In the bustling digital marketplaces of Vietnam and Southeast Asia, a new form of commerce is emerging, promising immense wealth with minimal effort. However, behind the polished faces of digital presenters working 24/7 lies a disturbing reality: the weaponization of Artificial Intelligence to revive notorious pyramid schemes and Multi-Level Marketing (MLM) operations.
The Industrialization of Persuasion: From Human to Avatar
Livestreaming commerce is not a novelty. In China and Vietnam, it is a multi-billion dollar industry. What has radically changed in 2024 and 2025 is the widespread adoption of "AI clones." These are digital replicas of real people or entirely synthetic entities capable of interacting with audiences in real-time, answering questions, and selling products without ever tiring. The cost of creating such a digital salesperson has dropped dramatically, allowing anyone to set up a "sales factory" from their living room.
The problem arises when this technology is used not to sell legitimate goods, but to recruit new members into dubious investment schemes. "Digital sellers" promote "AI training packages" or "software licenses" that are, in reality, a smoke screen for a classic MLM structure. The use of AI lends a sense of prestige and "future opportunity" that misleads even the most tech-savvy consumers.
The Smoke Screen of the "AI Business Model"
According to reports from Vietnam.vn, many companies operating in the AI sales sector use the pretext of technological innovation to cover illegal activities. The strategy is simple: they promise users that if they purchase a sales "AI bot," it will work for them and generate passive income. Subsequently, they are encouraged to "sell" this idea to others, earning commissions from new member registrations. This is the classic structure of a pyramid scheme, with the only difference being that the "product" is now Artificial Intelligence itself.
The allure of technology acts as a powerful psychological weapon. People tend to trust AI more than a traditional salesperson, perceiving it as "objective" or "infallible." Furthermore, the ability of AI avatars to speak multiple languages and dialects allows these organizations to rapidly expand into rural areas where digital literacy is lower and the need for income is higher.
Ethical Erosion and the Loss of Authenticity
Beyond the financial aspect, there is a deeper ethical concern. Using AI to build false relationships of trust (parasocial relationships) is a form of digital manipulation. Viewers often do not know they are talking to a program. When this program is designed to use psychological pressure tactics to extract money, the lines between marketing and fraud become dangerously blurred.
- Continuous Stream: AI bots do not need breaks, allowing for the uninterrupted exposure of victims to recruitment messages.
- Automated Personalization: Data analysis allows the AI to tailor its speech based on user comments, making the scam more convincing.
- Anonymity of the Masterminds: It is extremely difficult to track the actual owners of these accounts, as they hide behind automated platforms.
The Regulatory Vacuum and the Need for Global Action
Governments worldwide, including those in the EU, are scrambling to keep up with these developments through acts like the AI Act. However, the speed at which livestreaming scams evolve outpaces bureaucracy. In Vietnam, authorities have begun tightening controls on social media platforms, requiring the labeling of AI-generated content. Nevertheless, enforcing these rules remains a significant challenge.
"Technology is neither good nor bad; it is a mirror of the intentions of those who wield it. In the case of AI livestreams, we are seeing the darkest side of surveillance capitalism," notes a digital ethics expert.
In conclusion, "cultivating" sales through AI is a double-edged sword. While it offers massive opportunities for legitimate businesses to reduce costs and increase reach, it simultaneously serves as the perfect tool for modern-day "hope peddlers." Consumer protection now requires not just legal frameworks, but a new form of digital critical thinking, where nothing seen on a screen should be taken at face value.
