THE
AGENTIC
MARKETPLACE
When AI Enters
the Decision-Making Process

A new marketplace is emerging, where choices are no longer made by people alone, but are also shaped by platforms, data and AI agents.

 

Date: 19 – 20.11.2026

Location: Ascott Tay Ho Hanoi

Buy tickets now

THE
AGENTIC
MARKETPLACE
When AI Joins
the Power of Choice

A new marketplace is taking shape, where choice is no longer decided by people alone but also shaped by platforms, data and AI agents. 

 

Date: 19 – 20.11.2026

Venue: Ascott Hotel, Tay Ho, Hanoi

Buy tickets

Organization

Perform

Managing unit

Strategic Partner

For years, marketing and sales have operated on a familiar assumption: businesses create messages, reach customers, persuade them, and drive purchase decisions. Humans remain the primary decision-makers.
 
The rise of generative AI, and particularly AI agents, is changing this dynamic.
 
AI is no longer simply supporting businesses in analyzing data, identifying prospects, detecting purchase signals, personalizing offers, and optimizing conversion. On the consumer side, AI can also search for information, compare products, read reviews, assess risks, make recommendations, and even complete transactions.
 
As a result, a new market structure is emerging, where humans, brands, platforms, data, and AI agents all participate in the decision-making process. Consumers still define their needs and ultimate goals, but increasingly delegate parts of the search, filtering, and evaluation process to AI. Platforms shape what gets visibility; data determines how a brand can be identified and validated; while AI agents are becoming a new layer of intermediation in the path to choice.
 
This raises a new question for marketing and sales: How can a brand not only be known and trusted by people, but also be recognized by platforms, validated by data, and recommended by AI?
 
“The Agentic Marketplace: When AI Enters the Decision-Making Process” is not simply a story about technology. It is about how customer behavior, market structures, brand power, and growth models are changing.
 
Over two days, VSMCamp & CSMOSummit 2026 will bring together the marketing and sales community to explore seven layers of this transformation: from the delegation of choice to AI; how brands can be discovered, understood, and recommended by AI; and the new competition between brands, platforms, and algorithms; to continuous growth models, the convergence of Marketing, Sales, and Customer Service, the evolving value of human capabilities, and the foundations of trust in the age of AI agents.
 
In this emerging market, advantage will not simply belong to businesses with more data, technology, or content, but to brands trusted by people, recognized by platforms, and selected by AI for recommendation.

KEY TOPICS

DISCUSSION “HOT”

THE DELEGATION OF CHOICE: When people begin delegating their choices to AI

Key Question:
When customers no longer research every option themselves, how will businesses reach andinfluence them?

WINNING THE AI RECOMMENDATION: How can a brand be found, understood correctly and recommended by AI?

Key Question:
What must businesses do to avoid becoming invisible to AI agents?

THE NEW BATTLE FOR CHOICE: The new competition between brands, platforms and algorithms

Key Question:
In a market filtered through platforms and algorithms, will brand power grow or decline?

FROM CAMPAIGNS TO CONTINUOUS GROWTH: From scattered campaigns to a continuous growth system

Key Question:
Will businesses continue to use AI within existing systems, or redesign the entire growth system?

ONE GROWTH SYSTEM: When Marketing, Sales and Customer Service become one

Key Question:
Who will own the entire growth journey when AI breaks down functional silos?

THE HUMAN PREMIUM: What becomes more valuable as AI becomes ubiquitous?

Key Question:
When machines can perform almost every task, where will humans create value?

TRUST IN THE AGE OF AGENTS: Trust in a market where both people and machines choose

Key Question:
What must a brand prove to earn human trust, gain platform recognition, and be recommendedby AI?

VSMCamp & CSMOSummit

10 YEARS OF OPENING NEW HORIZONS FOR VIETNAM’S SALES & MARKETING INDUSTRY

Founded in 2016, VSMCamp – the nationwide Sales & Marketing Conference, and CSMOSummit – the Chief Sales & Marketing Officer Association conference for C-level executives- are Vietnam’s most prominent annual 2-in-1 specialized events. The event attracts over 1,500 attendees from businesses, agencies, academics, and strategic consultants annually.
 
Each occurrence of VSMCamp & CSMOSummit introduces new and meaningful breakthrough trends that lead and dominate the industry for the next many years, and so it becomes the convergence of leading domestic and foreign experts, the latest marketing and communication technologies, as well as professional practitioners.

Programme

Browse the keynotes and panels running back to back, and plan the sessions that suit you for the best experience at VSMCamp & CSMOSummit.

  • 08:00
  • Meeting Hall

Check-in

Guest Arrival & Registration

  • 08:30 - 10:00
  • Meeting Hall

PLENARY SESSION

Programme Introduction & Partner Recognition · Opening Speech: Dialogue with Yen Lam, Human-augmented AI: A New Actor in the Customer Journey · Customer Voice: What Happens When Consumers Start Using AI Agents? · Keynote: People, Platforms and AI: The New Challenge for Brands

  • 10:00
  • Meeting Hall

TEA BREAK

  • 10:15 - 12:00
  • Meeting Hall

PLENARY SESSION

Keynote: Design for a Trusted brand - Trust in the age of AI Disruption · Keynote: Using AI to Build Empathy and Sales Capabilities: Coaching Salespeople & Frontline Teams · Keynote: Agentic Enterprise: Unifying Marketing, Sales and Service into One Growth System

  • 12:00
  • Meeting Hall

LUNCH BREAK

  • 13:30 - 17:30
  • Ho Tay 2

BREAK-OUT SESSIONS: 3 TRACKS

TRACK OLIVE: From Search to Delegation - From Search to Delegated Choice

  • 13:30 - 17:30
  • Truc Bach Hall

BREAK-OUT SESSIONS: 3 TRACKS

TRACK LAVENDER: From Visibility to Recommendation - From Being Visible to Being Recommended by AI

  • 13:30 - 17:30
  • Ho Tay 1

BREAK-OUT SESSIONS: 3 TRACKS

TRACK IRIS: From Automation to Shared Agency - From Automation to Collaborative Action and Decision-Making Between Humans and AI

  • 17:30
  • Meeting Hall

END OF DAY 1

  • 18:00
  • To be updated

NETWORKING PARTY

  • 08:00
  • Meeting Hall

Check-in

Guest Arrival & Registration

  • 08:30
  • Meeting Hall

Programme Introduction

Host: Ms Nguyen Quynh Trang, Vice Chairwoman CSMO Vietnam

  • 08:40
  • Meeting Hall

Keynote

Building the AI-Native Enterprise: Redesigning Strategy, Operations and Human Value

  • 09:10
  • Meeting Hall

Keynote

Achieving Business Goals with AI: From Risk Management to Profit Generation

  • 09:40
  • Meeting Hall

Keynote

Agentic Commerce: From Emerging Trend to Reality and Implications for Vietnamese Businesses

  • 10:10
  • Meeting Hall

TEA BREAK – NETWORKING

  • 10:25
  • Meeting Hall

Keynote

Building Trust Capital in the Agentic Marketplace: The Power of Trust and the Ability to Be Chosen

  • 11:00
  • Meeting Hall

Panel Discussion

Sustainability in the Age of Agentic AI

  • 12:00
  • Meeting Hall

LUNCH BREAK

  • 13:30
  • Meeting Hall

Programme Introduction & Keynote

Host: Mr Vu Quy Tam, CEO CSMO Vietnam Southern Chapter · Keynote: REWIRED - Growth Systems Through the Lens of Digital Reinvention at McKinsey

  • 14:00
  • Meeting Hall

Keynote

Building An Experience Worth Recommending in the AI Era

  • 14:45
  • Meeting Hall

Fireside Chat

How Will AI Shape Our Lives?

  • 15:30
  • Meeting Hall

TEA BREAK – NETWORKING

  • 15:45
  • Meeting Hall

Keynote

From Disconnected Campaigns to a Continuous Growth Engine: What Must Businesses Change as AI Gains a Role in Customer Choice?

  • 16:15
  • Meeting Hall

Under Fire Debate

The Agentic Marketplace will be shaped not only by what AI can do, but also by what it is authorised to do - and, ultimately, who is accountable for its actions

  • 17:15
  • Meeting Hall

Closing

Mr. Le Quoc Vinh, Chairman CSMO Vietnam, Chairman Le Bros

  • 17:30
  • Meeting Hall

End of Programme

Speaker line-up

Don’t miss the chance to get ahead of the future and expand your network with top leaders.
The VSMCamp & CSMOSummit 2026 speaker line-up is updated continuously.

Mr. Nguyen Duc Son
CEO & Founder
Interloka Brand Agency

Mr. Trinh Xuan Phap
Founder
Ron Kaufman at Vietnam
Mr. Dao Trung Thanh
AI & Digital Transformation Strategic Consultant
Mr. Nguyen Duong
Founder & Chairman,
VPERIA
Mr. Nguyen Dinh Thanh
Deputy General DirectorNetSpace
Co-FounderElite PR School
Dr. Phan Tat Thu
ChairmanKNV Group
Co-founderElite PR School
TrainerEMPRETEC/UNCTAD Entrepreneurial Program
Mr. Nguyen Tuan
CEO
NetSpace
Mr. Thuan Doan
Deputy Director
the Institute of Brand Strategy and Competitiveness
Mr. Le Quoc Vinh
PresidentCSMO Vietnam
ChairmanLe Bros
Mr. Pham Vu Tung
CMO
CNG Group
Ms. Nguyen Hong Nhung
Corporate Communications Director
GELEX Group
Mr. Le Cong Thanh
Chairman
Information Retrieval Technology Joint Stock Company (INFORE)
Mr. Le Hong Quang
CEO
MISA
Ms. Ngo Phuong Thao
Chief Commercial Officer
SEONGON
Mr. Arjun Ganesh
Director
Solution Engineering APAC
Ms. Tran Vu Quynh Nhu
CEO
Kompa
Mr. Hanh Le
Co-founder & CPO
PMAX
Mr. Tran Nguyen Vu
Head of FSI
AWS Vietnam
Mr. Nguyen Tran Quang
CEO
FutureOne Consulting
Mr. Bui Quy Phong
FounderDeepB
Vice PresidentCSMO Vietnam
See more

OFFICIAL TICKET SALES

All in one Ticket - 2 Days

4.500.000 VND

* Ticket price: Does not include overnight stay, shuttle bus, transportation

  • E-ticket for admission to both days
  • 5-star tea break and lunch on both event days
  • Link to documents of program
  • 5-star networking party on Day 1 evening

VSMCamp Ticket - Day 1

3.000.000 VND
  • E-ticket for admission
  • 5-star tea break and lunch on the event day
  • Link to documents of program
  • 5-star networking party on Day 1 evening

* Ticket price: Does not include overnight stay, shuttle bus, transportation

CSMOSummit Ticket - Day 2

2.500.000 VND
  • E-ticket for admission
  • 5-star tea break and lunch on the event day
  • Link to documents of program

* Ticket price: Does not include overnight stay, shuttle bus, transportation

* Prices include VAT

VSMCamp & CSMOSummit through the years

[2025] Quantum of Sales – Technology, People and Personalised Experience
[2024] FORWARD+ Sales and marketing strategy in the era of sustainable growth
[2023] Smart X – Smart growth and revenue strategy
[2022] Digital experience in Sales & marketing strategy
[2020] Reconnection – Reconnecting after Covid-19
[2019] MiracleX – Customer experience in the digital era
[2018] CreaTech – The marriage of Creativity & technology
[2017] Building Digital Transformation
[2016] Building sales & marketing strategy for national brands

Organizer

Venue Partner

The sponsor list will be updated continuously

Gold Sponsor

Silver Sponsor

Bronze Sponsor

Technology Partner

Supporting Partner

10-Year Achievement Partner

Media sponsorship