核心摘要： 观察过去近二十年AI发展史，企业营销永远是率先落地的场景。智能体作为当前全球AI最热门方向，全球泛营销SaaS巨头如 Adobe, S alesforce, Hubspot, Applovin等都为自己贴上了营销智能体的标签。AI对企业营销和营销服务商，已从辅助工具逐渐迈向全链路自主决策系统的过程。中国营销技术企业正凭借工程师红 利和实战打磨的技术可靠性，重塑企业营销管理范式，同时在助力中企出海过程中，面对语言文化差异、营销人才缺失等挑战，极大降低了出海营销门槛和起步效 率。艾瑞率先发布国内首份营销智能体白皮书，希望为国内营销技术探索提供有价值的思考。 市场趋势与全球动态 营销智能体 丨 研究报告 三大变化：平台投放环境变化加速、隐私要求上升、企业加大数字营销投入 全球营销智能体的应运而生 从辅助预测分析到全链路营销自动化 计算机技术在营销领域的应用正在经历一场深刻的转型：它已经从最初仅仅承担数据分析与辅助决策的工具角色，逐渐演进为能够覆盖创意生成、投 放策略、效果监测与优化等在内的全链路营销自动化系统。一些头部SaaS与广告平台开始推出智能投放套件和创意生成工具。尤其是在海外市场，越 来越多的品 ...

Core Insights - The report by iResearch focuses on the development of marketing intelligence agents, which utilize generative AI or machine learning algorithms to automate marketing tasks, highlighting their transformative value in the marketing sector [1] Group 1: Development Background - The global marketing environment is undergoing three significant changes: accelerated iteration of platform advertising rules, increased privacy regulations, and rising digital marketing investments, with digital channels expected to account for 61.1% of marketing spend by 2025 [8][12] - Chinese companies face challenges in overseas marketing due to cultural differences, complex channels, compliance, and cross-border payment issues, which marketing intelligence agents can help address through multilingual content generation and compliance checks [13][15] Group 2: Technological Evolution - Marketing tools have evolved from single advertising platforms to intelligent agents capable of market insights, content generation, ad optimization, and performance reporting, enabling cross-channel automation [10][24] - The key capabilities of marketing intelligence agents include market insights, content generation, ad optimization, and performance evaluation, which collectively enhance marketing efficiency and decision-making quality [24] Group 3: Industry Ecosystem - The ecosystem consists of upstream technology providers (both domestic and international), advertising channels, midstream toolchain companies, and downstream sectors focusing on cross-border e-commerce, brands, and gaming [1][32] - Major players in the ecosystem include domestic models like Wenxin Yiyan and international models like ChatGPT, with advertising channels such as Douyin and Google Ads serving as platforms for deployment [1][32] Group 4: Business Models - The primary business models in this sector include revenue sharing from ad placements, subscription models, and value-added services such as creative production and consulting [1][29] - The market for intelligent marketing agents in China is expected to exceed 100 billion yuan by 2030, indicating significant growth potential [1] Group 5: Benchmark Cases - Notable examples of marketing intelligence applications include Meta's Advantage+ automated advertising product, which streamlines the entire shopping and app advertising process, and Tiandong Technology's Navos marketing AI Agent, which optimizes market analysis and ad placement [1][15]

Core Insights - The rise of AI-native organizations is crucial for companies to survive and thrive in the future, focusing on cost reduction, efficiency improvement, and open-source initiatives [1] - Lenovo Group has been awarded the 2025 Ram Charan Management Practice Award for its innovative practices in the AI-native organization space [1] Group 1: AI Integration in Business - AI-native organizations integrate AI deeply into business models and workflows, creating a collaborative environment between AI agents and human employees [1] - Lenovo's marketing strategy has evolved from a one-size-fits-all approach to a personalized model, achieving a 30% increase in conversion and interaction rates through AI-generated content [2] - The sales AI system has expanded Lenovo's reach to over 230,000 large enterprise clients, significantly increasing business opportunities compared to traditional methods [2] Group 2: AI-Driven Transformation - AI has been embedded in Lenovo's products and services, driving new demand and business growth, with AI PCs accounting for over one-third of total laptop sales [3] - Lenovo has become the market leader in IT services in China, transitioning from traditional IT services to AI-driven solutions [3] - The launch of the "Leisure Super AI" has generated 1.89 billion yuan in revenue, supporting over 1 million daily interactions and improving user engagement by 270% [3]

Core Insights - Lenovo Group Limited has been awarded the 2025 Ram Charan Management Practice Award for its innovative practices in creating AI-native organizations, standing out among over 200 companies [1] - The award committee praised Lenovo's strategic insights and systematic approach to AI transformation, providing a replicable model for the industry [1] Group 1: AI-native Organization - The concept of an AI-native organization integrates AI deeply into business models and workflows, creating a collaborative environment between AI agents and human employees [1] - This organization type is characterized by three main features: co-creation between humans and AI, emergence of "super individuals," and a culture of human-machine symbiosis [1] Group 2: Business Impact - The implementation of AI-native organizations has positively impacted Lenovo's entire value chain, including marketing and sales [2] - In marketing, Lenovo transitioned from a "one-size-fits-all" approach to a personalized strategy, achieving a 30% increase in conversion and interaction rates during the "618" shopping festival, with 60% of marketing content generated by AI [2] - In sales, Lenovo's AI-driven sales agents have expanded their reach to over 230,000 large enterprise clients in China, significantly increasing business opportunities compared to traditional methods [2] Group 3: Product and Service Transformation - AI has been embedded in Lenovo's products and services, driving business transformation and new demand [3] - Lenovo's AI PCs now account for over one-third of total laptop sales, and the company has become the market leader in IT services in China, transitioning towards AI services [3] - The launch of the "LeXiang Super AI" has generated 1.89 billion yuan in revenue, supporting over 1 million daily interactions and improving order conversion rates by 30% [3] Group 4: Organizational Evolution - Lenovo has restructured its processes and evolved its organization, personnel, and culture to support AI integration [4] - In the past year, 35%-40% of Lenovo's new hires have been AI experts, and the company has implemented training programs to update employee skills and mindsets [4] - The transformation driven by AI agents is described as a significant change that requires companies to be bold in their value chain innovations and willing to experiment [4]

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]