阶段型颠覆式创新：生成式人工智能对广告产业的影响研究

Stage-Based Disruptive Innovation: Impact of Generative Artificial Intelligence on Advertising Industry

姜智彬(JIANG Zhi-bin) ； 周杨(ZHOU Yang)

《编辑之友》 2023年第11期 (2023/11) Pp. 59-66

https://doi.org/10.13786/j.cnki.cn14-1066/g2.2023.11.008

摘要

随着生成式人工智能与广告产业的持续融合，广告产业结构的中心协同化趋势不断增强，市场需求由被动式输出向主动式迎合转变，广告经营绩效取得系统化全面突破。生成式人工智能技术作为一项关键性技术突破，从外部对广告产业结构、业务行为与经营绩效产生冲击，已形成阶段型颠覆式创新。

關鍵字

ChatGPT ； 生成式人工智能 ； 广告产业 ； SCP模型 ； 颠覆式创新

並列摘要

With the continuous integration of generative artificial intelligence and the advertising industry, the central collaborative trend of the advertising industry structure is constantly strengthening, and the demand for the market is shifting from passive output to active catering. The advertising business performance has achieved a systematic and comprehensive breakthrough. Generative artificial intelligence technology, as a key technological breakthrough, has had an external impact on the structure, conduct, and performance of the advertising industry, forming a stage-based disruptive innovation.

並列關鍵字

ChatGPT ； generative artificial intelligence ； advertising industry ； SCP model ； disruptive innovation