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] AI Marketing Concept and Features - AI marketing is characterized by its ability to create personalized marketing experiences at a granular level, leveraging advanced technologies to enhance consumer engagement [2] Development Progress of AI Marketing in China - AI marketing is transitioning into a personalized marketing era, with the Marketing 5.0 phase combining features from previous stages and utilizing "human-like technology" to enhance consumer experiences [4] - The current phase of AI marketing is one of popularization, where brands and service providers are creating dedicated marketing models that generate diverse advertising content [5] Development Environment for AI Marketing in China - The digital economy in China is growing rapidly, with a scale of 53.9 trillion yuan in 2023, significantly outpacing historical GDP growth rates [7] - AI is accelerating the digital transformation of marketing, enhancing enterprises' capabilities in digital marketing [7] Enhancements in User Experience through AI - AI technology enhances the entire consumer experience by providing personalized services, seamless integration with user needs, and improving perceived value through quality service [9] Restructuring of the Marketing Environment by AI Technology - The shift from "big data + marketing" to "AI + marketing" is driven by the continuous development of technology, with both general and specialized models being essential for addressing complex marketing challenges [12] Transformation of the Marketing Industry Chain by AI - AI's deep integration into the marketing industry chain is leading to a comprehensive restructuring from supply to demand, enhancing precision, automation, intelligence, and personalization across all marketing processes [14] Market Size 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] Innovations in AI Marketing Productivity - AI is expanding the breadth and depth of data insights, significantly improving data processing efficiency and enabling dynamic updates through user and social media insights [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 enhancing advertising resource allocation and efficiency, allowing for real-time performance monitoring and optimization [31] - AI's integration into customer relationship management systems is improving user interaction and conversion rates [33] Innovative Applications of AI in Marketing - Predictive AI marketing applications are shifting the paradigm from reactive to proactive strategies, enabling businesses to anticipate consumer behavior and optimize marketing efforts [37] - AI short drama marketing is emerging as a new model that combines innovation and interactivity, providing brands with greater marketing opportunities [39] - The integration of AI with XR and digital human technologies is creating immersive consumer experiences, enhancing traditional experiential marketing [41] Benchmark Cases in AI Marketing - Minglue Technology's insightFlow CMS is an AI-driven content marketing tool that enhances content creation and operational efficiency [43] - Baidu's "Baidu Star Chart" is an AI-driven decision-making platform that integrates data analysis and marketing strategy formulation [49] - Leo Digital is focusing on optimizing advertising efficiency through AI technology, significantly improving operational effectiveness in advertising campaigns [51] Trends and Outlook for 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]