On April 15, under the guidance of the Huangshan Municipal People's Government, hosted by Weiboyi and Huangshan Tourism, the 8th Social Media Wind Direction Conference "AI Empowerment • Industrial Renewal" Summit was held in Huangshan. This conference invited application experts, platform parties, technology parties, brand parties, and content creator representatives in the field of AI to conduct a one-day brainstorm discussion on industrial innovation, marketing innovation, and cultural tourism innovation, focusing on application scenarios, focusing on practical implementation, and hoping to improve efficiency through "AI+" innovation and "+AI" to promote the application of new AI productivity in the industry.
Ling Yun, Secretary of the Huangshan Municipal Party Committee, He Yi, Deputy Secretary of the Huangshan Municipal Party Committee and Mayor, Ye Jianqiang, Member of the Standing Committee of the Huangshan Municipal Party Committee, Secretary of the Party Working Committee and Deputy Director of the Management Committee of the Huangshan Scenic Area, Li Wei, member of the Party Group and Secretary-General of the Huangshan Municipal Government, and other relevant leaders of Huangshan City came to the scene for guidance and support, and Zhang Dehui, Secretary of the Party Committee and Chairman of Huangshan Tourism Group and Huangshan Tourism Co., Ltd., also came to the conference to deliver an important speech. The conference was opened by Mayor He Yi: "The construction of Greater Huangshan will continue to maintain a hot and hot trend this year, and I also look forward to you becoming the strongest companions of Huangshan, making every effort to seize the new highland of digital economy, and promoting the application of new formats and new models in Huangshan. ”
1. AI empowerment - the vane of industrial renewal
We have ushered in the fourth technological revolution of mankind: the new quality of AI productivity.
Xu Yang, founder and CEO of Weiboyi, said that driven by the wave of digitalization, AI technology is gradually penetrating into various industries, showing strong potential and value. There are two paths for AI to be applied in the field, "AI+" is disruptive innovation, and "+AI" is to reduce costs, improve efficiency and improve development. In the face of this revolutionary productivity, Xu Yang said that carbon-based intelligence is hindering the development of silicon-based intelligence, and in the research on AI applications of enterprises and MCN institutions by Weiboyi, it was found that the marketing and advertising industry's understanding and action on AI are far from enough.
In view of how to grasp the new quality of productivity and drive marketing innovation, Xu Yang summarized six trends:
First, AI truly realizes one-to-one marketing upgrades for one person and multiple faces;
Second, generative AI has evolved into collaborative AI to help enterprises achieve continuous growth in marketing automation.
Wind direction three, each enterprise will have its own marketing model;
Fourth, the application of marketing models is becoming more and more professional, personalized and privatized;
Fifth, AI accelerates the upgrading and elimination of practitioners;
Wind direction six, enterprises will usher in the upsurge of concept, technology, and organizational structure upgrading under AI;
Weiboyi also hopes to help enterprises grasp the new quality of productivity and lead the AI era through AI enterprise training, AI agents, and AI solutions.
Cognitive AI believes in AI and actively applies AI. Zhou Hongyi, founder, chairman and CEO of 360, believes that "artificial intelligence is reshaping all industries, first of all, we must recognize and believe in AI, and secondly, we must actively apply AI in order to seize the opportunity of this wave of industrial revolution." "The rise of artificial intelligence will trigger a new round of reshuffle in the industry. Just like the rise of the PC, the Internet, and the mobile Internet, many things will be reshaped.
"It's the eve of a big change, and embracing AI will create endless possibilities that deserve everyone's expectation and attention. ”
In the new stock era, what kind of content does the society need? Bai Ya, founder and CEO of Youzan Technology Co., Ltd., shared his views on the new trend of the industry based on data: the number of Internet users has peaked, and users spend more than 7 hours online. This is a new era, a new era of stock. "In the new era, content creators must continue to gain new fans to maintain old customers and operate customer fission, and Youzan's intelligent private domain operation system allows creators who have no team and no energy to do a good job in private domain"
In the face of the advent of the era of intelligent marketing, some people are overly anxious, and some people choose to embrace it positively. Huang Xiaochuan, founder and chairman of D&S Media Group, said that each of us is facing the risk of being replaced by robots, which is a reality that we have to face. However, the outlook for the future is not entirely pessimistic. The key is how we make good use of AI technology.
"AI is reconstructing marketing and communication, and promoting the transformation of the content marketing industry. ”
Driven by AI, innovative gameplay and digital IP are also ushering in unprecedented new changes. It is not only reflected in the technical level, but also in how AI can be deeply integrated with marketing to create more possibilities for brands. Huang Huanmiao, Brand Marketing Director of Bilibili Vsinger Business Department and Head of Luo Tianyi IP, said: "AI technology helps the head IP to be fully upgraded and given a new life. "Looking to the future, AI technology will provide a strong boost to the development of digital IP in two aspects. On the one hand, AI has greatly enhanced the service capabilities of top IPs, not only improving their performance and productivity, but also enriching the diversity of application scenarios. On the other hand, AI products provide strong support for the exploration and practice of new ideas, and promote product iteration and upgrading in a low-cost way.
2. AI empowerment - a new vane of marketing
When it comes to AI marketing scenarios, the first reaction of many practitioners is "content productivity", and Li Shaohui, founder and CEO of Quick Decision Test and founder of Chopsticks Technology, believes that "the combination of private business data, processes, standards, knowledge base and AI of brands may constitute intelligent automation capabilities in business scenarios." You don't have to worry about the big AI model!"
"AI is disruptive, but for a long time, the essential difference between AI and humans is that in the end, it is still people who will complete the delivery. Bilibili head UP active gun DongDongGun said that as the head up master of station B, although he was anxious about AI, he found that AI could not replace the "delivery" of in-depth content after long-term use. The best way to get rid of AI anxiety is to use it more often until you live in harmony with this advanced species. As Lin Zicheng, head of operations at WeShop, thinks, "The technological opportunities brought by AIGC exist in the industry's 'non-consensus', and only by actively breaking the inherent workflow can we truly embrace AI." ”
Since last year, short dramas have become a popular form of brand promotion, and many brands have achieved remarkable results. Ran Xu, Partner/Brand Marketing Director of Malt Media, mentioned that "the foundation of short dramas and AI must be content thinking", and only brands that are in-depth and carefully produced can win rich and effective traffic and wealth. While AI can accelerate industry processes and improve efficiency, again, production alone does not guarantee results, and only with dedication can you reap high-quality results.
From PGC to UGC and then to AIGC, when content production "embraces" new quality productivity, a new era of Internet marketing will also arrive. Tian Zhijie, Founder & CEO of Feiyang Yunzhi Technology, and Senior Partner of Feiyang Advertising, pointed out: "With the advancement of multimodal AI large model technology, AI is having a disruptive change in all fields, and will soon completely change the way media content is produced!"
"The basic work below 70 points can be entrusted to AI, and the work with more than 70 points allows AI to collaborate with skilled employees, improve the innovation and creativity of enterprises, and win the AI era. Lin Xing, CTO of Weiboyi, believes that AI helps marketing to better improve quality and efficiency, it is not only the production of materials, but also reshapes the process of the entire business, which is bound to open up new business scenarios.
3. AI empowerment - a new vane of cultural tourism
In the context of the new era, the cultural tourism industry is facing unprecedented development opportunities and challenges. Zhang Dehui, Secretary of the Party Committee and Chairman of Huangshan Tourism Group and Huangshan Tourism Co., Ltd., showed us a new journey of win-win intelligent transformation of the cultural tourism industry, he pointed out: "Promoting the digital transformation of the cultural tourism industry is a "must answer" that all cultural tourism scenic spots and cultural tourism enterprises must face, Huangshan Tourism is actively promoting the digital transformation represented by AI technology, and is committed to building a one-stop service system of "computing power + large model + application scenario"!"
AI is here, and it will continue to improve the quality and efficiency of travel services, bringing new possibilities for travel marketing and offline experience formats. Liu Tingting, general manager of commercial marketing of Mafengwo, said: "Travel offers a more diversified emotional value in the present. The urban narrative is quietly transforming from a grand picture scroll to a warm sketch full of fireworks, and the owners of new ways of playing and new formats are influencing and reshaping every destination. "With the further grading of consumption, cultural tourism marketing is ushering in new changes. Product positioning needs to be clear and focused, and truly achieve resource productization, product content, and content play.
In social media, short videos are boosted, out of the circle of cities, and behind the explosion is a complete and traceable marketing link, Weibo Yi Vice President Li Li pointed out, "In the face of the continuous upgrading of cultural tourism consumer demand, especially in the environment of stock growth, brands need to focus on cultural tourism products and service innovation, and use AI technology to upgrade the whole link of marketing." ”
Zhang Xu, director of the cultural tourism industry of iFLYTEK, who has been deeply involved in the cultural tourism business x AI technology intelligent solutions, said: "Focus on what you want to achieve, and leave the rest to time. "The upgrading of intelligent industries such as AI digital human tour guides, smart hotel product applications and smart tourism big data are all reshaping and changing the pattern of the cultural tourism industry.
From "Escape from the British Museum" to the word-of-mouth "I Was a Stepmother in the 80s", micro-short dramas have ushered in an explosion in the past year, frequently occupying the hot search list. "Micro-short drama + cultural tourism" is a lightweight version of "film and television variety + cultural tourism", and it is also an increased version of "short video + cultural tourism", Tang Yu, founder of Big Event Technology & vice chairman of the group, said: "Chinese culture is promoted in time!
Japaul, a well-known domestic travel blogger, shoots a travel video to bring poetry and distance to everyone, expressing "to live life as you fantasize". Among them, successful short video production needs to control the personality, style and creative ideas, creativity is the key to stand out, and as a new cultural and artistic heritage creator, Jia Liling also said: "Traveling thousands of miles, reproducing 5,000 years of China", this year she will continue to integrate cultural IP into video creation, and go to all parts of the motherland.
Today, we gather in Huangshan to share cutting-edge trends, gain insight into the development context, and explore the infinite possibilities of "AI renewal" from the perspective of vertical fields. From industry trends to growth opportunities, from resource docking to monetization, we will continue to work hand in hand. Next, more blockbuster reports will be announced, please pay attention to the new trend and explore the journey of industrial renewal!