伊利金领冠与时趣携手打造的短剧营销广告

伊利金领冠与时趣共同打造的短剧《我的班长穿越了》，通过“穿越”的叙事手法，破解母婴品牌在短剧营销中的一大内容痛点——如何在娱乐化内容、科学喂养知识以及品牌传播之间找到平衡点，同时实现流量转化与渠道协同的多重突破。

四、趋势洞察

Gartner预计全球生成式人工智能支出将达到6440亿美元

根据全球知名IT市场研究和咨询公司Gartner的最新预测，2025年全球生成式人工智能（GenAI）支出预计将达到6440亿美元，较2024年增长76.4%。数据显示，2025年，集成AI能力的服务器、智能手机、个人电脑（PC）等硬件将成为GenAI支出的增长的主要驱动因素，其中80%的GenAI支出将用于硬件。

乘联分会：预估3月全国新能源乘用车厂商批发销量114万辆，同比增长37%

乘联分会公告，根据月度初步数据综合预估，3月全国新能源乘用车厂商批发销量114万辆，同比增长37%，环比增长37%。综合预估今年1-3月累计批发286万辆，同比增长43%。

五、海外营销

comcast通过技术适配与企业服务商协同合作吸引数字原生品牌投放电视广告

When Universal Ads launched in January, it was framed mainly as a TV and video-buying access point for the millions of smaller advertisers on Meta, YouTube and TikTok. Comcast’s NBCUniversal business only has some thousands of advertisers.

But Universal Ads is less about attracting the mass of businesses and local services that make up the majority of Google and Meta accounts. Rather, it’s going for the digitally native brands that already spend millions or even tens of millions of dollars per year on marketing and have serious cash flow but don’t necessarily have a lot of brand recognition.

Universal Ads is also appealing to social advertisers through strategic partnerships with providers they already have experience with, such as the one it signed last week with Measured, an incrementality measurement service.

Whereas a selling point of Universal Ads is that it doesn’t care about fees or margins at all，universal Ads charges zero demand-side fees.

AI营销应该如何平衡效率与真实性

Over the last few years, creator-led content has become the gold standard of brand authenticity. Spurred by the saturation of traditional media environments and the rise of TikTok, creators and influencers have become a gateway for brands to reach micro-communities. The global influencer marketing market reached $24B in 2024 and shows no sign of slowing down.

How should marketers navigate this seeming conflict between values and technology?

First，Own your AI narrative: AI’s presence in marketing is inevitable, but brands that hide it risk backlash when consumers find out. The solution? Own it. Just as brands once labeled retouched images to maintain credibility, consider labeling AI-generated content—especially in industries where trust is paramount (e.g., beauty, healthcare, and finance).

Further, you can A/B test AI transparency labels and messages for ultimate impact (e.g. inspired by Apple’s “Designed in California. Made in China,” how would “Designed by People. Scaled by AI” land with consumers?)

Second，Define your AI “Safe Zones”: Not all AI use cases are equal. A consumer healthcare brand using AI-generated models instead of real people? Risky. Using AI to adapt creative for different demographics, localize content or speed up production? Smart.

The key is establishing internal guidelines where AI is additive versus where it dilutes brand trust. AI usage needs to align with your brand values so your ultimate AI strategy reflects your broader brand promise.

Last，Give consumers a reason to care: Every marketing decision should start with a simple question: Who are my consumers and what do they care about? If a brand’s AI-powered efficiency translates into better pricing, faster service or improved personalization, it can offset concerns about authenticity.

So far, the conversation around AI has been internal—focused on operational efficiencies rather than consumer benefits. It’s time to engage consumers directly in reimagining their experiences with AI and bring them along for the ride.

AI-driven content is here to stay. But trust? That has to be earned, continuously.

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.