Shulou(Shulou.com)11/24 Report--

Since the beginning of this year, AIGC has aroused widespread concern from all walks of life. The development of AIGC will become an irreversible revolution. As one of the fastest areas to combine with AIGC and produce practical results, the application of AI technology is expected to reshape the logical links and workflows of the marketing industry, and provide a new solution for brand competition in the stock era. On September 21, the 360 brain model was officially opened to the public. With the continuous and in-depth exploration in the field of large models, the application of AIGC technology in subdivided industries and scenarios is also accelerating.

Recently, relying on the 360 intelligence brain 100 billion-level parameter scale, the generation of creative, multi-round dialogue, logical reasoning and other core competencies, 360 of its intelligent marketing platform-360 finishing touch to complete a comprehensive upgrade. Using AI model to help customer advertising management, complete a series of work such as advertising material construction, material selection, landing page AB testing and so on in the way of natural language interaction, create an one-stop fully intelligent AI delivery auxiliary system, use AIGC to drive marketing change, stimulate the new pattern of industry, and make business growth more imaginative.

AI improves the conversion effect of material and reconstructs the image quality with high definition.

At a time when advertising is very mature, the increment brought by the adjustment of bidding, orientation and other optimization indicators is limited. From the release to the presentation in front of the users, and then to the subsequent transformation, the quality of the material directly affects the behavior of users and becomes a breakthrough for sustainable optimization. The low-quality material which is unclear and deformed due to size mismatch is difficult to stimulate user interest, and the material has become an important factor affecting user interaction and advertising transformation.

With the help of AI ability, the function of "360 material HD" can clearly enlarge the blurred pictures with one button, reshape the picture quality of advertising materials, and intelligently adapt to different sizes of advertising space, which greatly saves the design workload. Behind this "AI magic" is the image super-resolution (SR,Super-resolution, SR) technology, which can improve low-resolution (low resolution, LR) images to high-resolution (highresolution, HR) images through algorithms, in order to overcome or compensate for the image blurring and poor quality caused by the limitations of the image acquisition system or the acquisition environment itself.

The application of super-resolution technology on the 360th finishing platform will help advertisers efficiently and easily turn small-size, low-quality materials into large-size, high-definition images, so that AI will bring blessing to the improvement of conversion rate. "our website has more advertising spaces and different sizes, so it is easy to stretch and deform if we use general materials directly, and the effect is poor, and it also affects the tonality and brand image of our website." 360 Alliance's media partners said that after the access to the material HD service, the improvement in picture quality led to a 20% increase in the site's average daily traffic revenue.

AI promotes efficiency improvement and efficient keyword mining for 4 seconds

In addition to the creativity of the material, keywords are also an important part of the account structure. How to efficiently mine keywords is the primary goal of building an account. Keywords that highly match the needs of enterprises will help advertisers get more accurate traffic. However, the keywords that bidders can think of are always limited, and problems such as how to expand words and which words have more transformation potential have become common problems for practitioners in the industry.

AIGC and other new technologies are applied to advertising links to help enterprises improve their efficiency. "AI topography" is an important function. Account operators only need to enter information about the business, product or selling point they want to promote. In less than 4 seconds, AI will be extended according to the input information to generate 30 keywords. Big data will further analyze and recommend 5000 keywords. At the same time, with the intelligent analysis and screening function of AI big data, advertisers can rank keywords according to the dimensions of recommendation reason, guidance price, average daily search volume, and degree of competition, and select keywords with high matching and high accuracy with one click, which is more time-saving and efficient.

A customer who built a mobile station in Shanxi got 230 keywords through traditional topography, while AI rubbings recommended 5000 keywords at once, an increase of 20 times. Manager Wang, who is in charge of the mobile station, said: after the number of keywords was raised, the advertising exposure increased by 13.2%, mainly because it is very convenient and intelligent, so you don't have to rack your brains to come up with keywords.

AI promotes production change and increases the efficiency of advertising material generation by 30%

With the rapid development of science and technology, AI is gradually infiltrating into various industries, constantly subverting our production and way of life. With technologies such as deep learning and natural language processing, the creative ability of AI has been comparable to that of human beings to some extent. The multimodal capabilities such as Wen Sheng Wen, Wen Sheng Picture and Wen Sheng Video have greatly improved the output efficiency and richness of advertising materials, and realized the overall liberation of the productivity of marketing content.

"now we are already using AI digital employees to advertise materials, and we can produce dozens of them a day." Said Helen, a designer in the game industry. Based on data, scenarios and security advantages, 360360 launched AI digital employees, LoRA 360and other products to provide business owners and advertisers with large model capabilities and improve the output efficiency of advertising materials. At present, AI digital employees provide copywriting experts, marketing directors and other roles, can help enterprises write marketing copywriting, do input materials, rookies can also become experts. With simple instructions, the draftsman Janet can respond "in seconds" to generate high-quality delivery material. Enter a paragraph of requirements, copywriting expert Donald will be able to give "more than 10" advertising copywriting.

The game industry produced by AI put in material.

It is understood that the traditional drawing process requires five steps, namely, background design, foreground screen design, character design, dynamic effect atmosphere, and copywriting addition. The first three steps account for 2/3 of the workload. Designer Helen told us: with the help of AI, the first three steps can be completed by AI, the mapping efficiency has been improved by 30%, and the click-through rate of CTR produced by AI has increased by 64% compared with the average.

With the intensive cultivation and in-depth exploration of the large model field, AIGC will continue to promote the combination of vertical industry and scene segmentation, accelerate the landing of video generation, graphic, graphic text, AI color matching and other capabilities, deeply tap customer value, and enable marketing upgrading with AI, bringing new opportunities for enterprise growth and industry innovation.

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