Seminar on Artificial Intelligence Applications in Business in the Digital Age

On March 21, 2025, the Institute of Postgraduate Education of Van Lang University hosted the seminar "Recognizing and Shaping Entrepreneurial Opportunities in an Era of AI." The event featured Dr. Qimei Chen, Dean of the Marketing Faculty at the Shidler College of Business, as the keynote speaker.

Dr. Qimei Chen highlighted the great global business potential in today's landscape, particularly as international cooperation and cross-border trade continue to expand. However, this trend also presents challenges for business owners, including financial and technological risks, regulatory constraints, and difficulties in accurately assessing market demands.

Dr. Chen commented that companies today are standing at a crucial turning point as artificial intelligence (AI) becomes deeply integrated into daily life and widely applied in business and management. The development of AI provides business managers with advanced tools for risk assessment and financial analysis, helping them make more informed strategic decisions.

According to Dr. Qimei Chen, human intelligence surpasses AI in emotional intelligence, creativity, purpose-driven passion, and empathy. In contrast, AI excels in rapidly generating ideas and proposing practical solutions. To optimize business efficiency, leaders should strive for a balanced integration of AI capabilities and human expertise. However, when setting key performance indicators (KPIs), we need to consider realistic expectations to avoid abusing AI technology.

From the case of Coca-Cola using Real Magic AI to produce its entire 2024 Christmas TV commercial, Dr. Qimei Chen affirmed that the creative field always requires human involvement rather than relying solely on artificial intelligence. Compared to the original version, the Real Magic AI-generated version lacked the holiday spirit, as the entire clip featured only animals with almost no human presence. This demonstrates the limitations of AI and the critical role of humans in the creative industry. 

News: Thanh Phuc
Photos: Tram Le