Group 1: Core Insights - AI is reshaping the advertising industry at an unprecedented pace, acting as an engine for a new revolution in the field [1] - Goldman Sachs predicts that AI will disrupt a global advertising profit pool of approximately $470 billion in the coming years [1][2] - The transformation encompasses various aspects including ad placement, content creation, audience targeting, and creative production [1] Group 2: AI's Impact on Advertising Profit Pool - AI is expected to accelerate the shift of traditional advertising budgets towards more efficient and measurable digital channels, representing a $170 billion opportunity [2][3] - The penetration rate of digital advertising has increased from 40.8% in 2017 to an estimated 69% by 2024, with an annual increase of about 4 percentage points [2] - Generative AI is projected to save $114 billion in creative production costs by replacing expensive and time-consuming creative development processes [3] - Automation platforms are challenging the core value of traditional advertising agencies, with a potential impact of $161 billion on their annual revenue [3] - AI-driven platforms are reducing the need for third-party advertising technology intermediaries, potentially squeezing about $25 billion from their profit margins [3] Group 3: Leading AI Advertising Products - Google's Performance Max and Meta's Advantage+ are recognized as the most successful integrated AI advertising products, allowing advertisers to automate cross-channel ad decisions and optimizations [4][5] - The adoption rate of Performance Max among advertisers in the U.S. surged from 2% in Q4 2021 to 59% by Q4 2024, accounting for 46% of Google's total ad spending [5] - Meta's Advantage+ saw a similar growth, with adoption rising from 2% in Q1 2023 to 36% by Q4 2024 [5] Group 4: Chinese Players in AI Advertising - Chinese tech giants like ByteDance, Tencent, and Alibaba are heavily investing in AI to lead the next generation of advertising paradigms [6] - ByteDance is enhancing its advertising creative production process with its "Instant Creation AI" platform, significantly reducing the time required to generate video and graphic materials [7][8] - Tencent's "Miao Si" platform leverages its self-developed AI model to provide various creative generation tools, improving efficiency by hundreds of times compared to traditional methods [11][12] - Alibaba's "Wanshang Laboratory" offers generative AI products that allow merchants to create high-quality advertising materials quickly, improving production efficiency by five times [16][17] Group 5: Overall Industry Transformation - The integration of AI in advertising is leading to more efficient and precise ad placements, while also enhancing the creativity and reducing costs of ad content production [18] - The value distribution in the advertising industry is being reshaped, with platform-based companies that possess data and technological advantages capturing more profits [18] - Advertisers and consumers are expected to benefit from higher ROI and more personalized ad experiences, respectively [18]

5月28日，天猫618第二波狂欢即将开启。今年，淘宝天猫不仅为商家提供了小红书种草链路打通、30亿 阿里妈妈红包补贴、2500亿"极速回款"额度等促增长举措，还将AIGX技术体系进一步融入电商经营全 链路，用AI助力商家经营提效。 据了解，淘宝天猫AIGX技术体系已经在其众多业务中实现落地价值，AIGI(索引)、AIGR(推荐)让好的 商品更高效地触达消费者、满足消费者购物意图，AIGB(出价)、AIGA(拍卖)、AIGC(创意)、AIGD(数 二、基于AIGB-R1升级"货品全站推"，ROI交付率提升10% 营销投放是商家在大促实现增长的关键手段，也是目前电商AI应用最深入的场景。 5月，阿里妈妈依托于自研广告大模型LMA2及AIGB-R1出价模型，将"全站推广"全面升级为"货品全站 推"，可通过AI智能筛选并预测未来有GMV增长空间的商品，按照优质新品、潜力品和机会爆品进行选 品打标并提供差异化增长方案，从而有效提升商品的投放转化率。 数据显示，截至天猫618第一波大促现货开卖首日，阿里妈妈货品全站推助超140万商家生意增长，ROI 交付率提升10%。其中，海尔核心爆品成交提升2.7倍、SK2核心单品净成 ...

《阿里妈妈：2025年618经营蓝宝书-行业人群投资指南》聚焦618大促，围绕平台节奏、AI人群能力及四大行业策略展开，为商家提供人群经营与投放的系 统性指导。以下是核心内容总结： 一、618大促节奏与人群策略要点 今年天猫618预售提前至5月13日开启，抢先购现货阶段为5月16日晚8点至26日晚12点，商家需重点把握首波流量高峰，建议第一波预算分配不低于60%。平 台人群呈现多元化特征，88VIP、00后、银发族等群体消费行为差异显著。例如，88VIP倾向于大促前期集中购买，客单价及购买类目数均高于大盘；00后 消费单量和类目数增长突出，GMV分布集中在非核心周期。数据显示，86%的618成交用户在4-5月有过成交，94%曾访问平台，蓄水期提前触达用户是生意 爆发的关键。 二、阿里妈妈AI人群能力体系 今天分享的是：阿里妈妈：2025年618经营蓝宝书-行业人群投资指南 报告共计：21页 阿里妈妈依托AI大模型LMA2，推出达摩盘AI圈人工具，通过"输入诉求+AI生成人群包"两步操作，解决传统人工圈人存在的核心客群不精准、操作繁琐等 痛点。AI圈人可提升人群点击率约20%、转化率约30%，圈选效率提升100 ...

文/庄帅 每年的618大促，都是电商平台在技术、运营、营销、供应链、多业态协同的综合能力和生态体系的比拼。 根据「庄帅零售电商频道」观察，今年618在昨天已经打响，其中，天猫618的第一波抢先购于5月13日晚8点开启预售，尾款支付及现货抢购时间为5月16 日晚8点至5月26日晚12点。 同时，平台也在积极做减法，从跨店满减变为立减（活动商品"官方立减15%起"，最高可立减50%），包括最低价校验和"售罄加购"等的亮点功能也是着 力于优化消费者购物体验，规避部分商家先涨价后促销、心怡的商品太快售磬等购物痛点。 据「庄帅零售电商频道」了解，今年的天猫618为了更好的支持商家抢跑，在平台流量、商家补贴全部重磅加码： 不仅宣布将投入20亿加码补贴淘宝直播，淘宝天猫还与小红书宣布签订战略合作启动"红猫计划"，加大对品牌商家的种草投入，实现从小红书种草到淘宝 天猫购买的全链路打通。 阿里妈妈早在4月就发布618三大红利，其中就包括30亿的红包等多重激励。 其实看近几年的大促，抢跑的心智已经逐渐形成，尤其是大促的首波段，无论是流量效应还是平台扶持力度都是最为可观的。 因此，对于商家来说，积极抢先入局，加大在第一波抢先购阶段 ...

消费市场正在经历"换轨"。 需求多样、价值多元、持续尝新……不断浮现新特质的消费者们，不再只为产品买单，而是为品牌传 递的生活方式、价值观和可持续承诺投票。 他们的选择标准远不止"划算"：一件防晒服要能搭配出"山系穿搭"，一双徒步鞋要讲出"它的攀登"故 事。 Z世代买潮玩要的是"情感符号"，买无糖饮料图的是"健康标签"，甚至下单一杯咖啡也要"9分钟送到 家门口"……这种转变背后，是消费者对"价值"定义的多元化。功能、价格等基本要素之外，情绪价 值、健康理念、即时体验甚至场景适配等要素，都在成为消费决策的重要因子。 这对于品牌们来说，既是挑战也是机遇，这本是老生常谈，但谁能用新技术捕捉这些需求，谁就能在 竞争中领先半个身位，在洗牌期率先握住底牌。 如果把全年消费市场比作一场马拉松，38大促就是起跑后的第一个弯道，一场"新增长实验"的起点， 其不仅是女性消费的狂欢节，更是品牌开年"焕新"的黄金机会。根据阿里妈妈达摩盘调研，2024年38 节蓄水用户中，90%会在618发生购买，而618的购买用户中，75%来源于38节的访客。 这意味着，谁若能在38节"赢新"，谁就能为全年生意定调。 而阿里妈妈的"AI赢新"策略， ...