Can AI ever replace the warmth of the “Vietnamese smile”?

As emerging technologies sweep across global industries, the hospitality and tourism industry is no exception. In Vietnam, where tourism is once again thriving after the disruptions of COVID-19, a quiet transformation is underway.

As highlighted by Dr Justin Matthew Pang, Interim Senior Program Manager of Tourism and Hospitality Management at RMIT Vietnam, hotels, restaurants, and travel services have traditionally been people-centric, focused on pleasing guests through the provision of high-touch face-to-face services.

“However, with the integration of AI-powered chatbots, facial recognition, and smart service ecosystems to streamline experiences, hospitality establishments are worried that technology might skew time-honoured service traditions,” he says.

Amidst this inevitable digital transformation, one cultural question remains unchanged: Can AI ever replace the warmth of the “Vietnamese smile” in the hospitality and tourism industry?

According to Dr Anushka Siriwardana, a Digital Marketing lecturer at RMIT Vietnam, Vietnam’s tourism identity has long been tied to the hospitality of its people.

“The genuine smile of a hotel receptionist or the personal story shared by a street food vendor is more than a gesture – they are moments that remain in a traveller’s memory always,” she says.

But as more hospitality brands experiment with service robots and algorithm-driven personalisation, there is a growing concern that efficiency may come at the cost of authenticity. 

The emergence of smart tourism service ecosystems is rapidly redefining how destinations operate. These systems, built on real-time data, smart infrastructure, and digital platforms, are designed to enhance user experience through hyper-personalisation and predictive services. In practice, a tourist in Ho Chi Minh City can now receive dining recommendations via AI, book local tours with a chatbot, and enter their hotel room with facial recognition.

While these innovations reduce friction, they may also diminish the role of human interaction, which remains a cornerstone of Vietnamese hospitality.

A study by Alonso et al. (2024) on tech adoption in Vietnamese restaurants revealed a tension between technological advancement and customer expectations. Many business owners acknowledge AI’s benefits in efficiency and data management but also fear losing the “human touch” that distinguishes Vietnamese service culture.

This is especially relevant given the demographic shifts in Vietnam’s consumer base. Gen Z, who make up a large share of domestic travellers and online consumers, are tech-savvy and convenience-oriented. Yet even among this digitally native generation, there is a strong preference for brands that reflect authenticity, social values, and human warmth.

Associate Professor Agnis Stibe from the Business Innovation department at The Business School of RMIT University Vietnam believes the future of Vietnam’s tourism and hospitality sector hinges on the purposeful unification of human capabilities with artificial intelligence.

He points out that when AI is designed to amplify – rather than overshadow – the cultural hallmarks of Vietnamese hospitality, such as the famed “Vietnamese smile”, it fosters superior guest experiences that are both efficient and deeply memorable.

“The real success will come when innovation is embraced not as a substitute for human warmth, but as a way to strengthen it, ensuring that Vietnam’s tourism remains both cutting-edge and soulfully genuine,” Associate Professor Stibe says.

For example, at a prominent five-star hotel in Singapore, the check-in process is automated – guests use self-check-in kiosks, while AI handles room allocation based on guest profiles and past preferences. A married couple might be assigned a room with a king-sized bed, while business travellers are given rooms with dedicated workspaces. But even with this tech-forward system, front office staff remain present in the lobby to offer help, answer questions, and connect with guests. That human presence adds a small touch that makes the experience feel personal, not transactional.

Importantly, the "Vietnamese smile" isn't just a metaphor. “It's a symbol of connection, reassurance, and cultural pride – something that no algorithm can fully replicate,” says Dr Anushka Siriwardana. Hence, as AI systems like ChatGPT become more adept at mimicking conversation, they still lack the ability to read nuanced emotional cues or engage in spontaneous empathy.

“These are traits that matter in service encounters, particularly in a country where hospitality is as much about emotion as it is about efficiency," Dr Justin Matthew Pang adds.

Smart technologies, when thoughtfully applied, can enhance the human elements that make Vietnamese hospitality unforgettable. The future of tourism lies not in choosing between AI and authenticity, but in blending both to create smart, soulful service. This is a clarion call to current hospitality managers to make sensible decisions on how they can best adapt technology without losing the innate Vietnamese traditions and service culture.

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