阶段型颠覆式创新:生成式人工智能对广告产业的影响研究  

Stage-Based Disruptive Innovation:Impact of Generative Artificial Intelligence on Advertising Industry

作　　者：姜智彬[1] 周杨 JIANG Zhi-bin;ZHOU Yang(School of Journalism and Communication,Shanghai International Studies University,Shanghai 200083,China;School of International Business Administration,Shanghai International Studies University,Shanghai 200083,China)

机构地区：[1]上海外国语大学新闻传播学院,上海200083 [2]上海外国语大学国际工商管理学院,上海200083

出　　处：《编辑之友》2023年第11期59-66,共8页Editorial Friend

基　　金：国家社会科学基金年度规划项目“区块链技术赋能互联网广告数据治理研究”(21BXW083)。

摘　　要：随着生成式人工智能与广告产业的持续融合,广告产业结构的中心协同化趋势不断增强,市场需求由被动式输出向主动式迎合转变,广告经营绩效取得系统化全面突破。生成式人工智能技术作为一项关键性技术突破,从外部对广告产业结构、业务行为与经营绩效产生冲击,已形成阶段型颠覆式创新。With the continuous integration of generative artificial intelligence and the advertising industry,the central collaborative trend of the advertising industry structure is constantly strengthening,and the demand for the market is shifting from passive output to active catering.The advertising business performance has achieved a systematic and comprehensive breakthrough.Generative artificial intelligence technology,as a key technological breakthrough,has had an external impact on the structure,conduct,and performance of the advertising industry,forming a stage-based disruptive innovation.

关 键 词：ChatGPT 生成式人工智能 广告产业 SCP模型 颠覆式创新 

分 类 号：G206[文化科学—传播学]