Exciting Review | AIGC, A New Paradigm of Content Technology Driven Growth from Concept to Practice

Tech 2023-07-04 19:17:43 Source: Network

After the explosion of ChatGPT, generative AI and AIGC quickly broke through and received great attention from the market.Bill Gates said that,The importance of ChatGPT is no less than the invention of the Internet

After the explosion of ChatGPT, generative AI and AIGC quickly broke through and received great attention from the market.

Bill Gates said that,The importance of ChatGPT is no less than the invention of the Internet. Sequoia Capital believes that from decision-making AI to generative AI, it will create a new world and a multi trillion dollar wealth creation opportunity.

However, technological iteration has always been a double-edged sword, with some happy and others worried, which will bring about a new round of wealth circulation. So,How to seize the opportunity of generative AI and find the ChatGPT application and monetization mode first? How to utilize AIGC technology to further iterate the methods of private domain operations and digital marketing? What does the content technology revolution brought by AIGC mean to the Digital transformation of marketing?

On March 1st, the Curved Bow Research Institute invited multiple cutting-edge experts, scholars, and investors in the field of AIGC to initiate2023AIGC Content Technology Ecology Conference.

As a grand event focusing on AIGC trends and applications, the conference revolves aroundAIGC Trends and ApplicationsAIGCAIGC Trends and Applications

Love design, as an excellent content technology company and AI player in China,The head of the marketing department, Jiang Yilin, was invited to attend and deliver a speech titled "AIGC: From Concept to Practice, A New Paradigm of Content Technology Driven Growth", sharing the benefits and value of AIGC for corporate marketing and the work of marketers in the future.

Through the sharing of these contents, Love Design hopes to help business owners and technical institutions better understand the trends and applications of AIGC, and seize the opportunities and challenges brought by AIGC.

The following is the essence of the speech shared by Jiang Yilin, the head of Ai Design Marketing Department:

Is AIGC a flash in the pan or a disruptive breakthrough?

There are different opinions on AIGC. Some people believe that AIGC is a hot topic, a concept that is fleeting in the pan, while others believe that AIGC is a disruptive breakthrough that will greatly promote the improvement of social productivity. There are different opinions, but I personally prefer the latter.

The reason for the disagreement is also very simple, why? It's because he's too hot!AIGC, how hot is it?

Let me show you a poster first. If not mentioned, who can guess that it was completely generated using AIGC technology?

We see that,This poster has reached the level of a professional designer and was produced at a very fast pace.The texture and efficiency of AIGC reflected behind it are unbelievable.

Because of this,AIGC quickly gained countless fans with its attitude of being able to destroy and destroy.

In the application layer, ChatGPT is a typical application representative of AIGC. As you can see, since its release on November 30th last year,ChatGPT achieved a user scale of 100 million in just 2 months, breaking TikTok's 9-month record,ChatGPT has also become the fastest growing consumer grade application in history.

Revolutionary breakthrough in AIGC productivity

Why did such unprecedented growth occur, and what is the logic behind it?

It is actually a revolutionary breakthrough in productivity brought about by the maturity of AI technology.

Let's briefly review the development history of human civilization, summarize the historical development experience, and find that:From Slash-and-burn in the Urgesellschaft, to the industrial revolution in the mechanical age, and then to the digital China we are building,Behind every leap is a significant increase in productivity brought about by technological breakthroughs.

For so many years, everyone has been exploring AI, which is just as important and indispensable infrastructure in the digital age as cloud computing, 5G, and chip technology,The intellectual production led by AI will lead to a leap in efficiency and will be gradually applied in various industries, which is an irreversible trend.

After discussing trends, let's take a look at the issues that everyone is more concerned about. As marketers, how will AIGC be helpful and valuable to my work in the future, and what is its direct relationship with me?

The most direct and obvious relationship is:The new content Means of production will replace the original content Means of production.

Let's briefly review the four development stages of the content creation model:

From the earliest version of web1.0 to the current version of web4.0, with the competition of various traffic platforms, the production methods of content are also undergoing decentralized changes,PGC to UGC, then to AIUGCEspecially for short video platforms, the ability of AI is most clearly felt, such as AI filters, AI face changing, AI leg stretching, etc. At this stage, it is still only AI assisted creation,Next, it's really the stage where AI takes the lead in creating.

Why did AI become dominant?

The reason is still,There are too many places that need good content!

Global marketing, peak traffic,The value of content is magnified infinitely. What we need to solve is the contradiction between content productivity and Relations of production, which must be realized by AI.

The peak of traffic and the king of content have become the industry consensus of brand owners.

This is a set of research reports by iResearch. In the current situation where the traffic dividend has disappeared, all brand operators have coincidentally shifted their marketing focus to content, and in the following stages,We will continue to invest in the digital exploration of content marketing and develop a scientific methodology for maximizing content value.

In the process of marketing digitization, the common situation for large domestic brands is that they have basically completed the process of user digitization and marketing digitization, and digital marketing infrastructure such as CDP/CRM/MA is very active,Advanced large-scale brand enterprises have already started the construction of content digitization early on, and have made a layout in advance for the application of AIGC.

What is the reason driving them to do so?

In the marketing era of stock competition,Maximize the use of content to mine the value of user traffic.

This requires refined/personalized user operations, and the only solution to achieve this goal is:Open up the flow path of user data, content data and dissemination data, so that content can be produced efficiently, managed scientifically, reached accurately, and attributed clearly.

How to achieve efficient production, scientific management, accurate access and clear attribution of content?

New Exploration on the commercialization of AIGC

How can AIGC best integrate with content digitization and business?

Next is the content that I want to share with you today.

In terms of the significance of digital marketing, the content center,It is the last piece of weakness that fills the gap in personalized marketing for users.If CDP is a Telescopic sight and MA is a gun, the content is bullets, and the middle stage of the content is an enterprise's Ammunition dump.

The content center is a key bridge for connecting user data, disseminating data, and content data.

How exactly does the content center achieve this? What abilities should the content center possess?

According to the lifecycle of the content, we are divided into four modules:Content production, content management, content application, and content insight.

Some AIGC technologies have already been applied in this, such asThe AI content toolbox of the content production module, the AI tags of the content management module, as well as AI content monitoring and cross professional production at the content application level.

Finally, the usage data and global data representation of these contents will be clearly presented in the BI dashboard.

The reason why many brand owners have not yet started trying is because they still have doubts about how to measure and define the value of the content platform.

That map of the value of Taiwan in this content can effectively answer everyone's doubts.

If we carefully review the lifecycle of content flow, you will find that there are many pain points in every aspect of content flow.

For example,The efficiency of the production process, the storage, review, classification, compliance testing workflow of the management process, and the data attribution of the application process.

In fact, there are already mature and verifiable solutions in the content center.

Next, let's take a look at the practical application of AIGC in the content platform.

For example, in the DAM section,We use AI technology for intelligent marking of content and automatic recognition of images for rapid label creation.

There is also AI content compliance testing to prevent content from violating brand tone, advertising laws, copyright, and other information from the source,It can also maximize the avoidance of content non-compliance issues caused by sensitive vocabulary.

Next, let's focus on the application of AIGC in the content creation module. Our content center has an AI toolbox that includes ten AI assisted content production tools.

For example, a flat editor based on AI assisted creation and content recommendation can be designed by dragging and typing.

We have also developed a WeChat graphic and text layout tool for many years, the 365 Editor, which can achieve AI one click layout.

H5's editor helps enterprises distribute content and return data in private domain scenarios.

AI assisted video authoring editor.

PPT online editor

There are also Intelligent design tools that can truly realize automatic creation, including plane and video. You can automatically generate the content you want by inputting keywords according to your needs.

AI intelligent extension, based on the main visual image, extends from 1-N high-speed images, mainly applied in information flow and e-commerce scenarios.

Intelligent matting can achieve hairline level matting effects.

AI intelligent writing with ChatGPT prototype, copy proofreading.

The core of the above technologies is to provide agile and efficient content services for business terminals. Through AI and technology, enterprises can reduce the threshold of content creation, achieve cross professional collaboration, and provide sufficient content Ammunition dump for the business side.

How to measure the expressive power of content on the content dissemination side? The data dashboard of communication attribution can be analyzed at a glance, helping enterprises optimize content strategies.

As mentioned earlier, many brands still have doubts about how to measure the value of the content platform. In fact, we have conducted some research on customers we have already collaborated with and obtained some data dimensions, such as brand management value, compliance, organizational efficiency improvement, and content cost reduction, which directly drive the improvement of sales efficiency. There is a reference threshold for sharing with everyone.

Practice in the middle of the content to reveal true knowledge

Next, let me share with you some of our successful practices. This is a leading global automotive brand:

We help customers solve two problems through the content center,One side is the headquarters that helps the brand center build content, and the other side is the Ammunition dump that helps the sales terminal build content,To maximize the content marketing needs of distributors and sales terminals while ensuring compliance.

At the same time, every content data can be accurately controlled in the headquarters marketing center,Help customers better optimize content strategies and objectively and accurately measure the value of content.

The following is an innovative brand from a globally renowned dairy company. Customers have three needs:

To improve the content production efficiency of the team,Meet the content needs of the entire domain,One is the massive cloud access of the group's content,Scientific management ensures content compliance while also depositing content assets,Finally, there is the content re creation and attribution analysis of content data dissemination on the content application side.

In addition, as a typical digital system, the content center supports SaaS, API, and private deployment.

At present and in the future, enterprises have officially entered the era of refined traffic operation. As one of the domestic companies practicing innovative and intelligent solutions for enterprise content, Love Design will focus on the content center,Comprehensively strengthen the technical precipitation and application practice of AI capabilities on the entire chain of digital marketing,Release the content production capacity of the digital era for enterprises, improve the efficiency of traffic refinement operation, and establish an end-to-end marketing loop.

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