欧晰析咨询（OC&C）：2025驾驭营销领域AI崛起：从概念热潮到价值落地研究报告（英文版）（16页）.pdf

1、October 2025Navigating the Rise of AI in Marketing:From Hype to Impact02|OC&C Navigating the Rise of AI in Marketing From Hype to ImpactMarketing has always been defined by waves of changeIT IS WORTH KEEPING THIS CONTEXT IN MIND,AS WE CONSIDER THE IMPACT,REALIZED AND STILL TO COME,OF AI IN MARKETING

2、.EACH NEW WAVE HAS ALTERED THE WAY CONSUMERS ENGAGE WITH BRANDS,HOW CAMPAIGNS ARE DESIGNED AND MEASURED,AND WHICH PLAYERS ULTIMATELY CAPTURE VALUE.ARTIFICIAL INTELLIGENCE POWERS THE LATEST AND MOST SUBSTANTIAL WAVE.Where previous evolutions typically added new channels and technologies to the market

3、ing play book,the application of AI and machine learning in marketing has the potential to reshape the entire operating model.The global marketing industry has expanded dramatically over the last thirty years,with each successive innovation growing the pie as it opened up fresh avenues for engagemen

4、t.Marketing spend grew steadily through the shift from mass media to digital,for example and AI-powered innovation may well have the same effect,but with a key difference.Instead of merely adding to the toolkit,AI has the potential to redefine who controls discovery,how decisions are made,and how ca

5、mpaigns are delivered.So,how progressed is AI adoption in marketing,what impact is it having,and what might we expect going forward?Source:WARCOC&C Navigating the Rise of AI in Marketing:From Hype to Impact|03MODERN MARKETING CAN BE THOUGHT OF IN THREE BROAD ERAS.IN THE PRE-DIGITAL WORLD,television,

6、print,and out-of-home dominated.Campaigns were broad in scope,expensive to produce,and measured with limited precision.DIGITAL TRANSFORMATION upended this model:the rise of search,social,and programmatic advertising enabled a new,performance-driven discipline.Brands were newly able to target with fa