The rapid emergence of Generative Artificial Intelligence (GenAI) has profoundly transformed higher education by reshaping teaching methodologies, learning experiences, and assessment practices. In English language teaching (ELT), GenAI-powered tools such as ChatGPT, Gemini, Claude, and Microsoft Copilot provide unprecedented opportunities to enhance language learning through personalized instruction, real-time feedback, adaptive learning pathways, and interactive communication. At the same time, the widespread adoption of GenAI raises critical concerns regarding academic integrity, students' overreliance on AI-generated content, data privacy, assessment validity, and the evolving role of language teachers. This study examines the opportunities and challenges of integrating GenAI into English language teaching at the Academy of Journalism and Communication (AJC), Vietnam, where English proficiency has become an essential competency for students pursuing careers in journalism, communication, public relations, and international media. Employing a qualitative case study approach, the study draws upon document analysis, a review of recent literature, and an examination of current GenAI applications in English language education. The findings reveal that GenAI has considerable potential to improve students' language proficiency, support individualized learning, enhance classroom interaction, and reduce teachers' administrative workload. However, several challenges remain, including inadequate GenAI literacy among teachers and students, risks of academic misconduct, limited institutional governance, and concerns about the accuracy and reliability of AI-generated outputs. Based on these findings, the study proposes practical recommendations for integrating GenAI into English language education, including strengthening GenAI literacy, developing institutional guidelines, redesigning assessment strategies, and promoting the ethical and responsible use of GenAI. The findings contribute to the growing body of research on GenAI-enabled language education and provide practical implications for higher education institutions in Vietnam and comparable educational contexts.