Summary of Key Points
Artificial Intelligence (AI) is evolving from a “marketing auxiliary tool” to a “marketing operating system,” particularly with the rise of agents—self-capable AI assistants that can complete tasks independently. This transformation is driving the marketing industry away from using individual tools towards a comprehensive reconfiguration of the entire process. It not only changes the way consumers obtain information and the connection between brands and users but also shifts content production from a manual approach to human-machine collaboration, ultimately affecting the flow of funds in China’s 2-trillion yuan advertising market.
I. AI Is No Longer Just for Show; It’s the “Central Operating System” of Marketing
In the past, AI’s role in marketing was limited to helping with copywriting and image creation. Now, it can manage the entire marketing process. For example, Leo Digital’s CubSwarm system breaks down marketing tasks into various components, allowing different agents to work together: project agents oversee progress, insight agents analyze users and competitors, and content agents create materials. From strategy formulation to content release, everything is coordinated by AI, forming a cohesive system rather than a collection of disparate tools.
II. Agents Represent a Critical Breakthrough: From “Being Able to Think” to “Being Able to Act”
Large models like ChatGPT could previously only answer questions and write poems but couldn’t integrate business processes into a coherent whole. However, agents like “Lobster” have emerged, capable of completing tasks on their own (such as booking flights or writing reports), solving the problem of how to execute actions. Domestic companies such as Alibaba, Baidu, and NetEase Youdao have launched agent products: Baidu’s agents can create digital human podcasts and assist in business decision-making; NetEase Youdao’s lobsterAI is open-sourced for developers; Leo Digital’s CubSwarm directly makes AI the primary executor of marketing tasks. The popularity of agents has transformed AI from a theoretical concept into a practical tool.
III. The Way People Access Information Has Changed: Brands Must Let AI “Understand” Them
In the past, people relied on search engines (like Baidu) to find information; now, they prefer AI-powered interactions (such as ByteDance’s DouBao, with over 300 million monthly active users). This means the path for brands to connect with users has changed. No longer is it about simply displaying ads; instead, brands need to enable AI to search, understand, and recommend their content. Brands must not only make themselves visible but also organize information in a format that AI can recognize—otherwise, they may be overlooked by AI recommendations. Those who adapt to this new reality will gain an advantage.
IV. A Major Shift in Content Production: Human-Machine Collaboration Becomes the Norm
AI has made rapid progress in the video industry. A year ago, it was difficult to commercialize AI-generated videos; now, with the emergence of Seedance2.0, AI-powered video generation is ready for use in advertising and anime series production. Marketing content creation is no longer entirely manual; AI generates the content, while humans review and adjust it. The collaboration of multiple agents doubles efficiency. For businesses, the question is not whether to use AI but whether they can integrate it into their daily processes—for example, making AI-generated copywriting and videos part of their regular workflow—to steadily increase productivity.
V. The Impact on the Flow of 2 Trillion Yuan in Ad Spend
China’s advertising market is expected to exceed 2 trillion yuan by 2025. As AI changes the way people access information (from search to AI interactions) and the methods of marketing (from manual to agent-assisted processes), funds will naturally follow these new trends. Money previously invested in traditional ads (television, newspapers) may now be directed towards AI marketing tools, agent platforms, or content recommended by AI. For example, companies are more willing to invest in making their brands understandable to AI or using agent systems to improve marketing efficiency. The flow of these 2 trillion yuan is being reallocated due to AI’s impact.
This AI transformation is not a minor adjustment but a fundamental shift in the marketing industry—moving from using tools to reengineering entire systems, which will redirect billions of yuan according to new rules. For ordinary people, the changes might be more precise ads and content that better meets their needs. Behind all this is AI quietly reshaping the entire marketing ecosystem.