Baidu Yuan Foyu: Using generative AI to redefine the brand and open up the era of fully intelligent marketing

From November 17th to 20th, the 17th China Brand Festival 2023 was held in Hangzhou. Yuan Foyu, Vice President of Baidu Group, attended and delivered a speech titled "Generative AI, Reshaping Brands for a Different Era". She said that brands must make good use of artificial intelligence as the first driving force. In the new era, new brands must be born, and generative AI will soon bring brands into the era of fully intelligent marketing. She called on everyone to act faster, actively embrace the times, and seize the major innovation opportunities of generative AI.

Currently, large-scale parameter AI models have brought about the emergence of intelligence, giving machines the same ability as humans to comprehend and draw inferences. The emergence of artificial intelligence has accelerated human society's formal entry into the AI ​​native era. Every enterprise is considering how to embrace this new era and how to use this new technology to enhance its competitiveness

Yuan Foyu believes that the most important thing is to use it as soon as possible, develop products that are popular in the market, and create new value for society, rather than making the underlying large model again. "Currently in the global market, the main theme of companies is to develop various innovative applications based on existing large models, while many domestic companies want to reinvent the wheel and make large models all over again. This is unrealistic and unhealthy." .

In order to support enterprises in making better use of generative AI, Baidu Intelligent Cloud launched the world's first one-stop enterprise-level large model platform - Qianfan Large Model Platform in March this year. Yuan Foyu revealed that the Qianfan large model platform currently serves more than 20,000 companies every month, showing the strong demand for generative AI technology in all walks of life.

Generative AI is also accelerating the reshaping of the business and brand landscape. In his speech, Yuan Foyu focused on sharing the three major relationships between generative AI and brand marketing.

First of all, brands must regard artificial intelligence as the most important driving force. Intelligence must become the core logic of the brand, not just a decoration. "Through generative artificial intelligence technology, brands can be truly user-centered. Even a brand with one billion users can create an exclusive, all-weather, omniscient brand assistant for each user." Yuan Foyu explained. road. Through natural language processing technology, generative artificial intelligence realizes a friendly interactive interface between users and machines. The core of the future corporate brand lies in the user interface. "Whoever can master the best user interface will be able to win users and thus win the future"

Second, brand has become the second site of corporate strategic offensive, and new brands will inevitably be born in the new era. In the era of generative AI, since the cost of communication between brands and users will be greatly reduced, the communication experience will also be greatly improved. Therefore, super brands can rely on brand momentum to significantly expand their brand and business scale. "We can gain market share through innovative actions that break boundaries," she said.

Third, generative AI will quickly bring brands into the era of fully intelligent marketing. First, generative AI has real-time business decision-making capabilities, making brands’ insights into customers more real and timely. Secondly, generative AI eliminates the bottleneck of enterprises in human services. An intelligent assistant can provide services to all users at the same time, achieving a consistent user experience across touch points and languages, and truly focusing on each user

Today, large-scale models and generative artificial intelligence are bringing opportunities comparable to those of the Industrial Revolution. Yuan Foyu urges us to realize that only by practicing in person can we truly understand the mysteries. He called on us not only to listen, but also to act. Through actions, we can truly promote the data cycle between our own business and new technologies, so as to seize major innovation opportunities

It is reported that at this China Brand Festival, Baidu was selected into the "TopBrand 2023 Top 500 World Brands" and "TopBrand 2023 Top 500 Chinese Brands" lists, and was awarded the "Huapu Award", the highest award of the China Brand Festival.

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