今天分享的是：艾瑞咨询：2025年中国营销智能体研究报告 报告共计：38页 《2025年中国营销智能体研究报告》由艾瑞咨询发布，聚焦营销智能体（基于生成式AI或机器学习算法，可自动或半自动执行营销任务的产品）的发展背 景、技术演进、产业生态、商业模式及标杆案例，展现其在营销领域的变革价值。发展背景上，全球营销环境面临平台投放规则迭代加速（如Meta年算法 调整超15次）、隐私监管趋严（GDPR实施前两年罚款超2亿欧元）、企业数字营销投入增加（2025年数字渠道占比61.1%）三大变化，中国出海企业则受文 化差异、渠道复杂、合规与跨境支付等痛点困扰，营销智能体可通过多语种素材生成、合规审查等功能提供解决方案。技术演进方面，营销工具从早期单一 投放工具，历经程序化广告阶段，发展为具备市场洞察、内容生成、投放优化、评估报告生成四大核心能力的智能体，能实现跨渠道调度与全链路自动化， 未来将向多智能体协作（创意+投放+分析闭环）及大模型赋能（跨语种理解、本地化创意生成）方向发展。产业生态上，上游有国产（文心一言、 DeepSeek等）与国际（ChatGPT、Gemini等）大模型提供技术支撑，国内外广告渠道（巨量引擎、 ...

在销售环节，联想打造了覆盖服务器配置推荐、智能价审、智能投标、销售预测等场景的销售智能体。 数据显示，联想目前已经覆盖了超过23万的中国大型企业客户，以前靠外呼中心一个季度只能触达七八 万家，而有了销售智能体，通过AI手段可覆盖绝大多数客户，大幅提升了商机获取的机会。 智能体AI浪潮席卷而来，如何真正让AI为我所用，成为一道关乎企业未来生存的问题，企业组织进化 为AI原生组织进而推动实现降本、增效和开源成为解题关键。第九届拉姆.查兰管理实践奖日前揭晓， 联想集团凭借在AI原生组织领域的创新和领先实践，获2025拉姆.查兰管理实践奖杰出奖。 据了解，拉姆.查兰管理实践奖由《哈佛商业评论》中文版与世界级管理咨询大师拉姆.查兰共同发起， 是中国管理实践领域最重磅的奖项之一。 今年8月发布的《国务院关于深入实施"人工智能+"行动的意见》提出，到2030年新一代智能终端、智能 体等应用普及率超90%。联想集团副总裁、中国区及职能团队人力资源副总裁吴彤介绍，AI原生组织就 是将AI深度融入到企业业务模式和工作流程中，AI Agent(硅基员工)作为组织的新生产力，与人类员工 (碳基员工)一起共同构建高效、灵活的人智共创组 ...

本报讯 （记者贾丽）10月31日，第九届拉姆·查兰管理实践奖揭晓，凭借在AI原生组织领域的创新和领 先实践，联想集团有限公司（以下简称"联想"）在200余家企业中脱颖而出，摘得2025拉姆·查兰管理实 践奖杰出奖。 该组委会对《联想打造AI原生组织 开启"人智共创"时代》案例给予评价：当大多数企业仍徘徊于智能 体AI应用与否的困境时，联想已凭借深刻的战略洞察，从组织角度系统性思考如何向AI转型，其AI原 生组织的构想与实践不仅取得了切实的业务成果，更为产业界提供了可借鉴性的范本。 与此同时，智能体还被嵌入联想的产品、方案和服务，驱动了联想业务的变革。联想副总裁、中国区战 略及业务拓展副总裁阿不力克木·阿不力米提（以下简称"阿木"）举例说，把AI嵌入PC、手机等设备， 激发了新的需求，带来业务的新增长。数据显示，联想AI PC在笔记本电脑总销量中的占比已超过三分 之一。不只是终端产品，还包括基础设施和方案服务。在IT服务领域，联想已跃居中国市场第一，通过 企业超级智能体等，正引领IT服务向AI服务迈进。 今年5月份，联想正式发布了乐享超级智能体，它是业内第一个企业超级智能体，上线后至今已累计创 收18.9亿元， ...

Core Insights - The article emphasizes the rapid evolution of marketing intelligence agents, which are transforming from auxiliary tools to autonomous decision-making systems in marketing. This shift is driven by advancements in AI technology and the increasing demand for automated marketing solutions [1][4][11]. Group 1: Market Trends and Global Dynamics - Three major changes are identified: accelerated changes in platform advertising environments, rising privacy requirements, and increased digital marketing investments by companies [2]. - The application of computer technology in marketing is undergoing a profound transformation, evolving from data analysis tools to comprehensive marketing automation systems that cover creative generation, deployment strategies, and performance monitoring [4]. Group 2: Challenges for Chinese Enterprises in Overseas Marketing - Chinese enterprises face significant challenges when expanding overseas, including cultural differences, complex channels, privacy and compliance issues, and cross-border payment difficulties [6]. - The demand for overseas marketing has surged in the past five years, particularly in cross-border e-commerce and mobile gaming, but these challenges remain critical obstacles [6]. Group 3: Opportunities Presented by Marketing Intelligence Agents - Marketing intelligence agents provide crucial support for Chinese enterprises in overseas marketing by assisting in material production, compliance checks, and localized operations [8]. - The rapid iteration of open-source large language models offers unprecedented advantages for Chinese companies, enabling them to generate advertising content that aligns with overseas user preferences [8]. Group 4: Definition and Capabilities of Marketing Intelligence Agents - Marketing intelligence agents are defined as products based on generative AI or machine learning algorithms that can autonomously or semi-autonomously execute marketing-related tasks, effectively assisting or replacing human marketing efforts [9]. - The core capabilities of these agents include market insights, content generation, deployment optimization, and evaluation report generation, facilitating full-link automated marketing and continuous optimization [15]. Group 5: Future Technology Trends - The collaboration of multiple intelligence agents can form a closed-loop system, combining creative, deployment, and analytical agents to achieve a cycle of creative generation, advertising deployment, data feedback, and strategy adjustment without human intervention [17]. - The integration of large models enhances the capabilities of these agents, addressing language barriers and cultural differences in cross-border marketing [17]. Group 6: Market Size and Forecast - The market for intelligent marketing agents in China is expected to continue growing, with projections indicating it could exceed 100 billion yuan by 2030, driven by the integration of AI technologies and the digital transformation of the advertising industry [34]. - The digital economy in China is experiencing rapid growth, with a digital economy scale reaching 53.9 trillion yuan in 2023, significantly outpacing GDP growth [36]. Group 7: Policy Framework - China has established a multi-layered policy framework to support the integration of AI and marketing, encompassing strategic guidance, technological research, industry applications, and regulatory compliance [38][41]. - Recent policies emphasize the need for transparency and compliance in AI-generated content, ensuring that marketing practices align with legal and ethical standards [41]. Group 8: Global Competitive Landscape - Chinese marketing intelligence products have the opportunity to challenge existing giants like Adobe and Salesforce by offering next-generation, AI-native automated infrastructure, leveraging unique business and talent structures [45]. - The evolution of marketing intelligence agents reflects a shift from traditional software models to more collaborative and integrated approaches, enhancing the overall effectiveness of marketing strategies [42].

Core Viewpoint - The company reported a significant increase in revenue for the first half of 2025, driven by its focus on AI-native products and services, particularly in the areas of AI model applications and digital operations [1][2][3] Financial Performance - The company achieved approximately RMB 2.598 billion in revenue for the first half of 2025, with ICT support business revenue at about RMB 2.118 billion, digital operations revenue at approximately RMB 408 million, and AI model applications revenue at RMB 26 million, reflecting a 76-fold year-on-year increase [1] - The order amount for the first half of the year was approximately RMB 820 million, representing a 51.7% year-on-year growth [1] Business Strategy - The company plans to maintain a steady growth strategy, focusing on three main growth engines: AI model applications, 5G private networks, and digital operations, while accelerating order conversion [2][3] - The company aims to optimize its business structure by integrating AI and intelligent agent technologies into its digital operations, promoting a results-based payment innovation model [2] Market Outlook - The company expects its performance in the second half of the year to significantly exceed that of the first half, driven by an accelerated signing pace [3] - The company anticipates that AI model applications and 5G private networks will continue to experience rapid growth over the next three years, potentially reaching a scale comparable to that of a small telecommunications operator [15][16] Competitive Advantage - The company emphasizes its strong understanding of complex application scenarios and its extensive experience in delivering AI model applications across various industries, which positions it favorably against competitors [7][8] - The company has established partnerships with leading clients in multiple sectors, including energy, manufacturing, retail, and transportation, enhancing its market position [4][5] Organizational Changes - The company has restructured its business classification to improve clarity and focus on growth areas, specifically separating AI model applications, 5G private networks, and digital operations into distinct business units [9][10] - The company has optimized its personnel structure, reducing staff in traditional ICT areas while hiring experts in AI and digital operations to support new business growth [10][11] Industry Expansion - The company is actively expanding into non-telecommunications sectors, identifying industries with strong demand for new business solutions, such as energy, petrochemicals, and healthcare [19][21] - The company aims to achieve a balanced revenue structure, targeting a 50:50 split between telecommunications and non-telecommunications markets in the coming years [22]