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]