第九届营销科学大会上海落幕 明略科技首次系统解读Agentic Marketing新范式

A new AI marketing paradigm called Agentic Marketing offers predictable growth and practical insights.

1. Definition: Agentic Marketing builds AI agents for various roles using Agentic AI, enabling autonomous decision-making and execution. Unlike generative AI's reasoning breakthroughs, it addresses implementation accuracy issues for businesses, with the core being "trusted data + trusted models."

2. Technical Breakthrough: Miaozhen Systems, under Minglue Technology, has accumulated vast industry data and developed the DeepMiner large model (e.g., Foundation Agent, "expert brain" Cito, and "dexterous hand" Mano models), which has topped global rankings, laying the foundation for intelligent marketing.

Real-world enterprise cases demonstrate AI empowering diverse scenarios.

1. Content Production Optimization: 0123 Technology uses DeepMiner to fully automate workflows; Jichuang Mei'ao Technology enhances video storyboard processing efficiency and output, boosting content creation.

2. Precision Marketing & Efficiency Gains: bbk! Communications Group employs AI for seeding marketing; Huanyu Century optimizes short drama marketing and talent management, improving hit incubation and casting efficiency.

Industry ecosystem collaboration and future directions.

1. Ecosystem Initiative: The "Trust is Gold" initiative, guided by the China Association of Advertising, launched with 14 companies like China Resources Sanjiu and WPP to promote industry transparency and verifiable development.

2. Outlook: Deepening AI-marketing integration and innovation to ensure growth certainty across the entire chain, with Minglue Technology emphasizing data-driven trusted productivity as the core.

AI technology empowers brand marketing and product development.

1. Brand Marketing Strategy: Coty China uses AI to capture consumer emotional needs, strengthening fragrance brand-scene connections; Xiaomi demonstrates home scenario marketing paths to enhance brand positioning and channel development.

2. Product Development Insights: AI optimizes creative content and seeding marketing, as seen in bbk!'s case, aiding brand pricing and competitive strategies.

Consumer trends and user behavior insights provide practical paths.

1. User Trends: Guest speaker WPP predicts 2026 AI-driven strategies, highlighting changing consumer demands; Renmin University's Li Yuhui presents empirical evidence for a "human creative thinking, AI optimized execution" collaborative model.

2. Market Opportunities: Huanyu Century's case shows AI can improve casting efficiency, offering content production references for brands; DeepMiner tools optimize the entire marketing process.

Industry collaboration and ecosystem building.

1. Standardization Push: Minglue Technology's Tan Beiping outlines AI's evolution from AIGC to AIGD, stressing the importance of standards for marketing value; the "Trust is Gold" initiative reduces brand risks.

2. Collaboration Methods: Brands can participate in the DeepMiner ecosystem, partnering with tech firms like Miaozhen Systems for organizational transformation and mindset innovation.

Policy and regulation interpretation aids market opportunities.

1. Policy Support: The China Association of Advertising's AI Marketing Application Working Committee guides the "Trust is Gold" initiative, promoting industry transparency and standardization, providing risk avoidance references.

2. Opportunity Alert: Agentic AI addresses implementation pain points, creating growth markets like content production and precision seeding; risks include lack of data credibility.

Changing consumer demands and response strategies.

1. Demand Shifts: Global leaders like WPP share AI-driven winning strategies to capture shifting consumer emotional needs; cases like bbk!'s precision seeding highlight demand hotspots.

2. Response Measures: Emphasizes the necessity of organizational transformation, as Minglue Technology's Zhao Jie proposes three-dimensional shifts in organization, mindset, and ecosystem; cases like Jichuang Mei'ao Technology show efficiency gains via AI.

Latest business models and collaboration methods.

1. Business Models: AI agents reshape production relations, as seen in 0123 Technology's end-to-end workflow; Huanyu Century's short drama marketing case demonstrates hit incubation models.

2. Collaboration Support: DeepMiner ecosystem is open for partnerships; sellers can collaborate with platforms like Minglue Technology for technical tool support, e.g., AI content generation demos in exhibition areas.

AI optimizes product production and design demand insights.

1. Production Process Optimization: Cases like Jichuang Mei'ao Technology's video breakdown for improved storyboard efficiency inspire digital production workflows; Huanyu Century's talent management optimization can apply to customized product design.

2. Design Demand: DeepMiner tools support content generation; factories can leverage AI for innovative designs responding to market trends.

Business opportunities and e-commerce digitalization push.

1. Opportunity Alert: Agentic AI solves implementation pain points, providing intelligent content production models; factories can partner to utilize Miaozhen Systems' data resources.

2. E-commerce Insights: bbk!'s precision seeding case demonstrates online marketing effectiveness; JD Technology shares pan-retail growth paths, inspiring e-commerce integration with product development.

Ecosystem building and technical tool application.

1. Collaboration Models: Participate in the "Trust is Gold" initiative to promote transparency and reduce production risks; DeepMiner's open ecosystem offers AI testing tools like creative testing booths.

2. Future Direction: Minglue Technology's Sun Fangchao emphasizes data-driven productivity; factories can deepen tech applications to speed up product iteration.

Industry trends and new technology innovations.

1. Trend Evolution: Agentic Marketing emerges as a new consensus; Minglue Technology's Tan Beiping outlines AI's shift from AIGC to AIGD, stressing agentic AI's marketing efficacy boost.

2. Technology Frontier: Core is "trusted data + trusted models"; DeepMiner's multi-agent architecture (MoA) like "expert brain" Cito tops global rankings, supporting decision execution.

Client pain points and solutions.

1. Pain Point Analysis: Enterprises face AI implementation accuracy issues, e.g., lack of trustworthiness; data-model synergy is key.

2. Solutions: Minglue Technology's Miaozhen Systems provides massive data foundations; cases like 0123 Technology's end-to-end workflow show AI optimizing client demand handling.

Collaboration ecosystem and future empowerment.

1. Service Opportunities: DeepMiner exhibition areas cover GEO evaluation and social media seeding; service providers can integrate tools for multi-dimensional solutions.

2. Ecosystem Building: The "Trust is Gold" initiative emphasizes transparency; service providers can partner with firms like WPP to advance industry standards and reduce service risks.

Platform needs and latest operational practices.

1. Need Interpretation: Commercial platforms like Miaozhen Systems must address data credibility; the "Trust is Gold" initiative reduces platform risks and promotes transparent management.

2. Platform Practices: DeepMiner platform applies AI agents, showcasing evaluation monitoring and content generation functions; cases like Jichuang Mei'ao Technology's video optimization boost operational efficiency.

Partnership and collaboration mechanisms.

1. Partnership Opportunities: Minglue Technology collaborates with ecosystem partners to build the platform; Sun Fangchao emphasizes future integration, offering AI tool demos in theme exhibition areas.

2. Collaboration Methods: Jointly launched initiative with 14 companies like China Resources Sanjiu; platforms can integrate resources to strengthen ecosystems and optimize management processes.

Risk avoidance and future directions.

1. Risk Alert: Agentic AI requires ensuring data and model trustworthiness; standardization initiatives help avoid control issues; human-AI collaboration models like Li Yuhui's reduce execution errors.

2. Outlook: Platforms should focus on data-driven approaches, ensuring growth certainty across the chain to enhance attractiveness.

Industry developments and problem exploration.

1. Developments: Agentic Marketing paradigm is clearly defined for the first time, marking AI marketing's evolution from generative to agentic; cases like Huanyu Century showcase short drama marketing innovation.

2. New Questions: The event focuses on implementation accuracy pain points; the core "trusted data + trusted models" raises data integration challenges; human-AI collaboration models like Li Yuhui's empirically optimize creative thinking.

Policy and regulatory suggestions and implications.

1. Policy Implications: The "Trust is Gold" initiative, guided by the China Association of Advertising, promotes industry standardization; Minglue Technology's Tan Beiping stresses legal frameworks' importance for sustained value.

2. Suggested Directions: Standardization can draw from the initiative to address compliance in AI-marketing integration, e.g., transparency verification needs.

Business models and empirical research.

1. Model Innovation: Wu Minghui proposes reshaping marketing production relations; practical cases like 0123 Technology's end-to-end workflow demonstrate new models; corporate collaborations like DeepMiner ecosystem provide research material.

2. Research Value: Guest shares like Coty China's consumer emotional need capture offer empirical data; future research could deepen efficacy evaluation of AI agents.