IXDC专访 | 森马服饰营销视觉高级总监李炳烨：电商视觉营销设计与AI应用及未来趋势

Core Insights - The article discusses the transformation of visual design in e-commerce through AI technology, emphasizing the need for designers to adapt to commercial demands and enhance their skills to meet the challenges of the smart e-commerce era [1] Group 1: Design as a Service - The concept of "Design as a Service" has been established to focus on how design can drive business value, moving beyond traditional roles of designers as mere executors [3] - Designers are now seen as key players in maximizing brand value through visual elements such as image presentation, layout, and brand aesthetics [3] Group 2: User-Centric Visual Experience - The core principle driving growth in e-commerce visual marketing is a user-centric approach, which includes five key aspects: shooting style, store design, main images and product detail pages, live broadcast visuals, and product feature exploration [3][5] - The first aspect focuses on the sensory experience of images, while the second emphasizes optimizing store layouts for better user interaction [3] Group 3: Role of AIGC in Design - AIGC is viewed as a creative partner rather than just an efficiency tool, significantly reducing the time required for product launches from 15 days to 7 days and replacing 30%-40% of traditional shooting tasks [5] - This technology allows designers to focus on core creative tasks rather than repetitive execution, enhancing their role in the design process [5] Group 4: Future of Visual Experience - The future of visual experience in fashion e-commerce is expected to evolve towards immersive experiences through digital technologies, such as virtual influencers and 3D visualizations [5] - These advancements aim to address the "screen barrier" by providing users with a more realistic perception of products [5] Group 5: Skills for New Designers - Key skills for the new generation of visual marketing designers include the ability to interpret user needs, project management, team collaboration, and continuous innovation [6] - Understanding user scenarios and maintaining effective communication across departments are highlighted as essential for success in the industry [6]