Core Insights - The report predicts that the Chinese internet advertising market will grow steadily at a rate of 11.5%, reaching a scale of 725.7 billion yuan by 2025, marking a shift from traffic expansion to "deep value creation" [1] Group 1: AI and Marketing Transformation - AI is fundamentally restructuring consumer decision-making paths, shifting the marketing battlefield from "keyword ranking" to an "AI trust system" [2] - Brands are required to optimize authoritative evaluations and structured information through Generative Engine Optimization (GEO) technology, significantly reducing marginal costs by 60% [2] - AI-driven "super dynamic ecosystems" are enhancing creative productivity by over ten times, with tools like Flixor enabling batch production of compliant marketing materials [2] Group 2: AI Industry Evolution - The AI industry is transitioning from "training competitions" to "inference optimization," with multimodal deep reasoning and adaptive learning becoming mainstream technologies [3] - The investment in embodied intelligence has exceeded 40 billion yuan, indicating a shift towards physical interactions in AI applications [3] - By 2028, it is expected that 15% of marketing decisions will be autonomously made by AI, highlighting the importance of computational infrastructure [3] Group 3: Short Video and E-commerce Integration - Short video platforms have evolved into "comprehensive digital communities," seamlessly integrating entertainment, shopping, and learning [4] - The "short drama + e-commerce" model has led to an 18.85% year-on-year growth in video information flow advertising, making it the fastest-growing advertising format [4] - Knowledge content is emerging as a new highlight in internet marketing, with platforms like Douyin and Bilibili seeing significant user engagement in knowledge-based content [4] Group 4: Market Dynamics and E-commerce Advertising - E-commerce advertising continues to lead with a 38.55% market share, with interest e-commerce growing by 18.9%, becoming a major growth engine [5] - Douyin's advertising revenue surpasses Alibaba by 32.7 billion yuan, while Xiaohongshu achieves a 23.2% growth rate through its "community + search" model [5] - AI search is reshaping traffic entry points, with traditional search engine advertising revenue remaining flat, while "platform + AI search" categories have surged by 107.4% [5] Group 5: Future Market Predictions - The market size is expected to exceed 900 billion yuan next year, driven by "agent-based AI" and "full-scene integration" [6] - AI will autonomously complete the entire process from "insight to strategy to execution," creating a "seamless marketing" experience [6] - Brand competition is shifting from traffic acquisition to "ecosystem and value battles," with companies that build AI trust assets poised to gain a competitive edge in the smart marketing era [6]

报告还特别指出，"短视频+"模式极速狂奔，电商行业的竞争格局正被重构。短视频平台已进化为"综合 数字社区"，用户可在单一APP内完成娱乐、购物、学习等多元需求。"短剧+电商"模式实现内容消费与 交易的无缝衔接，这种"情绪连接—即时转化"闭环，推动视频信息流广告同比增长18.85%，成为增速最 快的广告形式。基于此，在互联网营销领域，知识内容崛起成为新亮点。抖音知识兴趣用户超2.5亿，B 站泛知识视频播放量占比达44%。 数据显示，2025年中国互联网广告市场以11.5%的增速稳健增长，规模达7257亿元。电商广告以38.55% 的市场占比持续领跑，其中兴趣电商同比增长18.9%，成为主要增长引擎。传统搜索引擎广告收入持 平，而"平台内+AI搜索"类别暴增107.4%。报告预测，中国互联网广告市场规模2026年有望突破9000亿 元，增长动力来自"代理式AI"与"全场景融合"双引擎。 首先，消费者决策逻辑被根本性重构：从"被动搜索"到"主动信任AI推荐"。当消费者日益依赖AI助手进 行信息过滤与决策辅助时，营销的重心发生了根本性偏移。竞争不再是围绕关键词的排名，而是转向优 化能够被AI识别、理解、并判定为高价值 ...