2024年中国营销行业AI应用发展研究报告

Core Insights - The rapid development of artificial intelligence (AI) technology is revitalizing the digital transformation of the marketing industry, shifting marketing from empowerment to omnipotence, and initiating a profound transformation [1] - AI marketing has become a focal point in the industry, aiming to break traditional marketing limitations and establish a new marketing mechanism that creates efficient, precise, and personalized business models for brand communication [1] Group 1: AI Marketing Concept and Features - AI marketing is entering a personalized marketing era characterized by human-centric approaches, integrating advanced marketing frameworks with "human-like technology" to enhance consumer experiences [4] - The concept of AI marketing is evolving from an exploratory phase to a popular phase, with brands and service providers creating dedicated marketing models that generate diverse advertising content [5] Group 2: Development Environment of AI Marketing in China - China's digital economy is growing rapidly, with a scale of 53.9 trillion yuan in 2023, significantly outpacing historical GDP growth rates [7] - The digital economy's growth is driven by the deep integration of technology and the real economy, with AI accelerating the digital transformation of marketing [7] Group 3: Enhancing User Experience through AI - AI technology enhances the entire consumer experience by providing personalized services, seamless integration with user needs, and improving service quality while reducing decision-making costs [9] Group 4: Restructuring the Marketing Environment through AI Technology - The transition from "big data + marketing" to "AI + marketing" is reshaping the marketing landscape, with foundational and specialized models effectively addressing complex marketing challenges [12] - AI's deep application in the marketing industry is driving a comprehensive restructuring of the marketing supply chain, enhancing precision, automation, intelligence, and user experience [14] Group 5: Market Size and Growth of AI Marketing in China - The AI advertising marketing market in China is expected to exceed 100 billion yuan by 2030, driven by the integration of technologies like big data, AI, and cloud computing [16] Group 6: Innovations in AI Marketing Productivity - AI is significantly improving data insights, enabling deeper understanding and processing of vast amounts of data, thus enhancing marketing effectiveness [25] - Content production is entering a growth market with AI fully integrated into the content operation process, although quality improvements are still needed [28] - AI is optimizing advertising resource allocation and enhancing marketing transaction efficiency through intelligent ad placements [31] - AI's integration into customer relationship management systems is improving user interaction efficiency and conversion rates [33] Group 7: Innovative Applications of AI in Marketing - Predictive AI marketing applications are shifting the paradigm from passive response to proactive prediction, helping businesses anticipate consumer needs and market trends [37] - AI short drama marketing is emerging as a new strategic direction for brand marketing, leveraging innovative content and strong interactivity [39] - The integration of AI marketing with XR and digital human technologies is creating immersive consumer experiences and enhancing traditional experiential marketing [41] Group 8: Benchmark Cases in AI Marketing - Minglue Technology's insightFlow CMS is an AI-driven content marketing tool that enhances marketing productivity by providing insights and facilitating content creation [43][44] - Baidu's "Baidu Star Chart" is an AI-driven decision-making platform that helps businesses analyze data trends and develop marketing strategies [49] - Leo Digital is focusing on optimizing advertising placements through AI, significantly improving efficiency and effectiveness in marketing campaigns [52] Group 9: Future Trends and Outlook in AI Marketing - AI marketing is evolving from a tool-based application to a strategic core, becoming a key driver of value creation for enterprises [55] - Multi-modal large models are emerging as a significant direction for continuous breakthroughs in marketing technology, enhancing customer analysis and personalized interactions [57]