The wave of digitalization is coming. How does the domestic publishing industry embrace AI?

In "The Origin of Species", Darwin wrote: "The species that survive are not the strongest, nor the smartest, but those that respond quickly to change."

When ChatGPT triggered a global war of large models, when Apple VisionPro brought us into the era of spatial computing, and when a new round of technological revolution swept the world, the Chinese publishing industry, which originated in the Han Dynasty, was also actively evolving and embracing the digital wave.

On June 8, the Digital Publishing Frontier of the First Summit Forum on Building a Cultural Power was hosted by the Publishing Bureau of the Propaganda Department of the CPC Central Committee, hosted by the China Press and Publication Research Institute, the Propaganda Department of the Shenzhen Municipal Party Committee, and the School of Publishing of Peking University, and implemented by Shenzhen Publishing Group Co., Ltd. The Technology Development and Application sub-forum was held in Shenzhen. Many guests from the industry and academia discussed the cutting-edge technologies of digital publishing.

The industry generally believes that digital transformation is the only way to go, and the digitalization of the publishing industry is in an explosive period. A new wave of technological change represented by AI will bring new opportunities to the publishing industry and accelerate its digitization, personalization, and customization. and intelligent development.

Zhang Jianchun, deputy director of the Propaganda Department of the CPC Central Committee, emphasized that to do a good job in digital publishing in the new era, we must have the courage to explore and practice, make good use of technologies such as artificial intelligence, 5G, AR, VR, XR, blockchain, and cloud computing, and actively promote digital publishing. The transformation and application of cutting-edge technologies, with the high-quality development of digital publishing, will better promote the construction of a strong cultural and publishing country, and better serve the construction of modern civilization of the Chinese nation.

Digital publishing cutting-edge technology development and application sub-forum was held in Shenzhen, source: organizer

The era of big models running wild

What does AI mean for the publishing industry? Unprecedented changes and opportunities.

At the sub-forum on the development and application of cutting-edge digital publishing technologies, Tong Zhilei, chairman of the Chinese Online Group, launched a new concept - MWA, where M stands for Metaverse, W stands for Web3.0, and A stands for AI, collectively known as MWA. "The essence of the Metaverse, Web3.0, and AI is a symbiotic relationship. They are the revolution of social form, production relations, and productivity, respectively. The three complement each other."

Tong Zhilei, Chairman of Chinese Online Group, delivered a keynote speech. Source: Organizer

"With every technological leap, the content industry ushered in a new revolution. The wave of MWA technology will create new opportunities for the digital publishing industry." Tong Zhilei believes that in the past three years, MWA has greatly changed the future, and it will also It will bring great changes to the digital publishing industry, including improving digital publishing production efficiency, transforming digital publishing production methods, and creating new digital publishing products.

With the support of MWA technology, AI large models continue to be implemented in the fields of text, image, video and other creative fields. Individual creators have changed the way of content creation and production through auxiliary tools, and can even transform into "independent producers". One person completes the entire process of content production.

Firefly, a generative artificial intelligence model, can provide intelligent assistance to creators and reduce their workload. Adobe and NVIDIA jointly launched Firefly in March this year, announcing their entry into generative AI technology. Using this generative AI application, users can create and transform audio, video, illustrations and 3D models through natural language prompts.

In China, digital publishing and media company Chinese Online has launched three AIGC-related products, namely AI anchor, AI painting and AI-assisted creation. AI anchors have been used in the production of audio books to create different voices for characters by simulating timbres, thereby realizing the audio version of literary works. As of now, Chinese Online has 2.1 million episodes of audio content.

Tong Zhilei said that based on new scenarios such as the interaction between the virtual world and the real world, MWA technology will also create new rich content product forms such as text, pictures, audio, video, and 3D. For example, Axie Infinity, the world's first blockchain game that became popular in 2021, once dominated the rankings of major blockchain applications, and its single-day revenue was close to that of Honor of Kings.

Not only a auxiliary role. Si Xiao, vice president of Tencent Group and director of Tencent Research Institute, pointed out that thanks to its iterative evolution speed, AI has been able to form a co-creative relationship with humans. "We are in an era of big models running wild."

Si Xiao, Vice President of Tencent Group and Dean of Tencent Research Institute, delivered a keynote speech. Source: Organizer

Si Xiao took ChatGPT as an example and compared its training stage to the evolutionary history of parrots.

In the "open-book beneficial" unsupervised learning stage, ChatGPT expands the model's vocabulary, language knowledge, and world information and knowledge by doing single-word solitaire on "massive Internet texts", transforming it from a "dumb parrot" into a "brainless parrot" The "Knowing King" parrot with super large capacity."

In the "template specification" supervised learning stage, let ChatGPT perform word-based solitaire on "high-quality dialogue examples", and use the dialogue mode and dialogue content of standardized answers to become a "learned parrot who understands the rules".

In the "Creative Guidance" reinforcement learning stage based on human feedback, let ChatGPT adjust the model based on human ratings of the answers it generates, so as to guide it to generate creative answers recognized by humans, and become "a person who both understands the rules and knows how to do it" The tentative learned parrot”.

"Large models bring new space to cross-cutting fields such as digital humans, metaverses, and robots." Si Xiao believes that generative AI models like ChatGPT will provide the publishing industry with automated content creation, personalized customized content, Opportunities include editing and proofreading, translation and localization, market analysis and forecasting, interactive and adaptive storytelling, and more.

Publishing and media companies actively embrace AI

Technology has completed the construction of basic logic, so how will the publishing industry take advantage of AI?

"With the development of AI, every digital publishing link of writing, editing, and publishing will achieve a leap in efficiency." Wang Ying, vice president of Baidu, said.

Baidu Vice President Wang Ying delivered a keynote speech, source: organizer

Wang Ying elaborated on the role of AI in digital publishing.

"Creators may encounter various difficulties in the process of content creation. When writers write articles, outline conception, chapter deduction, logical compilation, content filling and even text modification are all complicated tasks and will consume a lot of time. time." Wang Ying said that AI can efficiently assist creators in creation, provide general writing ideas, and further generate all character settings. In different scenes of the novel, AI can also assist in story creation, and the entire chapter is completed Finally, the AI ​​can also make modifications. With the help of artificial intelligence, content production of several thousand words that would take a day can be produced in minutes. ”

In addition to content production, AI can also improve the efficiency of content publishing and work promotion.

“In the past, we could only rely on market feedback, readers’ preferences and current hot topics to make judgments. However, these operation processes often have a long cycle. Once the topic selection is mature, the work may be out of date. AI and big data Technology can predict future trends." Wang Ying further said that for a novel that needs to be promoted, AI can produce hundreds of thousands of sets of materials in a few minutes, and based on big data analysis, quickly lock in the target audience, thereby improving promotion Effect.

"In an era when AI is booming, we need to embrace this technology with a more open and positive attitude, so that outstanding creators can stand out and publishers can improve the efficiency of topic selection and promotion." Wang Ying said.

The application of AI in the publishing industry is not just a matter of paper. There are already leaders who have implemented it in many scenarios.

Southern Media has accumulated rich experience in digital publishing construction.

Sun Bo, chief information officer of Southern Publishing and Media Co., Ltd., introduced that since 2018, Southern Media has focused on the field of educational digital publishing, with cloud computing and big data as its technical core, and independently developed digital teaching material products, Guangdong Education Xiangyun Digital Teaching Material Application The platform has been launched in Guangdong for more than four years and has covered more than 14 million teachers and students in compulsory education across the province. It has played a huge role in promoting the balanced development of Guangdong's educational resources and eliminating the gap in resource levels.

Sun Bo, Chief Information Officer of Southern Publishing and Media Co., Ltd., delivered a keynote speech. Source: Organizer

In the media sector, Sun Bo revealed that Southern Media independently developed the "Integrated Publishing Platform" and the "Beacon Tower" data capture platform to help its 1 newspaper and 23 magazines achieve intelligent, full-online topic selection management, content production, Manuscript distribution and data feedback, and jointly building an AI financial news production solution with Tencent AI Lab.

It can be seen that species that respond quickly have shown strong vitality.

Sun Bo said that from April 11 to June 1 this year, Southern Media’s stock price range increased by as much as 187%, with a total of 12 daily limits, and 24 of the 35 trading days ended with gains. Individual stocks China Science and Technology, CITIC Publishing, Century Tianhong, Reader Media, Shandong Publishing, etc. showed strong trends. "Behind the surge in the publishing sector is the great recognition and confidence shown by the capital market and investors in the performance results and digital applications of publishing and media companies."

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