200多场评审会后，龚宇决定拆掉爱奇艺的“中心”

第一财经04-20

爱奇艺CEO龚宇过去一年开了200多场评审会。他在今天演讲中提起这个数字时，忍不住吐槽：“多累啊，很多制作公司的老板说你们多累，还抢我们的生意。”　　这句带着自嘲的抱怨，点破了一个事实：当平台既是分发者、又是决策者，还深度参与内容生产时，这套高度中心化的体系，已经开始变得沉重且低效。　　在龚宇的描述中，过去的平台模式几乎是一种“全包式运作”。一边是围绕播放器做分发、会员和广告体系，另一边则是围绕...

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\"center\"","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89888":0.6,"IQ":1.97,"BIDU":0.6},"content_text":"爱奇艺CEO龚宇过去一年开了200多场评审会。他在今天演讲中提起这个数字时，忍不住吐槽：“多累啊，很多制作公司的老板说你们多累，还抢我们的生意。”　　这句带着自嘲的抱怨，点破了一个事实：当平台既是分发者、又是决策者，还深度参与内容生产时，这套高度中心化的体系，已经开始变得沉重且低效。　　在龚宇的描述中，过去的平台模式几乎是一种“全包式运作”。一边是围绕播放器做分发、会员和广告体系，另一边则是围绕内容不断开会、评审、拍板，从采购到自制，几乎所有关键决策都集中在平台内部完成。高频会议和高强度判断，是这个体系的日常运转方式。　　AI成了那个变量。AI把内容成本打到了原来的几分之一，制作周期也大幅缩短，接下来涌入的创作者和作品数量会指数级增长，“至少增加一百倍”。当供给膨胀到这种程度，靠一个中心化团队每年开几百场评审会去判断投不投、买不买、怎么改，既不现实，也没有必要。　　他在今日透露了爱奇艺成立以来最大的一次模式转型——去中心化。　　新的结构里，平台从“做内容的中心”，退到“连接创作者与用户的中间层”。更多的内容将由创作者自己决定做什么内容、花多少钱、怎么表达，然后把作品上传到平台，直接面对用户和市场反馈，分账模式也将有新的模式。平台的角色，则转向提供技术能力、分发体系和基础规则。　　这种变化首先改变的是机会分配方式。在传统体系下，一部剧动辄数千万成本，新人几乎不可能获得主导机会；而当AI将成本压缩后，创作者可以用更低投入完成作品，并直接面对市场反馈。这种机制，让创作从“少数人博弈”，变成“更多人参与”。　　与去中心化相呼应的另一条腿是AI。龚宇的判断是，这一轮技术革命跟电视、互联网都不同，它不再先改造渠道再影响内容，而是直接作用于内容生产本身。他引用“杰文斯悖论”，瓦特改良蒸汽机后煤炭消耗量不降反升，因为效率提升让蒸汽机用到了更多地方。同理，影视制作效率提升之后，行业规模不会萎缩，反而会因为参与者和作品数量的爆发而扩大。　　平台在这个过程中的角色将转向“赋能”。爱奇艺内部正在迭代专业影视制作“纳豆”平台，整合了大模型、智能体、数字资产和自有IP资源，目标是在今年下半年让AI原生内容进入商业应用阶段。　　不过，AI还不是一个已经成熟的答案。龚宇反复提到一个现实：尽管技术已经可以生成高质量画面，但真正具备完整叙事能力、能够打动观众的作品仍然稀缺。当前的大量AI视频内容，仍停留在“炫技”阶段，距离成熟叙事还有“最后半公里”。　　他提到，目前行业里一类是传统影视从业者，容易被技术短板束缚；另一类是AI创作者，则倾向于放大技术优势，回避叙事难点，最终产出大量偏科幻、玄幻的“技术展示型内容”。　　真正的拐点，取决于两种能力的结合，也就是成熟的叙事经验与AI生产能力融合，既能讲好故事，也能用好工具。过去大量AI作品沉溺于科幻玄幻的炫技，但真正能让观众鼻子发酸的故事才是稀缺品。　　身处AI窗口期，龚宇说自己既焦虑又兴奋。焦虑的是行业眼前还有很多挑战，兴奋的是如果转型能趟出一条路，整个产业的容量和想象力将被重新打开。（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":"executive","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":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 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