21世纪经济报道记者孔海丽 在生成式AI、大数据算法、用户画像分析等新技术全面渗透的当下，品牌管理与智能传播正在经历一 场前所未有的系统性行业变革。 这是继流量红利之后，企业面临的又一次"范式转移"。从争夺搜索引擎排名的SEO时代，迈向了争夺生 成式引擎解释权的GEO时代。 吴猛曾先后在联想集团、蓝色光标、京东集团担任高级管理职务，全程见证并参与了中国公关传播行业 从传统模式向新模式的转型。 二十多年前任职联想期间，恰逢互联网方兴未艾，科班出身的他敏锐洞察到PC普及的行业趋势，创新 性地提出一系列趋势性概念，成功将企业微观的产品推广与宏观的时代发展趋势深度绑定，助力品牌抢 占市场认知高地；任职蓝色光标期间，在大数据技术尚未广泛应用之时，他率先将数据技术引入公关传 播全流程，尤其是传播效果的精准评估与科学优化，开辟了公关传播的精细化路径；任职京东期间，吴 猛将AI、大模型等技术与公关传播深度融合，推动传播模式的智能化升级。 （资深公关品牌专家吴猛） AIGC革新企业的"存在感" 记者：当前，AI、大数据等新技术已全面渗透，相较于传统模式，现阶段传播的整体生态发生了哪些 核心转变？ 吴猛：在新技术加速渗透的背景下 ...

Investment Rating - The report indicates a positive outlook for the media industry, highlighting potential growth driven by policy improvements and AI advancements [4][7][17]. Core Insights - The media industry is characterized by a "supply determines demand" dynamic, with recent policy changes since 2022, particularly in the gaming sector, leading to a gradual recovery in supply and overall industry fundamentals [4][7][17]. - The introduction of the "Broadcasting 21 Measures" in August 2025 is expected to further enhance the supply side of the film and television industry, potentially marking a turning point in industry prosperity [7][25]. - AI technology is increasingly empowering production across various media sectors, significantly reducing costs and improving efficiency, which may lead to a new phase of growth in the industry [8][34][44]. Summary by Sections Policy Environment - The policy environment has shown marginal improvements, effectively addressing supply shortages in the media industry. Since 2022, the number of gaming licenses has been steadily increasing, and the "Broadcasting 21 Measures" aims to optimize the supply side of the film and television industry [7][25][27]. AI Empowerment - AI technology is being integrated into various media sectors, enhancing production efficiency and reducing costs. In gaming, AI is transitioning from a cost-cutting tool to a core element of gameplay innovation, while in advertising, AI has been validated by companies like Meta for improving return on investment [8][34][44]. Industry Performance - The media industry is expected to see significant performance improvements, with revenue and net profit showing positive growth starting in 2025. The gaming sector, in particular, has experienced accelerated growth, with Q3 2025 revenue reaching approximately 27.06 billion yuan, reflecting a year-on-year increase of about 35.23% [48][49]. Index Analysis - The CSI Media Index focuses on marketing, advertising, cultural entertainment, and digital media, with a significant portion of its constituents in the gaming and advertising sectors. The index is expected to benefit from the ongoing integration of AI technology and favorable policy changes [9][58][61]. ETF Overview - The CSI Media ETF (512980), managed by GF Fund Management, is the largest in its category, providing a liquid investment vehicle for exposure to the media sector. As of January 16, 2026, the ETF's scale is approximately 9.96 billion yuan [10][94].

Group 1 - The conference "e Road Together, Gathering the Future" was successfully held in Haidian District, focusing on the development of online communication and gathering over 200 participants from various sectors [1][2] - The event emphasized the importance of digitalization and online communication in shaping social perceptions and empowering urban development, aiming to build a strong consensus for cultural development in the capital [1][2] Group 2 - The conference showcased Haidian's innovative vitality and deep connectivity, with a call to leverage digital, networked, and intelligent trends to strengthen mainstream discourse and create a clear online space [2] - Industry leaders discussed the transformative role of AI technologies in reshaping the online communication ecosystem, highlighting the responsibility of internet companies in ensuring content safety and exploring sustainable development paths [3] Group 3 - The "Decoding Haidian IP" session highlighted the district's innovative foundation and communication vitality, showcasing outstanding online communication works that reflect Haidian's achievements in this field [4] - A discussion involving content creators, industry observers, and academic researchers explored how to transform Haidian's technological and cultural resources into compelling urban narratives [4] Group 4 - The conference announced the establishment of the Haidian District "Technology Self-Media Professional Committee" to enhance the professionalism and influence of technology communication [5] - The "Light and Shadow Circle" plan was introduced to create an open communication community, aiming for resource integration and collaborative content creation to promote Haidian's urban image [6] Group 5 - The conference included the second council election of the Haidian District network celebrities association, which aims to strengthen connections and gather wisdom for regional development [7] - An immersive exhibition area showcased the technological resources and core capabilities of key internet companies, contributing to the multidimensional and precise communication of Haidian's urban image and characteristic industries [7]

Core Insights - The entertainment industry is undergoing significant transformation driven by AI, digitalization, and the commercialization of intellectual property (IP), leading to new narratives and competitive dynamics [1] Group 1: AI Empowerment in the Entertainment Industry - AI technology is shifting from superficial assistance to deep integration, enhancing both operational capabilities and content innovation within the entertainment sector [3] - Companies like Oriental Pearl are leveraging AI for data-driven ecosystems, improving content creation efficiency and quality across video, audio, and images [3] - Shanghai Film is actively integrating AI and other advanced technologies to enhance its core business operations, significantly reducing production cycles for animated content [3][4] Group 2: IP Commercialization and Efficiency - Technologies such as text-to-image and text-to-video are enriching IP licensing, improving efficiency and expanding long-tail revenue opportunities [4] - The integration of AI is expected to enhance content production quality and efficiency, leading to potential valuation premiums for companies as they develop stable revenue models [5] Group 3: Cross-Industry Collaboration and Business Model Evolution - The convergence of technology and culture is prompting profound changes in business models, with companies breaking down barriers and exploring cross-industry collaborations [6] - The trend of mergers and acquisitions is accelerating among entertainment companies, driven by technological and policy support, with leading firms gaining significant advantages in technology, content, and capital [6] - Companies like Oriental Pearl are actively seeking quality investment targets to enhance resource integration and transition towards digital economy platforms [6][7]

Core Insights - The Greater Bay Area, particularly Shenzhen, Hong Kong, and Guangzhou, is experiencing a surge in interest and participation in AIGC (Artificial Intelligence Generated Content) events, surpassing that of Beijing and Shanghai [1] - A recent industry exchange event in Shenzhen focused on "Multimodal Content in the AIGC Era: Generation, Understanding, and Security Governance," highlighting the collaboration between academia and industry to address challenges in AIGC technology [1][3] - Experts at the event discussed the evolution of AIGC from content creation tools to intelligent productivity engines, while also identifying key bottlenecks in logic, safety, and engineering implementation [1] Group 1: Event Highlights - The event was organized by the China Society of Image and Graphics (CSIG) and featured participation from authoritative scholars and industry experts, aiming to create a platform for deep discussions on AIGC technology [1][3] - Keynote speakers included Professor Huang Jiwu, who addressed new challenges in multimedia security, emphasizing the need for a rational definition of security threats and the comparison between AIGC and traditional media [2] Group 2: Academic Contributions - Professor Ren Wenqi from Sun Yat-sen University provided insights into the latest advancements in image restoration, focusing on super-resolution and the challenges and opportunities in generative models for various image and video restoration tasks [2] - Associate Professor Wu Zhizheng from The Chinese University of Hong Kong (Shenzhen) discussed the importance of natural communication in AI, advocating for systems that can recognize and empathize with spoken language [2] Group 3: Industry Perspectives - Zhang Kunbo, Secretary-General of CSIG's Standardization Committee, highlighted the organization's role in promoting industry standards and resource integration between academia and industry [3] - Li Sheng, President of Shenzhen SoftNiu Technology Group, shared insights on the company's journey from algorithm development to commercial application in AI visual enhancement, providing valuable perspectives on technology transfer from academia to industry [3]

Core Insights - The 32nd China International Advertising Festival and the 34th Asian Advertising Conference focused on innovation and international cooperation in the advertising industry, emphasizing the theme "Empowering Advertising with Technology" [1] Group 1: AI and Advertising - The Chief Creative Officer of Ogilvy, Li Yicong, discussed the profound impact and challenges of AIGC technology on the creative industry from 2022 to 2025, highlighting a lack of deep discussions on the integration of creativity and AI [1][2] - A common misconception among clients is that AIGC reduces costs; however, the actual execution often results in costs being double the initial budget, reaching millions [2] - As AIGC capabilities improve, 82% of brands are looking to establish their own creative teams, and 72% expect a decrease in content production costs next year [2] Group 2: Industry Transformation - Li Yicong proposed the "AI Complement Plan," which emphasizes a team structure that combines traditional advertising skills with AI expertise, highlighting the need for communication, creativity, and empathy in the industry [3] - The industry is facing a shift in demand, with a decrease in entry-level positions and an increase in the need for professionals who can integrate AI with traditional creativity [2][3] Group 3: Efficiency and Creativity - AIGC technology significantly enhances execution efficiency, allowing for rapid generation of visuals that previously took weeks or months, but it does not necessarily lead to true innovation [4][6] - There are currently no widely recognized successful cases of human creativity successfully integrating with AIGC, as the industry is still exploring the direction of AIGC's development [5] - While AIGC improves efficiency, it may dilute the value of creative output, leading to a potential decline in market value and a loss of impactful works [6][7] Group 4: Concerns for the Future - There is a concern about a generational gap in the industry, with new professionals prioritizing efficiency over a deeper understanding of social and economic factors in creative solutions [8] - The advertising industry, along with other creative sectors, faces challenges in updating educational systems to address the evolving needs of the workforce [8]

Core Insights - The article emphasizes the transition from the "Age of AI Exploration" to the "Gold Rush Era" in 2025, highlighting the potential for significant value creation across various industries through AI integration [2] - There is a shift in focus among entrepreneurs from model parameters to practical applications of AI in their respective industries, with a strong emphasis on leveraging unique internal data and industry expertise as key growth drivers [3][4] Industry Trends - The fourth season of the program "Yi Wen" focuses on "Enterprise Innovation and Transformation in the AI Era," featuring leaders from benchmark companies sharing their insights on AI-related challenges and opportunities [4][6] - The program aims to inspire individuals and businesses by exploring the intersection of AI innovation and transformation, with a particular focus on how companies can redefine their strategies in light of AI advancements [4][8] Company Strategies - Companies are encouraged to view the current wave of AI technology not just as a means to optimize existing operations but as a strategic lever for innovation and organizational transformation [6][7] - The article highlights several companies, such as Rokid, BrainCo, and Manus, that are actively reshaping their industries by integrating AI into their core business models [6][7] Key Questions for Businesses - The article poses critical questions for businesses at the strategic crossroads, including how to effectively integrate AI into their operations, the boundaries of AI investment, and the cultural shifts required to support AI initiatives [7][8] - It emphasizes the importance of moving from being mere "users" of AI to becoming "AI changemakers" by leveraging unique industry knowledge and data assets [7][8]

Core Insights - The "Artificial Intelligence + Industry Application Innovation Competition" focuses on activating urban cultural memory through AIGC technology, aiming to promote high-quality development in the digital cultural industry and bridge the gap between digital literacy education in universities and industry practice [2][3]. Group 1: Competition Overview - The competition is themed "Digital Goodness, Cultural Coexistence" and aims to drive innovation in cultural technology, explore new applications of AIGC in urban digital cultural fields, and create a closed loop between technology, industry, and market [3]. - Participants are required to create works around "urban memory," covering topics such as architectural changes, dialect preservation, intangible cultural heritage, and street scene evolution, encouraging the exploration of local cultural characteristics [4]. Group 2: Highlights of the Competition - Highlight 1: Copyright assurance is provided by Chengdu Cultural Property Exchange, offering creators certification services for their works, enhancing copyright clarity and protecting creator rights [6]. - Highlight 2: The competition encourages public participation to revitalize urban memory and promote Sichuan's cultural identity through the use of AIGC technology [7]. - Highlight 3: The competition integrates academic research with industry needs, utilizing theoretical outcomes from Chengdu University to guide participants in ethical awareness and cultural responsibility [9]. - Highlight 4: The competition aims to connect creative works with market demands, facilitating job opportunities for students and providing precise creative supply for digital cultural enterprises in Sichuan [10].

Group 1 - The first domestic phenomenon-level animated film IP adaptation in virtual reality, "Chang'an 30,000 Miles: Dream Back to the Tang Dynasty," was showcased in Hangzhou, highlighting the cultural revival through technology [1] - The work was developed by Zhejiang Wuzhi Vision Technology Co., Ltd., utilizing self-developed large-space mixed reality immersion technology (LBMR) to create an interactive narrative space of the Tang Dynasty [1] - The immersive experience allows participants to explore a 400-square-meter area, interact with historical figures like Li Bai, and witness significant moments in Tang history, transforming from observers to participants [1] Group 2 - Wuzhi Technology's efforts reflect the systematic layout of Liangzhu New City in promoting the development of the digital cultural industry, integrating emerging industries like artificial intelligence with traditional sectors [2] - Liangzhu New City has gathered over 1,500 digital cultural enterprises, achieving notable results in technological innovation and content production, such as 4D Gaussian filming technology and AIGC technology that enhances animation production efficiency by five times [2] - The digital culture sector is a core component of Liangzhu New City's "2+1" industrial positioning, with plans to further leverage industrial clustering advantages and promote the integration of culture, technology, and industry [2]

Core Viewpoint - The article emphasizes the importance of strategic thinking and proactive planning for businesses and individuals to navigate uncertainties in the current economic landscape [2][3]. Group 1: Events and Activities - In September, the organization will host a series of high-quality events focusing on core issues related to Chinese enterprise strategy and individual development, including discussions on international market expansion and risk avoidance [3][4]. - The "Enterprise Going Abroad" themed salons and classes will provide entrepreneurs with methodologies, practical cases, and tools for international expansion [3]. Group 2: Technological Opportunities - The humanoid robot industry is identified as the next trillion-dollar sector, expected to significantly impact various fields such as home services, medical assistance, and industrial manufacturing, with a critical development window in the next 3-5 years [11]. - AIGC technology has transitioned from a conceptual phase to a value realization phase, with organizations that integrate AI deeply into their operations poised to succeed [17][19]. Group 3: Educational Initiatives - The organization is committed to promoting understanding and practical application of cutting-edge technologies like AIGC, supporting both organizations and individuals in adapting to technological changes [20]. - Various thematic activities have been organized around topics such as founder IP development, family education, and asset allocation, providing diverse perspectives and actionable solutions [20].