TENCENT(HK:00700) Cai Fu Zai Xian·2025-08-21 04:27Core Insights - The article emphasizes that artificial intelligence (AI) is transforming the advertising industry from a "one-size-fits-all" approach to a more personalized "one-to-one" advertising model, driven by AI capabilities [1][3][8]. Group 1: AI's Impact on Advertising - AI is evolving from a supportive tool to a core productivity driver in digital advertising, enhancing creative production and intelligent deployment [2][3]. - The shift from "computational advertising" to "intelligent advertising" is being facilitated by a new infrastructure based on multi-modal large models that can understand various forms of content [3][10]. - The emergence of AI agents is reshaping product and service models in advertising, transitioning from single-point tools to comprehensive, end-to-end solutions [6][10]. Group 2: Personalization and User Interaction - The advertising matching paradigm is shifting from "thousands of faces" to "one face for each person," allowing for dynamic ad generation based on real-time user context [8][10]. - AI agents will enhance user interaction with advertisements, transforming static ad experiences into personalized, conversational engagements [6][8]. Group 3: Industry Transformation and Collaboration - The advertising industry is experiencing a fundamental restructuring, with a shift towards human-AI collaboration, where AI handles repetitive tasks while humans focus on strategic oversight [10][11]. - The demand for talent is changing, with a focus on strategy-oriented creative professionals who can leverage AI and data insights [11][13]. - The article highlights the need for governance and innovation to address challenges related to content authenticity and regulatory compliance in the AI-driven advertising landscape [11][13].