智能时代广告业务运作模式的解构与重构

Deconstruction and Reconstruction of Advertising Business Operation Mode in Intelligent Era

大数据与人工智能技术推动人类社会迈进智能时代,经济社会各领域发生深刻的变化,传统广告业务运作模式在智能时代面临巨大挑战,主要表现在大数据消费者洞察取代传统广告调查模式成为广告业务运作的基础,智能算法推荐颠覆传统广告投放模式,智能机器生产改变传统广告内容生产模式。面对人类与机器长期共存的智能时代,广告业务运作模式需要重构以适应广告产业智能化发展。从智能训练与伦理学习两个维度看,可以在协同决策、协同生产、协同分发三个方面构建智能广告业务人机协同运作模式。

Big data and artificial intelligence technology have pushed human society into the intelligent era,and profound changes have taken place in various fields of economy and society.The traditional advertising business operation mode is facing great challenges in the intelligent era,which is mainly reflected in the following aspects.First,big data consumer insight replaces traditional advertising investigation as the basis of advertising business operation.Second,intelligent algorithm recommendation subverts the traditional advertising mode.Third,machine intelligent production based on programmed creativity changes the traditional advertising content production mode.Facing the intelligent era in which human beings and machines coexist for a long time,the advertising business operation mode needs to be reconstructed to adapt to the development of intelligent advertising industry.This paper attempts to construct the man-machine cooperation operation mode of intelligent advertising business from the two dimensions of intelligent training and ethical learning,and discusses the operation of man-machine cooperation mode of intelligent advertising business from the perspective of data-driven.