腾讯副总裁蒋杰：未来广告将实时生成

第一财经2025-11-28

在朋友圈偶尔会碰到这样一种情况：一条广告下有多个好友盖楼接龙，互相评论，十分热闹。但有时人们也会看到不太符合自己消费喜好的品牌广告，疑惑为什么会推送给自己。这是人们现在会在手机上看到的广告。　　无论对广告接受程度如何，业内人士预计，未来人们都将看到不一样的广告形态，未来同一个品牌推送给每个人的广告可能都不一样。　　在接受第一财经记者采访时，腾讯公司副总裁蒋杰表示，随着AI技术引入，未来的广告呈现...

网页链接

免责声明：本文观点仅代表作者个人观点，不构成本平台的投资建议，本平台不对文章信息准确性、完整性和及时性做出任何保证，亦不对因使用或信赖文章信息引发的任何损失承担责任。

精彩评论

我们需要你的真知灼见来填补这片空白

发表看法

{"i18n":{"language":"zh_CN"},"isChannel":false,"data":{"share":"https://www.laohu8.com/m/news/2586828017?lang=zh_CN&edition=full","thumbnail":"","is_english":false,"pubTime":"2025-11-28 20:28","share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","id":"2586828017","market":"sh","top_or_hot":-1,"title":"腾讯副总裁蒋杰：未来广告将实时生成","media":"第一财经","content":"<div>\n<p>在朋友圈偶尔会碰到这样一种情况：一条广告下有多个好友盖楼接龙，互相评论，十分热闹。但有时人们也会看到不太符合自己消费喜好的品牌广告，疑惑为什么会推送给自己。这是人们现在会在手机上看到的广告。　　无论对广告接受程度如何，业内人士预计，未来人们都将看到不一样的广告形态，未来同一个品牌推送给每个人的广告可能都不一样。　　在接受第一财经记者采访时，腾讯公司副总裁蒋杰表示，随着AI技术引入，未来的广告呈现...</p>\n\n<a href=\"http://finance.eastmoney.com/a/202511283577947385.html\">网页链接</a>\n\n</div>\n","source":"stock_eastmoney","html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>腾讯副总裁蒋杰：未来广告将实时生成</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n腾讯副总裁蒋杰：未来广告将实时生成\n</h2>\n\n<h4 class=\"meta\">\n\n\n2025-11-28 20:28 北京时间&nbsp;&nbsp;&nbsp;<a href=http://finance.eastmoney.com/a/202511283577947385.html><strong>第一财经</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>在朋友圈偶尔会碰到这样一种情况：一条广告下有多个好友盖楼接龙，互相评论，十分热闹。但有时人们也会看到不太符合自己消费喜好的品牌广告，疑惑为什么会推送给自己。这是人们现在会在手机上看到的广告。　　无论对广告接受程度如何，业内人士预计，未来人们都将看到不一样的广告形态，未来同一个品牌推送给每个人的广告可能都不一样。　　在接受第一财经记者采访时，腾讯公司副总裁蒋杰表示，随着AI技术引入，未来的广告呈现...</p>\n\n<a href=\"http://finance.eastmoney.com/a/202511283577947385.html\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU0417516738.SGD","symbol_name":"Allianz Hong Kong Equity AT Acc SGD","start_time":0,"source_url":"http://finance.eastmoney.com/a/202511283577947385.html","article_id":"2586828017","we_media_id":null,"thumbnails":[],"rights":{"source":"stock_eastmoney","url":"http://finance.eastmoney.com/a/202511283577947385.html","rn_cache_url":null,"directOrigin":true},"url":"https://stock-news.laohu8.com/highlight/detail?id=2586828017","pubTimestamp":1764332880,"columns":[],"sourceInfo":{"source_id":"stock_eastmoney","name":"东方财富"},"weMediaInfo":null,"summary":"在朋友圈偶尔会碰到这样一种情况：一条广告下有多个好友盖楼接龙，互相评论，十分热闹。但有时人们也会看到不太符合自己消费喜好的品牌广告，疑惑为什么会推送给自己。这是人们现在会在手机上看到的广告。无论对广告接受程度如何，业内人士预计，未来人们都将看到不一样的广告形态，未来同一个品牌推送给每个人的广告可能都不一样。","collect":0,"end_time":0,"defaultTopTitle":"eastmoney.com","property":[],"viewcount":null,"language":"zh","relate_stocks":{"LU0417516738.SGD":"Allianz Hong Kong Equity AT Acc SGD","IE00BZ08YT58.USD":"GUINNESS BEST OF CHINA \"C\" (USD) ACC","LU2226246903.HKD":"ALLIANZ TOTAL RETURN ASIAN EQUITY \"AT4\" (HKD) ACC","LU0143863198.USD":"CT (LUX) I GLOBAL EMERGING MARKET EQUITIES\"AU\" (USD) ACC","IE00B8HQ1Z84.USD":"BNY MELLON GLOBAL EMERGING MARKETS OPPORTUNITIES \"A\" (USD) ACC","LU1981816686.USD":"EASTSPRING INV ASIAN MULTI FACTOR EQUITY \"A\" (USD) ACC","LU0577902454.USD":"FULLERTON LUX FUNDS - ASIA GROWTH & INCOME EQUITIE \"I\" (USD) ACC","LU0054450605.USD":"HSBC GIF GLOBAL EMERGING MARKTS EQ \"AD\" INC","LU1224709979.USD":"FIDELITY CHINA FOCUS \"A\" (USD) ACC","IE0034224299.USD":"PINEBRIDGE ASIA EX JAPAN EQUITY \"A\" (USD) ACC","LU2237443622.USD":"Aberdeen Standard SICAV I - Global Dynamic Dividend A Acc USD","LU0181495838.USD":"施罗德新兴亚洲A Acc","LU2362540622.SGD":"WELLINGTON NEXT GENERATION GLOBAL EQUITY \"A\" (SGDHDG) ACC","TCEHY":"腾讯控股ADR","LU0456842615.SGD":"JPMorgan Funds - Emerging Markets Equity A (acc) SGD","LU0642271901.SGD":"Janus Henderson Horizon Global Technology Leaders A2 SGD-H","LU1733274473.HKD":"TEMPLETON EMERGING MARKETS DYNAMIC INCOME \"A\" (HKD) INC","LU0880133367.SGD":"UBS (LUX) EQUITY FUND CHINA OPPORTUNITY USD \"P\" (SGD) ACC","SG9999015952.SGD":"LIONGLOBAL DISRUPTIVE INNOVATION \"I\" (SGD) ACC","LU0588545490.SGD":"Eastspring Investments - Asian Equity Income AS SGD","LU2097828557.USD":"AZ EQUITY CHINA \"A\" (USD) ACC","LU0791591158.USD":"ALLSPRING  EMERGING MARKTES EQUITY INCOME \"I\" (USD) ACC","IE00B0JY6N72.USD":"PINEBRIDGE GLOBAL EMERGING MARKETS FOCUS EQUITY \"A\" (USD) ACC","LU0871576103.HKD":"HSBC GIF CHINESE EQUITY \"AC\" (HKD) ACC","LU0648948544.HKD":"ALLIANZ ASIAN MULTI INCOME PLUS \"AM\" (HKD) INC","LU1226288253.USD":"UBS (LUX) KEY SELECTION SICAV - CHINA ALLOCATION  OPPORTUNITY (USD) \"P\" (USD) INC","LU2106854487.HKD":"ALLIANZ THEMATICA \"AMG\" (HKD) INC","LU0431992006.USD":"摩根大通新兴市场机会A（acc）","LU2087589342.USD":"BGF ASIAN MULTI-ASSET INCOME \"A6\" (USD) INC","LU1770034418.SGD":"ALL CHINA EQUITY \"A\" (SGDHDG) ACC","LU0918141705.HKD":"ALLIANZ TOTAL RETURN ASIAN EQUITY \"AM\" (HKD) INC","LU0417516902.SGD":"Allianz China Equity Cl AT Acc SGD","LU2125910500.SGD":"Natixis WCM Global Emerging Markets Equity H-R/A SGD","LU1048484197.HKD":"ALLIANZ CHINA MULTI INCOME PLUS \"AT\" (HKD) ACC","LU0080751232.USD":"富达环球多元动力基金A","HTCD.SI":"Tencent HK SDR 10to1","LU1242518857.USD":"FULLERTON LUX FUNDS - ASIA ABSOLUTE ALPHA \"I\" (USD) ACC","IE0031814852.USD":"FSSA GREATER CHINA GROWTH \"I\" (USD) ACC","LU2293587155.HKD":"ALLIANZ ORIENTAL INCOME \"AT\" (HKD) ACC","LU0320764755.SGD":"FTIF - Templeton Asian Growth A Acc SGD","LU0823039010.USD":"AMUNDI FUNDS ASIA EQUITY FOCUS  \"A2\" (USD) INC","IE00BQXX3C00.GBP":"GUINNESS GLOBAL INNOVATORS \"C\" (GBP) ACC","IE0003851619.USD":"BNY MELLON ASIAN EQUITY \"B\" (USD) ACC","SG9999007991.SGD":"Schroder Asian Income A Dis SGD","00700":"腾讯控股","LU0819123356.HKD":"HSBC GIF MANAGED SOLUTIONS ASIA FOCUSED GROWTH \"AC\" (HKD) ACC","LU0251144936.SGD":"Fidelity Sustainable Asia Equity A-SGD","LU1655091459.SGD":"JPM ASIA PACIFIC INCOME \"A\" (SGD) INC A","HK0000306685.HKD":"TAIKANG KAITAI CHINA NEW OPPORTUNITIES FUND \"A\" (HKD) INC"},"translate_title":"Jiang Jie, Vice President of Tencent: In the future, advertisements will be generated in real time","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"TCHmain":0.6,"00700":1.5,"HTCD.SI":0.6,"TCEHY":1.5},"content_text":"在朋友圈偶尔会碰到这样一种情况：一条广告下有多个好友盖楼接龙，互相评论，十分热闹。但有时人们也会看到不太符合自己消费喜好的品牌广告，疑惑为什么会推送给自己。这是人们现在会在手机上看到的广告。　　无论对广告接受程度如何，业内人士预计，未来人们都将看到不一样的广告形态，未来同一个品牌推送给每个人的广告可能都不一样。　　在接受第一财经记者采访时，腾讯公司副总裁蒋杰表示，随着AI技术引入，未来的广告呈现形态将是用户浏览过程中，根据用户行为等实时生成视频或互动的广告素材。现在技术可以实现图片生成，实时生成广告创意尚未实现，但交互视频技术进展较快。未来同一个广告可能只推送给一个人、十个人，而不是一个相同素材推送给所有人，这需要AI推理成本进一步下降才能实现。　　除了生成广告素材，AI对广告的另一个影响是改变点击率。此前腾讯高管在财报会中提到，AI提升广告收入的很大一部分是通过提升广告点击率，横幅广告点击率历史数据约0.1%，信息流广告约1%，AI优化后部分广告库存点击率提升至3%左右。蒋杰向记者表示，AI让广告点击率每年提升10%的变化速度是正常的。　　广告是不少互联网公司的重要收入之一。从最新季度数据看，随着AI技术引入，一些互联网公司的相关收入在增长。腾讯第三季度营销服务收入362亿元，同比增长21%，财报提到，AI驱动了广告定向。最新季度谷歌广告收入也在增长，谷歌母公司Alphabet第三季度广告收入达到742亿美元，整体增长9.9%。　　近期一些广告营销板块个股也较活跃。11月初至28日，蓝色光标、遥望科技、元隆雅图、省广集团股价分别累计上涨45.99%、12.12%、11.04%、10.94%。在投资者交流平台上，投资者对广告营销公司应用AI的情况尤为关注。这些公司有一些已在相关业务中接入大模型。　　大模型的接入是广告技术最新的变迁。蒋杰告诉记者，以往广告的判别式思路，大致可以理解为一个“漏斗系统”，候选广告层层过滤后推送给用户，这套系统已经被用了十几二十年，现在业内在探索的则是生成式广告，广告的一些环节例如召回、粗排阶段开始用生成式技术来替代，整体提升了效率。　　互联网公司筛选广告技术人才的考量也在改变。腾讯算法大赛近日举办，有8000多人报名，前三名的队伍成员被腾讯录取。2017年，该大赛的赛题是移动App广告转化率预估，今年的赛题则是全模态生成式推荐，利用生成式算法推荐个性化广告的能力被重点考量。　　不过，蒋杰也告诉记者，整个广告市场的容量并不会随着AI技术的出现而变大，每年业内的广告投放费用都差不多，AI出现后业内还会形成更激烈的竞争。从广告搭载的平台看，随着人们行为发生变化，例如从搜索引擎转入AI聊天工具，并在AI工具上拉长停留时间，广告也将会随着流量的流动而改变阵地。　　目前AI搜索平台Perplexity已率先开放“广告位”，但多数AI聊天软件尚未接入广告。蒋杰表示，业内一直在探索新的广告形式，以前社交媒体率先启用信息流广告，这种形式随后被广泛应用，AI时代也是这种趋势，部分厂商先探索，其他厂商也会适时跟进。另有广告营销从业者告诉记者，AI平台还在充分竞争中，需要平衡商业化和用户体验，预计未来AI回答将出现少量明确标注的广告，但不会与搜索引擎竞价广告一般大量且靠前。（文章来源：第一财经）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.36.2","shortVersion":"4.36.2","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2586828017","isCrawlerRequest":true}