外企在中国 | 外企高管：AI浪潮正重塑中国品牌国际竞争力

Core Insights - The rise of artificial intelligence (AI) is reshaping the international competitiveness of Chinese brands, with significant implications for their global strategies [1][2] - AI has deeply penetrated the consumer shopping journey, with nearly 25% of search requests driven by AI, indicating a shift in shopping channels [1] - The application of AI in marketing strategies is crucial for Chinese brands to seize growth opportunities in international markets [2] Group 1: AI's Impact on Consumer Behavior - AI is becoming an indispensable partner in the shopping journey, with 94% of consumers using AI during product discovery, 85% for price comparison, and 67% for final purchase decisions [1] - In the U.S. and U.K., 85% of surveyed users utilize AI tools during shopping, with 71% using them weekly and 87% using multiple AI tools simultaneously [1] Group 2: Business Transformation through AI - The latest research from Criteo indicates a stable growth trend in consumer application of AI during shopping [1] - The emergence of Agentic AI, which can autonomously plan and execute tasks, represents the next evolution in AI technology and has the potential to transform business and marketing models [1] Group 3: Case Studies and Challenges - Successful case studies include a domestic wig brand that significantly increased sales through AI solutions and a robotic vacuum brand that improved conversion rates by 365% through remarketing ads targeting abandoned cart users [2] - Current applications of Agentic Commerce are primarily in product discovery and price comparison, with the final decision-making stage needing further maturity [2] - AI hallucination remains a significant challenge, which can be mitigated by integrating large language models with optimized recommendation systems [2]