Core Viewpoint - The article emphasizes that artificial intelligence (AI) is transforming the advertising industry from a "one-size-fits-all" approach to a highly personalized "one-to-one" advertising model, driven by AI's capabilities in understanding user intent and context [4][5][6]. Group 1: AI's Impact on Advertising - AI is evolving from a tool for content production to a core driver of industry growth, reshaping the advertising landscape [4]. - Major platforms like Google, Meta, Tencent, and Kuaishou are actively integrating AI into their advertising processes, enhancing creative production and intelligent ad placement [5]. - The shift from "computational advertising" to "intelligent advertising" is establishing a new infrastructure that allows for deeper understanding of user needs and real-time context [6][9]. Group 2: Intelligent Advertising Infrastructure - The new intelligent advertising infrastructure is built on three pillars: multimodal large models, reasoning engines, and intelligent agent collaboration protocols [9][11]. - Multimodal models enable the understanding of various content types, allowing for dynamic ad generation based on real-time user context [9]. - The reasoning engine enhances AI's ability to plan and execute marketing strategies across the entire customer journey [9]. Group 3: Evolution of AI Agents - AI agents are transitioning from single-function tools to comprehensive "super agents" capable of managing the entire marketing process autonomously [11][12]. - These agents will consist of specialized AI roles that collaborate to optimize advertising strategies, reducing the need for human intervention to high-level oversight [12]. - The interaction between users and ads is being redefined, with AI agents acting as knowledgeable sales consultants that provide personalized recommendations [12][14]. Group 4: Personalization in Advertising - The advertising matching paradigm is shifting from "thousands of faces for thousands of people" to "thousands of faces for one person," focusing on real-time, context-aware ad generation [14][15]. - This transformation allows ads to become more relevant and timely, enhancing user experience by addressing immediate needs rather than relying on past behaviors [15]. Group 5: Industry Transformation and Collaboration - The advertising industry is experiencing a shift towards human-AI collaboration, with platforms enhancing their capabilities and agencies transitioning to more strategic roles [16][18]. - Advertisers are now empowered to build their own intelligent systems, benefiting from the democratization of AI tools [16]. - The demand for talent is evolving, with a focus on strategic creative individuals who can leverage AI and data insights [18]. Group 6: Ethical Considerations and Future Outlook - While AI brings efficiency and scale, the importance of human creativity, emotional resonance, and trust remains paramount in advertising [20]. - The article calls for a balanced approach to AI integration, ensuring that ethical standards and authenticity are maintained in the advertising ecosystem [20].

(2025年8月21日，北京)人工智能迈入应用爆发期，从辅助内容生产的效率工具演变为驱动行业增长的 新型基础设施。广告产业作为国民经济的重要组成部分，对经济增长和消费拉动具有显著乘数效应，我 国数字广告渗透率更是位居全球前列。这股产业新动能也在深刻影响数字广告行业：未来的广告形态、 产业结构和价值分配将如何演变？中国数字广告行业是否已经站在了从程序化广告迈向智能广告时代的 浪潮之上？ 在此背景下，腾讯研究院联合腾讯广告开展前瞻行业研究《从"千人一面"到"一人千面"：人工智能引领 广告行业智能化转型》于今日重磅发布。报告基于对产业链上下游实地调研和全球案例分析，勾勒出 AI驱动广告行业创新的全景地图，并作出核心判断：AI正引领广告行业迈入一个"一人千面"、人机协作 的智能化时代。 从全球来看、谷歌、Meta、腾讯、快手等平台企业和众多广告代理、广告公司、广告主都在积极拥 抱"人工智能+"浪潮。当前，AI已经激活数字广告创意生产、智能投放等环节效能。在广告素材生产环 节，生成式人工智能正从辅助工具进化为核心生产力，从文案构思到视觉呈现全过程被AI提效显著。 在广告投放与优化环节，得益于生成式召回、AI数据增强和多 ...