AIGC在电商内容营销中的应用模式与效果评估研究

Research on the Application Models and Effect Evaluation of AIGC in E-Commerce Content Marketing

摘要: 本文系统探讨了人工智能生成内容在电商内容营销中的应用模式、实践效果、潜在挑战及未来发展路径。通过文献梳理与案例研究，深入分析了AIGC技术如何重塑电商内容的生产、分发与优化全链路。研究发现，AIGC凭借其在文本、图像、音频、视频等多模态内容的自动化与个性化生成能力，在商品内容生成、营销策划、智能客服与用户体验优化等核心场景中展现出显著优势，能够有效实现降本增效、提升转化率与用户粘性。然而，其大规模应用也面临着内容同质化、事实性错误、版权归属模糊及伦理信任危机等挑战。为此，本文从平台治理、技术规范与人才培养三个维度提出对策建议，旨在为电商企业构建人机协同的新一代内容营销体系提供理论参考与实践指引。

Abstract: This paper systematically investigates the application models, practical effects, potential challenges, and future development paths of AI-generated content AIGC in e-commerce content marketing. Through literature review and case analysis, it explores how AIGC technology reshapes the entire chain of e-commerce content production, distribution, and optimization. The findings reveal that AIGC, with its ability to automate and personalize the generation of multimodal content text, images, audio, and video, offers significant advantages in core scenarios such as product content generation, marketing planning, intelligent customer service, and user experience optimization. It can effectively reduce costs, increase efficiency, and enhance conversion rates and user retention. However, its large-scale application also faces challenges such as content homogenization, factual errors, ambiguous copyright ownership, and ethical trust crises. To address these issues, this study proposes countermeasures from three dimensions platform governance, technical regulation, and talent cultivation, aiming to provide theoretical references and practical guidance for e-commerce enterprises to build a new generation of content marketing systems with human-AI collaboration.