KOL Summit 2026: How responsible are influencers for every view?

Influencers cannot measure their responsibility by views and fame alone, speakers said at KOL Summit 2026 in Ho Chi Minh City.

The national conference, held on September 7 under the theme “KOLs and the journey to build digital trust,” focused on how artificial intelligence is changing content creation. Participants also discussed copyright risks, the legal responsibilities of influencers and new expectations for cooperation between creators and brands.

Lê Viết Vũ Minh, known as TikToker Minh Vẹo, described his experience using AI in digital content production over the past four to five years. The technology has helped him develop ideas, write scripts and take a deeper role in production. But excessive reliance on AI can also cause creators to lose their individual identity.

At one point, Minh said, he and AI produced 100 videos in a single week, enough to publish three times a week. Some videos took off, while many others performed below expectations. “I can ask AI to think, write and create many things, but there are things I cannot hand over to it: the final decision and responsibility for what carries my name,” he said.

Minh said creators must continually optimize, monitor and revise AI-assisted content, particularly when it carries their personal brand. Trần Thủy Tiên, FPT Play’s director of commercial operations, highlighted copyright concerns and risks across the relationships linking rights holders, brands, agencies and KOLs.

She said rights holders and major content owners should proactively share legitimate, official source material with creators. That would protect copyright while helping influencers and creators improve production quality. Cooperation, she added, should move beyond simply booking a KOL and toward a professional influencer-marketing industry that creates valuable content with an engaged community and a lasting life cycle.

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I can ask AI to think, write and create many things, but there are things I cannot hand over to it: the final decision and responsibility for what carries my name.