摘要
在AI技术与社交媒体深度融合的背景下,广告传播模式正迎来全方位变革。本研究采用理论分析与案例分析相结合的方法,聚焦AI在广告文本创作、内容分发及消费者洞察三大核心环节的创新应用。研究发现,AI通过自然语言处理、机器学习等技术,实现了广告文案的个性化生成、精准化分发及消费者需求的深度挖掘,显著提升了广告传播效率与经济效益。案例分析显示,微视、达摩院等实践已验证技术应用价值,但Facebook文案生成工具暴露出AI在语义理解、逻辑契合等方面的不足。未来,AI将进一步推动广告个性化定制与创意多元化发展,深化消费者洞察的实时性与前瞻性,同时需持续优化语义理解、精准匹配及算法适配性等关键问题,为广告行业高质量发展提供支撑。
Against the backdrop of the deep integration of AI technology and social media,the advertising communication model is undergoing an all-round transformation.This study adopts a method that combines theoretical analysis with case analysis,focusing on the innovative application of AI in the three core links of advertising text creation,content distribution,and consumer insight.Research has found that AI,through technologies such as natural language processing and machine learning,has achieved personalized generation of advertising copy,precise distribution,and in-depth exploration of consumer demands,significantly enhancing the efficiency and economic benefits of advertising dissemination.Case analysis shows that practices such as Weishi and DAMO Academy have verified the application value of technology,but the Facebook copywriting generation tool has exposed the deficiencies of AI in semantic understanding,logical fit and other aspects.In the future,AI will further drive the development of personalized customization and diversified creativity in advertising,deepen the real-time and forward-looking nature of consumer insights,and at the same time,continuously optimize key issues such as semantic understanding,precise matching,and algorithm adaptability to provide support for the high-quality development of the advertising industry.
作者
KAMINAGA MICHIKO
KAMINAGA MICHIKO(School of Media and Communication,Shanghai Jiao Tong University,Shanghai 200240,China)
关键词
人工智能
社交媒体
广告传播模式
artificial intelligence
social media
advertising communication model
