百度“轻舸”新营销平台+“扬楫”大模型商场引擎全面解析
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">商场</span>变现方面，百度<span style="color: black;">亦</span>算是经验丰富的大<span style="color: black;">机构</span>了。其在AI模型加持下的营销平台“轻舸”，以及底层的大模型<span style="color: black;">宣传</span>引擎“扬楫”，与传统的营销平台相比，有什么<span style="color: black;">优良</span>？作者将其与阿里妈妈直通车进行对比，并从<span style="color: black;">制品</span>应用和技术<span style="color: black;">规律</span>，全方面解析。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-axegupay5k/86cd05afab464271ba4b6a36bfe7e437~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1730118525&x-signature=CiwyxDyN%2BaiVJrn6eRKqDaIyLrw%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这一年大模型发展的如火如荼，<span style="color: black;">宣传</span><span style="color: black;">做为</span>互联网<span style="color: black;">机构</span>重要的变现手段，<span style="color: black;">做为</span>互联网<span style="color: black;">第1</span>大<span style="color: black;">商场</span>模式，<span style="color: black;">宣传</span>的<span style="color: black;">全部</span>链路都和AI有着紧密的联系。23年4月份百度率先推出国内<span style="color: black;">第1</span>款大模型：文心一言，李彦宏说到所有<span style="color: black;">行业</span>都值得用大模型重做一遍，紧接着百度在23年9月份推出了<span style="color: black;">全世界</span>首个AI Native营销平台“轻舸”。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本篇<span style="color: black;">文案</span><span style="color: black;">咱们</span>将<span style="color: black;">仔细</span>介绍百度新一代营销平台“轻舸”，以及底层的大模型<span style="color: black;">宣传</span>引擎“扬楫”。从<span style="color: black;">制品</span>应用和技术<span style="color: black;">规律</span>，全方面解析。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">1、</span>“轻舸”-AI Native营销平台</h1>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">1. 概述</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">百度将“轻舸“定位为<span style="color: black;">全世界</span>首个AI Native营销平台。<span style="color: black;">宣传</span>主的<span style="color: black;">需要</span>表达<span style="color: black;">经过</span>自然语言和命令交互来和系统直接进行沟通，<span style="color: black;">全部</span>底层系统<span style="color: black;">亦</span>将基于知识的输入<span style="color: black;">持续</span>地自我更新和优化，从而<span style="color: black;">能够</span>更好地理解<span style="color: black;">宣传</span>主表达的<span style="color: black;">需要</span>和更好地实现广告主的投放<span style="color: black;">目的</span>。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/e6ec9ab0fdd42cced0ea3612e397f2ce~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1730118525&x-signature=IIwNA%2FYiG2cuSo0wrtkIAKNWLGI%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">上面是百度官方的介绍，下面<span style="color: black;">咱们</span>先从投放流程，<span style="color: black;">仔细</span>介绍 “轻舸”平台和之前<span style="color: black;">宣传</span>投放平台的<span style="color: black;">区别</span>。</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">2. <span style="color: black;">宣传</span>投放流程升级</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从GUI（Graphical User Interface）图形用户交互界面升级到CUI（Command User Interface）命令行用户交互。以往的<span style="color: black;">宣传</span>投放平台都是GUI交互模式，<span style="color: black;">咱们</span>以阿里妈妈直通车为例，下图是阿里妈妈直通车创建计划的页面：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">阿里妈妈直通车-<span style="color: black;">选取</span>投放商品</strong></p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/fcfa2e348bb9573146c2b07e4bf4214d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1730118525&x-signature=bzFMkEhFdpSVygvygJrk4LYCg1w%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">阿里妈妈直通车-<span style="color: black;">选取</span>“关键词”和设置“关键词”出价</strong></p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/83db0f9e943fcb0e26a28b2b1943389e~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1730118525&x-signature=DQ757NyKXxd0JK3ZsWlc4wE2FLg%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">阿里妈妈直通车-<span style="color: black;">选取</span>“智能创意”和“智能调价”</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>主在直通车里核心需要设置的是标的物、定向、出价和创意。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">下面是“轻舸”平台的<span style="color: black;">宣传</span>投放创编流程，<span style="color: black;">全部</span><span style="color: black;">过程</span>中核心模块其实<span style="color: black;">亦</span>是标的物<span style="color: black;">选取</span>、定向、出价和创意，<span style="color: black;">全部</span>创建<span style="color: black;">宣传</span>计划的过程并<span style="color: black;">无</span>变化。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">“轻舸”的<span style="color: black;">宣传</span>创编流程</strong></p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/962b6e1259cf4b183df42010c0af75ba~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1730118525&x-signature=R5ZWTgL%2BH6Kpf%2BLOpG5lKcHcPYg%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第1</span>步：<span style="color: black;">方法</span>创建</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/19b82ac2f8878b194321dded44ceb00a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1730118525&x-signature=FvilpwMOyUfh1tTC7seSih1EtHA%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第二步：输入Prompt</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/2daa02ae2031b5721904aa3ae903889b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1730118525&x-signature=usUgK7OGtAPQHigvNDif%2BC2gRVY%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第三步：<span style="color: black;">选取</span>落地页</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/e0399d054b05521d9998b9f7ba0f978f~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1730118525&x-signature=G8NbemUL9W5nol9xxfhTAvMHmiY%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第四步：<span style="color: black;">选取</span>优化<span style="color: black;">目的</span></p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/1d64fcc5fe726fa579cbf1508d33b4ef~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1730118525&x-signature=xYFjYKtDGKO9h3GV%2BhFLcjU2Vfc%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第九步：<span style="color: black;">选取</span>创意<span style="color: black;">照片</span></p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/fad9951127c75e6a41b97703edcdbc46~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1730118525&x-signature=2rDsZisRCB0v2ARWchUi%2FXIP%2Fbg%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Prompt的<span style="color: black;">宣传</span>投放流程，其实<span style="color: black;">针对</span><span style="color: black;">有些</span><span style="color: black;">宣传</span>代理<span style="color: black;">公司</span><span style="color: black;">或</span>资深的<span style="color: black;">宣传</span>主<span style="color: black;">来讲</span>，投放体验还不如传统的GUI图形交互形式，<span style="color: black;">她们</span><span style="color: black;">针对</span>平台的投放系统<span style="color: black;">已然</span>非常<span style="color: black;">熟练</span>了。<span style="color: black;">同期</span><span style="color: black;">此刻</span><span style="color: black;">非常多</span>的<span style="color: black;">宣传</span>投放流程都是智能化的，操作<span style="color: black;">过程</span>很少，操作界面<span style="color: black;">亦</span>很简单，<span style="color: black;">例如</span>拼多多的标准推广。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Prompt的<span style="color: black;">宣传</span>投放流程一方面适合那种新<span style="color: black;">宣传</span>主，完全不<span style="color: black;">认识</span><span style="color: black;">宣传</span>投放，这种交互形式对<span style="color: black;">她们</span>比较友好。另一方面适合那种相对比较<span style="color: black;">繁杂</span>的<span style="color: black;">宣传</span>投放平台，<span style="color: black;">全部</span>投放流程比较<span style="color: black;">繁杂</span>，<span style="color: black;">经过</span>交互式投放确实<span style="color: black;">亦</span><span style="color: black;">能够</span><span style="color: black;">提高</span><span style="color: black;">宣传</span>主的投放效率。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Prompt的<span style="color: black;">宣传</span>投放流程，一方面更原生化地<span style="color: black;">保存</span>了<span style="color: black;">宣传</span>主的诉求，另一方面其实是平台<span style="color: black;">拥有</span>更强的可控性，<strong style="color: blue;">平台<span style="color: black;">期盼</span><span style="color: black;">宣传</span>主只表达诉求，<span style="color: black;">详细</span><span style="color: black;">怎样</span>实现完全由平台来<span style="color: black;">掌控</span>，<span style="color: black;">宣传</span>主不要去<span style="color: black;">干涉</span>定向、创意和出价等</strong>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">某种<span style="color: black;">道理</span>上有点像<span style="color: black;">此刻</span>各大平台都在推的智能投放，<span style="color: black;">宣传</span>主只设置标的物和投放<span style="color: black;">目的</span>以及<span style="color: black;">目的</span>ROI，平台<span style="color: black;">帮忙</span><span style="color: black;">宣传</span>主去实现<span style="color: black;">目的</span>，<span style="color: black;">详细</span><span style="color: black;">怎样</span>实现<span style="color: black;">宣传</span>主不需要<span style="color: black;">晓得</span>，完全是一个黑盒。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">2、</span>”扬楫”-<span style="color: black;">宣传</span>引擎的升级</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>仅仅只是<span style="color: black;">宣传</span>创编流程的升级，<span style="color: black;">那样</span>“轻舸”平台其实只是做了一个壳子。但<span style="color: black;">实质</span>上“轻舸”平台底层的<span style="color: black;">商场</span>化引擎<span style="color: black;">亦</span>有了非常大的升级，<span style="color: black;">亦</span><span style="color: black;">便是</span>“<strong style="color: blue;">扬楫</strong>”。“<strong style="color: blue;">扬楫</strong>”中最大的能力是生成式定向和生成式创意。</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">1. 生成式定向</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">传统的<span style="color: black;">宣传</span>投放平台均支持<span style="color: black;">宣传</span>主去设置自定义人群和关键词等，如下图阿里妈妈达摩盘所示：</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/5d02602793cef83f28f1225738e63f70~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1730118525&x-signature=MTYobr4KVcroN2pF3fd%2FULGfEMU%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">然则</span>“轻舸”平台仅支持<span style="color: black;">宣传</span>主去表达人群的年龄和性别标签，核心的人群画像需要<span style="color: black;">宣传</span>主<span style="color: black;">经过</span>对话来进行描述，而不是去标签系统里面进行圈选，如下图所示：</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/f39c94e432a85b2d7b850169072aff67~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1730118525&x-signature=7wFJ%2BETFuh1zHf65B%2FVjF%2FOtmuA%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>说SK-II<span style="color: black;">宣传</span>主投放SK-II神仙水<span style="color: black;">宣传</span>时<span style="color: black;">能够</span>表达的人群重点描述为<strong style="color: blue;">“<span style="color: black;">针对</span>护肤有<span style="color: black;">知道</span>诉求<span style="color: black;">或</span>爱美人士“</strong>。这是一句相对宽泛的描述，<span style="color: black;">宣传</span>主<span style="color: black;">亦</span><span style="color: black;">能够</span>描述<span style="color: black;">例如</span><strong style="color: blue;">“近期购买过护肤<span style="color: black;">制品</span>的用户”</strong>，这<span style="color: black;">便是</span>用户的重定向。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那样</span>系统是<span style="color: black;">怎样</span>基于人群描述来匹配对应投放的人群呢？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我<span style="color: black;">本来</span>的理解是：<strong style="color: blue;"><span style="color: black;">宣传</span>引擎基于<span style="color: black;">宣传</span>主的描述，<span style="color: black;">经过</span>大语言模型自动去生成相应的人群标签和匹配关键词，<span style="color: black;">而后</span>再基于模型生成的这些内容进行定向和召回。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">然则</span>看了刘鹏老师这篇<span style="color: black;">文案</span>后，刘鹏老师介绍“扬楫”的生成式定向不是<span style="color: black;">这般</span>的，但<span style="color: black;">详细</span>怎么做的，只说交给大模型，<span style="color: black;">而后</span><span style="color: black;">亦</span><span style="color: black;">无</span><span style="color: black;">更加多</span>细节了。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/b3b19d547330981d81cdf3763677c27d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1730118525&x-signature=kiwdijBtNPT%2BfkxnIUc%2BbY3dIQ0%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">刘鹏老师原文链接：</p>https://zhuanlan.zhihu.com/p/669195330
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">同期</span>结合网上公开的<span style="color: black;">有些</span><span style="color: black;">文案</span>和百度披露的官方信息。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/7ac3d191a26620b30d9e98853d526823~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1730118525&x-signature=35fstdOm%2Bmi0dIXl3Di06Px3EJs%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">量子位 | 原文链接：</p>https://www.thepaper.cn/newsDetail_forward_25369572
<img src="https://p26-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/0a1d1303fa2749d343ce07a9fa966334~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1730118525&x-signature=MzKor9rGJTEvCMCK%2B7kGDwxqsEk%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我个人<span style="color: black;">亦</span>请教了<span style="color: black;">非常多</span>行业专家们，<span style="color: black;">大众</span><span style="color: black;">亦</span><span style="color: black;">无</span>对百度<span style="color: black;">日前</span>这个生成式定向有一个统一共识，<span style="color: black;">然则</span>站在系统可落地性和现<span style="color: black;">周期</span>行业发展的<span style="color: black;">状况</span>，<span style="color: black;">能够</span><span style="color: black;">知道</span>的几点信息是：</p><strong style="color: blue;">生成式定向应该是在传统定向策略上新增一路策略，不可能完全替代<span style="color: black;">本来</span>的各类定向策略。<span style="color: black;">否则</span>现<span style="color: black;">周期</span>不可能做到<span style="color: black;">宣传</span>变现效率无损。</strong><strong style="color: blue;">生成式定向中有大语言模型，此部分大语言模型的<span style="color: black;">功效</span>应该还是基于<span style="color: black;">宣传</span>主原始的描述去推理出匹配的用户人群和关键词。虽然刘鹏老师的<span style="color: black;">文案</span>里面说不是这个思路，但个人认为这个思路肯定还是存在的，不可能完全<span style="color: black;">无</span>。</strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">下图中的右侧是<strong style="color: blue;">“扬楫”</strong>新的架构，<span style="color: black;">详细</span><span style="color: black;">全部</span>系统链路的实现细节还待百度进一步公开。<span style="color: black;">倘若</span>后续我<span style="color: black;">认识</span>到<span style="color: black;">更加多</span><span style="color: black;">方法</span>细节，再<span style="color: black;">这里</span>篇<span style="color: black;">文案</span>中更新。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/fdc097009c396e5eda38fb0e8ee39e0b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1730118525&x-signature=pykTHP3B%2FRqn8D9ZNCmbezQTL2o%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其实站在<span style="color: black;">宣传</span>主视角，<span style="color: black;">这儿</span>有点类似于<span style="color: black;">宣传</span>投放平台中的<span style="color: black;">始终</span>有的智能定向功能。只是智能定向工具中，<span style="color: black;">宣传</span>主完全不表达任何定向诉求，<span style="color: black;">所有</span>交给系统来决定。系统认为除非<span style="color: black;">宣传</span>主有非常<span style="color: black;">知道</span>的人群定向诉求，否则一切以效果为论，系统更<span style="color: black;">认识</span>这个商品应该<span style="color: black;">举荐</span>给<span style="color: black;">那些</span>用户，<span style="color: black;">宣传</span>主只需要关注<span style="color: black;">最后</span>投放ROI<span style="color: black;">就可</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">个人认为底层这一套<strong style="color: blue;">“扬楫”</strong>的<span style="color: black;">商场</span>化引擎，完全<span style="color: black;">能够</span>和其他纯智能化<span style="color: black;">制品</span>线结合在<span style="color: black;">一块</span>。<span style="color: black;">针对</span>阿里、字节等互联网<span style="color: black;">宣传</span>平台，完全<span style="color: black;">能够</span>先做底层的引擎，<span style="color: black;">而后</span><span style="color: black;">首要</span>应用在智能化<span style="color: black;">制品</span>线上<span style="color: black;">例如</span>万相台，再去从头搭建一套基于Prompt的<span style="color: black;">宣传</span>投放平台。Prompt的交互体验和智能化的投放流程，哪种方式更适合<span style="color: black;">宣传</span>主，在每家<span style="color: black;">机构</span>是完全不<span style="color: black;">同样</span>的。可能先把引擎底座先建好更重要。</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">2. 生成式创意</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">生成式创意模块其实比较容易理解，这个行业里<span style="color: black;">亦</span>实践了<span style="color: black;">非常多</span>年，只是以往叫做智能创意，创意的生成方式并不是大模型，但<span style="color: black;">亦</span><span style="color: black;">能够</span>叫做AIGC。以往<span style="color: black;">重点</span>是模板化为主，结合<span style="color: black;">有些</span>智能化的方式。下图是阿里妈妈的创意模板：</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/bf760a507b265e48fd58eadd249b9767~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1730118525&x-signature=cieQL78zhOUGG5iONbf%2Fkl2K%2FI0%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">此刻</span>生成式创意，核心是底层的<span style="color: black;">照片</span>生成技术升级了，由大模型来进行<span style="color: black;">照片</span>生成。<span style="color: black;">然则</span>在<span style="color: black;">宣传</span>场景中的创意生成，<span style="color: black;">通常</span>还是需要<span style="color: black;">宣传</span>主输入<span style="color: black;">有些</span><span style="color: black;">基本</span>信息，<span style="color: black;">例如</span>标题和默认主题，<span style="color: black;">而后</span>系统会基于<span style="color: black;">基本</span>信息进行二次创作。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">下图<span style="color: black;">便是</span>阿里妈妈创意中心对某一款Apple iPhone15进行的<span style="color: black;">照片</span>生成，<span style="color: black;">咱们</span><span style="color: black;">能够</span>看到其中一张<span style="color: black;">照片</span>上的文案是有<span style="color: black;">显著</span>问题的，<span style="color: black;">这儿</span>是系统底层抓取文案错误了。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/77bfc87c01fe2ea6093baddbed427a48~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1730118525&x-signature=64JciXXHdwvh1PADvl8krpHYw7k%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">宣传</span>场景中针对那种完全无中生有的创意生成，<span style="color: black;">日前</span>是<span style="color: black;">无</span>应用的，<span style="color: black;">由于</span>一方面<span style="color: black;">宣传</span>主在投放<span style="color: black;">宣传</span>时，<span style="color: black;">通常</span>都是有<span style="color: black;">有些</span><span style="color: black;">基本</span>素材供系统参考的，系统肯定<span style="color: black;">不可</span>完全自由发挥。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">另一方面如果系统真的完全自由发挥，<span style="color: black;">那样</span>生成的<span style="color: black;">照片</span>和文案可能和标的物完全不符，<span style="color: black;">这儿</span>存在欺诈嫌疑，<span style="color: black;">宣传</span>平台<span style="color: black;">亦</span>不会<span style="color: black;">准许</span>此类<span style="color: black;">宣传</span>物料投放出去。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">日前</span>各大<span style="color: black;">宣传</span>平台都在引导<span style="color: black;">宣传</span>主去<span style="color: black;">运用</span>智能创意，核心<span style="color: black;">原由</span><span style="color: black;">便是</span>智能创意<span style="color: black;">能够</span><span style="color: black;">提高</span>平台整体的CTR，<span style="color: black;">从而</span><span style="color: black;">提高</span>变现效率。<span style="color: black;">同期</span>站在<span style="color: black;">宣传</span>主视角，智能创意工具确实<span style="color: black;">能够</span><span style="color: black;">帮忙</span>节省<span style="color: black;">必定</span>的设计<span style="color: black;">花费</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">根据百度营销披露的当前成绩，生成式创意已覆盖的超过18万客户，覆盖部分点击<span style="color: black;">提高</span>了10%，转化<span style="color: black;">提高</span>了接近9%。CTR <span style="color: black;">提高</span><span style="color: black;">重点</span>是站在<span style="color: black;">宣传</span>平台视角的<span style="color: black;">评估</span>，而站在<span style="color: black;">宣传</span>主视角，<span style="color: black;">倘若</span> CTR <span style="color: black;">提高</span><span style="color: black;">亦</span><span style="color: black;">能够</span>带来 CVR <span style="color: black;">提高</span>，<span style="color: black;">那样</span><span style="color: black;">宣传</span>主就会更加高兴。但有时候CTR 和 CVR 并不是完全正<span style="color: black;">关联</span>，<span style="color: black;">因此</span>创意优化到<span style="color: black;">必定</span>程 度可能还会对<span style="color: black;">宣传</span>主的 ROI <span style="color: black;">导致</span><span style="color: black;">必定</span>负向影响。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">百度<span style="color: black;">这儿</span>披露的数据，<strong style="color: blue;">CTR和CVR<span style="color: black;">所有</span><span style="color: black;">同期</span><span style="color: black;">提高</span>，个人其实是<span style="color: black;">暗示</span>质疑的，<span style="color: black;">实质</span><span style="color: black;">状况</span>很难做到CTR和CVR同幅度增长，尤其是百度如此大的<span style="color: black;">宣传</span>量级前提下。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">虽然百度早<span style="color: black;">已然</span>不是国内互联网<span style="color: black;">宣传</span>收入的王者了，但百度凤巢确实<span style="color: black;">始终</span>走在国内<span style="color: black;">商场</span>化技术的最前沿。后续关于百度“轻舸”平台更细节的<span style="color: black;">方法</span>，我<span style="color: black;">亦</span>会<span style="color: black;">连续</span>更新在本篇<span style="color: black;">文案</span>中。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本文由 @King James 原创发布于人人都是<span style="color: black;">制品</span>经理。未经许可，禁止转载。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">题图来自 Unsplash，基于 CC0 协议</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">该文观点仅<span style="color: black;">表率</span>作者<span style="color: black;">自己</span>，人人都是<span style="color: black;">制品</span>经理平台仅<span style="color: black;">供给</span>信息存储空间服务。</p>
哈哈、笑死我了、太搞笑了吧等。
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