If you’re ready, let’s dive right in!

Interview:

1. So, let’s start with the basics. Could you tell us, what is your research topic?

My research focuses on the application of artificial intelligence (AI) to improve customer experience at VP Bank. Given the increasingly competitive nature of the financial services industry, applying AI to optimize customer service, from process automation to personalization of customer experiences, is essential for banks looking to strengthen their competitive edge and enhance customer satisfaction.

2. That sounds incredibly relevant. So, why did you choose this particular topic?

I chose this topic because AI is playing a growing role in the financial sector, particularly in terms of improving customer experience. VP Bank is prioritizing digital transformation, and I believe that AI is a powerful tool that can help the bank meet customers’ rising expectations and needs while also boosting operational efficiency.

3. That makes perfect sense. Staying informed must be key to work in a field as dynamic as AI. Where do you usually get your knowledge from?

I regularly update my knowledge through various in-depth sources such as research reports, academic publications on AI and finance, and reputable online courses on platforms like Coursera and Udacity. I also gather insights from industry conferences and reports from major financial institutions like McKinsey and Deloitte, which provide a broader perspective on AI application trends within banking.

4. That’s a solid foundation! Every research journey has its ups and downs. What have been some of the difficulties or advantages in your research process?

One challenge has been accessing the necessary data for analysis, as customer data is often highly confidential in the banking sector. However, the advantages have been substantial, with plenty of academic resources and advanced technologies available to apply. VP Bank has also been very supportive, providing basic knowledge and strategic guidance, which has been immensely helpful.

5. That’s great to hear! Lastly, what would you say you’ve gained or learned from this research process?

Throughout this journey, I’ve learned how to apply AI models practically, from analyzing customer data to automating processes, which ultimately create better experiences for our customers. I’ve also gained a deeper understanding of the need to balance technology with human elements to ensure that AI applications bring both convenience and a friendly, trustworthy experience for customers.

Thank you so much, Tu, for sharing such detailed and valuable insights into your research. I’m sure these takeaways will help everyone listening to better understand the significant role AI plays in enhancing service quality and customer satisfaction at VP Bank. We wish you all the best with your research and hope it brings real, practical benefits to both the banking industry and its customers.

Interview:  

1. What is the research topic?

The impact of AI on human resource management at Techcombank.

2. Why choose this topic?

Because AI is becoming an important technology trend in the current era. Applying AI to HRM has the potential to change the way human resources operate. Especially in the banking sector, AI can improve work processes, increase efficiency and support strategic decisions. Furthermore, this is an interesting topic and suitable for my career development orientation in the field of technology and human resources.

3. Where do you often refer to for knowledge?

I often refer to knowledge from scientific research and reports from reputable organizations such as McKinsey, Deloitte, and Harvard Business Review. In addition, I researched websites specializing in technology and HR such as SHRM, along with actual reports and internal documents of Techcombank to have a more in-depth and practical view on how to apply AI in banking. row.

4. What are the difficulties/advantages of your research process?

During the research process, I encountered difficulty in collecting actual data and in-depth documents from the banking industry because of high confidentiality. However, one advantage is that Techcombank is interested in and investing in AI, so there are many internal projects and reports to support research. I also had the opportunity to interview employees to better understand their perceptions and practical experiences when using AI in HRM.

5. What did you learn during the research process?

Through my research, I realized that AI not only brings performance benefits but can also improve employee experience if applied properly. However, applying AI requires a clear plan to manage privacy risks and avoid employees being pressured by new technology. This helps me better understand the importance of combining technology with human factors in HRM for sustainable development.

The interview with Nguyen Thi Tra Mi helped us understand more about the potential and challenges of AI in human resource management at Techcombank. Thank you Mi for your useful sharing, wish you success in your research and development career!

I'm Ngoc Thu. Thank you for taking the time to participate in this interview. I conducted this interview for the purpose of consulting the research topic. I commit to keep the information confidential and only use the interview results for academic purposes. Please answer the questions honestly and in detail. Estimated time to complete the interview is approximately 15 minutes. Thank you for your cooperation!

Interview:

1. What is the main topic of the research, and why did you choose this topic?

The main topic of this research is Artificial Intelligence (AI). I chose this project because it aligns with my studies in e-commerce, AI, and digital marketing, particularly in understanding how AI enhances social commerce. My interest in AI's potential to transform digital shopping experiences also motivates me. This project is relevant to my career, as social commerce is rapidly growing, and skills in AI-driven product discovery and consumer behavior are invaluable. Additionally, this research addresses a shift in consumer-brand engagement, highlighting AI's role in making shopping more efficient and personalized, an essential area for both research and practice.

2. What goals does the research want to achieve and what research questions should it answer?

The study aims to analyze AI's role in enhancing search and product recommendations on TikTok Shop, focusing on improving relevance, personalization, and user engagement. It will assess the effectiveness of AI-driven systems in product discovery, and propose strategies to optimize these systems for better user experience and platform growth.

How does AI improve product discovery on TikTok Shop through search and recommendation systems?

In what ways do AI-driven recommendations impact user engagement and purchasing decisions on TikTok Shop?

What are the main challenges and limitations of AI-powered search and recommendation systems in e-commerce?

3. What was the research method chosen, and why was it suitable for this study?

Quantitative method. The quantitative method is suitable for the above research because it allows for specific and objective measurement of the effectiveness of AI-based search and product recommendation systems on TikTok Shop. Using quantitative data such as user engagement frequency, conversion rates, and satisfaction, research can evaluate the impact of personalized recommendations and improved search results. perfect exactly. In addition, this method helps analyze big data, allowing to identify clear trends and patterns in user behavior, thereby drawing valuable conclusions for optimizing AI systems. of platform.

4. Where and how is research data collected?

From Tiktok Shop employees, through the managing director of TikTok Shop in Hanoi

5. What limitations could affect the study results?

The time it takes to collect data results can be quite time consuming. If the data collected is not large enough, not representative, or contains errors collected from unreliable sources, the research results may be inaccurate and not reflect reality. AI systems can violate user privacy, limiting the ability to collect and use data in an optimal way. This may cause missing or incomplete data, affecting the research results.

1. What is your research topic for A1?

Artificial Intelligence and Ethical Implications in Marketing: A Case Study of Techcombank

2. Why did you choose that topic?

Interestingly, marketing research such as Chatbox, Face ID and customized data-driven marketing technologies are changing consumer interactions will be easy to research

3. How did you collect the data?

I collected the data through previous studies

4. What is your theoretical framework?

Technology Acceptance Model (TAM) theoretical framework

5. Did you encounter any difficulties while doing A1?

During the research, there were some difficulties that arose related to the measurement scale: Realizing that in the research paper referenced, the measurement scale lacked an important variable that was necessary in the research. This makes it impossible to apply directly to the study and requires looking up these variables from the measurement scale of another study for monitoring.

1. Can you share about the recent research project you conducted and your specific role in it?

My recent research project focuses on AI chatbot adoption models in higher education, with specific application at Phenikaa. My role was to build the research model, identify important variables, and conduct data analysis. I am mainly responsible for collecting data and using analytical methods such as PLS-SEM and neural network modeling.

2. What research methods do you typically use, and why do you choose them?

I often use quantitative methods, especially SEM (Linear Structural Modeling) because it helps analyze relationships between variables in detail and accurately. In addition, I also use neural networks to increase accuracy in predicting behavior. These methods are suitable for testing hypotheses in complex models and predicting trends.

3. How do you ensure objectivity and accuracy in data collection and analysis? 

To maintain objectivity and accuracy, I adhere to strict data collection procedures, ensure survey instrument reliability, and process data according to scientific standards. I also tested the reliability and validity of the data using the Cronbach Alpha coefficient and tested the relationships using PLS-SEM to ensure accuracy.

4. During your work, have you ever encountered any difficulties or obstacles when conducting research? If so, how did you handle that situation?

The biggest difficulty I have encountered is collecting enough survey samples to achieve the necessary reliability. To fix this, I increased my cooperation with educational institutions and contacted participants directly to encourage them to complete the survey. Persistence in connection helped me achieve a sufficient sample number for the study.

5. Can you share how you use research findings to create practical value for your organization?

The research results help me make recommendations on implementing and optimizing AI chatbots in education, especially in supporting students and improving the learning experience. Findings from the research will help organizations adjust strategies and create user-friendly learning support tools that meet the needs of students and instructors.

1. What topic did you choose for your A1 research paper and what was the main reason for choosing this research topic?

The main reason I chose this topic, “Employee Performance at Vietcombank Under the Influence of Artificial Intelligence”, is my interest in understanding how modern technology impacts employee productivity in the banking sector, which is also closely related to my field of study.

2. Did you face any challenges in selecting and formulating the topic? If so, what were they?
Yes, I faced some challenges in narrowing down the focus. Initially, the topic was broad, so I had to decide which specific aspects of AI's influence on employee performance were most relevant and measurable. Deciding on clear variables and finding recent studies also took some effort.

3. How do you assess the significance of this topic to your field of study?
I believe this topic is highly significant, as AI adoption is increasingly common in banking. This research could provide insights into how AI affects employee engagement, satisfaction, and performance, helping banks optimize these factors while implementing new technologies.

4. What theories do you plan to apply to your topic?
I plan to apply the Task-Technology Fit (TTF) Theory to examine how well AI suits employees' tasks and the Job Demands-Resources (JD-R) Theory to understand how AI might serve as a resource that affects employee engagement and performance.

5. What research methods do you plan to use to collect data for your topic?
I plan to use a survey method, distributing questionnaires to employees in various departments at Vietcombank, which will allow me to collect a wide range of perspectives on how AI influences their work.

6. What are your expectations for the final outcome of this research?
I expect the research to yield findings that clarify AI's effects on employee performance and engagement. These findings could offer valuable recommendations for banks to enhance employee satisfaction and productivity when adopting AI technologies.

Thank you very much my friend!

Thank you so much!

1.Where did your theme come from?

I get information from many different sources such as textbooks, previous research documents, and references on a few websites

2. How do you collect data?

She collect the data from Survey and interviews, Observe the market and consumers, and research secondary documents

Survey and interviews: This is the practice of collecting primary data directly from customers, employees, or professionals in the beauty industry. Online surveys or personal interviews can be used to better understand consumer experiences, attitudes, and behaviors toward L'Oreal products.

Observe the market and consumers: Observe customer shopping behavior at stores, showrooms, or analyze direct feedback from customers to grasp consumer habits and evaluate their satisfaction with products.

Research secondary documents: Use market research reports, industry articles, and other public documents available from sources such as Euromonitor, Nielsen, and Mintel. This helps understand major trends, industry figures and L'Oreal's market share.

3. How do you process that data? 

Clean and prepare data: She Check integrity and remove erroneous data: Eliminate erroneous records, missing data, or duplicate data to ensure accuracy. Standardize data: Ensure that variables and data formats are consistent (e.g. date standards, units of measurement) for easy analysis. Handling lost data: Use methods such as imputation or eliminate missing data if they are not too important, or replace them with appropriate mean or median values.

Data analysis: Qualitative analysis: For text data from interviews or open-ended surveys, software such as NVivo can be used to code the data and look for key themes, response patterns, or consumer sentiment. Quantitative analysis: For digital data, use software such as Excel, SPSS, or Python to calculate and visualize important metrics such as customer satisfaction rate, sales volume, or market share. Social media analysis: Apply social listening and sentiment analysis tools like Brandwatch or Sprout Social to understand customer sentiments and opinions about the brand.

4. Did you encounter any difficulties while collecting data?

Difficulty in accessing accurate data sources: Sometimes data from customers, employees, or partners is not easily accessible due to privacy barriers or company security regulations. Internal information or detailed data about L'Oreal's operations are not always available to outsiders.

Reliability and accuracy of data: It can be difficult to determine the reliability of data when collected from secondary sources or social networks, as these sources sometimes contain inaccurate information or are influenced by external factors. Data from surveys and interviews can be subjective, easily leading to errors in analytical results.

Difficulty in collecting objective data from customers: When surveying or interviewing, customers may provide dishonest answers for many reasons (lack of honesty, not understanding the question, or not wanting to answer in detail). Sometimes, low response rates also reduce the quality and representativeness of the data, making the survey sample less complete or accurate.

5.What is your solution?

Access accurate data sources: I Build partnerships: Seek collaboration with internal company departments or external partners to access reliable data sources. Privacy policy and authorization: Request permission to access internal data in a conditional manner, ensuring privacy and information security. When necessary, sign confidentiality agreements to access important data while remaining compliant.

Improve data reliability and accuracy: I Combine multiple data sources: Collect data from multiple sources (e.g., customer surveys, social media analytics, internal sales data) to collate and confirm the accuracy of findings. Data pre-checking and cross-checking: Use methods to check the reliability of data, such as cross-checking results from multiple sources or using test questions in surveys to evaluate the truthfulness of answers.

Ensure data quality from customers: The survey design is easy to understand and concise: Ask clear, easy-to-understand questions, and avoid questions that are too long or complex so the customer can answer honestly. Adding questions that are short and direct will help improve response rates. Encourage feedback: Offer incentives like coupons, reward points, or gifts to encourage customers to participate in surveys and share more detailed information.

Loan: Hi, Tu! Thank you for your interest in my research. I'm glad to share what I've been studying and exploring over the past period. I hope this interview will help you better understand the topic and also help me reflect on some aspects of my research process.

Tú: Alright, let's get started! Could you tell me why you chose this research topic?

Loan: With the increasingly important role of AI in the aviation industry, I realized that applying AI in marketing strategies could help Vietjet Air become more competitive. I want to explore how AI can optimize business performance and build sustainable relationships with customers. Therefore, I chose the topic of studying the impact of AI in marketing on Vietjet Air’s business performance.

Tú: Did you encounter any challenges or difficulties when choosing this research topic?

Loan: I found it challenging when gathering information from prior research findings and had difficulty collecting reliable data on AI’s impact, as strategic business information is often confidential.

Tú: What research methods have you chosen for data collection and analysis? Why did you choose those methods?

Loan: I’ll be using Structural Equation Modeling (SEM) analysis to assess the impact of AI-driven factors on Vietjet's business performance.

Tú: What are the main variables in your study? Could you explain how these variables interact with each other?

Loan: In my study, I have five variables: one independent variable and four dependent variables. The variables are AI in marketing (including customer data platforms and personalization), financial performance, customer performance, internal process business performance, and learning and growth performance. I hypothesize that using AI in marketing will help optimize marketing strategies and reduce waste in ineffective advertising campaigns.

Tú: What results do you expect from this research? What impact do you think the results could have on your field of study?

Loan: I expect the results will show that AI plays an essential role in optimizing marketing strategies and enhancing financial performance. These findings could serve as evidence for other airlines to see the value of investing in AI for marketing.

She do vetcombank with customer of them

2) what is your meaning of research?

She said that evaluating the impact of AI to customer satisfaction in Vietcombank

3) how many participants ?

She said that she surveys about 250 participants and she access them through an employees of Vietcombank to access customers

4) why you choose this topic?

In Banking, AI is increased developing, so i want to know more about the impact of AI to customer satisfaction of Vietcombank. Besides, she said AI helped her to solve many problems in transaction process. Additionally, she said it could indentify the difficult problems and directly and quickly solving.

5) how many questions ?

There are 25 questions, about general information, i have 2 question include gender and the time that participant use vietcombank. Next part is questions about reseach topic, i have 5 variables and total 23 questions that related to variables

6) are there any difficult in your research?

When she did this A1, it is difficult for me to indentify research topic because there are many topic about AI. So she was time-consuming to choose them.

1. Could you share why you chose this research topic?
   I chose this topic because the rapid development of AI technology and the popularity of social media have transformed how businesses interact with customers. Given AI's role in optimizing customer experience, I want to explore the impact AI has brought to Acecook, particularly in enhancing customer satisfaction and retention through social media platforms.

2. What specific goals do you aim to achieve with this research?
   My main goals are to assess the effectiveness of AI in improving customer experience, identify specific AI factors that positively influence customer satisfaction, and suggest improvements for Acecook's social media marketing strategy to enhance AI utilization.

3. What challenges did you face during the research process?
   One major challenge is gathering quality data from a diverse social media customer base, as not everyone is willing to provide detailed feedback. Additionally, analyzing AI data is complex, requiring in-depth knowledge of both AI algorithms and customer behavior to draw meaningful conclusions.

4. Did you use any special tools or analysis methods?
   I use data analysis tools like Python and R for processing and visualizing data. Additionally, I apply advanced analysis methods such as regression and sentiment analysis to assess the relationship between AI and customer experience, helping to determine AI's influence on social media responses.

5. What factors do you consider most important in influencing the research outcome?
   I believe the most important factor is the level of customer interaction with AI features on social media, such as chatbots, personalized product recommendations, and automated responses. In addition, the quality of collected data and accuracy in analysis are crucial to ensuring that the research results accurately reflect reality and provide practical insights for Acecook.

Thank you for taking the time to share your insights and experiences. I hope this research brings you valuable findings and contributes to Acecook’s success in utilizing AI effectively. Wishing you the best of luck with this project and continued success in all your future endeavors.