AIGC technology empowers the importance of marketing communication applications
In today’s world, science and technology are the primary productive forces and the primary competitiveness. AIGC is both a content type that classifies content from the point of view of the content producer and a technology that automates the generation of content.
The emergence of artificial intelligence technologies such as AIGC has provided better tools and broader prospects for marketing communication, especially for content generation, which has brought a huge impact and become an important market opportunity for the industry. According to the 2023 China Advertiser Marketing Trends Survey released by CCTV Market Research (CTR), 36% of advertisers have started to use AIGC in their marketing campaigns. Many advertisers believe that AIGC technology is a revolutionary force in marketing productivity, and will be a powerful aid in many aspects, such as improving creative design and content production efficiency, assisting data analysis.
AIGC can empower communication subjects in the production process of marketing communication content. From Web1.0 to Web3.0, the enterprise marketing environment has undergone great changes. With generation Z becoming the main force of consumption, marketing more emphasis on “omni-channel, full link”, marketing “customer-centric” is no longer just a simple slogan, but become the starting point and destination of marketing, in order to truly achieve “empathy, co-creation, symbiosis” with consumers. Market insights and market decisions derived from market data at this stage have become key factors for competition in various industries. Relying on its intelligent algorithm and powerful computing power, AIGC can help enterprises quickly obtain key information, accurately grasp consumer demand, understand market development trends, understand competitor intelligence, and clarify potential risks through big data mining and analysis, so as to optimize marketing plans, marketing channels and product strategies, and realize fine management of full-link marketing. Man-machine coordination, effectively reach the audience. Zhao Qiang, former vice president of Baidu, also said in an interview that the strong production capacity of digital technology will create huge traffic opportunities and unprecedented virtual scenes, and through the blessing of AIGC, marketing can better understand consumers, narrow the distance between consumers and brands, and better spread brand value.
The content generation of AIGC is mainly divided into text generation, image generation, video generation and audio generation. It further improves the efficiency of content production and lowers the threshold of content production. It only needs to input key information such as creative intention to generate fascinating works, so as to break through human imagination and cognition to attract audience’s attention. For example, in 2023, the first AIGC creative offline advertisement in China appeared in people’s vision. In April of the same year, Flying Pig launched a group of outdoor advertisements created by AI in Shanghai and Hangzhou subway stations, and its advertising theme was “The World Exhibition in the eyes of AI”. Combining different locations and entering different keywords, AI can generate different styles of images in a relatively short time. The copywriting adopts a unified structure, such as “this is the Egyptian pyramid of Giza imagined by AI, flying pigs, playing cooler than imagined” “This is the high-speed rail transnational trip of Luang Prabang, Laos imagined by AI, flying pigs, playing cooler than imagined”, highlighting the theme of the trip. AI has subverted people’s imagination and cognition with its powerful mapping technology, which has aroused widespread attention, discussion and forwarding, and achieved good communication effects. AIGC itself has its own traffic, with the help of AIGC wave, the marketing activities of enterprises are easier to form a topic, on the basis of saving marketing costs, but also effectively improve the marketing effect. As the above mentioned flying pig subway advertisement, “1 hour, with AI to do 1,000 print ads” speech caused a lot of attention and hot discussion, everyone talked about the topic from “AI threat to advertising practitioners” to “AI works of logical thinking”, although mixed, but the attention, traffic and influence of flying pig is beyond doubt.
AIGC uses its strong technical capabilities to empower communication forms, achieve deep integration through diverse presentation methods and rich content, and bring unprecedented communication experiences to the audience. Through innovative technological means, AIGC is able to inject new elements and experiences into traditional communication methods, making them more vivid, interesting and attractive. Whether in the form of text, pictures, audio or video, AIGC delivers personalized, interactive and immersive content that enhances communication. For example, by integrating the construction of commodity 3D models and virtual freight yard with new technologies such as AR and VR, AIGC empower e-commerce, enabling consumers to obtain a more immersive shopping experience through multi-sensory interaction such as audio-visual interaction in the shopping process. In June 2023, Yili Group and Hangzhou Asian Organizing Committee jointly created a hot topic around AI technology and held a theme conference of “Loving courage and standing at the top of the tide” to meet the Hangzhou Asian Games. Yili’s AIGC technology-assisted packaging design highlights Hangzhou’s long history and culture, advanced scientific and technological development, and the long history of the Asian Games, presenting consumers with the full collision of traditional classical beauty and cutting-edge technology. At the same time, Yili also synchronizes the AIGC immersive activity online, encouraging consumers to use AI technology to draw their favorite custom packaging in the form of hymens, and feel the fun brought by science and technology. Creative topics based on AIGC technology stimulate consumer participation and bring a new experience to consumers.
The application of AIGC is not only in the level of content innovation, it has been deeply integrated with the life of users. Enterprises can produce content based on AI, and can also sketch and select users based on AI to accurately reach user groups, thus forming an integrated and intelligent full-link marketing to improve consumer engagement and conversion rate.
The promise of AIGC empowers marketing communications is a more intelligent, automated and personalized approach to marketing. With the help of artificial intelligence technology, enterprises can understand user needs more comprehensively, provide personalized services, and make breakthroughs in efficiency and effectiveness, so as to stand out in the fierce market competition. However, there is also a need to focus on issues such as data privacy and ethics to ensure that AI applications are legal, compliant and ethical. Strengthen the review and management of AIGC content, maintain the ecological health of network content, maintain the central subject position of human beings, clarify the subject and object status of human beings and AI, and solve the problems such as “AIGC replacement and confusing the reality of works” in the production practice of all walks of life in the future, should focus on a core – “anthropocentrism”. This is the underlying logic that should be followed when solving such problems, so as to guide the healthy development of the digital content industry, promote AIGC technology to participate in the reconstruction of production, life and consumption, and promote its service to the people.

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