2025年08月25日 证券研究报告 | 人工智能行业专题（11） 探究模型能力与应用的进展和边界 行业研究 · 行业专题 互联网 · 互联网II 投资评级：优于大市（维持） 证券分析师：张伦可 证券分析师：陈淑媛 证券分析师：刘子谭 证券分析师：张昊晨 0755-81982651 021-60375431 liuzitan@guosen.com.cn zhanghaochen1@guosen.com.cn zhanglunke@guosen.com.cn chenshuyuan@guosen.com.cn S0980525060001 S0980525010001 S0980521120004 S0980524030003 请务必阅读正文之后的免责声明及其项下所有内容 报告摘要 Ø 风险提示：宏观经济波动风险、广告增长不及预期风险、行业竞争加剧风险、AI技术进展不及预期风险等。 请务必阅读正文之后的免责声明及其项下所有内容 2 Ø 本篇报告主要针对海内外模型发展、探究模型能力与应用的进展和边界。我们认为当前海外模型呈现差异化发展，企业调用考虑性价比。当前 OpenAI在技术路径上相对领先，聚焦强化推理与专业 ...

Core Insights - Meta's Q2 financial results were impressive, with total revenue of $47.5 billion, a year-over-year increase of 22%, and a net profit of $18.3 billion, resulting in a profit margin of 43% [1] - Following the earnings report, Wall Street analysts praised Meta, with Wells Fargo noting "significantly better than expected comprehensive surprises," leading to a 9.61% increase in Meta's stock price in after-hours trading, nearing a $2 trillion market capitalization [2] - Zuckerberg highlighted that the advertising business benefited from new generative AI features, contributing to a "considerable" revenue increase, with ad impressions up 11% and the average price per impression rising by 9% [4][5] Financial Performance - Meta reported total revenue of $47.5 billion for Q2, marking a 22% increase compared to the previous year [1] - The net profit for the quarter was $18.3 billion, achieving a profit margin of 43% [1] Advertising Dynamics - The global advertising market is experiencing a slowdown, with U.S. ad spending growth below 6% and the Asia-Pacific region remaining stagnant [5] - Meta's ability to achieve simultaneous growth in both traffic and pricing is rare in the current market environment [6][7] - The traditional pricing mechanism for ads, based on supply and demand, is being redefined, allowing Meta to gain pricing power [8][49] AI Impact on Advertising - The introduction of AI has transformed the advertising landscape, shifting the focus from cost-saving to maximizing returns on investment (ROI) [17][20] - Advertisers are now viewing ad budgets as investments that can generate marginal returns, leading to increased willingness to raise bids [20][21] - Meta's advertising system utilizes advanced algorithms to optimize ad delivery, improving targeting and efficiency [39][43][46] Market Positioning - Meta's control over ad pricing has shifted from being market-driven to model-driven, allowing the platform to stabilize prices and occupy a critical decision-making role in the bidding process [50][51] - The traditional balance of power in the advertising industry, where advertisers set strategies and agencies execute them, is being altered as Meta redefines pricing authority through AI [51][52]