The evolution of digital marketing: Transitioning from automation to agentic AI-driven autonomy in Vietnamese firms

NGUYEN VAN THO

Ho Chi Minh University of Banking, Viet Nam

Email: [email protected]

Abstract

The study analyzes the effects of Agentic AI on digital marketing effectiveness in Vietnamese enterprises. Based on the resource-based view, job demands-resources model, and social exchange theory, the study examines the roles of Innovation capability and work engagement, with perceived organizational support as a moderator. Using survey data from 430 employees and managers analyzed via CFA, SEM, and PROCESS, the findings indicate that Agentic AI enhances Innovation Capability and Work Engagement, but neither directly influences digital marketing effectiveness. Instead, perceived organizational support positively moderates these relationships, highlighting organizational support as a critical boundary condition for leveraging autonomous AI in digital marketing.

Keywords: Agentic AI, marketing automation, digital marketing, digital transformation

(This article was published in the Vietnam Economic & Financial Review, Vol 2, Issue 1, February 2026)

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