人工智能生成内容重塑用户体验与消费心理的机遇与挑战

The Opportunities and Challenges of AI-Generated Content in Effecting a Paradigm Shift in User Experience and Consumer Psychology

摘要: 人工智能生成内容(AIGC)已是深刻融入电商内容营销生态的核心驱动力。本文从消费心理学视角，分析了AIGC为重塑用户体验和影响消费决策所带来的重大机遇和挑战。一方面AIGC通过极致个性化内容生成，多模态虚拟体验和营销自动化，极大地提升了电商平台的运营效率和用户增长潜力；另一方面这种技术驱动的变革也带来了“信息茧房”、品牌情感缺失、数据隐私与算法伦理等多重挑战。因此，本文进一步提出“人机协同”和构建透明可信的AI体系，以及拥抱沉浸式交互技术等应对策略，为AIGC时代下实现可持续增长提供实践建议。

Abstract: Artificial Intelligence-Generated Content (AIGC) has become a core driving force deeply integrated into the e-commerce content marketing ecosystem. From the perspective of consumer psychology, this paper first analyzes the significant opportunities and challenges brought by AIGC in reshaping user experience and influencing consumer decision-making. On one hand, AIGC greatly enhances the operational efficiency and user growth potential of e-commerce platforms through highly personalized content generation, multimodal virtual experiences, and marketing automation. On the other hand, this technology-driven transformation also presents multiple challenges, such as “information cocoons”, a lack of emotional connection with brands, and issues related to data privacy and algorithmic ethics. Therefore, strategies such as promoting “human-machine collaboration” establishing transparent and trustworthy AI systems, and embracing immersive interactive technologies are further proposed as practical recommendations for achieving sustainable growth in the AIGC era.