Core Insights - The rapid development of artificial intelligence (AI) technology is revitalizing the digital transformation of the marketing industry, shifting marketing from empowerment to omnipotence, and initiating a profound transformation [1] - AI marketing has become a focal point in the industry, aiming to break traditional marketing limitations and establish a new marketing mechanism that creates efficient, precise, and personalized business models for brand communication [1] AI Marketing Concept and Features - AI marketing is characterized by its ability to create personalized marketing experiences at a granular level, leveraging advanced technologies to enhance consumer engagement [2] Development Progress of AI Marketing in China - AI marketing is transitioning into a personalized marketing era, with the Marketing 5.0 phase combining features from previous stages and utilizing "human-like technology" to enhance consumer experiences [4] - The current phase of AI marketing is one of popularization, where brands and service providers are creating dedicated marketing models that generate diverse advertising content [5] Development Environment for AI Marketing in China - The digital economy in China is growing rapidly, with a scale of 53.9 trillion yuan in 2023, significantly outpacing historical GDP growth rates [7] - AI is accelerating the digital transformation of marketing, enhancing enterprises' capabilities in digital marketing [7] Enhancements in User Experience through AI - AI technology enhances the entire consumer experience by providing personalized services, seamless integration with user needs, and improving perceived value through quality service [9] Restructuring of the Marketing Environment by AI Technology - The shift from "big data + marketing" to "AI + marketing" is driven by the continuous development of technology, with both general and specialized models being essential for addressing complex marketing challenges [12] Transformation of the Marketing Industry Chain by AI - AI's deep integration into the marketing industry chain is leading to a comprehensive restructuring from supply to demand, enhancing precision, automation, intelligence, and personalization across all marketing processes [14] Market Size of AI Marketing in China - The AI advertising marketing market in China is expected to exceed 100 billion yuan by 2030, driven by the integration of technologies like big data, AI, and cloud computing [16] Innovations in AI Marketing Productivity - AI is expanding the breadth and depth of data insights, significantly improving data processing efficiency and enabling dynamic updates through user and social media insights [25] - Content production is entering a growth market with AI fully integrated into the content operation process, although quality improvements are still needed [28] - AI is enhancing advertising resource allocation and efficiency, allowing for real-time performance monitoring and optimization [31] - AI's integration into customer relationship management systems is improving user interaction and conversion rates [33] Innovative Applications of AI in Marketing - Predictive AI marketing applications are shifting the paradigm from reactive to proactive strategies, enabling businesses to anticipate consumer behavior and optimize marketing efforts [37] - AI short drama marketing is emerging as a new model that combines innovation and interactivity, providing brands with greater marketing opportunities [39] - The integration of AI with XR and digital human technologies is creating immersive consumer experiences, enhancing traditional experiential marketing [41] Benchmark Cases in AI Marketing - Minglue Technology's insightFlow CMS is an AI-driven content marketing tool that enhances content creation and operational efficiency [43] - Baidu's "Baidu Star Chart" is an AI-driven decision-making platform that integrates data analysis and marketing strategy formulation [49] - Leo Digital is focusing on optimizing advertising efficiency through AI technology, significantly improving operational effectiveness in advertising campaigns [51] Trends and Outlook for AI Marketing - AI marketing is evolving from a tool-based application to a strategic core, becoming a key driver of value creation for enterprises [55] - Multi-modal large models are emerging as a significant direction for continuous breakthroughs in marketing technology, enhancing customer analysis and personalized interactions [57]

Core Insights - The rapid development of artificial intelligence (AI) technology is revitalizing the digital transformation of the marketing industry, shifting marketing from empowerment to omnipotence, and initiating a profound transformation [1] - AI marketing has become a focal point in the industry, aiming to break traditional marketing limitations and establish a new marketing mechanism that creates efficient, precise, and personalized business models for brand communication [1] Group 1: AI Marketing Concept and Features - AI marketing is entering a personalized marketing era characterized by human-centric approaches, integrating advanced marketing frameworks with "human-like technology" to enhance consumer experiences [4] - The concept of AI marketing is evolving from an exploratory phase to a popular phase, with brands and service providers creating dedicated marketing models that generate diverse advertising content [5] Group 2: Development Environment of AI Marketing in China - China's digital economy is growing rapidly, with a scale of 53.9 trillion yuan in 2023, significantly outpacing historical GDP growth rates [7] - The digital economy's growth is driven by the deep integration of technology and the real economy, with AI accelerating the digital transformation of marketing [7] Group 3: Enhancing User Experience through AI - AI technology enhances the entire consumer experience by providing personalized services, seamless integration with user needs, and improving service quality while reducing decision-making costs [9] Group 4: Restructuring the Marketing Environment through AI Technology - The transition from "big data + marketing" to "AI + marketing" is reshaping the marketing landscape, with foundational and specialized models effectively addressing complex marketing challenges [12] - AI's deep application in the marketing industry is driving a comprehensive restructuring of the marketing supply chain, enhancing precision, automation, intelligence, and user experience [14] Group 5: Market Size and Growth of AI Marketing in China - The AI advertising marketing market in China is expected to exceed 100 billion yuan by 2030, driven by the integration of technologies like big data, AI, and cloud computing [16] Group 6: Innovations in AI Marketing Productivity - AI is significantly improving data insights, enabling deeper understanding and processing of vast amounts of data, thus enhancing marketing effectiveness [25] - Content production is entering a growth market with AI fully integrated into the content operation process, although quality improvements are still needed [28] - AI is optimizing advertising resource allocation and enhancing marketing transaction efficiency through intelligent ad placements [31] - AI's integration into customer relationship management systems is improving user interaction efficiency and conversion rates [33] Group 7: Innovative Applications of AI in Marketing - Predictive AI marketing applications are shifting the paradigm from passive response to proactive prediction, helping businesses anticipate consumer needs and market trends [37] - AI short drama marketing is emerging as a new strategic direction for brand marketing, leveraging innovative content and strong interactivity [39] - The integration of AI marketing with XR and digital human technologies is creating immersive consumer experiences and enhancing traditional experiential marketing [41] Group 8: Benchmark Cases in AI Marketing - Minglue Technology's insightFlow CMS is an AI-driven content marketing tool that enhances marketing productivity by providing insights and facilitating content creation [43][44] - Baidu's "Baidu Star Chart" is an AI-driven decision-making platform that helps businesses analyze data trends and develop marketing strategies [49] - Leo Digital is focusing on optimizing advertising placements through AI, significantly improving efficiency and effectiveness in marketing campaigns [52] Group 9: Future Trends and Outlook in AI Marketing - AI marketing is evolving from a tool-based application to a strategic core, becoming a key driver of value creation for enterprises [55] - Multi-modal large models are emerging as a significant direction for continuous breakthroughs in marketing technology, enhancing customer analysis and personalized interactions [57]

Investment Rating - The report does not explicitly provide an investment rating for the industry Core Insights - The report aims to systematically outline the practical changes in smart marketing from 2023 to 2024, the application scenarios of AI in various marketing stages, and mainstream smart marketing tools [2] - Five major changes in smart marketing practices are identified for 2023-2024: (1) from localized trials to full-scale normalization, (2) from single graphic to complex multimodal, (3) from single-point efficiency to full-process collaboration, (4) from business tools to strategic empowerment, and (5) from cost consideration to outcome-based pricing [3][11] Summary by Sections Smart Marketing Practice Changes - The transition from localized trials to full-scale normalization indicates that leading companies have integrated AI-generated content (AIGC) advertising as a standard practice across the marketing chain [11] - The content output has evolved from text and images to include videos, audio, and digital personas, with multimodal generation technology becoming mainstream [11] - AI applications have expanded from addressing single-stage issues to covering the entire marketing process, enabling continuous strategy optimization through data feedback [11] AI in Marketing Lifecycle - AI is integrated throughout the marketing lifecycle, enabling precise customer acquisition, rapid generation of multiple versions of marketing content, multi-channel user engagement, and long-term value extraction from after-sales [12] Mainstream Smart Marketing Tools - Key tools for smart insights include Alibaba's Damo Pan, Baidu's Guoxing Pan, and others, which facilitate data integration and customer segmentation [4] - For smart content generation, tools like Dongxin's Yingcai Insight and Tencent's Miao Si are highlighted for their capabilities in personalized and innovative content creation [4] - In the smart advertising deployment phase, tools such as Alibaba's Wanshangtai and Douyin's Juyuan Engine are noted for their effectiveness in targeted advertising and performance monitoring [4] Smart Insights and Strategies - AI can effectively reduce customer acquisition costs by integrating multi-source data and managing customer profiles for targeted marketing [13][14] - The report emphasizes the importance of real-time data collection and customer behavior analysis to enhance marketing strategies [14] Smart Content Generation - AI addresses the challenge of consistently producing high-value content by enabling bulk generation of creative marketing materials across various formats [16][19] - The evolution from traditional RAG (Retrieval-Augmented Generation) to MarRAG (Marketing Retrieval-Augmented Generation) signifies a shift towards specialized marketing applications that can handle multimodal data and adapt to market dynamics [19][20] Smart Advertising Deployment - AI enhances advertising efficiency through intelligent selection of target audiences, budget management, and real-time performance monitoring [26][29] - Tools like Alibaba's Wanshangtai and Tencent's advertising solutions leverage AI for data-driven decision-making and campaign optimization [30] Marketing After-Chain - AI plays a crucial role in post-marketing activities, including automated customer service and personalized re-marketing strategies to improve operational efficiency [31][34] - The report highlights the use of AI in building and managing online stores, enabling businesses to create personalized landing pages and optimize customer interactions [31][34]