全智能时代的生成式AI内容创意与营销价值演进  

The Content Generated by AI and the Evolution of Marketing Value in the era of Full Intelligence

作　　者：段淳林[1] 陈芮洁 Duan Chunlin;Chen Ruijie

机构地区：[1]华南理工大学新闻与传播学院

出　　处：《现代广告》2024年第4期4-9,共6页Modern Advertising

基　　金：国家社会科学基金项目《新文科背景下计算广告的理论与实践研究》(批准号:21BXW009)的阶段性成果。

摘　　要：随着人工智能技术的发展,诸如ChatGPT、Mid-journey、Stable Diffusion等技术被广泛运用于内容创意生成领域,在文字、图像、视频、虚拟数字人等内容形式上发挥了巨大的作用。对于品牌来说,内容创意影响了品牌能否持续驱动产品创新、形象塑造、实现与用户的情感连接,是当下品牌营销传播实践的重要组成部分。在全智能时代的背景下,生成式AI凭借强大的内容生产能力在品牌的内容创意方面实现了迭代升级。本文尝试梳理当前生成式AI大模型对品牌内容创意的应用能力,进一步审视生成式AI作为一种工具对于品牌内容创意的营销价值,并总结营销价值演进的过程,期望未来营销价值能走向更智能、更人性化的方向。With the development of artificial intelligence,technologies such as ChatGPT,Mid-journey,and Stable Diffusion are widely used in the field of creative content,playing an important role in the forms of text,image,video,virtual digital person,and so on.For brands,creative content affects whether the brand continues to drive product innovation,image building,and achieve an emotional connection with users,which is an important part of the current brand marketing communication practice.In the era of full intelligence,generative AI has achieved an iterative upgrade in the brand's content.The paper attempts to sort out the application ability of the current generative AI model,further,explore the marketing value of generative AI as a tool for brand content,and summarize the evolution process of marketing value,hoping that the future marketing value can move towards a more intelligent and more humane direction.

关 键 词：全智能时代 生成式AI 内容创意 营销价值 

分 类 号：F27[经济管理—企业管理]