AIGC赋能数字营销的应用与优化研究

Research on the Application and Optimization of AIGC in Digital Marketing

摘要: 在数字经济与人工智能深度融合的背景下，AIGC (生成式人工智能)技术成为驱动电商、营销、广告等领域数字化转型的核心引擎。本文以文献研究法、案例分析法为主要研究方法，梳理AIGC在电商直播、跨境电商、美妆营销、广告设计等领域的典型应用案例，分析其赋能价值与实践中存在的共性问题，并针对性提出优化策略与实践启示。研究发现，AIGC可实现全链路降本增效、个性化体验升级与运营模式创新，但目前仍面临技术适配性不足、感知人工性明显、复合型人才短缺等问题。基于此，从技术应用、运营模式、保障体系三个维度提出优化路径，为各领域借助AIGC实现高质量发展提供实践参考。

Abstract: In the context of the deep integration of the digital economy and artificial intelligence, AIGC (Artificial Intelligence Generated Content) technology has become the core engine driving the digital transformation in areas such as e-commerce, marketing, and advertising. This article uses literature research and case analysis as the main research methods, sorts out typical application cases of AIGC in e-commerce live streaming, cross-border e-commerce, beauty marketing, and advertising design, analyzes its enabling value and common problems existing in practice, and proposes targeted optimization strategies and practical implications. The research finds that AIGC can achieve cost reduction and efficiency improvement throughout the entire chain, upgrade personalized experiences, and innovate operational models. However, it still faces issues such as insufficient technical compatibility, obvious artificial perception, and a shortage of composite talents. Based on this, three optimization paths are proposed from the dimensions of technology application, operational model, and guarantee system, providing practical references for various fields to achieve high-quality development by leveraging AIGC.