谷歌AI广告革命：生成式技术如何重塑千人千面营销？
谷歌AI广告革命：生成式技术如何重塑千人千面营销？
Google's AI Advertising Revolution: How Generative Tech Reshapes Hyper-Personalized Marketing?
作者：郝俊慧 | 来源：IT时报
By Hao Junhui | Source: IT Times
在生成式AI技术成熟的推动下，千人千面的广告时代正加速到来。6月15日Google Marketing Live中国站活动披露，谷歌AI广告系统已能精准影响用户决策全流程，未来搜索广告将深度结合生成式AI实现动态内容定制。
With the maturation of generative AI technology, the era of hyper-personalized advertising is rapidly approaching. As revealed at the June 15 Google Marketing Live China event, Google's AI-powered ad system can now precisely influence users throughout their decision-making journey, with future search ads set to integrate generative AI for dynamic content customization.
AI广告转化率提升18%
AI Ads Boost Conversion Rates by 18%
谷歌与凯度联合发布的《2023中国全球化品牌报告》显示：73%全球消费者过去一年尝试新品牌，采用AI广告的广告主在成本持平情况下实现平均18%转化增长（一年前仅为13%）。
The Google x Kantar BrandZ China Global Brands 2023 report shows that 73% of global consumers tried new brands last year, while advertisers using AI ads achieved an average 18% conversion lift at similar costs (just 13% a year ago).
搜索行为变革催生AI解决方案
Evolving Search Behaviors Demand AI Solutions
数据显示：每日15%搜索关键词为全新出现，76%消费者认为现有信息存在误导性。谷歌大中华区副总裁张珺指出："品牌需通过可信平台动态提供决策线索"。
Data reveals that 15% of daily search queries are completely new, with 76% of consumers finding existing information misleading. Google Greater China VP Jun Zhang notes: "Brands must dynamically provide decision-making cues through trusted platforms."
生成式AI重构广告生产链
Generative AI Reinvents Ad Production
谷歌已推出三大AI广告技术：
Google's AI ad tech stack includes:
- 自动素材生成(ACA)：解析着陆页自动生成广告文案
- Automated Creative Assets (ACA): Auto-generates ad copies by analyzing landing pages
- 情境化广告优化：根据"干性敏感肌肤护理"等长尾词动态调整标题
- Contextual Ad Optimization: Dynamically adjusts headlines for long-tail queries like "dry sensitive skin care"
- 生成式搜索广告(SGE)：如为"毛伊岛儿童冲浪课程"搜索者定制旅游广告
- Search Generative Experience (SGE): Customizes travel ads for "Maui kids surf lessons" searchers
中国企业出海加速
Chinese Brands Expand Globally
谷歌中国邓辉透露：自2018年来，超120万企业通过Google全球商机通获取55个市场数据，中国供应链优势+AI营销能力正构建全球化新竞争力。
Google China's Hui Deng notes: Since 2018, over 1.2 million businesses accessed 55 markets data via Google Market Finder, with China's supply chain advantages and AI marketing capabilities building new global competitiveness.
