[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"$fxc6XO8PsHOjGaMeaHl43ej_Wjov7KJtIS9lgpnXXWA0":3},{"code":4,"msg":5,"data":6},200,"操作成功",{"id":7,"title":8,"content":9,"digest":10,"source":10,"coverPath":11,"thumbsCoverPath":12,"isTop":13,"isShow":14,"baseClick":13,"clickCount":15,"createTime":16,"typeId":17,"isNewest":18,"newsInfoTypeRespVo":19,"voiceUrl":22,"voiceSize":23,"taskId":24,"releaseTime":25,"titleEn":26,"contentEn":27,"voiceUrlEn":28,"taskIdEn":29,"voiceSizeEn":30},1315,"腾讯研究院关于人工智能+系列研究第一篇AI+广告报告重磅发布","\u003Cp>\u003Cstrong class=\"ql-lineHeight-1-75\" style=\"font-size: 18px; color: rgb(255, 153, 0);\">人工智能迈入应用爆发期，从辅助内容生产的效率工具演变为驱动行业增长的新型基础设施。广告产业作为国民经济的重要组成部分，对经济增长和消费拉动具有显著乘数效应，我国数字广告渗透率更是位居全球前列。这股产业新动能也在深刻影响数字广告行业：未来的广告形态、产业结构和价值分配将如何演变？中国数字广告行业是否已经站在了从程序化广告迈向智能广告时代的浪潮之上？\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">在此背景下，腾讯研究院联合腾讯广告开展前瞻行业研究《从“千人一面”到“一人千面”：人工智能引领广告行业智能化转型》于今日重磅发布。报告基于对产业链上下游实地调研和全球案例分析，勾勒出AI驱动广告行业创新的全景地图，并作出核心判断：AI正引领广告行业迈入一个“一人千面”、人机协作的智能化时代。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">从全球来看、谷歌、Meta、腾讯、快手等平台企业和众多广告代理、广告公司、广告主都在积极拥抱“人工智能+”浪潮。当前，AI已经激活数字广告创意生产、智能投放等环节效能。在广告素材生产环节，生成式人工智能正从辅助工具进化为核心生产力，从文案构思到视觉呈现全过程被AI提效显著。\u003C\u002Fspan>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">在广告投放与优化环节，得益于生成式召回、AI数据增强和多模态理解三大核心能力，广告引擎不再仅是匹配关键词，而是能深度理解用户的实时意图与场景。特别值得关注的是，以自然语言为核心交互方式的智能代理（AI Agent）正成为下一代超级入口，极有可能将广告从APP界面的展示位，转向对话嵌入式、原生化呈现，在游戏、社交、音视频等场景催生出全新广告形态。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cimg alt=\"undefined\" src=\"https:\u002F\u002Fimage.51xinwei.com\u002F2025\u002F09\u002F9fe66e36184149d48ef1bc11e230a2e7\u002Ff2ce1d71874ae038105de269477dd55a.png\" width=\"705\" height=\"undefined\" style=\"display: block; margin: auto;\">\u003Cp class=\"ql-align-center\">\u003Cspan class=\"ql-lineHeight-1-75\" style=\"color: rgb(187, 187, 187);\">图1：AI成为新型超级入口、重塑广告形态\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"ql-align-center\">\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cstrong class=\"ql-lineHeight-1-75\" style=\"font-size: 18px; color: rgb(255, 153, 0);\">核心趋势一：从“计算广告”到“智能广告”，全新基础设施正在奠基\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">过去十年，广告技术的核心是“计算”，即通过算法在海量用户和海量广告之间进行高效匹配，解决“把现成的广告推给谁”的效率问题。生成式人工智能到来，正在为行业铺设一套全新的“智能广告”基础设施，推动广告业的核心逻辑从“计算”转向“智能”。这套新基建由三大支柱构成：\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">多模态大模型是智能广告的底座，可同时理解文字、图像、视频、音频甚至情感。这意味着系统能真正“看懂”和“听懂”内容，对消费者的理解从二维标签跃升至三维感官世界。广告生成不再是基于僵硬的模板，而是可以根据用户的实时情境动态生成，真正迈向“一人千面”的实时生成。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">在内容理解的基础上，智能广告还需要具备“思考”能力。基于长上下文记忆与链式推理（Chain of Thought）的推理引擎，让AI能够进行多步规划，跨越用户从“曝光-兴趣-点击-购买-复购”的整个旅程。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">智能体协作协议是实现全链路自动化的关键。未来的营销任务将由不同职能的AI角色（如文案Agent、设计Agent、数据分析Agent、投放Agent）组成的虚拟团队自主完成，协议让这些角色像微服务一样互调和资源共享。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cimg alt=\"undefined\" src=\"https:\u002F\u002Fimage.51xinwei.com\u002F2025\u002F09\u002Fd595863f9a8b478e9b3a02acc3d4de50\u002Ffba9f4f4b996805ac58271f2a0cbab78.png\" width=\"729\" height=\"undefined\" style=\"display: block; margin: auto;\">\u003Cp class=\"ql-align-center\">\u003Cspan class=\"ql-lineHeight-1-75\" style=\"color: rgb(187, 187, 187);\">图2：数字广告技术从程序化广告推荐系统向消费者实时洞察智能广告系统演进\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"ql-align-center\">\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cstrong class=\"ql-lineHeight-1-75\" style=\"font-size: 18px; color: rgb(255, 153, 0);\">核心趋势二：智能体（AI Agent）将成为全新的产品与服务模式\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">对于广告行业而言，智能体（AI Agent）不仅是技术组建，更是一种全新的产品与服务形态。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">首先，智能体将从“单点工具”演进为端到端的“超级智能体”。未来的广告智能体将不再局限于文案生成或数据诊断等单一环节，而是能够整合营销全链路，实现端到端的自动化管理。营销人员只需设定商业目标，智能体即可自主完成从策略制定到执行优化的全过程。以腾讯广告为例：其“妙思”AIGC广告创意平台已经打通创意到投放的关键链路，实现了高度自动化，“妙问”AI营销助手则聚焦中小广告主痛点，提供7×24小时的智能陪伴服务。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">其次，智能体的核心能力正在从单个AI的“单兵作战”，进化为多个专业AI协同工作的“团队模式”。为应对复杂的营销战役，未来的广告系统将由“数据分析师”、“活动策划师”、“媒介优化师”等虚拟AI专家组成的团队，直接面向广告主。AI团队将自主拆解任务、分配职责、协同工作，人类只需进行高层审核与品牌把关。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">更进一步，智能体将重塑用户与广告的交互范式，推动“广告入口人格化”成为现实。当用户点击广告时，迎接他们的不再是静态的落地页，而是一个具备专业知识、能够进行自然对话的AI销售顾问。它能在提供服务的过程中无缝植入产品推荐，极大提升转化体验。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cimg alt=\"undefined\" src=\"https:\u002F\u002Fimage.51xinwei.com\u002F2025\u002F09\u002F9c8991f1a3944e0f9e9ef702c030cbab\u002F80a92e5e5b5d186040dcbef5358aef30.png\" width=\"731\" height=\"undefined\" style=\"display: block; margin: auto;\">\u003Cp class=\"ql-align-center\">\u003Cspan class=\"ql-lineHeight-1-75\" style=\"color: rgb(187, 187, 187);\">图3：智能体将重塑用户与广告的交互范式，推动“广告入口人格化”\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"ql-align-center\">\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cstrong class=\"ql-lineHeight-1-75\" style=\"font-size: 18px; color: rgb(255, 153, 0);\">核心趋势三：迈向“一人千面”的深度个性化\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">在全新基础设施和AI智能体的驱动下，广告的匹配范式正在发生根本性转变——从“千人千面”跃迁至“一人千面”。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">“千人千面”的本质是“筛选”，它基于用户固定的标签（如年龄、地域、兴趣）为其匹配已有的广告素材库。而“一人千面”的本质是“生成”，它基于用户此时此刻的动态情境（如正在浏览的内容、地理位置、甚至情绪状态）动态生成一条独一无二的广告。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">这意味着，广告不再是基于你“过去是谁”的生硬推送，而是变成了理解你“此刻所需”的即时服务。正如报告中分析：“千人千面”的广告，像一个记住了你喜好的店员。他知道你喜欢户外运动，所以会给你推荐登山鞋。而“一人千面”则更进一步，它像一位能察言观色的贴心管家。他不仅知道你喜欢登山，还综合分析正在浏览的海岛攻略、天气预报情况，为你推荐的不再是登山鞋，而可能是一件轻便的防水外套或一个海边度假酒店的折扣。由此，广告从一种“打扰”变成了一种“恰到好处的解决方案”。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cstrong class=\"ql-lineHeight-1-75\" style=\"font-size: 18px; color: rgb(255, 153, 0);\">核心趋势四：行业分工正在重塑，人机协同成为新范式\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">AI正在赋能广告行业利益相关方，推动广告向人机协同生产方式转变。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">对平台方而言，因率先掌握底层模型与算力资源，正加速构建AI原生的广告基础设施，其能力边界正由投放执行延伸至创意生成、素材审核与场景理解。在价值链中将发挥更广泛的连接与支撑作用，通过能力开放与生态协作带动上下游升级。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">与此同时，代理商正经历从“人力密集型”到“智力密集型”的深刻转型。随着重复性的执行工作被AI接管，代理商的核心价值正转向具备AI整合能力、深度行业洞察与顶层营销策划的策略能力。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">对于广告主来说，则迎来了能力自建的新机遇。头部品牌可构建自主可控的智能体体系；中小企业成为AIGC工具普惠化的受益者。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">在这一轮重构中，行业对人才的需求也发生了根本性变化。未来的关键人才将不再是埋头执行的“内容工匠”，而是能驾驭AI、懂得数据、具备独特洞察力的“策略型创意人”。人机协同将成为主流范式：人负责设定目标、把握创意方向和品牌温度，AI负责高效执行与优化。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">同样需要正视的是，AI引发生成内容真实性、监管失效等风险，需安全治理和技术创新携手同行。通过更新数字化监管工具箱、沙盒监管和敏捷治理等手段，推动政府、行业、社会共治。在拥抱技术红利的同时，确保广告生态的健康、透明与可信，最终赢得用户的持久信任。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">技术带来了效率、规模和精度，但不能替代意义、情感与信任。真正动人的创意，从来不只靠计算生成，而源于人性的共鸣；广告的温度，仍需人的介入；广告的底线，仍系于信任与真实。不论技术如何演进，创意的人文内核不可被替代，合规与真实的边界也不可被模糊。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">腾讯研究院启动“人工智能+”系列研究，聚焦重点行业和新兴方向，系统调研和分析技术驱动的产业升级路径，剖析实践落地过程中的关键难点与破解之策。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"color: rgb(187, 187, 187);\">【新闻来源】央广网 \u003C\u002Fspan>\u003Ca href=\"https:\u002F\u002Fwww.hrloo.com\u002Fnews\u002F347610.html\" rel=\"noopener noreferrer\" target=\"_blank\" style=\"color: rgb(187, 187, 187);\">https:\u002F\u002Fwww.hrloo.com\u002Fnews\u002F347610.html\u003C\u002Fa>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cspan style=\"color: rgb(187, 187, 187);\">（本网转发此文章，旨在为读者提供更多的信息资讯，所涉内容不构成投资、消费建议。文章事实如有疑问，请与有关方核实，文章观点非本网观点，仅供读者参考。）\u003C\u002Fspan>\u003C\u002Fp>","","https:\u002F\u002Fimage.51xinwei.com\u002F2025\u002F09\u002Fc5f479b63586405da7726773b6ace0eb\u002FAI领域.jpg","https:\u002F\u002Fimage.51xinwei.com\u002F2025\u002F09\u002Fthumbs\u002Fc5f479b63586405da7726773b6ace0eb\u002FAI领域.jpg",0,1,65,"2025-09-02 18:22",2,false,{"id":17,"name":20,"enName":21},"芯位视野","Xinwei Vision","https:\u002F\u002Fxinwei-dev-test.oss-cn-shenzhen.aliyuncs.com\u002Fintelligent\u002Faudio%3A87cf7113-8e23-4a30-a977-1678399275c5%3A0.wav?Expires=1756812909&OSSAccessKeyId=LTAI5tNvY2RkKjZw4LLWsrPK&Signature=IkZThVVhrnlHIO3rXZEo60UK2iM%3D",15200946,"87cf7113-8e23-4a30-a977-1678399275c5","2025-09-02 18:15","Tencent Research Institute's first report in the AI+ series, \"AI+ Advertising Report,\" is officially released.","\u003Cp>\u003Cstrong class=\"ql-lineHeight-1-75\" style=\"font-size: 18px; color: rgb(255, 153, 0);\">Artificial intelligence has entered an application boom period, evolving from an efficiency tool for auxiliary content production into a new infrastructure driving industry growth. The advertising industry, as an important component of the national economy, has a significant multiplier effect on economic growth and consumption promotion. China's digital advertising penetration rate ranks among the highest globally. This industrial new momentum is profoundly influencing the digital advertising industry: How will the future forms, industrial structure, and value distribution of advertising evolve? Has China's digital advertising industry already stood at the wave of moving from programmatic advertising to the intelligent advertising era?\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">In this context, Tencent Research Institute, in collaboration with Tencent Advertising, has launched a forward-looking industry study titled \"From 'One Face for All' to 'One Face for Each Person': Artificial Intelligence Leading the Intelligent Transformation of the Advertising Industry,\" which was officially released today. Based on field research along the industrial chain and global case analysis, the report outlines a comprehensive map of AI-driven innovation in the advertising industry and makes core judgments: AI is leading the advertising industry into an intelligent era of \"one face for each person\" and human-machine collaboration.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">Globally, platform companies such as Google, Meta, Tencent, and Kuaishou, as well as numerous advertising agencies, advertising companies, and advertisers, are actively embracing the \"AI+\" trend. Currently, AI has activated the efficiency of digital advertising creative production and smart placement. In the advertising material production stage, generative AI is evolving from an auxiliary tool into core productivity, significantly improving the entire process from copywriting to visual presentation.\u003C\u002Fspan>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">In the advertising placement and optimization stage, thanks to three core capabilities: generative recall, AI data enhancement, and multimodal understanding, the advertising engine is no longer just matching keywords but can deeply understand users' real-time intentions and contexts. Notably, intelligent agents (AI Agents) with natural language as the core interaction method are becoming the next generation of super interfaces, possibly shifting advertisements from display positions within apps to conversation-embedded, native presentations, giving rise to new advertising formats in scenarios such as games, social media, and audiovisual content.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cimg alt=\"undefined\" src=\"https:\u002F\u002Fimage.51xinwei.com\u002F2025\u002F09\u002F9fe66e36184149d48ef1bc11e230a2e7\u002Ff2ce1d71874ae038105de269477dd55a.png\" width=\"705\" height=\"undefined\" style=\"display: block; margin: auto;\">\u003Cp class=\"ql-align-center\">\u003Cspan class=\"ql-lineHeight-1-75\" style=\"color: rgb(187, 187, 187);\">Figure 1: AI becomes a new super interface, reshaping advertising formats\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"ql-align-center\">\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cstrong class=\"ql-lineHeight-1-75\" style=\"font-size: 18px; color: rgb(255, 153, 0);\">Core Trend One: From \"Computational Advertising\" to \"Intelligent Advertising,\" a New Infrastructure Is Being Built\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">Over the past decade, the core of advertising technology has been \"computation,\" that is, using algorithms to efficiently match between massive users and massive ads, solving the efficiency problem of \"who to push the existing ads to.\" With the arrival of generative AI, the industry is being laid with a brand-new \"intelligent advertising\" infrastructure, pushing the core logic of the advertising industry from \"computation\" to \"intelligence.\" This new infrastructure consists of three pillars:\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">Multimodal large models are the foundation of intelligent advertising, capable of understanding text, images, videos, audio, and even emotions simultaneously. This means the system can truly \"understand\" and \"hear\" content, elevating consumer understanding from two-dimensional tags to a three-dimensional sensory world. Ad creation is no longer based on rigid templates but can be dynamically generated according to users' real-time situations, truly moving towards \"one face for each person\" in real-time generation.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">On the basis of content understanding, intelligent advertising also needs the ability to \"think.\" Reasoning engines based on long-context memory and chain-of-thought (CoT) reasoning allow AI to perform multi-step planning, spanning the entire journey of users from \"exposure - interest - click - purchase - repurchase.\"\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">The intelligent agent collaboration protocol is the key to full-chain automation. Future marketing tasks will be autonomously completed by virtual teams composed of different functional AI roles (such as copywriting agents, design agents, data analysis agents, and placement agents), with the protocol enabling these roles to inter-call and share resources like microservices.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cimg alt=\"undefined\" src=\"https:\u002F\u002Fimage.51xinwei.com\u002F2025\u002F09\u002Fd595863f9a8b478e9b3a02acc3d4de50\u002Ffba9f4f4b996805ac58271f2a0cbab78.png\" width=\"729\" height=\"undefined\" style=\"display: block; margin: auto;\">\u003Cp class=\"ql-align-center\">\u003Cspan class=\"ql-lineHeight-1-75\" style=\"color: rgb(187, 187, 187);\">Figure 2: Digital advertising technology evolves from programmatic advertising recommendation systems to real-time consumer insight intelligent advertising systems\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"ql-align-center\">\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cstrong class=\"ql-lineHeight-1-75\" style=\"font-size: 18px; color: rgb(255, 153, 0);\">Core Trend Two: Intelligent Agents (AI Agent) Will Become a New Product and Service Model\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">For the advertising industry, intelligent agents (AI agents) are not only a technological component but also a new product and service form.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">Firstly, intelligent agents will evolve from \"single-point tools\" into \"super intelligent agents\" that span the entire process. Future advertising intelligent agents will not be limited to single aspects such as copy generation or data diagnosis but will integrate the entire marketing lifecycle, achieving end-to-end automated management. Marketing personnel only need to set business goals, and the intelligent agent can independently complete the entire process from strategy formulation to execution and optimization. For example, Tencent Advertising's \"Miaosi\" AIGC advertising creative platform has already connected the critical links from creativity to placement, achieving high automation. \"Miao Wen\" AI marketing assistant focuses on the pain points of small and medium-sized advertisers, providing 7×24-hour intelligent companion services.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">Secondly, the core capabilities of intelligent agents are evolving from \"solo operations\" of individual AI to \"team mode\" where multiple professional AIs work collaboratively. To deal with complex marketing campaigns, future advertising systems will be composed of virtual AI experts such as \"data analysts,\" \"event planners,\" and \"media optimizers,\" directly facing advertisers. AI teams will autonomously break down tasks, assign responsibilities, and collaborate, while humans only need to conduct high-level reviews and brand supervision.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">Furthermore, intelligent agents will reshape the user-ad interaction paradigm, making \"personalized ad interfaces\" a reality. When users click on an advertisement, they will no longer be greeted by static landing pages but by an AI sales consultant who possesses professional knowledge and can engage in natural conversations. It can seamlessly embed product recommendations during the service process, greatly enhancing the conversion experience.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cimg alt=\"undefined\" src=\"https:\u002F\u002Fimage.51xinwei.com\u002F2025\u002F09\u002F9c8991f1a3944e0f9e9ef702c030cbab\u002F80a92e5e5b5d186040dcbef5358aef30.png\" width=\"731\" height=\"undefined\" style=\"display: block; margin: auto;\">\u003Cp class=\"ql-align-center\">\u003Cspan class=\"ql-lineHeight-1-75\" style=\"color: rgb(187, 187, 187);\">Figure 3: Intelligent agents will reshape the user-ad interaction paradigm, promoting \"personalized ad interfaces\"\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"ql-align-center\">\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cstrong class=\"ql-lineHeight-1-75\" style=\"font-size: 18px; color: rgb(255, 153, 0);\">Core Trend Three: Moving Toward Deep Personalization of \"One Face for Each Person\"\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">Driven by the new infrastructure and AI intelligent agents, the advertising matching model is undergoing a fundamental transformation—from \"one face for each person\" to \"one face for each person.\"\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">The essence of \"one face for each person\" is \"screening,\" which matches existing ad libraries based on fixed user tags (such as age, region, and interests). The essence of \"one face for each person\" is \"generation,\" which dynamically generates a unique ad based on users' current dynamic situations (such as the content they are browsing, their location, and even their emotional state).\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">This means that advertising is no longer a rigid push based on who you were in the past but has become an immediate service that understands what you need right now. As analyzed in the report: \"One face for each person\" advertising is like a store clerk who remembers your preferences. He knows you like outdoor sports and will recommend hiking shoes. While \"one face for each person\" goes further, it's like a considerate housekeeper who not only knows you like hiking but also comprehensively analyzes the island guide you're currently browsing and the weather forecast, recommending not hiking shoes but perhaps a lightweight waterproof jacket or a discount for a seaside resort hotel. Thus, advertising has transformed from a \"disturbance\" into a \"perfect solution.\"\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cstrong class=\"ql-lineHeight-1-75\" style=\"font-size: 18px; color: rgb(255, 153, 0);\">Core Trend Four: Industry Division Is Being Redefined, Human-Machine Collaboration Becomes the New Norm\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">AI is empowering stakeholders in the advertising industry, driving the shift toward human-machine collaborative production methods.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">For platform operators, having taken the lead in mastering underlying models and computing resources, they are accelerating the construction of AI-native advertising infrastructure. Their capability boundaries are expanding from placement execution to creative generation, material review, and scenario understanding. They will play a broader role in connecting and supporting the value chain, driving upgrades in upstream and downstream through capability openness and ecosystem collaboration.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">Meanwhile, agencies are undergoing a profound transformation from \"labor-intensive\" to \"intellect-intensive.\" As repetitive execution tasks are taken over by AI, the core value of agencies is shifting toward strategic capabilities that include AI integration, deep industry insights, and top-level marketing planning.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">For advertisers, this presents new opportunities for building their own capabilities. Top brands can build autonomous and controllable intelligent agent systems, while small and medium enterprises benefit from the popularization of AIGC tools.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">In this round of restructuring, the demand for talent in the industry has also undergone a fundamental change. Future key talents will no longer be \"content craftsmen\" who work behind the scenes, but \"strategic creatives\" who can master AI, understand data, and possess unique insights. Human-machine collaboration will become the mainstream norm: people are responsible for setting goals, guiding creative direction, and maintaining brand warmth, while AI handles efficient execution and optimization.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">Similarly, it is necessary to face risks caused by AI, such as the authenticity of generated content and regulatory failure. Safety governance and technological innovation must go hand in hand. By updating digital regulatory toolkits, sandbox regulation, and agile governance, we can promote co-governance among government, industry, and society. While embracing the benefits of technology, we must ensure the health, transparency, and trustworthiness of the advertising ecosystem, ultimately winning the lasting trust of users.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">Technology brings efficiency, scale, and precision, but cannot replace meaning, emotion, and trust. Truly touching creativity is not solely generated by computation but originates from human resonance. The warmth of advertising still requires human involvement. The bottom line of advertising still depends on trust and authenticity. No matter how technology evolves, the humanistic core of creativity cannot be replaced, and the boundaries of compliance and authenticity should not be blurred.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"font-size: 18px;\" class=\"ql-lineHeight-1-75\">Tencent Research Institute has launched the \"AI+\" series of studies, focusing on key industries and emerging directions, systematically investigating and analyzing the path of industrial upgrading driven by technology, and analyzing the key challenges and solutions in the implementation process.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"color: rgb(187, 187, 187);\">[News Source] China Radio International \u003C\u002Fspan>\u003Ca href=\"https:\u002F\u002Fwww.hrloo.com\u002Fnews\u002F347610.html\" rel=\"noopener noreferrer\" target=\"_blank\" style=\"color: rgb(187, 187, 187);\">https:\u002F\u002Fwww.hrloo.com\u002Fnews\u002F347610.html\u003C\u002Fa>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cspan style=\"color: rgb(187, 187, 187);\">（This article is reprinted by this site to provide readers with more information and news. The content does not constitute investment or consumption advice. If there are any questions about the facts in the article, please verify with the relevant parties. The views expressed in the article are not the views of this site and are for reference only.）\u003C\u002Fspan>\u003C\u002Fp>","https:\u002F\u002Fxinwei-dev-test.oss-cn-shenzhen.aliyuncs.com\u002Fintelligent\u002Faudio%3A325e94b1-5552-4f85-8796-78389968b7ed%3A0.wav?Expires=1774838479&OSSAccessKeyId=LTAI5tNvY2RkKjZw4LLWsrPK&Signature=orGXj%2FfqPOEr5LLEs%2F3X9wjECtg%3D","325e94b1-5552-4f85-8796-78389968b7ed",17592972]