138. 营销人学不会GPT!一位AI创业者的坦诚反思
<p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>2023</span><span>年初由<span>OpenAI</span>的<span>ChatGPT</span>引爆了生成式<span>AI</span>热潮,中国大陆也在生成式<span>AI</span>领域迅速响应,出现了众多本土的人工智能新创企业,并开发出相应的解决方案。当<span>Sam Altman</span>狂言广告代理商<span>95%</span>的工作都可以由<span>AI</span>取代,营销人们在这波惊艳和冲击中是如何适应和应对的呢?本期「贝望录」,我们聚焦<span>AI</span>在广告营销行业的落地,对话针对营销人的工作应用场景提供<span>AI</span>解决方案的创业者,分享了他在这段创业经历中对用户的观察和故事,探讨对<span>AI</span>技术应用“充满信心”和“落地难”的矛盾在哪里,现有的广告代理商模式和架构是否适应以<span>AI</span>为底层构建的服务?当<span>AI</span>技术可提供人类无法企及的无限的营销内容供给,营销人的角色又该是如何定义。</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><a style="color:#4990E2;text-decoration:none;"><b><span>【本节目由Withinlink碚曦投资协作体出品】</span></b></a></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><a style="color:#4990E2;text-decoration:none;"><b><span>【嘉宾】</span></b></a></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><a style="color:#4990E2;text-decoration:none;"><b><span>郭为</span></b></a></p><span></span><span></span><span></span><span></span><span></span><span></span><span></span><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>文山AI创始人&CEO, 复旦MBA客座教授</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><b><span>【主持】</span></b></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><b><span>李倩玲 Bessie Lee</span></b></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>广告营销行业资深从业者,商业观察者</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><b><span>【本期内容提要】</span></b></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[04:27]</span><span>在营销行业创业<span>15</span>年的辍学物理学博士</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[11:38]</span><span>全民皆在“<span>GPT</span>”,我也<span>all in</span>了</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[18:25]AI</span><span>相关行业飞速发展,但能运用<span>GPT</span>的营销人的体量并没大变化</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[22:18]</span><span>一边欣欣向荣,一边“落地”难,<span>AI</span>创业的我们经历了什么</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[27:03]</span><span>“<span>GPT</span>的产出水平还不如我们的实习生?”我们开始陪跑用户</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[32:46]</span><span>一段提示词让我意识到不能光推着用户向<span>GPT</span>靠近</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[38:42]</span><span>用户的高阶需求都是在高频使用后反馈的,和开发者共创产品的迭代</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[46:31]AI</span><span>带来降本增效,客户支付代理商的费用理应缩减?</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[54:57]</span><span>如果以<span>AI</span>为底层,广告公司的架构和商业模式会变得怎样?</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[01:02:04]AI</span><span>具备无限供给能力,营销人的角色从创意向评判转移</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span><b><span>「听友福利」</span></b></span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><b><span>福利<span>1</span>:</span></b><span>贝望录听友专属【文山<span>AI</span>体验群】,现在进群:</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>·</span><span>拥有随身<span>AI</span>营销法宝</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>·</span><span>体验企业版<span>AI</span>营销功能</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>如果你也想当营销届的<span>“</span>周杰伦<span>”</span>,或是想结识更多对<span>“AI x </span>营销<span>”</span>感兴趣的小伙伴,也欢迎你入群聊聊~(如<span>2024</span>年<span>4</span>月<span>14</span>日后无法加入体验群,请添加文山小助理,备注<span>“</span>贝望录<span>”</span>,即刻邀您入群)</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica, Arial, sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span><img data-key="0" src="http://imagev2.xmcdn.com/storages/282f-audiofreehighqps/50/2E/GKwRIUEJ6t7fAAGiVALD8K6p.png!op_type=4&device_type=ios&upload_type=attachment&name=mobile_large" alt="" data-origin="http://imagev2.xmcdn.com/storages/282f-audiofreehighqps/50/2E/GKwRIUEJ6t7fAAGiVALD8K6p.png?op_type=0" data-large="http://imagev2.xmcdn.com/storages/282f-audiofreehighqps/50/2E/GKwRIUEJ6t7fAAGiVALD8K6p.png!op_type=4&device_type=ios&upload_type=attachment&name=mobile_large" data-large-width="750" data-large-height="319.1666666666667" data-preview="http://imagev2.xmcdn.com/storages/282f-audiofreehighqps/50/2E/GKwRIUEJ6t7fAAGiVALD8K6p.png!op_type=4&device_type=ios&upload_type=attachment&name=mobile_small" data-preview-width="140" data-preview-height="59.57777777777778"><br></span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><b><span>福利<span>2</span>:</span></b><span>嘉宾<span>1v1</span>咨询</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>企业级<span>AI</span>在营销场景中应用的真困惑和真问题,或是想更进一步了解<span>“AI x </span>营销<span>”</span>的企业级解决方案,欢迎添加下方文山小助理微信,抢先预约嘉宾<span>1v1</span>免费咨询。</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica, Arial, sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span><img data-key="1" src="http://imagev2.xmcdn.com/storages/c2e4-audiofreehighqps/09/F4/GKwRIaIJ6t7vAAGg8wLD8LeJ.png!op_type=4&device_type=ios&upload_type=attachment&name=mobile_large" alt="" data-origin="http://imagev2.xmcdn.com/storages/c2e4-audiofreehighqps/09/F4/GKwRIaIJ6t7vAAGg8wLD8LeJ.png?op_type=0" data-large="http://imagev2.xmcdn.com/storages/c2e4-audiofreehighqps/09/F4/GKwRIaIJ6t7vAAGg8wLD8LeJ.png!op_type=4&device_type=ios&upload_type=attachment&name=mobile_large" data-large-width="750" data-large-height="319.1666666666667" data-preview="http://imagev2.xmcdn.com/storages/c2e4-audiofreehighqps/09/F4/GKwRIaIJ6t7vAAGg8wLD8LeJ.png!op_type=4&device_type=ios&upload_type=attachment&name=mobile_small" data-preview-width="140" data-preview-height="59.57777777777778"><br></span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span><b><span>---------------------------------------------------------------------------------------------------------</span></b></span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><b><span>「贝望录」寻人启事:</span></b></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica, Arial, sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><b><span>如果你对文字编辑工作充满热情,有良好的中文书面表达能力和文字功底,且愿意参与贝望录的小项目,欢迎将你的自我介绍及过往作品发到 [email protected]</span></b><b><span>,我们会在收到后联系你。</span></b></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span><b><span>【后期制作】</span></b></span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>王俊翔</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span><b><span>【收听方式】</span></b></span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>推荐您使用<span><span>Apple Podcast</span></span>、小宇宙<span><span>APP</span></span>、喜马拉雅、汽水儿<span><span>APP</span></span><span><span>、荔枝播客、</span></span>网易云音乐、<span><span>QQ</span></span>音乐、<span><span>Spotify</span></span>或任意泛用型播客客户端订阅收听《贝望录》。</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span><b><span>【互动方式】</span></b></span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>微博:<span><span>@</span></span>贝望录</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>微信公众号:贝望录<span><span>+</span></span></span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span><span>商务合作:[email protected]</span></span></p><span></span><span></span><span></span><br>