TENCENT(HK:00700) 36氪未来消费·2025-12-03 12:50Core Insights - Tencent's advertising revenue growth reached 21% in Q3, marking the highest increase in six quarters, driven by improved ad loading rates and AI-driven ad targeting [2] - The AIM+ smart advertising product suite significantly reduces operational tasks for advertisers, with an 80% decrease in required actions for ad spending and a 47% reduction in creative operations [2] - Tencent's capital expenditure on AI is projected to grow by 221% in 2024, indicating a strong commitment to AI investments [2] Group 1: AI and Advertising Efficiency - AI is enhancing every aspect of advertising efficiency, including recommendation, creativity, and placement [7] - The current ad loading rate for Tencent's video ads is approximately 4%, significantly lower than the industry average of 10%-15%, reflecting Tencent's cautious approach to commercialization [6] - AI optimization has reportedly increased the click-through rate of some ad inventories to around 3.0%, a significant improvement from historical averages [10] Group 2: Talent Acquisition and Competition - The demand for AI talent is surging, with new AI job postings increasing over tenfold in the first half of 2025, highlighting a competitive landscape for skilled professionals [3][4] - Tencent ranked fifth in new AI job postings among companies, with ByteDance, Xiaohongshu, Alibaba, and Ant Group leading the list [4] - The "Tencent Advertising Algorithm Competition" attracted over 8,400 participants from nearly 30 countries, showcasing the company's efforts to recruit top talent [4] Group 3: Future of Advertising Roles - The role of advertising optimization specialists is evolving; they will focus more on creative aspects rather than traditional bidding and pricing tasks, as AI systems take over these functions [8] - Future advertising systems will incorporate generative AI to address cold start problems, moving away from traditional discriminative models [7] - The integration of AI in advertising will blur the lines between ads and native content, emphasizing the importance of original creativity [8] Group 4: Technological Advancements - Tencent is exploring advanced technologies, including large language models and multi-modal capabilities, to enhance advertising effectiveness [12][13] - The company is investing in refining AI models to improve efficiency and reduce costs in generating advertising content [10] - The future of advertising will involve real-time generation of interactive ad materials based on user interests, enhancing user engagement [11]