2025年中国营销智能体研究报告

Core Insights - The article emphasizes the rapid evolution of marketing intelligence agents, which are transforming from mere tools into autonomous decision-making systems in marketing, driven by advancements in AI technology [1][4][11]. Market Trends and Global Dynamics - Three major changes are identified: accelerated changes in platform advertising environments, rising privacy requirements, and increased digital marketing investments by companies [2]. Emergence of Global Marketing Intelligence Agents - The application of computer technology in marketing is undergoing a profound transformation, evolving from data analysis and decision support to full-chain marketing automation systems [4][11]. Challenges for Chinese Enterprises in Overseas Marketing - Chinese companies face significant challenges in overseas marketing, including cultural differences, complex channels, privacy and compliance issues, and cross-border payment difficulties [6]. Opportunities for Chinese Enterprises in Overseas Marketing - Marketing intelligence agents provide crucial support in content creation, compliance checks, and localization for Chinese enterprises venturing abroad, leveraging the rapid iteration of open-source large language models [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, assisting or replacing human marketing efforts [9]. Transition from Marketing Tools to Autonomous Agents - The development of marketing technology is transitioning from "tools" to "agents," with these agents now capable of real-time optimization across multiple channels [11][13]. Key Capabilities of Marketing Intelligence Agents - The four core capability areas of marketing intelligence agents include market insights, content generation, campaign optimization, and evaluation report generation, enabling full-chain automated marketing and continuous optimization [15]. Future Technology Trends - The collaboration of multiple 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 [17]. Challenges in AI + SaaS Models - The monetization of AI within SaaS companies faces challenges, with a consensus emerging that AI will integrate seamlessly into daily tools rather than creating significant revenue streams [19]. Global and Chinese AI Marketing Market Environment - The AI + marketing market is rapidly evolving, driven by technological innovation, regulatory policies, and changes in business models, with both international and Chinese markets showing a shift from "tool-based" to "intelligent" approaches [22]. Commercial Model Analysis of Marketing Intelligence Agents - The commercial model of marketing intelligence agents is evolving from a "single software subscription" to a "multi-dimensional revenue system," encompassing SaaS subscriptions, advertising revenue sharing, and value-added services [31]. Market Size and Forecast for China's Intelligent Marketing Agents - The market for intelligent marketing agents in China is expected to exceed 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 growing rapidly, with a growth rate of 7.39%, and the digital marketing sector is entering a phase of accelerated penetration due to advancements in AI technologies [36]. Policy Framework for AI + Marketing in China - China is establishing a multi-layered policy framework to support and regulate the integration of AI in marketing, covering strategic guidance, technological research, industry applications, and compliance [38][41]. 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][48].