2025年中国营销智能体研究报告

Core Insights - The article emphasizes the evolution of AI in marketing, highlighting the transition from auxiliary tools to autonomous decision-making systems in marketing strategies. Major global SaaS companies are adopting the label of marketing intelligence agents, indicating a shift towards comprehensive marketing automation solutions [1][4][11]. Market Trends and Global Dynamics - Three significant changes are noted: accelerated changes in platform advertising environments, rising privacy requirements, and increased digital marketing investments by enterprises [2]. Emergence of Global Marketing Intelligence Agents - The application of computer technology in marketing is undergoing a profound transformation, evolving from data analysis tools to comprehensive marketing automation systems that cover creative generation, deployment strategies, and performance monitoring [4][11]. Challenges for Chinese Enterprises in Overseas Marketing - Chinese companies face challenges such as cultural differences, complex channels, privacy and compliance issues, and cross-border payment difficulties as they expand internationally [6]. Opportunities for Chinese Enterprises in Overseas Marketing - Marketing intelligence agents provide crucial support in content creation, compliance checks, and localization for Chinese companies venturing abroad, leveraging open-source large language models to generate marketing materials that align with overseas user preferences [8]. Definition of Marketing Intelligence Agents - Marketing intelligence agents are defined as products based on generative AI or machine learning algorithms that can autonomously or semi-autonomously execute marketing-related tasks, effectively assisting or replacing human marketing efforts [9]. Key Capabilities of Marketing Intelligence Agents - The four core capabilities of marketing intelligence agents include market insights, content generation, campaign optimization, and evaluation report generation, enabling full-cycle automated marketing and continuous optimization [15]. Future Technology Trends - The collaboration of multiple intelligence agents forms a closed-loop system, combining creative, deployment, and analytical agents to achieve a cycle of creative generation, advertising deployment, data feedback, and strategy adjustment without human intervention [17]. AI + SaaS Model Challenges - The monetization of AI within the SaaS model faces challenges, with companies adopting AI credits and bundling AI features with SaaS software, yet maintaining conservative expectations regarding AI's impact on financial reports [19]. Market Environment for AI + Marketing - The global and Chinese AI + marketing markets are rapidly evolving, driven by technological innovation, regulatory changes, and shifts in business models, with both markets transitioning from "tool-based" to "intelligent" solutions [22]. Commercial Model Analysis of Marketing Intelligence Agents - The commercial model for marketing intelligence agents is evolving from a single software subscription to a multi-dimensional revenue system, including SaaS subscriptions, advertising revenue sharing, and value-added services [31]. Market Size and Forecast for Marketing Intelligence Agents in China - The market for marketing intelligence agents in China is expected to grow significantly, potentially exceeding 100 billion yuan by 2030, driven by the integration of AI technologies and the digital transformation of the advertising industry [34]. Digital Marketing Penetration in China - China's digital economy is experiencing rapid growth, with a digital economy scale reaching 53.9 trillion yuan in 2023, significantly outpacing GDP growth rates, and AI technologies accelerating the digitalization of marketing [36]. Policy Framework for AI + Marketing in China - China is advancing the integration of AI and marketing through a multi-layered policy framework that includes strategic guidance, technological research, industry applications, and regulatory compliance [38][41]. Global Competitive Landscape - The competitive landscape for marketing intelligence agents includes both upgrades and integrations of existing Martech products, presenting opportunities for collaboration among various players in the industry [42]. Global Opportunities for Chinese Enterprises - Chinese marketing intelligence products have the potential to challenge established giants by offering next-generation, AI-native automated infrastructure, leveraging unique business and talent structures [45]. Cost-Effectiveness of Chinese Marketing Intelligence Solutions - The lower labor costs of Chinese software engineers enable the provision of high-cost performance sales solutions, with subscription fees often being 50% lower than comparable North American SaaS products [48].