The Loss and Return of Advertising Creativity in E-Commerce Platforms under the Wave of Intelligent Media—Taking Short Video Advertising as an Example

智能媒体浪潮下，电子商务平台广告创意面临着前所未有的挑战与机遇。本文以短视频广告为例，探讨了智能媒体技术对广告创意的影响，分析了当前电商平台短视频广告创意的迷失现象，并提出了回归创意本质的路径。通过分析电商短视频广告在数字媒体时代的现状，本文旨在号召电商平台拥抱数字生态，加强合作，以技术创新驱动广告创意的升级，实现广告创意与用户体验的和谐共生。Under the wave of intelligent media, e-commerce platform advertising creativity is facing unprecedented challenges and opportunities. This article takes short video advertising as an example to explore the impact of intelligent media technology on advertising creativity, analyze the phenomenon of lost creativity in short video advertising on current e-commerce platforms, and propose a path to return to the essence of creativity. By analyzing the current situation of e-commerce short video advertising in the digital media era, this article aims to call on e-commerce platforms to embrace the digital ecosystem, strengthen cooperation, drive the upgrading of advertising creativity with technological innovation, and achieve a harmonious coexistence between advertising creativity and user experience.