Core Insights - The report titled "2025 Generative Marketing Industry Research: From AIGC to AIGD" highlights the evolution of generative AI in marketing, transitioning from AIGC (AI-Generated Content) focused on content creation to AIGD (AI-Generated Decision) centered on decision support, indicating a shift from AI as an "efficiency tool" to a "strategic partner" in marketing [2][4]. AIGC: Marketing Supply Explosion - By 2025, generative AI has matured in creating marketing content, including copy, images, videos, and digital personas, significantly enhancing content supply [3]. - The emergence of new models and products like DeepSeek and Manus has lowered technical barriers, evolving AI from a "creative assistant" to an "execution agent" [3]. - However, the explosion of content supply raises challenges for businesses in selecting optimal solutions and ensuring the authenticity and reliability of AI-generated content, as AIGC addresses production issues but not effectiveness [3]. AIGD: Systematic Upgrade in Marketing Decisions - AIGD aims to resolve decision-making challenges from the AIGC era by integrating classic marketing theories with AI tools, creating a complete loop from "insight—generation—validation—decision" [4]. - On the consumer side, over 68% of consumers are influenced by AI recommendations in their purchasing decisions, indicating a shift in decision-making power towards AI [4]. - On the enterprise side, AI is utilized for core marketing tasks such as environmental analysis, brand positioning, and demand exploration, enhancing the scientific and efficient nature of marketing decisions [4]. AI Practices: Deepening Industry Applications - Generative AI has been implemented across various industries: - **Food and Beverage**: Companies like Mengniu and Yili use AI for health models and ad testing [5]. - **Beauty and Personal Care**: L'Oréal optimizes formula development with AI, while Proya builds ROI-driven decision systems [5]. - **Automotive**: AI enhances lead management and user profiling [5]. - **Alcohol Industry**: AI integrates into brewing processes and enhances cultural experiences through digital personas and the metaverse [5]. - **Dining and Retail**: Smart ordering and AI-driven site selection are core to digital transformation [5]. - **Apparel, Home Appliances, and Digital Products**: AI assists in design, sales forecasting, virtual fitting, and customer service [5]. Future Outlook: Human-AI Collaboration with Decision Priority - The future of generative marketing emphasizes human-AI collaboration rather than AI replacing humans, necessitating organizations to build "AI-ready" structures that deeply integrate AI into strategy, operations, and innovation processes [6]. - The transition from AIGC to AIGD represents a shift from "content-driven" to "decision-driven" approaches, where effective use of AI for decision-making will determine market success [6].

Core Insights - The article discusses how brands can achieve effective marketing breakthroughs in a fragmented media landscape and the rise of emotional consumption, emphasizing the role of AI technology in reshaping marketing decision-making [1] Group 1: Marketing Strategy - iQIYI launched a new "IP + Hard Advertising" strategy to help brands achieve "consensus, empathy, and resonance" in their marketing efforts [1] - The strategy aims to leverage iQIYI's content advantages in popular dramas, variety shows, and sports events to address the challenges of fragmented media consumption [3] - The focus is on integrating hard advertising into the IP ecosystem to maximize user engagement and brand recognition during specific timeframes [3] Group 2: Emotional Consumption - The emotional consumption market in China is expected to reach a scale of 2 trillion yuan, highlighting the importance of emotional value in consumer behavior [5] - iQIYI's content ecosystem captures and meets user emotional needs, providing a core link for brands to connect with the public's sentiments [5] Group 3: Data-Driven Marketing - The use of AI in marketing decision-making is becoming a future trend, with data resonance identified as a key engine for long-term brand management [8] - iQIYI employs a smart marketing strategy matrix that integrates various data sources to provide a comprehensive solution for brands, covering insights, content delivery, and performance attribution [8] - The combination of media data and industry data enhances the precision of target audience reach while ensuring data security through advanced technologies [10] Group 4: Collaborative Growth - iQIYI aims to continuously upgrade its "IP + Hard Advertising" marketing approach, empowering marketing growth through high-quality IPs and collaborating with brands to thrive in the AI marketing era [12]