The rapid development of AI is transforming the marketing industry, prompting brands to seek ways to enhance their marketing efficiency and achieve robust growth. Recently, Kuaishou was invited to the 2024 "Towards the AI Growth Era" Jin Tou Shang International Creative Festival. Zhang Mengbei, head of Kuaishou's Magnetic Engine brand business, delivered a keynote address titled "Kuaishou’s AI Ecosystem: Unlocking Endless Possibilities for Content Creation and Marketing." He emphasized that Kuaishou's comprehensive AI framework clarifies content recommendation methods, democratizes content production, and significantly increases production efficiency. This empowers more users to engage creatively with brands, allowing brands to enhance marketing performance and broaden business growth opportunities.
At the 2024 Jin Tou Shang Business Creative Awards ceremony, Kuaishou’s Magnetic Engine won 15 awards, showcasing its unique commercial value. Among the accolades, the "LIVE AGAIN Rebirth ID" received the gold award for "Media Group - AI Innovative Integration," thanks to its distinctive social insights, technological innovation, and public welfare initiatives. Additionally, numerous awarded short video projects, such as "Baiduo Bang × Kuaishou Short Drama: My Daughter and I Sitting at the Same Table," and collaborations like "Kuaishou and vivo's Strategic Partnership to Capitalize on Short Video Marketing Trends," reflect the diverse value of Kuaishou's brand marketing.
Kuaishou has developed its own large model system to empower content creation and enhance efficiency. As of Q2 2024, Kuaishou's average daily active users reached 395 million, marking a 5.1% year-over-year increase. This success stems not only from Kuaishou’s active creator community, which has surpassed 150 million users generating over 40 million videos daily, but also from valuable user relationships that drive daily interactions exceeding 10 billion.
In June, Kuaishou launched "Keling AI," the world's first user-accessible, high-definition video generation model, attracting significant domestic and international interest. Since its debut, Keling AI has undergone ten iterations, continually introducing enhanced creative features and lowering the barriers to video generation, thus enabling a broader user base to leverage AI-generated content.
Kuaishou's large model infrastructure supports two main areas: content creation and content efficiency. In content creation, the video generation model Keling, the image generation model Ketong, and the large language model Kuaiyi form the core foundation for ongoing evolution within Kuaishou’s content ecosystem. Zhang Mengbei outlined how the digital avatar Nvwa has overcome traditional limitations by enabling user interaction, allowing brands to launch campaigns at lower costs and continuously enhancing Kuaishou’s commercial ecosystem.
Currently, creators, content agencies, and commercial ecosystems on Kuaishou are benefiting from large model content creation tools. In the first half of 2024, Kuaishou's AI advertising revenue exceeded 20 million daily, with over 400 high-quality projects winning various content and marketing awards in the past three years.
As large model capabilities expand, content marketing enters the AI era, fostering a renewed marketing environment. AI applications enhance content recommendation, ensuring premium content gains more consistent traffic and increases the likelihood of successful creations. In content production, AI lowers entry barriers, empowering every user to become a creator and enabling diverse inspiration. Furthermore, AI significantly reduces the risk of sunk costs, facilitating more diverse content exploration while making brand content diversification more feasible.
Looking ahead, the extensive capabilities of large models will bring transformative changes to content marketing on Kuaishou. As quality content attracts more viewers, key opinion leaders (KOLs) will unlock new opportunities. By predicting future trends and identifying top creators for relevant content production, AI will boost the potential for viral successes and empower brands to reach wider audiences and achieve business growth.
Additionally, with lower barriers to content production, user-generated content (UGC) will evolve from concept to a practical reality. For example, brands can collaborate with platforms to create high-quality content paradigms, leveraging professional-generated content (PGC) to lead the way while engaging users' ideas for broader themes.
To navigate the changing marketing landscape driven by AI, a scientific marketing framework is essential. The content understanding model will enhance Kuaishou’s predictive capabilities, allowing brands to make informed marketing decisions and implement strategies more effectively. Zhang Mengbei stated that as the AI era unfolds, Kuaishou aims to serve as both a technological and marketing platform. "As a technology platform, pursuing technological leadership remains a core value for Kuaishou. However, as a marketing platform, we are committed to adopting a more open approach by providing capabilities, creativity, and tools to everyone, facilitating better commercial adaptations while collectively embracing the AI era and allowing brand marketing to flourish in the ecosystem."
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