《2025生成式营销产业研究报告：从AIGC到AIGD》由明略科技、复旦大学管理学院与秒针营销科学院联合发布，系统梳理了生成式AI在营销领域的发展脉 络与未来趋势。报告指出，生成式营销正从以"内容生成"为核心的AIGC阶段，迈向以"决策支持"为核心的AIGD新阶段，标志着AI在营销中从"效率工具"升 级为"战略伙伴"。 一、AIGC：营销供给的全面爆发 2025年，生成式AI在营销内容创作方面已趋于成熟。无论是文案、图片、视频还是数字人，AI都能快速生成，极大丰富了营销内容的供给。DeepSeek、 Manus等新锐模型和产品的出现，进一步降低了技术门槛，推动AI从"创意助手"发展为"执行智能体"。 然而，内容供给的爆炸式增长也带来了新问题：企业在海量内容中如何选择最优方案？AI生成的內容存在"幻觉"、偏见等风险，如何确保其真实性与可靠 性？这些问题促使行业思考：AIGC解决了"生产问题"，但未能解决"效果问题"。 二、AIGD：营销决策的系统升级 AIGD（AI-Generated Decision）的提出，正是为了解决AIGC时代的决策困境。它强调将经典营销理论与AI工具结合，构建从"洞察—生成—验证—决 ...

大摩发现，企业客户在生成式AI的部署上，正迅速从独立的模型开发商转向拥有全栈能力的超大规模 云厂商。在大摩看来，阿里云是"中国最佳AI赋能者"，预计阿里云收入将在2026财年下半年进一步加 速成长。 大摩指出，40%的CIO计划在未来12个月内通过公有云部署GenAI，远高于半年前的28%。 对于阿里云等基础设施巨头来说，这无疑是个好消息。 格局预判：千问或将登顶 中国企业级AI市场正在经历一场从"模型尝鲜"到"云端实战"的结构性变局，而阿里，或将成为这场变局 的"最大赢家"。 11月27日，摩根士丹利发布了最新的2025年下半年CIO（首席信息官）调查报告。大摩发现，随着IT 预算在2026年持续扩张，企业客户在生成式AI的部署上，正迅速从独立的模型开发商转向拥有全栈能 力的超大规模云厂商。 在这场格局重塑中，阿里巴巴凭借"云基座+通义千问"的组合，被大摩确立为"中国最佳AI赋能者"。大 摩分析称，阿里在B端的吸引力正快速逼近并有望在三年内超越目前的市场热门DeepSeek。 云大厂反超"模型小龙" 本次调查最核心的边际变化，在于B端客户选择逻辑的变化。 随着AI应用从实验进入规模化部署， 47%的CIO现 ...

中国企业级AI市场正在经历一场从"模型尝鲜"到"云端实战"的结构性变局，而阿里，或将成为这场变局的"最大赢家"。 11月27日，摩根士丹利发布了最新的2025年下半年CIO（首席信息官）调查报告。大摩发现，随着IT预算在2026年持续扩张，企业客户在生成式 AI的部署上，正迅速从独立的模型开发商转向拥有全栈能力的超大规模云厂商。 在这场格局重塑中，阿里巴巴凭借"云基座+通义千问"的组合，被大摩确立为"中国最佳AI赋能者"。大摩分析称，阿里在B端的吸引力正快速逼近 并有望在三年内超越目前的市场热门DeepSeek。 云大厂反超"模型小龙" 本次调查最核心的边际变化，在于B端客户选择逻辑的变化。 随着AI应用从实验进入规模化部署，47%的CIO现在倾向于选择超大规模云厂商（Hyperscalers）来支持大模型落地，较2025年上半年提升了10 个百分点。相比之下，对独立AI模型开发商的兴趣度则下滑7个百分点至40%。 这意味着，企业客户在深水区更看重算力基础设施与模型的深度整合，而非单一的模型算法优势。 大摩指出，40%的CIO计划在未来12个月内通过公有云部署GenAI，远高于半年前的28%。 对于阿里云等基 ...

| | | | 第四章 | AI 智能体在重点行业的应用变革 | 23 | | --- | --- | --- | | 4.1 | 制造业的智能化转型 | 23 | | 4.2 | 金融行业的数智化革新 | 25 | | 4.3 | 医疗健康领域的突破 | 26 | | 4.4 | 零售行业的个性化升级 | 27 | | 4.5 | 教育行业的个性化教学 | 28 | | 4.6 | 电力能源行业的可靠性提升 | 29 | | 4.7 | 物流行业的仓储配送效率升级 | 31 | | 4.8 | 农业的精准智慧化升级 | 32 | | 4.9 | 法律行业的合同审查提效 | 33 | | 4.10 | 文娱游戏行业的沉浸感体验变革 | 34 | | 第五章 | AI 智能体发展面临的挑战 | 35 | | 5.1 | 性能质量：自主能力的核心瓶颈 | 36 | | | 5.1.1 认知规划能力不足：决策可靠性待提升 36 | | | | 环境感知与适应性差：真实场景适配难题 37 5.1.2 | | | | 5.1.3 多智能体协同复杂性：群体效率的提升障碍 37 | | | 5.2 | 成本控制：商业化落地 ...

近日，阿里巴巴旗下源头厂货平台1688正式推出跨境电商AI智能体"遨虾"，为跨境创业者智能匹配优质 工厂，打通从选品到供应链对接的数字化链路。 目前，"遨虾"AI智能体已经在官网限时免费开放，面向全球跨境从业者提供服务，其海外品牌名为 AlphaShop。 以"AI+供应链"为核心 助力商家实现良性循环经营 11月27日，"遨虾"内部人士对记者表示，"在正式内测之前，我们提前接触了一批种子用户，并与他们 进行了面对面交流。我们目标十分明确，即获取高质量的用户反馈。这批种子用户的规模远超预期，他 们的存在使我们能够迅速验证一个核心问题：这究竟是不是一个切实存在的市场需求？如今，我可以笃 定地说，我们已经跨越了这一难关。" 这份笃定源于"遨虾"的定位。"遨虾"是为商家打造的一件如同牙刷般存在的工具，不可或缺。它的定位 是服务于中国数量众多的中小商家，涵盖工厂与贸易商，尤其是有意开展跨境业务，但在语言、信息和 运营能力方面有所欠缺的一些工厂。"遨虾"提供一套基于大模型的能力平权工具，可以助力商家在全球 市场中获取与大公司同等的信息优势。 目前，1688平台年度跨境交易额已突破2000亿元，但选品盲目、找厂低效、沟通 ...

Core Viewpoint - The launch of Alibaba's Quark AI glasses marks a significant step in the company's AI to C strategy, integrating hardware into its ecosystem and positioning itself in the growing AI glasses market [1][3][20]. Product Launch and Sales Performance - Quark AI glasses were officially released on November 27, with over 7,000 units sold on Tmall and over 500 units on JD.com by November 28, achieving top sales rankings in their respective categories [1]. - The glasses are the first smart hardware to feature the Qianwen assistant, which is part of Alibaba's broader strategy to create an AI ecosystem [6]. Supply Chain and Technology - The glasses are supported by a strong supply chain, including companies like Luxshare Precision, Qualcomm, and JBD, which contributed advanced technologies such as a compact AR light engine and high-performance chips [3][5]. - The dual-chip design, featuring Qualcomm's AR1 and Hengxuan's BES2800, allows for optimized performance and power efficiency, addressing the need for both high-load and lightweight tasks [5]. Market Outlook and Strategic Positioning - Alibaba's leadership expressed optimism about the AI glasses market, predicting that AI glasses will become essential for everyone, potentially transforming human-computer interaction [8]. - The global market for glasses exceeds 1.5 billion units annually, with a shorter replacement cycle compared to smartphones, indicating a significant opportunity for growth in the AI glasses segment [8]. Ecosystem Integration - Quark AI glasses integrate various Alibaba services such as Alipay, Gaode Map, and Taobao, enhancing their utility and user experience [9]. - Future developments will focus on expanding the glasses' capabilities in areas like identity verification, health monitoring, and online learning, aiming to create a comprehensive smart ecosystem [17]. Challenges and Industry Dynamics - The AI glasses industry faces challenges in balancing performance, weight, and battery life, with ongoing efforts to improve materials and chip technology [18][19]. - The competitive landscape is intensifying as major players like Alibaba, Baidu, and Xiaomi enter the market, driving rapid advancements in product features and applications [21].

Market Overview - The Hong Kong stock market is experiencing wide fluctuations, with a focus on selecting undervalued sectors and companies as a strategic approach [3] - The report emphasizes that sectors related to technology independence and self-reliance are expected to be a core theme for the future performance of the Hong Kong market, with leading companies in these sectors likely to see medium to long-term growth opportunities [3] - The report suggests continued attention to sectors such as artificial intelligence, semiconductors, and industrial software, as well as state-owned enterprises with low valuations and high dividends [3] Company Highlights - China Unicom (0762.HK) reported a revenue of 45.4 billion yuan for its smart network business in the first half of 2025, marking a year-on-year increase of 4.3%, with this segment accounting for 26% of its main business revenue [10] - The company’s cloud revenue reached 37.6 billion yuan, up 18.6% year-on-year, while data center revenue was 14.4 billion yuan, reflecting a 9.4% increase [10] - China Unicom's net profit attributable to shareholders for the first half of 2025 was 14.5 billion yuan, a 5% increase year-on-year, indicating enhanced profit release capability and continuous shareholder returns [10] Industry Trends - The report highlights the significant growth in the generative artificial intelligence sector, with user numbers reaching 515 million in the first half of the year [11] - The construction of large-scale data centers in Beijing aims to enhance AI computing power, indicating a strategic move towards space-based computing capabilities [9] - The report suggests that the development of space computing will further expand the business opportunities for domestic AI servers and related industries [9]

夸克AI眼镜是搭载千问的首款硬件。 "AI 最大的想象力不在手机屏幕，而是接管数字世界、改变物理世界。"11月27日，夸克AI眼镜正式发布，发布会上，阿里巴巴集团副总裁吴嘉再度提起了 几个月前阿里巴巴CEO吴泳铭描述AGI未来的这句话。 除了融合支付宝、高德地图、淘宝、飞猪等场景，发布会上，夸克AI眼镜宣布，未来还会与QQ音乐、网易云音乐、航班管家等合作。夸克AI眼镜产品负责 人晋显透露，未来夸克AI眼镜将支持MCP协议，打造开发者生态。 在作为AI入口的硬件方面，宋刚透露，目前的重心是把眼镜这样一个最具想象空间和AI入口的设备先打通，未来，围绕眼镜的周边，阿里也在设想例如戒 指等更多传统硬件的改造方向。 从推出通义APP到将AIToC的重任交由夸克，再到将通义APP升级为千问对标ChatGPT，投入"AI时代的入口之战"贯彻阿里AI战略的始终，如今，夸克AI眼 镜发布的背后，阿里的硬件版图也在加入这场战役。 除了抛出千问APP、夸克与ChatGPT、豆包等厮杀，一个值得关注的现象是，阿里对AI硬件的投入正在2025年按下加速键。今年1月，阿里推动天猫精灵团 队与夸克产品团队融合，新团队工作重点包括新一代AI ...

Core Insights - China has surpassed the United States in the global open-source AI model market, achieving a key advantage in utilizing open-source AI model technology [1][3]. Group 1: Market Position - Chinese research teams have increased their share of global downloads of open-source AI models to 17%, surpassing the 15.8% share of major U.S. tech companies like Google, Meta, and OpenAI [3]. - This marks the first time that Chinese teams have outperformed their U.S. counterparts in this specific metric [3]. Group 2: Development Strategies - Open-source models allow developers to download, modify, and integrate freely, facilitating easier product development for startups and technology improvements for researchers [3]. - In contrast, U.S. tech giants like OpenAI and Google prefer a "closed" strategy, maintaining complete control over advanced AI technologies and monetizing through subscriptions and corporate partnerships [5]. Group 3: Innovation and Talent - China benefits from a large pool of local researchers, enabling its AI teams to be more innovative in model development compared to the fewer independent institutions involved in open-source model development in the U.S. [7]. - Notable Chinese open-source models include DeepMind's "Deep Search" and Alibaba Cloud's "Tongyi Qianwen," which rank among the top in download volume [7].

Core Insights - Alibaba is undergoing a significant transformation, with 2025 being a pivotal year for the company as it shifts focus towards AI and cloud computing, moving beyond its traditional e-commerce roots [2][5][8] Group 1: Business Transformation - Alibaba's initial core business was e-commerce, primarily through Taobao and Tmall, but it has expanded into food delivery with the acquisition of Ele.me and invested heavily in cloud computing [2][4] - The company has established itself as a global leader in cloud computing, with its cloud network covering 29 regions and serving over 5 million customers, including 190 Fortune 500 companies [4][5] - The recent financial report indicates that Alibaba's total revenue for the first nine months reached approximately 247.8 billion yuan, a 5% year-on-year increase, while operating profit fell by 85% due to heavy investments in delivery and AI [5][6] Group 2: AI Investment Strategy - Alibaba has committed to a three-year AI infrastructure investment plan with a total expected investment of 380 billion yuan, indicating a strong pivot towards AI [5][8] - The company has already invested around 120 billion yuan in AI over the past year, with plans for further investments of at least 200-300 billion yuan in the next two to three years [8][9] - AI-related products have shown significant growth, with quarterly revenue from Alibaba Cloud reaching 39.8 billion yuan, a 34% increase, and AI products achieving triple-digit growth for nine consecutive quarters [6][8] Group 3: Competitive Positioning - Alibaba's e-commerce segment reported a revenue of 102.9 billion yuan, growing by 9%, while its instant retail business saw a 60% increase in revenue to 22.9 billion yuan [6][8] - The company is positioning itself to compete aggressively in the AI space, aiming to become a global leader, which reflects a strategic shift that could redefine its business model [9] - Alibaba's advancements in AI not only enhance its competitive edge but also signify a shift in the global tech landscape, positioning Chinese companies as key players in AI development [9]