AI 电商专家交流 - 平台端如何看 AI Agent 对代运营赋能？ 20250913 摘要 阿里战略明确，通过电商盈利并赋能 TP 和品牌商，利用 AI 工具如"通 义"大模型和数据闭环开放能力，旨在扩大市场份额，尤其在快消品、 化妆品、服装和食品等大零售领域。 AI Agent 在电商领域应用广泛，ToB 端如万象台无界版，通过广告投入、 人群识别、创意内容制作及投放方案制定，形成完整 pipeline，以实际 购买成交金额评估系统效果，提升商家广告营销效率。 万象台 AI 系统在 27 个大品类中推广，尤其在快消品等领域，约 15%的 商家使用万象台 AI 无界版，通过定向圈选人群和 AB 测试，显著提升成 交笔数和付费比例，降低人工成本。 阿里妈妈推出淘积木工具，商家可自动生成商品详情页、提炼卖点并选 择参与大促活动，显著提高运营效率，降低人工成本，提升广告营销效 率。 阿里代理体系分超级营销伙伴、新锐伙伴和后链路深度合作伙伴，通过 ICV 认证确保数据管理和认证合规，各方灵活运作多个代理，实现高效 业务管理与营销优化。 Q&A 阿里巴巴在 AI 应用方面的态度和战略是什么？ 阿里巴巴在 AI 应用 ...

Core Insights - The article discusses the upgrades made to the "Business Butler," an AI tool by Taobao aimed at helping merchants reduce costs and improve efficiency, particularly in material generation, data analysis, and marketing. However, the current tool has a high usage threshold and understanding cost for merchants on Taobao and Tmall [1]. Group 1: Official Website Design - The old version of the official website used traditional functional modules, making it difficult for merchants to understand how to use AI features and their effects. The visual language lacked a sense of technology and intelligence [2][3]. - The new design aims to provide a clear capability framework and intuitive interaction experience, allowing merchants to easily understand and utilize AI [4][6]. - The homepage redesign includes a restructured page framework that expands content capacity, clearly conveying the platform's capabilities [6][8]. Group 2: AI Tool Upgrades - The AI graphic generation tool has been upgraded to help merchants efficiently create product materials, thus achieving cost reduction and efficiency improvement. The old tool had a cumbersome form-based structure that posed high entry barriers and complicated operational processes [19]. - The new design focuses on clear operational paths, seamless connections between nodes, natural and friendly interactions, and a visually clean and simple layout [22][31][38]. - The tool now allows merchants to quickly perceive its capabilities and understand what effects can be achieved, enhancing the overall user experience [22][30]. Group 3: Future Directions - The article emphasizes the rapid evolution of technology and the need for design to translate complex intelligent technologies into tools that merchants can understand and effectively use. The goal is not to create flashy AI tools but to ensure usability for merchants [44]. - The upcoming IXDC International Experience Design Conference in October 2025 in Beijing will focus on "Human-Machine Symbiosis: New Paradigms of Human-Machine Collaboration in the AI Era," highlighting the importance of user experience innovation in the context of AI [44].

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]