报告指出，随着生成式人工智能的加速普及，数字营销正经历从流量主导向认知主导的深刻范式转移。这一核心变革意味着，品牌竞争的前线已从传统的单纯被发现，全面前移至被AI系统精准理解、优先选择以及作为权威证据引用。通过构建以真实数据和权威证据为底座的可信知识网络（KNIT），企业能够将原本分散的信息沉淀为可被AI系统稳定调用与复用的标准化知识体系。白皮书深度剖析了企业服务、零售电商及本地生活等五大赛道的认知主导权落地路径，并首次提出AI品牌资产发展指数体系（AIBV），确立了答案份额（SoA）、AI引用率、认知一致性与情感倾向四大核心评估指标。面对当前行业前标准期的市场乱象，坚持真实、透明与可验证原则的AI品牌资产建设，已成为品牌实现可持续发展的最优选择。这种新型体系正引领品牌传播向面向AI时代的系统性信息治理工程实现跨越式发展。
The report shows that with the accelerated popularization of generative artificial intelligence, digital marketing is undergoing a profound paradigm shift from traffic dominance to cognitive dominance. The core transformation lies in the fact that the frontline of brand competition has moved forward from traditional discovery to being accurately understood, prioritized, and cited as authoritative evidence by AI systems. By building a Knowledge Network of Integrity & Trust (KNIT) based on real data and authoritative evidence, enterprises can upgrade scattered information into a standardized knowledge system that can be stably called upon and reused by AI. The white paper deeply analyzes the implementation paths for cognitive dominance across five major tracks, including enterprise services, retail e-commerce, and local life. It also proposes for the first time the AI Brand Equity Value Development Index (AIBV) system, establishing four core evaluation metrics: Share of Answer (SoA), AI citation rate, cognitive consistency, and sentiment orientation. In the face of market chaos during the industry's pre-standard period, AI brand equity construction based on authenticity, transparency, and verifiability has become the optimal choice for sustainable development. This new system is leading brand communication to leapfrog toward a systematic information governance engineering oriented to the AI era.
如果您对中国AI品牌资产管理市场有进一步的研究需求，请联系我们：
沙利文 袁先生
E-mail: oliver.yuan@frostchina.com
