Pepsi's "Bring Tet Home, Live the Moment" campaign in collaboration with Adtima during Tet 2024 won the Gold award in the "AI-Powered Audience Engagement" category and the Silver award for "AI-Driven Creative Excellence" thanks to the application of genAI technology (generative artificial intelligence). Specifically, this campaign allows users to create their own AI avatars on Zalo, bringing a new personalized experience to users. With more than 7.4 million views and more than 100 million AI Avatars created, the campaign effectively combined technological creativity and traditional meaning, successfully enhancing Pepsi's brand recognition in Vietnamese Tet culture. 
In addition, Adtima and Zalo AI were also honored to receive the “Enabling Technology Company of the Year” award in the “Industry Awards” category, affirming their position as providers of advanced AI solutions for the advertising and communications industry. The AI-based marketing solution suite such as AI Avatar, AI Card, AI Sticker, etc., helps brands bring interesting personalized experiences to users, increase interaction between users and brands, thereby spreading the brand naturally, effectively and economically. With the advantage of reaching nearly 78 million regular Zalo users every month, Adtima is promoting the “AI-first” strategy, providing AI-based marketing products to help businesses optimize customer experience, enhance brand awareness, reach potential customers, measure campaign effectiveness and boost sales. Previously, the AI Avatar feature was continuously provided by Zalo AI to users during EURO, Mid-Autumn Festival, and October 20. On the occasion of honoring Vietnamese Women's Day on October 20, 5 million AI greeting cards were created on Zalo. MMA Smarties is a prestigious award with a history of more than a decade in Vietnam, honoring pioneering brands and campaigns in using technology and creativity to effectively reach customers. This year, with nearly 500 entries, only 144 outstanding entries were shortlisted, representing 113 campaigns from 39 outstanding brands. In particular, the "AI Marketing" category was launched for the first time in Vietnam, creating a playground for marketers to apply AI creatively and effectively. According to a study by The Conference Board published in August 2023, 87% of marketers have used or tested AI applications, 68% of respondents have applied AI to daily work tasks and 82% expect to increase AI applications in the future. Similarly, Deloitte Digital's report on AI adoption in marketing published in October 2023, 3 of the top 5 AI goals of companies are related to marketing.
![[Photo] Visiting Cu Chi Tunnels - a heroic underground feat](https://vstatic.vietnam.vn/vietnam/resource/IMAGE/2025/4/8/06cb489403514b878768dd7262daba0b)
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