CHINA MOBILE(SH:600941) Jing Ji Guan Cha Wang·2025-10-31 15:04Core Insights - The 32nd China International Advertising Festival and the 34th Asian Advertising Conference focused on innovation and international cooperation in the advertising industry, emphasizing the theme "Intelligent Advertising New Chapter: China on Stage, Asia in Sync" [1] - The sports industry in China is rapidly growing at an annual rate of 10%, with an expected market value of 7 trillion yuan by 2030, positioning sports as the "primary source of traffic" [1] - Migu, a subsidiary of China Mobile, is leveraging technology, particularly AI, to reshape sports marketing and enhance user engagement [1][2] Group 1: AI and Sports Marketing - Migu has developed an AI multi-modal content production matrix that enables automatic commentary, real-time player data display, and highlights generation [2] - The company focuses on four marketing scenarios: event marketing, node marketing, endorsement marketing, and emotional marketing, utilizing AI to enhance user engagement and brand conversion [2] - Migu aims to transform sports marketing through a "three-in-one" approach of media, community, and intelligence, enhancing the overall marketing experience [2] Group 2: AI's Impact on Viewing Experience - AI is fundamentally changing how audiences watch and participate in sports, improving data response efficiency and enabling personalized content delivery [3] - The shift from passive viewing to active participation is creating a complete ecosystem that enhances user engagement and commercial value [3] - Migu plans to expand its AI applications to cover more sports events, providing customized viewing experiences [3] Group 3: Innovative AI Applications - Migu's collaboration with Budweiser during the World Cup introduced several innovative AI products, including the first AI smart account for real-time event updates [4] - The creation of an AI-generated creative video intro for daily match recap shows how AI can break traditional advertising boundaries and enhance user engagement [5] - The introduction of an AI-driven event progress bar and naming model allows for real-time marketing, capturing key moments with millisecond response times, significantly improving marketing effectiveness [5]