[Research Contribution] From Traditional Governance to Data Governance: A Direction for Enterprises in Khanh Hoa Province in the Era of Artificial Intelligence
15 June, 2026
Keywords: Data-driven governance, artificial intelligence (AI), enterprise digital transformation, enterprise governance innovation, digital economy.
In the era of data and artificial intelligence (AI), the competitive capacity of enterprises is increasingly determined by their ability to exploit data, innovate technologically, and adapt to digital transformation. With the orientation to become a regional hub for the maritime economy, tourism, and data, Khanh Hoa province is facing the imperative to innovate enterprise governance models to align with the digital economy. However, the majority of local enterprises are small and medium-sized enterprises (SMEs), which still face limitations in resources, technological workforce, and capacity to implement digital transformation. At the Business Forum on “Modern Governance based on Big Data, Digital Transformation, and Practical AI Applications to Promote Enterprise Development,” Dr. Thai Kim Phung – University of Economics Ho Chi Minh City (UEH) analyzed the opportunities, challenges, and bottlenecks in the process of governance innovation, while suggesting several orientations to help enterprises in Khanh Hoa province adapt effectively to the data era.
Khanh Hoa Province: Opportunities for digital transformation and data economy development
Khanh Hoa province is currently facing numerous strategic development opportunities. With its position as a gateway to the East Sea and the orientation to become a centrally-governed city by 2030, the province is expected to become a hub for the maritime economy, international tourism, and a data center for the South Central Coast region. In recent years, the province’s investment environment has seen many positive changes. Numerous large-scale projects in urban development, energy, logistics, and tourism are forming a new economic ecosystem, opening up opportunities for local enterprises to participate more deeply in supply chains and regional economic networks.
However, along with opportunities comes increasing pressure for transformation. Large-scale projects and new investment flows require enterprises to have modern governance capacity, transparent operational capability, effective data management, and rapid adaptation to market fluctuations. Meanwhile, the majority of enterprises in Khanh Hoa province are small and medium-sized enterprises (SMEs), which still face limitations in capital, technological workforce, and capacity to implement digital transformation.
Bottlenecks in the process of enterprise governance innovation
In reality, many local enterprises still operate according to traditional governance models, heavily reliant on the personal experience of business owners. The application of information technology is mainly limited to basic operations such as accounting, tax declarations, or simple office management. Modern governance systems such as ERP (Enterprise Resource Planning) or CRM (Customer Relationship Management) remain quite unfamiliar to many SMEs. One of the biggest barriers today is the shortage of high-quality human resources in data and AI. Many enterprises are aware of the importance of digital transformation but are confused in selecting appropriate solutions, lack implementation orientation, and face financial resource constraints.
Additionally, concerns about data security and cybersecurity risks also make many enterprises hesitant in their transformation process. In the AI era, data is not only an asset but also an operational foundation for enterprises. Leakage of customer data, operational data, or trade secrets can cause significant losses both financially and in terms of brand reputation. Meanwhile, competitive pressure from e-commerce, digital business platforms, and globalization trends is forcing enterprises to change more rapidly. The competitive advantage today no longer depends on the scale of capital or traditional resources, but on the ability to exploit data to create knowledge, optimize operations, and enhance service value.
AI and the shift in enterprise governance models
In the context of the digital economy, AI is contributing to changing how enterprises operate and make decisions. From governance models based on manual processing and personal experience, enterprises are gradually using AI to analyze data in real time, forecast market trends, and enhance flexible management capacity. Processes such as data entry, invoice processing, customer care, financial analysis, and revenue forecasting are being supported by AI, contributing to reducing manual workload pressure and improving operational efficiency. In business and service activities, AI also helps enterprises analyze customer behavior to personalize products, optimize user experience, and improve service quality.
This shift towards data-driven governance is particularly significant for Khanh Hoa province, which has strengths in tourism, logistics, and the maritime economy. These are sectors with high demand for data analysis, market forecasting, supply chain management, and product traceability. Therefore, promoting AI applications not only helps enterprises improve operational efficiency and competitive capacity but also increases their adaptability in the rapidly developing digital economy context.
A notable trend today is the requirement for a “dual transformation”: both digital transformation and green transformation. International markets are increasingly concerned about carbon footprints, traceability, and product sustainability. This directly impacts seafood, agricultural export, and tourism enterprises in Khanh Hoa province. In this context, applying data and AI not only helps enterprises improve operational efficiency but also supports energy consumption monitoring, emissions management, and supply chain transparency. The application of digital technology in environmental management and sustainable development is highly likely to become an important competitive criterion in the coming time.
Directions for enterprises in Khanh Hoa Province in the data era
In the context of the rapidly developing digital economy and AI, governance innovation is becoming an important requirement for the business community in Khanh Hoa province. However, this transformation process does not necessarily have to begin with large-scale technology projects or costly investments, but needs to start from a change in governance mindset and the enterprise’s approach to data. First and foremost, enterprises need to gradually build a culture of data-driven decision-making rather than relying too heavily on intuitive experience. Digitizing sales, marketing, customer care, and financial management activities will create an important foundation for future AI application and operational efficiency improvement.
Additionally, enterprises need to choose a transformation roadmap appropriate to their scale and actual capacity. Instead of implementing broadly or making large investments from the outset, enterprises can start with simple and accessible AI applications, such as using sales data analysis software to track consumption trends, integrating chatbots to support customer care on websites or social media, or applying automation tools in document management, work schedules, and office processes. These small steps will help enterprises gradually build a data foundation and become familiar with digital governance models before expanding to more complex systems. At the same time, cybersecurity and data protection need to be considered an important part of the enterprise’s long-term development strategy in the digital economy. Strengthening connections between enterprises and local authorities, universities, research institutes, and technology experts will also contribute to promoting innovation and enhancing competitive capacity.
For Khanh Hoa province, the advantages in tourism, logistics, and the maritime economy, along with the orientation to become a national and regional data center, are opening up many opportunities for digital transformation and AI application in enterprises. With the companionship of local authorities, training institutions, and the knowledge community, enterprises in Khanh Hoa province have every opportunity to innovate their governance models, enhance their competitive capacity, and develop sustainably in the era of data and artificial intelligence.
Author: Dr. Thai Kim Phung ‒ University of Economics Ho Chi Minh City (UEH)
This article is part of a series disseminating research and applied knowledge with the message “Research Contribution For All,” implemented by UEH in coordination with Khanh Hoa Province’s Newspaper, Radio, and Television, aiming to accompany the sustainable development of Khanh Hoa province. UEH respectfully invites readers to watch the next Scientific Knowledge bulletin.
News, Photos: Author, Department of Communications and Partnerships
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