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AI重塑流量入口,大摩:“垂类网站”短期无忧、长期或被架空
硬AI· 2025-10-16 14:22
大摩认为,目前AI的角色更像是一个"流量分发层",它改变了用户搜索的起点,但交易和核心数据仍由分类信息网站掌控。而真正的风险在于AI开始蚕食平台的"直接访问"流量,即 用户不再直接打开Zillow房产等这些"垂类网站",而是转向AI助手了。这将削弱品牌粘性,最终可能导致平台被"架空"。 | 硬·AI | | | | --- | --- | --- | | 作者 | 龙 | 玥 | | 编辑 | 硬 | AI | 生成式AI正重塑用户发现信息的方式,对依赖流量的互联网平台构成潜在挑战。 据硬AI消息,摩根士丹利10月15日报告指出,目前以ChatGPT为代表的AI更多是扮演分类信息网站的"分发者"和赋能者,而非平台的取代者或颠覆者。短期内, 头部垂直类网站凭借品牌和数据护城河依然稳固,但长期来看,随着AI助手的角色演进,它们面临着用户关系被截留、品牌价值被"架空"的风险。 我们认为,ChatGPT应用带来的关键启示是,AI正日益成为一个分发层(distribution layer),而不是一个旨在取代分类信息平台的聚合器……对于用户而言, 这改变了他们通过对话式界面开启搜索的方式。对于平台而言,这提供了一个在用 ...
互联网 - ChatGPT 成分类信息新中间商-Internet-ChatGPT the New Middleman in Classifieds
2025-10-16 01:48
Summary of Key Points from the Conference Call Industry Overview - **Industry**: Internet and Classifieds in Europe - **Focus**: The impact of AI, specifically ChatGPT, on Classifieds platforms and user interaction dynamics Core Insights and Arguments 1. **AI as an Enabler**: The launch of ChatGPT Apps signifies AI's role as an enabler rather than a disruptor for Classifieds, changing how users initiate searches but not where they conclude them [1][2][3] 2. **Limited Near-Term Risks**: The near-term risks to leading Classifieds platforms remain limited, with strong network effects, trusted brands, and proprietary data supporting the sector [2][4] 3. **User Experience Enhancement**: ChatGPT Apps improve user experience by allowing natural language queries and real-time preference refinement, addressing previous limitations of conversational search tools [12][13] 4. **Two-Way Marketplace Dynamic**: The integration of ChatGPT could initiate a Two-Way Marketplace dynamic, where ChatGPT enhances discovery while portals manage fulfillment and data [4][11] 5. **Traffic Distribution**: Approximately 50% of traffic to leading platforms is direct, and 30% comes from organic search. If ChatGPT replaces part of the organic search layer, the impact may be limited [4][18] 6. **Potential Shift in User Behavior**: If users begin to browse and compare listings within ChatGPT, it could alter the relationship between assistants and portals, affecting data access and brand visibility [4][19] 7. **Higher Lead Quality**: Conversational search may yield higher quality leads by allowing users to express detailed preferences, potentially increasing conversion rates for portals [15][19] Additional Considerations 1. **Market Share Dynamics**: The potential for ChatGPT to capture market share from direct and organic traffic sources poses a risk to brand engagement and visibility for portals [18][19] 2. **Collaborative Approach**: The current integration of portals within ChatGPT suggests a collaborative rather than a fully disruptive approach, reducing the likelihood of an "All Knowing Assistant" scenario for now [23][24] 3. **Future Developments**: The evolution of AI and user trust in assistants could lead to a shift from platform-based to personalized agent-based discovery journeys in the long term [23][24] Important but Overlooked Points - **Monetization and Control**: Key questions remain regarding how OpenAI will monetize these relationships and the extent of control portals will retain over user data and engagement [11][19] - **Incumbent Advantage**: Established brands may benefit from the design of ChatGPT Apps, which encourages direct interaction with individual platforms, particularly in sectors like property and autos [15][19] This summary encapsulates the critical insights and implications discussed in the conference call regarding the evolving landscape of the Classifieds industry in the context of AI advancements.