中经记者 李静 北京报道 在2025年年末，百度召开了一场低调却信息量巨大的AI营销年终沟通会。 在外部环境承压、互联网广告大盘增速放缓的背景下，百度商业产品负责人张丽红、商家智能体产品负 责人赵馨、商业搜索广告产品负责人刘徐伟等为代表的百度AI营销团队核心团队成员首次系统性披露 了百度AI原生营销在过去一年里，通过AI重构营销全链路，并实现从"前沿探索"到"效果涌现"的战略演 进与实战成果。 用户变了，营销也必须变 "今天的网民对广告极其敏感，传统的'抠槽式'硬广已难以触达用户。"张丽红在开场便点出当前营销的 核心矛盾。随着大模型技术的普及和Chatbot类产品的兴起，用户获取信息的门槛大幅降低，信息差正 在快速消失。这意味着，过去依赖关键词和静态落地页承接的搜索广告模式，已难以满足日益挑剔的用 户需求。 这一变化倒逼百度营销体系进行根本性重构。2023年，百度率先将大模型能力注入商业产品，开启"广 撒网"式探索。 "我们当时并不确定哪个方向能跑通，所以尽可能在传统产品的每个环节都尝试引入AI。"张丽红坦 言，"但我们内心非常清楚：广撒网之后，一定需要收敛。" 进入2024年，百度AI营销开始聚焦打磨；而2 ...

Core Insights - The 32nd China International Advertising Festival and the 34th Asian Advertising Conference focused on the theme "Intelligent Advertising New Chapter: China on Stage, Asia in Sync," emphasizing the role of technology in transforming the advertising industry [1] Group 1: AIGC Technology and Marketing - AIGC technology is profoundly changing the marketing industry, with Baidu's "Steam Engine" video generation model allowing high-quality ad creation from just an image and prompt [1] - The "Steam Engine" model features breakthroughs in video generation, including complex camera movements and realistic audio-visual integration, enabling the creation of high-quality videos [1] - The model employs "streaming generation" technology, overcoming previous limitations on video length, making long video creation accessible to everyone [1][2] Group 2: Product Matrix and Collaboration - Baidu has developed a product matrix leveraging the "Steam Engine," including the B-end "Steering" platform and the C-end "Imagination" platform, facilitating personalized content production for businesses and creators [2] - The company aims to collaborate with industry partners to unlock unlimited possibilities in creative content production [2] Group 3: Enhancing Marketing Ecosystem - The integration of technology across the advertising ecosystem is essential for maximizing marketing value, with all parties—advertisers, creative agencies, and media platforms—playing their roles effectively [3] - AI is seen as a tool to liberate creative roles rather than replace them, allowing creative personnel to focus on strategy and innovation [3] Group 4: Content Ecosystem Development - The "Steam Engine" was developed to enhance Baidu's mobile ecosystem, particularly in enriching video content and attracting more creators [4] - Continuous improvement of the content ecosystem is crucial for meeting marketing goals and enhancing user engagement within Baidu's platform [4] Group 5: Competitive Advantages - The "Steam Engine" focuses on three differentiated capabilities: integrated audio-video generation, long video creation, and future interactive video generation [5] - The competitive landscape in video generation is intense, with no clear leader, emphasizing the need for a combination of technology, product, and engaging user experiences to achieve a competitive edge [6]