TENCENT(HK:00700) 3 6 Ke·2025-12-09 10:23Core Insights - The article discusses how generative artificial intelligence (AI) is transforming the advertising industry by creating intelligent ad systems that understand user intent and emotions, moving from traditional advertising to a more interactive and personalized approach [1][3]. Group 1: Evolution of Advertising Technology - Generative AI is reshaping the underlying logic of advertising systems globally, evolving from programmatic ad recommendation systems to intelligent ad systems capable of understanding user needs and generating content [1][3]. - Companies like Google and Tencent are integrating generative AI into their advertising processes, showcasing a shift from passive presentation to active interaction in advertising [1][2]. Group 2: Changes in Ad Placement Logic - In cross-border e-commerce, generative AI is widely used for audience insights, material generation, and multi-platform ad strategy optimization, significantly enhancing placement accuracy and resource efficiency [2]. - Brands are utilizing virtual digital personas for controlled content delivery, reducing human costs and mitigating risks associated with celebrity endorsements [2]. Group 3: Automation and Efficiency - Generative AI has greatly improved the efficiency of ad material production, allowing for automated tasks such as copywriting and video editing, which enhances both the quality and speed of ad creation [5]. - The shift from traditional "one-size-fits-all" advertising to a more personalized approach, termed "one person, a thousand faces," is driven by real-time understanding of user intent and context [5][7]. Group 4: Advertising Mechanisms Transformation - Generative AI is gradually penetrating the core mechanisms of ad placement, particularly in click-through rates (CTR) and conversion rates (CVR), indicating a potential shift from traditional machine learning to generative recommendation algorithms [8]. - The introduction of AI-optimized systems, such as AppLovin's AXON2.0, demonstrates the value of intelligent recommendations in enhancing return on investment (ROI) [8]. Group 5: Role of Advertising Agencies - Advertising agencies are transitioning from executing repetitive tasks to focusing on high-value activities such as consumer insights and creative strategy, driven by the capabilities of generative AI [9]. - New roles are emerging within agencies, such as "model optimizers" and "intelligent material coordinators," reflecting the industry's adaptation to AI technologies [9]. Group 6: User Experience and Trust Issues - The integration of generative AI in advertising blurs the lines between ads and organic content, raising concerns about user trust and the ability to discern commercial intent [15]. - The complexity of data privacy and ethical considerations is heightened as AI-driven personalized recommendations become more prevalent [15][21]. Group 7: Regulatory Challenges - The rapid evolution of AI-generated advertising presents new regulatory challenges, particularly in maintaining brand integrity and content authenticity [14]. - The dynamic nature of AI-generated ads complicates traditional regulatory frameworks, necessitating an upgrade in governance mechanisms to keep pace with technological advancements [14][17]. Group 8: Governance and Compliance Strategies - The article suggests a "light regulation + co-governance" approach to address the risks associated with AI in advertising, promoting a balance between innovation and risk management [17][18]. - Companies are encouraged to establish robust ethical review mechanisms and enhance data governance to mitigate privacy risks and ensure compliance with evolving regulations [19][21].