Blue Label and DIS embrace AI to reduce costs, but the key to increasing efficiency is people.

Original: Zhao Xiaoman

**Source:**Large Model House

AI has driven fierce competition in the content marketing industry, and each company has put on a “fireworks show”…

On September 12, BlueFocus released the marketing industry model Blue AI; then, on September 13, Dis Media announced the official launch of AUTO-GPT, the first content marketing vertical application model in the public relations industry.

Source: blue cursor

Blue Cursor said that Blue AI focuses on three main vertical scenarios: content generation, thinking assistants, and experience innovation. It realizes the integration of large models and private data scheduling, integrates specific scene data into large models, and integrates audience analysis and personalized social media creation. Integrate AI creative generation and creative scene derivation to realize the integration of specific human-machine collaboration methods into large models.

Disi said that AUTO-GPT is an exclusive model focusing on the automotive industry. It can quickly generate various high-quality copywriting, and can also overcome the data lag and lack of professionalism of general models, while maintaining the professionalism and personalization of the content. and style adaptability.

One is a large model for the marketing industry, and the other is an exclusive model for the automotive industry. BlueFocus and DIS are striving to be the “first” in the industry with “precise positioning” on their respective tracks. However, whether the large content marketing model and the general large model can have differentiated labels requires further demonstration.

Can AI promote cost reduction and efficiency improvement in the marketing industry?

On this issue, BlueFocus’s eye-catching data in the first half of 2023 gave the industry a seemingly satisfactory answer.

Image source: BlueFocus 2023 Semi-annual Report

The financial report shows that in the first half of this year, BlueFocus achieved operating income of 21.989 billion yuan, a year-on-year increase of 31.58%; net profit attributable to the parent company was 285 million yuan, a year-on-year increase of 3303.06%; non-net profit after deduction was 263 million yuan, a year-on-year increase of 10.14%.

The rapid return to growth was mainly due to the rapid growth of overseas revenue in the first half of the year. Overseas and domestic business accounted for 72% and 28% respectively. Overseas revenue was 15.875 billion yuan, a year-on-year increase of 32.6%. In addition, Blue Cursor Advertising The revenue of the main industries of games, e-commerce, Internet and applications increased by 22.54%, 62.46% and 29.88% year-on-year.

Amid the global competition for AI, BlueFocus released its AI² strategy in the first half of the year. It also announced that it would stop all four types of outsourcing expenditures related to creative design, plan writing, copywriting, and short-term employees indefinitely.

This move has had a huge impact in the industry. With revenue growth, BlueFocus’s sales and administrative expenses fell by 4.41% and 9.72% respectively year-on-year in the first half of the year. Through strict budget management, supply chain management, resource allocation and other methods, BlueFocus continues to optimize operations and promote Cost reduction and efficiency improvement goals.

Image source: BlueFocus 2023 Semi-annual Report

Data show that BlueFocus’ employee compensation payable in the first half of the year decreased by 22.91 million, a year-on-year decrease of approximately 10.78%.

Behind the seemingly perfect drive of AI to reduce costs and increase efficiency for content marketing companies, is AI at work? Or does the company’s strict supply chain management methods play a role?

However, from a business perspective, the role of AI is more acceptable than strict management methods. It can demonstrate the company’s new attitude of pursuing new technologies and industries and keeping pace with the times, and it is easier to gain the confidence of shareholders and investors.

A public relations practitioner told Big Model House, “AI can only improve the efficiency of daily work and free it from some tedious tasks that are highly repetitive and inefficient. When it comes to reducing costs and increasing efficiency, the most effective thing is actually to cut off some outsourcing. and salary reduction optimization methods.”

Widespread salary reduction optimization can allow companies to temporarily “pack lightly”, but it also shows that the recovery of the media industry is not as fast as people expect. Although some companies have shown strong growth momentum, the recovery of the entire industry will still require more time and effort.

Can big models drive new developments in content marketing?

First of all, when artificial intelligence/large models become the “spokesperson” in the content marketing era, will it have an impact on the industry?

As a representative company in the field of new marketing and new public relations, Sutu Network COO Xun Guanlong once mentioned in “Public Relations in the Uncertain Era” about the “full public relations era” and the certain trends in uncertainty: “Opinions are more important than ever before” They will be the main force in generating public opinion in the future. A more complex and extreme situation is that when the identities of the victim of a crisis event and the “opinion leader” are combined into one, it often becomes the biggest challenge for corporate public relations personnel.

However, when the identity of “opinion leaders” becomes artificial intelligence, all this seems to become more difficult.

On May 24 this year, iFlytek’s stock price suddenly crashed and plunged by more than 9% during the session, closing at 56.57 yuan, down 4.26%. In response, iFlytek responded that it was caused by a generative AI writing a false essay. .

Image source: Internet

One of the “small essays” stated that foreign media quoted people familiar with the matter as saying that the United States is considering whether to add iFlytek, Meiya Pico, etc. to the “entity list” to prohibit them from using American components or software. Actually, this is news from October 2019, just changed the date to the present day.

Another “little essay” stated that iFlytek was recently exposed as being suspected of collecting a large amount of user privacy data and using it for artificial intelligence research.

In fact, these two articles are short essays written by generative AI. This means that AIGC’s “pollution control” of Internet information has reached the point where it is urgent to delay. At present, the accuracy of content generated by AI and the problem of “illusion” are still difficult problems for the AI industry to overcome. The content generated by AI must require human control and correction, so back to the big model home, we have always insisted on the artificial intelligence industry. “People-oriented” development idea.

Up to now, combined with the development of artificial intelligence technology, the emergence of some AI products on the market has become a tool for practitioners in the content marketing industry to improve efficiency, freeing humans from highly repetitive and low-level work, but the quality and authenticity of the content Still requires strict human control.

Another point worthy of attention is whether the emergence of large industry models can differentiate the content marketing industry.

At present, many content marketing companies are also focusing on promoting the company’s AI products. Due to the specific limitations of the industry, these highly publicized AI tools will most likely never be open to the public and can only be promoted and used internally, so they cannot Learn its true performance and usage.

Source: Dees

From the AUTO-GPT released by DIS, we learned that it enables the writing of various conventional copywriting such as press releases, speeches, host words, invitation letters, welcome letters, etc. It can be used for new product launch drafts, test drive press releases, comparisons, etc. Copywriting requirements for specific application scenarios such as review drafts are provided to provide users with high-quality content generation solutions, assisting manual efforts to greatly improve office efficiency.

At this time, there is a question. According to the evaluation experience of Big Model House, AI products such as iFlytek Spark, Wenxinyiyan, and 360 Intelligent Brain that also generate copywriting have different styles of copywriting functions. Can AUTO-GPT fully Integrating DESI’s experience in automotive services to enhance and form differentiation still needs time to be verified.

Professor Wang Kanliang of Renmin University of Business School once mentioned in his speech: “Scale” is a product of the era of mass production and runs counter to the trend of one-to-one marketing in the era of “personalization.”

Big Model House believes that artificial intelligence and big models only play a role in assisting, reducing costs, and mass production in content marketing, but the key to increasing efficiency lies in people. In the current era of large models, the content production efficiency of artificial intelligence is indeed several times or even countless times that of humans. Personalization and differentiation are the goals pursued by every AI product. However, considering the current development stage of large models and user experience , the current artificial intelligence has become a product of the current era of mass production, but it is not obvious in the embodiment of personalization and differentiation.