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AI短期杀不死广告人 | 人人都是产品经理
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u-rounded u-shadowed"> <h2 class="article--title"> AI短期杀不死广告人</h2> <div class="stream-list-meta artilce--meta2"> <div class="u-flex0"> <a target="_blank" class="u-flex" href="https://www.woshipm.com/u/928408"><img src="https://image.woshipm.com/wp-files/2019/08/rR1DyaJbnXM0uP5xmTjt.png!/both/72x72" alt="" height="36" width="36" class="avatar"></a> </div> <div class="u-flex1"> <div class="author u-flex" data-id="928408"> <a target="_blank" class="ui-captionStrong" href="https://www.woshipm.com/u/928408">甲方财经</a> <el-tooltip class="newusertagIcon icon-num-1122" effect="dark" content="合作媒体" placement="top"><img src="https://static.woshipm.com/tag/1122_1@2x.png " width=16 @click="goVip({parentCode: 1100})" /></el-tooltip> <sub-button :author="928408" :status="isFollowing" @subauthorchild="subauthor" /> </div> <div class="meta--sup"> <time>2025-02-18</time> <div class="meta--sup__right"> 0 评论 <span class="dot"></span> 233 浏览 <span class="dot"></span> 0 收藏 <span class="dot"></span> <el-tooltip class="item" effect="dark" content="预计阅读时间 10 分钟" placement="top"> <span>10 分钟</span> </el-tooltip> </div> </div> </div> </div> <div class="article-topAd js-star js-star-25" data-id="3"></div> <div class="article--content grap"> <div v-pre> <blockquote><p>随着AI技术的飞速发展，广告行业正经历着前所未有的变革。本文深入探讨了AI如何重塑品牌与消费者的互动方式，从精准营销、内容创作到全链路优化，AI正为广告行业带来全新的机遇与挑战。</p> </blockquote><p><img data-action="zoom" decoding="async" class="aligncenter" src="https://image.woshipm.com/2024/05/13/638fd740-1102-11ef-8ad3-00163e142b65.png"></p> <p>01.</p> <p>DeepSeek以迅雷不及掩耳之势，将AI大变局直接盖棺定论，不容任何人心存侥幸质疑。</p> <p>于营销而言，AI必将重新定义品牌与消费者的互动方式，重塑营销的核心逻辑。此时，不妨抛出灵魂一问：</p> <p>倘若你是一家消费品牌的 CMO，身负引领品牌在激烈市场竞争中脱颖而出、实现持续增长的重任，面对AI全面渗透的大环境，你将如何设计2025年营销工作蓝图？又该通过何种策略与举措，打造一支具备AI能力的未来型团队？</p> <p>02.</p> <p>“广撒网“到“精准触达”</p> <p>过往依赖经验判断与粗放式推广的营销模式，在AI的冲击下摇摇欲坠，广撒网式的投放策略更像在黑暗中盲目摸索，看似覆盖范围广泛，实则难以命中目标受众。</p> <div class="js-star yyp--fancyPost" data-id="45"></div> <p>如今，通过以DeepSeek为代表的AI工具，品牌可以实现对消费者行为的深度洞察，构建精准的用户画像，这一画像不仅包含消费者的基本属性，如年龄、性别、地域，更囊括其兴趣爱好、消费偏好、购买习惯以及潜在需求等多维度信息。基于此，品牌不仅能够预测消费趋势，甚至提前预判市场需求。</p> <p>将AI驱动的精准营销作为核心战略已然成为必然选择。2025年，CMO需要利用算法优化广告投放，通过分析用户的行为数据和兴趣偏好，实现广告内容、投放时间、投放渠道的精准匹配，实现“千人千面”的个性化沟通。</p> <p>03.</p> <p>“信息孤岛”到“一键打通”</p> <p>AI驱动的精准营销，不仅能够通过算法优化广告投放，实现精准触达和高转化率，更为关键的是，它正积极推动着营销渠道的全方位升级，为品牌的传播与发展开辟全新路径。</p> <p>AI技术对品牌营销渠道的变革体现在两个维度。</p> <p>其一，AI能够帮助品牌发现和开拓新兴的营销渠道，打破线上线下渠道数据壁垒，并针对不同渠道进行个性化定制，提升针对性和吸引力。</p> <p>其二，在外部渠道优化上，AI 同样发挥着不可替代的作用。以分众传媒、白马户外为首的传统线下广告渠道，在AI技术的加成下，可以更精准的分类、判断、投放具体场景、需求和频次，同时还能结合实时热点与用户兴趣动态，动态调整广告内容与投放策略，实现触达效果与转化效率最大化。</p> <p>04.</p> <p>“内容生产”到“内容智造”</p> <p>AI生成内容正在颠覆传统的内容创作模式。曾经，内容创作领域主要依赖创作者的灵感、才华以及长期积累的专业知识，灵感的迸发可遇不可求，方案的质量也参差不齐，缺乏稳定且高效的创意生成机制。</p> <p>现在，无论是文案、图片还是视频，AI工具都能以极快的速度生成高质量的内容。CMO将AIGC纳入内容营销体系，已是当务之急。</p> <p>一方面，信息爆炸时代，品牌需要持续输出大量优质内容以吸引消费者的关注，AIGC使内容创作变得高效且灵活，能够满足不同平台、不同受众的多样化需求。另一方面，虚拟偶像、AI代言人等创新形式，可为品牌注入科技感和年轻活力。</p> <p>05.</p> <p>“单点突破”到“全链路优化”</p> <p>AI技术已绝非局限于对营销环节的局部优化，而是以一种无远弗届的态势，深度贯穿于品牌的整个价值链。</p> <p>从产品研发到供应链管理，从市场拓展到用户体验，AI都能提供数据驱动的决策支持。以用户体验为例，借助AI客服、数字人分身可以让用户的问题能够得到实时、准确的解答，品牌与用户之间的互动更加智能、高效。同时，AI还能根据用户的行为数据，为用户提供个性化的产品推荐与服务，增强用户对品牌的粘性与忠诚度。</p> <p>作为品牌营销掌舵人的CMO，需要将AI技术与业务深度融合，打造“数智化”的全链路营销体系，实现品牌竞争力的全面提升。</p> <p>06.</p> <p>“秋后算帐”到“实时反馈”</p> <p>依赖人工手动统计数据的效果评估手段，也将被AI完全取代，彻底告别“秋后算帐”时代。</p> <p>借助先进的算法和机器学习模型，AI可以实时监测广告的曝光量、点击率、转化率等关键指标，快速识别出哪些策略有效，哪些需要改进。这种实时性不仅能够及时调整投放策略，还能根据市场动态灵活优化预算分配，从而最大化营销效果。</p> <p>此外，AI能够挖掘出隐藏在海量数据中的潜在价值，为广告主提供更具前瞻性的决策支持，避免错过商机。</p> <p>07.</p> <p>“执行者”到“创新者”</p> <p>未来的营销团队需要具备AI技术的未来型人才。</p> <p>CMO需要为团队提供系统的AI技能培训，包括数据分析、AI工具使用、算法优化等，帮助团队成员从“传统营销人”转型为“AI营销人”。同时，引进具备AI技术背景的营销人才，打造一支又懂营销又懂技术的复合型团队。</p> <p>创新思维的培养也是关键。CMO要鼓励团队成员大胆尝试新技术、新方法，激发团队的创新思维和AI应用能力，促使他们从单纯的营销 “执行者” 转变为富有创造力的 “创新者”。</p> <p>08.</p> <p>特别声明：</p> <p>如果你看到这里，可以明确告知，以上内容完全由AI生成，笔者仅做粗略加工整理，AI带给你的震撼是否不止亿点点？</p> <p>这必然让不少广告人忧心忡忡，担心自己的饭碗会被这个新兴“对手”抢走。</p> <p>那么，我们不妨再抛出灵魂中的灵魂一问：AI能杀死广告人么？</p> <p> 09.</p> <p>答案是否定的，至少在短期内，AI还杀不死广告人。</p> <p>为什么这么说，是有原因的。AI对广告行业变革实际上有三个特点：</p> <p>① 首先AI并非无所不能，也不是什么玄乎神器，本质是一个「赋能工具」，如同人类在漫长发展进程中创造的无数工具一样，既可以帮助能力相对较低的人增长技能树，也可以助力高手取得专业突破，区别在于使用者的学习天赋和能力；</p> <p>② 广告，不仅是信息的传递，更是情感的沟通。当我们在做广告营销的时候，其实是在激发人性情怀，唤起消费者内心深处的共鸣，这一点亘古不变。AI要做的不过是帮助营销更好的命中人心中的自留地；</p> <p>③ 还有极容易被大家忽略的一点，平台在发展AI过程中，存在因发展不均衡的势能差，品牌如果抓住了这个红利缝隙，势必能在流量、政策上有所助益。</p> <p>AI或许可以预测未来，却难以面对面捕捉喜怒哀乐；AI或许可以灵感迸发，却难以理解蕴藏在不同人群中的文化符号；AI或许可以堆砌词藻，却难以赋予文字真正的温度和灵魂。而这些，都是AI无法杀死广告人的原因。</p> <p>10.</p> <p>毫无疑问，我们正处在一个技术与创意的共生时代，人机协作的模式正逐渐成为广告行业的新趋势。</p> <p>广告人需要全面拥抱AI，以提升效率和创造力。AI短期内也不会杀死广告人，但它会无情淘汰那些拒绝改变、固执守旧的人。</p> <p>本论调也许5年内有效，但更长时间，谁也不敢下定论，毕竟这是一个指数级变革的时代。</p> <div class="article--copyright"><p>本文由人人都是产品经理作者【甲方财经】，微信公众号：【甲方财经】，原创/授权 发布于人人都是产品经理，未经许可，禁止转载。</p> <p>题图来自Unsplash，基于 CC0 协议。</p> </div> </div> <div class="article--bottomActions"> <donate-button author="928408" post_id="6181634" avatar="https://image.woshipm.com/wp-files/2019/08/rR1DyaJbnXM0uP5xmTjt.png"></donate-button> <button class="button button--toggle article--bottomAction" 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