atAt the 2025 Frost & Sullivan China Entrepreneur Annual Conference and the Forbes China Industry Development Pioneer Awards Ceremony held on March 22nd, Frost & Sullivan (Frost &Wang Chenhui, Managing Partner and President of Frost & Sullivan Greater China, delivered a presentation on Content Marketing in the New Technology Era. The wonderful presentation of "AI Marketing" delved into the profound impact of AI technology on industry development and the brand's response strategies in the AI era.
Wang Chenhui, Partner-in-Chief and President of Frost & Sullivan Greater China Region
AI Large Models Drive Content Marketing Transformation
Wang Chenhui pointed out that since this Spring Festival,Words such as 'Artificial Intelligence' have once again become industry buzzwords, with large models making significant progress in reinforcement reasoning capabilities, computing power, and multimodal integration. Especially the addition of networking features has made ordinary consumers feel the convenience and personalization of large model tools, driving a substantial increase in the daily and monthly active user counts of related tools. However, traditional PGC (Professional Generated Content) and UGC (User Generated Content) models still face challenges in terms of information rigor and data pollution. In the AI era, combining high-quality PGC works with the rapid response capabilities of UGC can create more excellent content, effectively conveying professional knowledge and information that was previously difficult for ordinary consumers to access to end customers, thereby promoting progress in information production and circulation.
The Rise of AI Search and the Fulfillment of User Needs
Wang Chenhui emphasized,AI search is the fastest-growing field in the current AI race. Compared to traditional search engines, AI search can better identify user intent and find more accurate information sources through search tools. Ordinary users often cannot delve into information due to limited energy when using traditional search engines, but the addition of AI enables users to view more references, providing stronger support for research. The popularization of AI search tools has met users' needs for authority, cognitive burden alleviation, and efficiency improvement as well as immediate satisfaction. Consumers regard AI tools as their personal experts, hoping to obtain research results directly rather than reading obscure papers or reports. With the development of AI technology, future AI search will become more diversified, not limited to web pages and apps, but may also expand to various terminal devices such as smart cockpits, headphones, and glasses, changing people's search and communication habits.
Brand inOpportunities and Challenges in the AI Era
Wang Chenhui mentioned,Brand building in the AI era faces new opportunities and challenges. On one hand, through AI search, brands can reach target users more accurately, enhancing brand awareness and influence. For example, some brands have seen a significant increase in mentions in AI responses through content optimization. On the other hand, the popularization of AI tools has also led to rapid information dissemination and the risk of data pollution. The release of bad content can damage brands and categories, so brands need to strengthen underlying content defense to prevent false information from having a negative impact on brands and sectors. Frost & Sullivan uses open-source test question sets to assess the performance of brands and categories in AI contexts, helping them understand their cognitive situation in the AI environment and develop corresponding content marketing strategies.
AI marketing
Wang Chenhui suggested that brandsIn the AI era, brands should adopt proactive and positive strategies to enhance their brand influence. Firstly, brands need to pay attention to optimizing AI search. By publishing high-quality and serious research reports, as well as disseminating press releases through whitelist media, they can spread correct and authentic knowledge, thereby increasing the brand's mention rate and content authority in AI responses. Secondly, brands should focus on tracing the origin of AI search results to ensure the accuracy and credibility of brand information, that is, 'certifying rights, authenticity, and values'. In addition, brands can also enhance their competitiveness in the AI environment by cooperating with professional research institutions, leveraging their expertise, industry reputation, and authority. At the same time, brands need to pay attention to the development trends of AI technology, conduct timely 'health checks', adjust marketing strategies, and adapt to the ever-changing market environment to build their own knowledge fortresses.
Frost & Sullivan's'Missions and Actions in the AI Era
Wang Chenhui said that as a professional research institution, Frost & Sullivan is committed to inThe AI era provides brands and society with high-quality research and consulting services. Frost & Sullivan cultivates industry-academia talents through open-source research and collaboration with universities, providing high-quality data support for large model training. At the same time, Frost & Sullivan actively participates in the formulation and promotion of industry standards to drive the healthy development of AI technology. Frost & Sullivan hopes to help brands inBuild a clean online environment and a knowledge Great Wall in the AI era to enhance brand value and influence.
At the end of his speech, Wang Chenhui called on leading brands and enterprises across all industries to take the lead in attaching importance to itIn the era of AI, content marketing and brand building actively respond to the opportunities and challenges brought about by AI technology. He emphasized that brands need to establish defensive barriers in the AI environment to prevent infringement of false information, and at the same time, enhance their competitiveness in the AI search era through innovative marketing strategies and high-quality content output. Wang Chenhui's speech provided valuable guidance and inspiration for brands' marketing and construction in the AI era, attracting widespread attention and discussion among the participants.
