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li xiaodan/economic observer

li xiaodan, reporter of economic observer on september 12, the 9th china content marketing summit forum was held and the "white paper on the evolution of full-link marketing in the ai ​​era" (hereinafter referred to as the "white paper") was released. the white paper points out that ai (artificial intelligence) marketing must respect the basic laws of marketing and communication, and cannot regard technology as the only variable that unilaterally subverts marketing and fall into the theory of technology supremacy. it is necessary to understand that ai marketing not only means toolization and automation, but also means the full adaptation and adjustment of ecology, factors, organization, strategy, and process.

what has ai done for marketing? the report believes that in the process of introducing ai, all parties face many challenges including data security, copyright protection, transparent and controllable decision-making, and two points are particularly important: first, from a horizontal timeline, the co-evolution of ai technology and marketing. for ai marketing, it is necessary to see that ai, as a dynamically changing technology complex, enters a continuously evolving complex that includes consumers, businesses and industrial ecosystems. it cannot be believed that ai unilaterally subverts marketing and changes marketing from a complex "cube" to a "plane" where the goal can be achieved by inputting a command. this ignores the inherent rules of marketing itself and also belittles the initiative of marketers and consumers. it is necessary to see that the needs and upgrades of marketing itself are also injecting momentum and bringing challenges to the development of ai.