人工智能时代广告业数字化转型路径探讨  

Discussion on Digital Transformation Path of Advertising Industry in the Artificial Intelligence Era

作　　者：刘丹[1,2] 赖建都 Liu Dan;Lai Jiandu

机构地区：[1]华侨大学海峡两岸传播创新研究中心 [2]世新大学 [3]福建工程学院人文学院

出　　处：《广告大观（理论版）》2020年第3期38-41,共4页Journal of Advertising Study

摘　　要："5G+AI"的全球化浪潮席卷而来,在科技赋能传播驱动影响下,传统广告显然已不符合时代要求,广告业实现数字转型势在必行。未来广告业应串联技术、数据、创意三大元素,通过"创意+科技"优化用户体验;运用"数据+服务"颠覆互动模式;打造"情感+社群"整合故事行销。从消费者本位视角出发,以人为本,提升服务品质,实现行业永续发展。The globalization wave of"5 G+AI"has swept through.Under the influence of technology-driven empowerment,traditional advertising has obviously not met the requirements of the times,and digital transformation of the advertising industry is imperative.In the future,the advertising industry should link the three elements of technology,data,and creativity to optimize the user experience through"creativity+technology".Secondly,use"data+service"to subvert the interactive mode.Last but not least,from a consumer-oriented perspective,improve service quality and achieve sustainable development of the industry.

关 键 词：人工智能 广告业 数字化转型 台湾时报广告金像奖 

分 类 号：F713.8[经济管理—广告]