生成式设计在电商动态视觉传播中的机制与方法研究

Research on the Mechanism and Methods of Generative Design in E-Commerce Dynamic Visual Communication

摘要: 伴随着生成式人工智能(AIGC)技术的发展，电商视觉传播的生产流程正在被改写。电商视觉内容的创作主轴逐渐由“拍摄逻辑”转向“生成逻辑”。本文把生成式设计作为研究对象，结合文献分析与场景推演，梳理其在电商动态视觉传播中的机制与方法。研究发现，生成式设计通过“提示词–算法生成–人工筛选–反馈优化”的循环结构，实现了视觉内容的快速生成，同时把审美判断留在人类掌心。该模式在实践中形成五种类型：功能型、叙事型、氛围型、资产型与混合型，分别对应电商营销中不同的传播目标与视觉策略。本文从理论层面阐明生成式设计在AIGC语境下的设计学价值，并提出其在品牌视觉内容生产中的方法论意义，为电商传播的创新路径提供参考。

Abstract: With the advancement of generative AI (AIGC) technology, the production process of e-commerce visual communication is undergoing a transformation. The core approach to creating e-commerce visual content is gradually shifting from “shooting logic” to “generative logic.” This paper examines generative design as its research subject, combining literature analysis with scenario simulations to outline its mechanisms and methodologies within dynamic e-commerce visual communication. The study shows that generative design moves in a loop: a prompt goes in, the algorithm drafts, a person selects, and the cycle spins again. Each turn sharpens both speed and a shared look. In day-to-day campaigns this rhythm yields five clear visual families—functional, narrative, atmospheric, asset-based, hybrid—each tuned to a different e-commerce brief. Functional frames keep the product plain and believable. Narrative frames chase feeling and story. Atmospheric and hybrid frames lean on mood, depth and a dash of novelty. Even with these clear advantages, the field still wrestles with stubborn gaps in image fidelity, flickering temporal consistency, and the quieter but equally pressing questions of ethical governance, from murky copyright ownership to algorithmic bias that can slip past unnoticed. The study closes by arguing that generative design does more than insert a fresh creative gear into e-commerce communication; it quietly redraws the contract among technology, creativity, and the habits of visual culture. By mapping this shift, the findings stretch design scholarship deeper into the AIGC era and hand brand studios and digital-marketing teams a set of grounded cues for steering visual production and campaign planning.