每经热评丨和时代一起升维 为价值向上共振

Core Insights - The era of digital intelligence and full videoization is transforming traditional brand rules, with 83% of traditional enterprises experiencing "creative destruction" due to AI technology, and 92% planning to increase AI investments within three years [1] Group 1: Product Dimension - Digital intelligence is reconstructing the value creation chain, enhancing production efficiency and fundamentally changing the relationship between brands and consumers, who are now active participants in product development [2] - Brands can achieve personalized delivery through deep data analysis, catering to unique consumer needs, exemplified by smart home brands optimizing products based on user data [2] Group 2: Content Dimension - AI-generated content is reshaping narrative logic, transitioning from one-way output to dynamic co-creation between brands and consumers, with a focus on building value recognition [3] - Brands must create immersive experiences rather than merely conveying information, as seen in a beauty brand that engages users in co-creating short video content [3] Group 3: Channel Dimension - The integration of all touchpoints redefines the "people-goods-field" relationship, emphasizing scenario penetration over traditional channel competition [3] - Retail brands are providing seamless shopping experiences through online and offline integration, enhancing consumer understanding and recognition of brand culture [3] Group 4: Communication Dimension - Intelligent algorithms are transforming communication models from broad, indiscriminate advertising to precise, value-driven dissemination [4] - Brands can penetrate consumer decision-making processes at critical points through personalized content delivery based on user behavior [4] Group 5: Future Outlook - The evolution of brands is not merely a technical accumulation but a value reconstruction based on brand DNA, with brands becoming dynamic ecosystems rather than static symbols [4] - The rapid evolution of brands follows a "Moore's Law" pattern, where the speed of brand evolution accelerates alongside AI advancements [4] - Brands that integrate digital intelligence into their core will seize market opportunities in this transformative wave [4] Group 6: Human-Centric Approach - Despite technological advancements, the core of brand value remains human-centric, emphasizing the importance of empathy and care in brand evolution [5] - The journey of digital intelligence elevation is a new starting point for sustainable brand development, focusing on resonance with consumer values [6] - Brands must harmonize commercial and social values, leveraging algorithms to convey warmth and integrating technology with humanistic elements [6]