虚拟数字人在现代营销中的应用及风险管理  

Application of Virtual Digital Human in Modern Marketing and its Risk Management

作　　者：陈科存 CHEN Kecun(Seokyeong University,Seoul 02716,Korea)

机构地区：[1]韩国西京大学,韩国首尔02716

出　　处：《商业观察》2024年第15期30-33,共4页BUSINESS OBSERVATION

摘　　要：随着人工智能技术的快速发展,虚拟数字人(通过计算机图形技术和人工智能算法综合生成的实体)成为一种新兴的营销工具,正逐渐改变着营销交流的格局,其在外观、声音和行为上极尽模拟真实人类,且能够在社交媒体平台上进行广泛的互动和内容发布,甚至深度介入商业广告和营销活动中。虚拟数字人为营销传播领域带来了新的机遇和挑战,其不受时间和空间限制的特性,能够实现全天候的内容创作和用户互动,同时,由于其形象和言行完全受到创造者和运营团队的精细控制,这在很大程度上减轻了与真人影响者合作时可能遇到的风险和不确定性。文章旨在探讨虚拟数字人在营销中的应用及其风险管理,为营销实践者提供策略指导。With the rapid development of artificial intelligence technology,virtual digital human is an entity generated comprehensively through computer graphics technology and artificial intelligence algorithms.As an emerging marketing tool,virtual digital human is gradually changing the landscape of marketing communication.These virtual characters closely simulate real humans in appearance,voice and behavior,and can conduct extensive interactions and content publishing on social media platforms,and even deeply intervene in commercial advertisements and marketing activities.Virtual digital human has introduced new opportunities and challenges into the field of marketing communications.Thanks to its unrestricted nature of time and space,they realize round-the-clock content creation and user interaction.At the same time,because its image,words and deeds are completely under the fine control of the creator and operation team,risks and uncertainties that can be encountered when working with real influencers are largely mitigated.This article aims to explore the role of virtual digital human in marketing and its risk management,and to provide strategic guidance for marketing practitioners.

关 键 词：虚拟数字人 人工智能 大数据 数字营销 元宇宙 

分 类 号：F49[经济管理—产业经济]