AIGC-Driven Advertising Innovation and Consumer Behavior Reshaping

本文探讨了AIGC技术对广告创新与消费行为重塑的影响。研究发现，AIGC通过智能化内容生产与精准投放，推动广告行业从传统模板转向高效定制与动态交互，实现广告内容个性化、传播渠道多元化及形式沉浸化。在技术赋能下，广告传播突破单向信息传递，演化为虚实共生的价值共创系统，显著提升投放效率与用户参与度。同时，AIGC技术深刻改变了消费行为模式，即消费者决策从被动接受转向主动定制，价值取向由数量优先转为质量主导，消费场景突破单一交易，依托虚实融合技术构建沉浸式体验。最后，尽管AIGC技术显著提高了商业运作的效率，仍应平衡技术应用与数据伦理，避免信息茧房与消费异化，以实现人机协同的可持续发展。This study explores the impact of Artificial Intelligence-Generated Content (AIGC) technology on advertising innovation and the reshaping of consumer behavior. The research reveals that AIGC drives the advertising industry from traditional templates toward efficient customization and dynamic interaction through intelligent content production and precision targeting, achieving personalized advertising content, diversified communication channels, and immersive formats. Empowered by this technology, advertising communication transcends one-way information dissemination, evolving into a value co-creation system that integrates virtual and real elements, significantly enhancing delivery efficiency and user engagement. Simultaneously, AIGC profoundly transforms consumer behavior patterns: decision-making shifts from passive acceptance to proactive customization, value orientation transitions from quantity-driven to quality-centric priorities, and consumption scenarios extend beyond singular transactions to immersive experiences enabled by virtual-real integration technology. Finally, while AIGC markedly improves commercial operational efficiency, it is imperative to balance technological application with data ethics, mitigate risks of information cocoons and consumer alienation, and foster human-machine collaborative sustainability.