Group 1: Core Insights - AI is reshaping the advertising industry at an unprecedented pace, acting as an engine for a new revolution in the field [1] - Goldman Sachs predicts that AI will disrupt a global advertising profit pool of approximately $470 billion in the coming years [1][2] - The transformation encompasses various aspects including ad placement, content creation, audience targeting, and creative production [1] Group 2: AI's Impact on Advertising Profit Pool - AI is expected to accelerate the shift of traditional advertising budgets towards more efficient and measurable digital channels, representing a $170 billion opportunity [2][3] - The penetration rate of digital advertising has increased from 40.8% in 2017 to an estimated 69% by 2024, with an annual increase of about 4 percentage points [2] - Generative AI is projected to save $114 billion in creative production costs by replacing expensive and time-consuming creative development processes [3] - Automation platforms are challenging the core value of traditional advertising agencies, with a potential impact of $161 billion on their annual revenue [3] - AI-driven platforms are reducing the need for third-party advertising technology intermediaries, potentially squeezing about $25 billion from their profit margins [3] Group 3: Leading AI Advertising Products - Google's Performance Max and Meta's Advantage+ are recognized as the most successful integrated AI advertising products, allowing advertisers to automate cross-channel ad decisions and optimizations [4][5] - The adoption rate of Performance Max among advertisers in the U.S. surged from 2% in Q4 2021 to 59% by Q4 2024, accounting for 46% of Google's total ad spending [5] - Meta's Advantage+ saw a similar growth, with adoption rising from 2% in Q1 2023 to 36% by Q4 2024 [5] Group 4: Chinese Players in AI Advertising - Chinese tech giants like ByteDance, Tencent, and Alibaba are heavily investing in AI to lead the next generation of advertising paradigms [6] - ByteDance is enhancing its advertising creative production process with its "Instant Creation AI" platform, significantly reducing the time required to generate video and graphic materials [7][8] - Tencent's "Miao Si" platform leverages its self-developed AI model to provide various creative generation tools, improving efficiency by hundreds of times compared to traditional methods [11][12] - Alibaba's "Wanshang Laboratory" offers generative AI products that allow merchants to create high-quality advertising materials quickly, improving production efficiency by five times [16][17] Group 5: Overall Industry Transformation - The integration of AI in advertising is leading to more efficient and precise ad placements, while also enhancing the creativity and reducing costs of ad content production [18] - The value distribution in the advertising industry is being reshaped, with platform-based companies that possess data and technological advantages capturing more profits [18] - Advertisers and consumers are expected to benefit from higher ROI and more personalized ad experiences, respectively [18]

机器之心原创 作者：张倩 「2025 年，多模态生成是一个好方向吗？」这是一位同学在今年年初提出的问题。 他之所以有此疑问，是因为在找实习时发现，狭义的 AIGC（如视频生成）岗位较少，就业前景不佳，自己的「底层视觉 + 生成模型」背景不知道怎么才能发挥用 武之地。 这位同学描述的情况相信很多同学都遇到过。确实，这两年 AIGC、多模态生成很火，理论上很多行业都能用上，比如影视、游戏…… 但由于技术发展仍在早 期，能经得起商业验证的场景其实并不多。部分从业者曾在采访中告诉机器之心，他们和影视行业接触过，比如拍短剧的导演，但对方表示，目前 AI 相比普通演 员仍然不具备竞争力。 不过，并非每个行业都如此悲观。据我们观察，至少从三年前开始，多模态生成就已经在广告等行业成功试水，去年更是给一些大厂带来了实打实的收益。在这 些正向回报的激励下，不少企业正在加大投入，希望用生成式 AI（尤其是多模态生成）给广告内容的生产、分发带来一场变革。对于相关人才来说，这里面蕴含 着大量的机会。 生成式 AI + 广告 一条已经跑通的路线 提到广告 AI，大多数人首先想到的是用 AI 助力广告内容的生成。这确实是一项已经开展多年的 ...