, from market research and idea development to technical processing, promotion and distribution. For businesses, the technology can streamline workflows, reduce the cost of testing ideas and broaden market reach. For creators, it offers additional tools for self-expression and for bringing their work to the public.

In film, AI is being used to restore images, create subtitles, assist with dubbing, handle post-production and analyse audience preferences. In music, new tools make it faster to experiment with melodies, arrange compositions, process audio, remove background noise and create demos.

The publishing industry is also beginning to use AI for editing, translation, summarising texts and converting books into audiobooks. In advertising, design, video games and tourism, the ability to analyse large volumes of data and personalise content helps producers better understand the needs of different customer groups.

HCM City organisations and companies step up AI use

Within a week, HCM City-based AIRO Media Entertainment and Trading Joint Stock Company (AIRO) announced plans to expand its investment in AI for the cultural sector.

The company previously announced plans to develop an integrated media, entertainment and commerce platform powered by AI, with the aim of supporting Việt Nam’s cultural industries and providing businesses with innovative marketing solutions.

AIRO aims to produce 200 AI-generated short films a year and expand into game shows, entertainment programmes, short films and feature films. It also plans to develop into a global media and entertainment group.

The expansion follows the company’s arrival in Việt Nam nearly a month ago.

AIRO chairman Trần Lệ Nguyên said the company initially planned to use AI in livestreaming, virtual-character creation and television commercial production. But the rapid growth of AI and digital platforms, which is changing consumers’ entertainment habits and shopping behaviour, prompted it to broaden its ambitions.

“We will go beyond using AI to make films or create visual effects. Our broader aim is to build a comprehensive media, entertainment and commerce ecosystem,” he said.

Nguyên said the new model would help artists produce more work and generate sustainable revenue from their intellectual property. It would also reduce production costs and turn entertainment content into a sales channel.

A poster of AI film produced by HCM City company.  — Photo courtesy of film producers

In a separate development, HCM City Radio and Television (HTV), part of the HCM City Press, Radio and Television Agency, and TFS Studio have announced Bãi Săn, an AI-powered short-form series.

It is the first episodic AI production made directly by HTV and TFS. CapCut is the project’s technology partner, providing access to its technological resources.

The production marks a step towards TFS’s ambition to become Việt Nam’s first television studio to proactively explore and integrate AI into its filmmaking workflow. The studio aims to build its technological capabilities, establish a professional production process and improve the quality of new audiovisual formats.

The pilot project will also provide a practical basis for exploring AI use in genres that require extensive visual illustration, including future documentary and historical productions.

Mai Đặng, a CapCut representative, said AI could shorten production time and reduce costs. During pre-production, for example, it could be used to sketch characters, action scenes and settings.

“Under traditional production processes, we might spend months preparing large-scale scenes, such as a primeval forest or a castle. With AI, we expect to need only a few prompts,” she said. — VNS