ChinaJoy的展会现场，Mobikok的试玩广告联盟系统正实时生成着个性化游戏试玩片段，全球5000万用户的点击行为不断训练着AI模型，试玩转化率定格 在行业领先的28%。 这只是AI重塑广告业的微小切面。 2025年上半年，腾讯研发投入飙升至391亿元，其中AI广告技术成为重点突破领域。高盛研究将数字广告列为仅次于云计算的AI应用最成熟赛道，预测未 来几年AI将撼动全球约4700亿美元的广告利润池。 在中国市场，CTR（央视市场研究）调研显示53.1% 的广告主已在创意内容生成中使用AIGC技术，远超数据分析、客户服务等环节。尤其引人注目的 是，近20%的广告主在视频创作中超过50%的环节依赖AI完成。 这场技术革命正在重构广告行业的每个环节，从投放策略到创意生成，从效果衡量到用户体验。 01应用分野，AI广告的两大战场 总体而言，AI广告领域已形成泾渭分明又相互交织的两大应用方向：以精准投放为核心的AI广告营销和以内容生成为核心的AI广告制作。 在营销战场，巨头们构建了复杂的智能投放系统。 高盛研报将谷歌的Performance Max（PMax）和Meta的Advantage+称为"目前最成功的综合 ...

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]

Core Insights - Tmall's 618 shopping festival is set to launch its second wave, with Alibaba providing various growth initiatives for merchants, including integration of AIGX technology to enhance operational efficiency [1] Group 1: AIGX Technology Implementation - The AIGX technology system has been successfully implemented across various Tmall services, improving product visibility and consumer engagement through AI-driven indexing and recommendations [3][4] - During the 618 shopping festival, AI is expected to significantly enhance merchants' production and conversion efficiency, addressing the high consumer demand [4] Group 2: New Product Launches - Tmall has introduced the AIGC product "Image to Video," which has generated over 1.5 million video materials for merchants, reducing video production time by more than 15 days on average [5] - The "Image to Video" feature allows merchants to create dynamic short videos by simply uploading product images, thus improving product browsing and conversion rates [5] Group 3: Marketing and Advertising Enhancements - The "All-Station Promotion" has been upgraded to "Product All-Station Push," utilizing AI to identify and promote products with potential GMV growth, resulting in a 10% increase in ROI delivery rate [6] - The marketing tools have assisted over 1.4 million merchants, with notable increases in sales for key products, such as a 2.7 times increase for Haier's core products [6] Group 4: AI Assistance for Merchants - Tmall has provided AI Agents to assist merchants in managing their stores, performing over 1.8 million store management tasks, including data analysis and content creation [7] - The "Business Manager" has served over 7 million merchants, generating over 100 million marketing materials and conducting extensive data analysis during the 618 preparation and sales period [7]

Group 1 - The report focuses on the 618 shopping festival, providing systematic guidance for merchants on crowd management and advertising strategies, leveraging AI capabilities and industry-specific tactics [1][4]. - The pre-sale for this year's 618 event starts on May 13, with a recommendation for merchants to allocate at least 60% of their budget to capture the initial traffic peak [1][18][19]. - Diverse consumer behaviors are highlighted, with 86% of users who made purchases during the 618 event having engaged with the platform in April and May, indicating the importance of early user engagement [1][24][25]. Group 2 - Alibaba Mama's AI capabilities include the LMA2 model and the DaMoPan AI Circle tool, which enhance targeting precision, increasing click-through rates by approximately 20% and conversion rates by about 30% [1][27][32]. - The introduction of 26 customized "most series" consumer groups allows for real-time adjustments based on consumer behavior, helping merchants identify high-value customers [2][40][46]. - The AI-driven interest tagging system enables detailed segmentation of consumer interests, such as fitness and pets, facilitating more accurate targeting for merchants [1][33][36]. Group 3 - The fast-moving consumer goods (FMCG) sector should focus on emotional consumption, utilizing tags like "most likely to repurchase" to stimulate repeat purchases [3][11]. - The fashion industry is advised to frequently introduce trend items and leverage AI to reach consumers who prefer new products [3][11]. - The sports and outdoor sector should tailor strategies for different consumer segments, using targeted tags to drive engagement and sales [3][11]. Group 4 - Alibaba Mama aims to create a full-cycle operational solution driven by AI, enabling businesses to enhance both consumer asset management and business growth during the 618 festival [4][40]. - The integration of AI with commercial strategies is expected to continue unlocking growth potential, helping merchants gain a competitive edge in the digital landscape [4][40].

Group 1 - The core idea of this year's 618 shopping festival is a comprehensive competition among e-commerce platforms in technology, operations, marketing, supply chain, and multi-business collaboration [2] - Tmall's 618 pre-sale started on May 13, with the main sales period from May 16 to May 26, featuring significant promotional strategies such as direct discounts and optimized shopping experiences [2][3] - Alibaba has committed to investing 2 billion yuan in subsidies for Taobao Live and has formed a strategic partnership with Xiaohongshu to enhance brand promotion [3][4] Group 2 - The 618 shopping festival has seen a shift in merchant mentality towards early participation, with the first wave of sales being crucial for capturing traffic and sales growth [5][6] - AI technology is increasingly being utilized to enhance business efficiency, with Alibaba's AI capabilities playing a significant role in optimizing marketing and sales strategies during the festival [8][9] Group 3 - Alibaba's "AI-driven quality win 618" initiative aims to leverage AI across various business stages, enhancing product promotion and operational efficiency [9][10] - The upgraded "full-site product promotion" strategy utilizes AI to assist merchants in achieving better sales performance and operational quality during the festival [10][12] Group 4 - The festival includes multiple incentives, such as a 3 billion yuan red envelope subsidy, aimed at supporting different types of merchants [22][24] - Specific plans like the "Quality Win 618 Brand Support Plan" and "Quality Win 618 Consumption Return Plan" are designed to provide substantial support to high-quality brands and merchants [22][24] Group 5 - The application of AI technology has enabled merchants to improve their operational capabilities, including real-time optimization of advertising and inventory management [27] - Companies are encouraged to build a data-driven decision-making system, flexible supply chains, and AI-oriented organizations to enhance their competitiveness during the 618 festival [27]

Core Insights - The consumer market is undergoing a "track change," with consumers increasingly valuing lifestyle, values, and sustainability over mere product functionality [1][2] - Female consumers are emerging as a significant force in the market, demonstrating a clear understanding of their desired lifestyles [2][5] - Brands must adapt to these changing consumer preferences by leveraging AI technology to enhance engagement and understanding [2][6] Consumer Behavior Trends - Z Generation consumers prioritize emotional symbols, health labels, and instant delivery in their purchasing decisions, indicating a shift towards a more diversified definition of value [4] - Factors such as emotional value, health concepts, and situational adaptability are becoming crucial in consumer decision-making [4] Brand Opportunities and Challenges - The 38 promotion event serves as a critical starting point for brands to experiment with new growth strategies, particularly in the context of female consumer engagement [5][6] - Brands that can effectively utilize new technologies to capture consumer needs will gain a competitive edge during market reshuffling [5][6] AI's Role in Consumer Engagement - AI technology is redefining growth logic by enabling brands to identify consumer pain points and accelerate the introduction of new products [6][9] - Successful case studies, such as the home brand Zhi Huashi, demonstrate how AI can enhance marketing strategies and significantly boost sales [9] Case Studies of Successful AI Implementation - Zhi Huashi utilized AI to identify key consumer segments, resulting in a 600% increase in GMV during the pre-sale period [9] - Kailas leveraged AI to expand its target audience and enhance brand storytelling, achieving over 100% GMV growth during the same period [10] - OPPO and Proya effectively used AI to convert transient traffic into loyal customers, with OPPO's new product achieving over 100 million in GMV in its first week [11][12] Future of Brand-Consumer Relationships - AI is transforming the relationship between brands and consumers, allowing for more personalized and meaningful interactions [14][15] - The evolution from resource competition to intelligence competition signifies a shift in market dynamics, emphasizing the importance of understanding consumer needs through AI [15]