AI驱动在线广告生态系统演化变革：管理策略的理论探索

AI-Driven Evolution and Transformation of Online Advertising Ecosystem: Theoretical Exploration of Management Strategies

摘要: 文章探讨了人工智能(AI)代理和生成引擎的普及如何重塑在线广告生态系统的商业模式。研究指出，传统在线广告依赖于用户直接访问网页并产生可追踪的行为数据(如Cookie、点击)，而AI代理通过提供摘要和重组后的信息，绕过了这一直接访问环节，对传统生态系统构成了根本性挑战。通过梳理文献、行业报告和政策文件，对比分析了AI介入前后在线广告商业模式的差异，并特别关注了中国市场的特殊性。研究发现，AI的介入导致出版商面临流量下滑和计价模式变革的双重压力。尽管出现了生成引擎优化(GEO)、AI-出版商收入分成和代理式商务等新兴应对机制，但短期内仍难以弥补传统模式的收入缺口。更深层次的变革在于，广告逻辑从争夺用户注意力转向影响AI对用户偏好的判断，AI更偏好结构化数据而非视觉创意，这对广告制作与评估提出了新的要求。最后，文章分析了中国市场因其独特的监管路径、超级App生态和流量结构而呈现出的不同演化轨迹，并为出版商、广告商和监管者提供了相应的管理策略建议。

Abstract: This paper explores how the widespread adoption of artificial intelligence (AI) agents and generative engines is reshaping the business models of the online advertising ecosystem. Traditionally, online advertising has relied on users directly visiting web pages and generating trackable behavioral data (e.g., cookies and clicks). However, AI agents, by providing summarized and restructured information, bypass this direct access layer, posing a fundamental challenge to the traditional ecosystem. Drawing on academic literature, industry reports, and policy documents, the study conducts a comparative analysis of online advertising models before and after the introduction of AI, with particular attention to the unique characteristics of the Chinese market. The findings show that AI intervention places publishers under dual pressure: declining traffic and shifts in pricing mechanisms. Although emerging responses—such as Generative Engine Optimization (GEO), revenue-sharing models between AI platforms and publishers, and agent-based commerce—have begun to take shape, they are unlikely to fully offset the revenue losses of traditional models in the short term. More fundamentally, the logic of advertising is shifting from capturing user attention to influencing how AI systems interpret user preferences. AI systems tend to favor structured data over visual creativity, which introduces new requirements for advertising design and evaluation. Finally, the paper highlights how China’s market exhibits a distinct evolutionary trajectory due to its unique regulatory framework, super-app ecosystem, and traffic structure, and it offers strategic recommendations for publishers, advertisers, and regulators.