生成式人工智能如何塑造智能广告生产形态——基于百度商业智能体的分析  

How Generative AI Shapes Intelligent Advertising Production:Based on AI Native Business Agent of Baidu

作　　者：王菲[1,2,3] 李思奇 Wang Fei;Li Siqi

机构地区：[1]中国人民大学新闻与社会发展研究中心 [2]中国人民大学新闻学院广告与传媒经济系 [3]中国人民大学现代广告研究中心 [4]中国人民大学新闻学院

出　　处：《现代广告》2024年第21期16-25,共10页Modern Advertising

基　　金：“中国人民大学新闻传播学科自主知识体系创新”(2022XWTD016)阶段成果。

摘　　要：生成式人工智能对自然语言的理解、推理、生成等能力塑造了全新的广告生产形态。本文通过对百度AI Native智能体的研究,揭示生成式人工智能广告生产形态的全新特征:大模型在广告投放过程中贯穿自然语言交互的生成式智能,通过广告主(或代理操作者)与智能体的自然语言交互,完成生成式智能洞察、生成式智能推理、生成式智能创作、生成式智能投放和生成式智能服务构成的广告活动生产形态。由此得出,生成式人工智能广告生产的主体特征包括自然语言交互、大语言模型智能和千人千面交互,这三个特征实现了针对目标用户/消费者的个性化营销沟通目标。论文进而探讨了生成式人工智能广告生产形态的特征,体现为人机交互范式的变革、人机协同运作模式的优化、投资回报率的提升和消费者价值共创的强化。论文最后从交互逻辑、交互模式和交互导向对生成式人工智能广告所面临的问题提出反思。通过研究可以得出,生成式人工智能广告是广告主和目标消费者通过自然语言与大语言模型个性化交互,在生成式多模态的沟通中,通过人机协同实现双方个性化精准需求连接的智能营销沟通活动。Generative AI has reshaped the advertising industry by enhancing capabilities in understanding,reasoning,and generating natural language.This paper reveals the new characteristics of GAI advertising production through the study of Baidu AI Native agent.The large models run through the advertising process with generative intelligence in natural language interaction,completing the advertising process composed of generative intelligent insights,reasoning,creation,targeting and services through natural language interaction between advertisers(or agents)and intelligent agents.It is concluded that the main features of generative intelligent advertising including natural language interaction,large-scale model intelligence,and personalized targeting,and these features achieve the goal of personalized marketing communication with target users/consumers.The paper further explores the characteristics of GAI advertising production,reflecting in changing the paradigms of human-AI interaction,optimizing the model of human-AI collaboration,increasing return on investment,and enhancing consumer value on co-creation.Then the paper reflects on the issues faced by generative AI advertising from the perspectives of interaction logic,modes,and orientation.Through research,it can be concluded that generative AI advertising is an intelligent marketing communication activity,in which advertisers and target consumers enable to interact personalized with each other through natural language,connecting personalized and precise needs through human-AI collaboration in generative multimodal communication.

关 键 词：生成式人工智能广告 生成式人工智能广告生产形态 商业智能体 人机协同 

分 类 号：TP3[自动化与计算机技术—计算机科学与技术]