生成式人工智能营销新范式OACHSSCD

The development of generative artificial intelligence is driving the transformation of market-ing practice from digital marketing toward AI marketing.Digital marketing,built on platforms and data,emphasizes data collection,precise targeting,conversion optimization and performance evalua-tion,with the central concern being how firms can use data to influence consumers more efficientl.In recent years,generative artificial intelligence has entered marketing practice including consumer in-sight,content generation,strategic support,customer interaction,and value co-creation.This paper proposes a theoretical framework for the new paradigm of AI marketing that five-layer reconstruction,changes in human-AI roles and governance conditions based on technological foundations.Further-more,the five-layer reconstruction refers to changes in the data layer,insight layer,content layer,strategy layer,and execution layer of marketing activities.This paper argues that AI marketing is not a simple extension of digital marketing,but a comprehensive reconstruction of marketing logic in the AI era,and provides theoretical reference for firms seeking to build intelligent marketing capabilities and improve governance mechanisms.