1. Market context of expert consultant in ASEAN’s digital economy

In the context of rapid digital transformation, the role of professional consulting services in ASEAN is changing significantly. The consulting services in this analysis focus on technology and engineering fields such as information technology, high-tech agriculture, infrastructure, renewable energy, and advanced manufacturing. The scope of consulting not only includes providing information and solution analysis but also extends to strategy building, implementation support, and risk management in technology and digital transformation projects.

The strong development of the region’s digital economy is increasing the demand for in-depth consulting services. According to a report by Google and Bain & Company, ASEAN has become one of the fastest-growing digital economies in the world, with over 480 million internet users by 2022 and a digital economy value reaching 300 billion USD, projected to reach 1 trillion USD by 2030. High connectivity, along with 90% of users accessing the internet via mobile devices, is driving the digitalization process across many economic sectors (Vietcetera, 2024).

In parallel with this process, AI is increasingly being used by businesses as an initial reference source for information retrieval, data analysis, and solution evaluation. This is changing how businesses approach traditional consulting services. Tasks such as collecting, synthesizing, and comparing information can be performed quickly by AI, reducing the demand for basic data aggregation consulting activities.

Meanwhile, the business environment in ASEAN is becoming increasingly complex due to differences in policies, regulations, business culture, and technological development levels among countries. This means strategic decisions often require a deep understanding of the local context and the ability to assess risks in actual implementation.

In this context, AI not only acts as an information support tool but also becomes a driving force changing how value is created in the professional consulting industry, shifting from information aggregation services to strategic, validation, and risk management services.

2. AI trends shaping consulting activities in ASEAN

2.1 ASEAN businesses accelerate AI adoption in operations

The integration of artificial intelligence into business operations in ASEAN has seen significant changes in recent years. AI is increasingly used to support decision-making, optimize operations, and improve customer experience.

According to IBM’s APAC AI Outlook 2025 report, approximately 54% of businesses in the Asia-Pacific region expect AI to bring long-term benefits, with 21% focusing on enhancing customer experience and 18% on automating internal processes (IBM, 2025). In parallel, large-scale training initiatives are also being implemented, notably Microsoft’s commitment to train 2.5 million people in AI skills in ASEAN by 2025, aligning with the direction of the ASEAN Digital Masterplan 2025 (Microsoft News, 2024).

This trend indicates that AI is becoming a common tool in businesses’ initial data analysis and solution evaluation processes, thereby changing how they approach professional consulting services.

2.2 Pressure for technological innovation and cost optimization

In addition to the need for technological innovation, ASEAN businesses are also facing increasing pressure to optimize costs and enhance operational efficiency. In this context, AI is used as a tool to support analysis and preliminary reference before businesses seek out consulting experts.

This shift is evident through major organizations in the region. DBS Bank in Singapore has deployed over 1,500 AI models for 370 different use cases, generating economic value of approximately 750 million SGD in 2024 and aiming to reach 1 billion SGD by 2025 (VnEconomy, 2025). Large-scale AI application helps businesses automate many data analysis and processing processes, while also changing the role of traditional consulting services.

2.3 Data explosion and the demand for intelligent analysis

The volume of data businesses need to process is rapidly increasing, leading to a strong demand for AI-based analytical tools. In Vietnam, about 18% of businesses regularly apply AI, with 61% reporting an average revenue growth of about 16% (Savvycom – CafeF, 2025). Vietnam’s AI market is also projected to grow by 18% annually from 2024–2030, reaching a scale of 1.6 billion USD by 2030 (Vietnamnet, 2024).

At the regional level, the AI ecosystem is also developing rapidly, with over 680 AI startups in ASEAN having raised over 2.3 billion USD by mid-2025. Meanwhile, 62% of Southeast Asian consumers state that AI functionalities directly influence their purchasing decisions (Baomoi, 2025). These trends indicate that AI is becoming a critical analytical infrastructure in business operations.

As AI increasingly takes on initial data collection, aggregation, and analysis tasks, the role of consulting services is also beginning to change, especially in activities previously primarily based on information synthesis and analytical reports.

3. AI is changing the structure of the consulting services market

The popularity of AI is creating clear changes in the structure of the professional consulting services market. Previously, many consulting services focused on information gathering, data aggregation, and basic solution analysis. However, as AI can process and analyze data faster and on a larger scale, the value of information-aggregation-based consulting services is gradually decreasing.

Meanwhile, consulting activities requiring contextual judgment, practical experience, and strategic building capabilities still heavily rely on experts. Areas such as strategic consulting, assessing technology implementation risks, or designing solutions tailored to local contexts still require deep expertise and human decision-making abilities.

This trend is also reflected in the development of the global consulting market. According to Mordor Intelligence, the consulting services market size reached 354 billion USD in 2024 and is expected to grow to 448 billion USD by 2029, corresponding to an annual growth rate of 4.8%. Businesses’ demand is increasingly focused on consultants with deep industry expertise, digital transformation capabilities, and the ability to create clear business value, rather than basic information aggregation services.

This indicates a clear shift in the consulting market structure: the demand for information aggregation services is gradually decreasing, while the demand for experts capable of evaluation, validation, and strategic guidance is increasing.

4.1 Complex decision-making needs in the ASEAN environment

Businesses in ASEAN are operating in an increasingly complex business environment, where unstructured factors such as policy changes, cultural diversity, and local requirements can directly impact strategic decisions. Non-tariff barriers, including overlapping testing requirements, intellectual property regulations, and complex rules of origin, are affecting 58% of businesses in the region according to KPMG’s 2023 report (Thoibaotaichinhvietnam.vn).

In this context, the need for risk management and understanding of local regulations becomes more critical as businesses implement technology initiatives or expand markets. ASEAN is also moving towards a digital economy projected to reach nearly 300 billion USD by 2025, double that of 2020, but at the same time facing new risks such as cybersecurity and the digital divide (Vietnam Finance, 2024).

Differences in regulations and administrative procedures among countries in the region also increase the demand for professional consulting. For example, women-owned businesses in ASEAN have a 31% higher rate of informal operations due to administrative barriers (Báo Mới, 2024). These factors mean that business decision-making not only relies on data but also requires practical experience and deep understanding of the local context.

4.2 Limitations of AI in strategic consulting and local context

Although AI can process and analyze data quickly, this technology still faces many limitations when applied to region-specific strategic decisions. In ASEAN, differences in digital infrastructure, technology access levels, and legal systems among countries create complex contexts that AI finds difficult to fully evaluate (Tạp chí Ngân hàng, 2024).

In many cases, data related to local markets is not standardized or contains many qualitative factors, making complete algorithmic analysis difficult. Furthermore, AI cannot assume legal or ethical responsibility for consulting outcomes, while business decisions are often linked to clear accountability requirements.

Besides data factors, the consulting process also heavily depends on relationships, trust, and the ability to understand human context, especially in a culturally rich business environment like ASEAN. These are aspects where AI currently still finds it difficult to replace the role of experts.

5. The future of the expert consultant industry in the AI era

5.1 The evolving role of experts in the coming years

The rapid development of artificial intelligence is reshaping how professional consulting services are delivered. In the short term, AI is increasingly being deployed as a supportive tool for consultants, especially in data collection, aggregation, and analysis tasks. The emergence of agentic AI systems allows AI to self-plan, execute complex task sequences, and integrate directly with enterprise software, from supply chain management to customer care (VietnamNet, 2026).

Thanks to its fast data processing capabilities and automation of many processes, AI is increasingly seen as a form of “digital labor,” undertaking technical tasks and large-scale data analysis (NĐT.vn, 2026). Meanwhile, the role of consultants is shifting towards activities requiring strategic thinking, practical experience, and risk assessment capabilities. A collaborative model between AI and humans is gradually forming, where AI supports data processing while experts are responsible for validating, adjusting, and ensuring the quality of consulting decisions.

However, the pace of transition to an AI-integrated consulting model is not uniform and depends on many factors, including technology, market, and businesses’ adaptability.

5.1 Factors accelerating or decelerating the transformation process

The transformation of the consulting industry is driven by the rapid development of AI technology, especially the emergence of Multi-Agent Systems (MAS). These systems allow multiple specialized AIs to collaborate in solving complex problems, from data analysis to proposing decision-making options (VNExpress, 2026).

In parallel, global spending on AI is rapidly increasing. According to VietnamNet, total investment in AI is expected to exceed 500 billion USD by 2026, with an annual growth rate of over 30%. The market is also shifting from an investment expectation phase to a phase where AI becomes an infrastructure creating real economic value, as many businesses begin to integrate AI directly into their operations.

However, the transformation process still faces several barriers. The adaptability of experts and businesses to new technology varies, while many organizations still lack the technological infrastructure and effective platforms to connect expert resources with market demand. This results in an uneven pace of transformation for the consulting industry.

5.2 Differences in AI adoption rates among ASEAN countries

The rate of AI acceptance and application in the consulting sector varies significantly among ASEAN countries. Developed economies like Singapore are rapidly driving digitalization, thereby increasing the demand for high-tech consulting services and new AI models.

Meanwhile, many developing countries in the region may implement AI more slowly, especially in sectors heavily reliant on practical experience such as agriculture, infrastructure, or sustainable development projects. In these areas, understanding the local context and experts’ practical implementation experience still play a crucial role.

This trend is expected to continue as specialized AI models are more deeply integrated into business operations. According to Gartner‘s forecast, by 2028, over half of generative AI models in enterprises will be domain-specific language models (DSLM), helping to automate many business decisions and reduce operational errors.

It is evident that the development of AI is changing how businesses approach professional consulting services in ASEAN. As basic information aggregation tasks are gradually automated, the value of experts shifts to areas where AI is difficult to replace, such as contextual judgment, strategy building, and risk management. At this point, practical experience and understanding of the local market will become crucial factors helping experts maintain their role in the consulting ecosystem.

To adapt to the AI era, experts need to focus on combining their professional expertise with AI tools, while also participating more in real-world projects where implementation experience and local knowledge can create value that AI finds difficult to replace.

In this context, expert networks are becoming bridges that connect experts directly with business needs and innovation projects. M-Expert is a community of experts in ASEAN built with this objective, where experts can participate in solution evaluation, share specialized knowledge, and contribute to technology projects in the region.

👉 Join M-Expert to connect your expertise with innovation projects and create real impact in ASEAN right here.

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