AI智能体“接管”电商生态淘工厂、天猫超市密集发力，阿里能否吃下B端AI基建先发红利？

每日经济新闻04-24 01:47

Agent（智能体）正在电商领域迅速落地。　　4月22日，“淘工厂｜国货严选”AI产品技术负责人周凯向产业带商家首次发布了“淘工厂星火”3.0版本，迭代后的AI（人工智能）系统能为商家免费配置“1个AI店长+N个Agent助理”的智能工作模式。周凯对包括《每日经济新闻》记者（以下简称每经记者）在内的媒体记者表示，团队为这一应用更多的是注入产业带背后淘工厂的经营、商家以及用户数据，“让它更聪明”，...

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Can Ali eat the first dividend of B-end AI infrastructure?","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/58cb0be609591ef11fab9d7eb4fc5a07","symbols_score_info":{"89988":0.6,"BABU":0.6,"KBAB":0.6,"HBBD.SI":0.6,"BABA":1.94,"09988":1.94,"BBYY":0.6,"BABO":0.6,"ALBmain":0.6,"BABX":0.6,"BABW":0.6},"content_text":"Agent（智能体）正在电商领域迅速落地。　　4月22日，“淘工厂｜国货严选”AI产品技术负责人周凯向产业带商家首次发布了“淘工厂星火”3.0版本，迭代后的AI（人工智能）系统能为商家免费配置“1个AI店长+N个Agent助理”的智能工作模式。周凯对包括《每日经济新闻》记者（以下简称每经记者）在内的媒体记者表示，团队为这一应用更多的是注入产业带背后淘工厂的经营、商家以及用户数据，“让它更聪明”，充分了解当下产业带在手淘平台的经营规则、市场环境，以及高效打造爆款商品的逻辑。 　　图片来源：企业供图　　无独有偶，4月20日，天猫超市发布AI超市智能体“超喵1.0”。据介绍，“超喵1.0”涵盖16个经营领域的子Agent，覆盖从商品规划到供应链管理的全链路环节。　　“2026年以来，AI赋能商家已成为电商平台的重要发展方向。”针对这一趋势给商家带来的影响，上海财经大学数字经济研究院副院长崔丽丽向每经记者分析，以往商家更多是购买关键词、投放直通车，如今则还需借助智能体辅助完成相关投放运营，而这也成为新的服务增量领域。　　据每经记者了解，“淘工厂星火”已经在全国100多个产业带面向商家免费使用。长期来看，随着更多Agent在电商各个场景落地，电商行业竞争逻辑会发生根本性转变吗？随着电商新变革的到来，阿里能吃到先发红利吗？　　各大平台Agent底层逻辑趋同，争取布局抢占B端AI基建话语权 　　值得关注的是，目前电商领域的这些Agent主要面向的都是B端商家。　　根据官方介绍，“淘工厂星火”AI半托管平台，是首个面向产业带商家的全流程AI智能体工作台，其AI商业能力包括选品、定价、投流和导购等。据周凯介绍，投流托管能力依托阿里妈妈，将其作为底层运行支撑。团队会结合商家所属品类及商品特性，与商家协商确定投流预算规模，并与阿里妈妈完成API（应用编程接口）打通。通过每日定时调度，动态决策预算加码、ROI（投资回报率）调整等策略，帮助商家在不同时段、不同周期精准触达用户流量。　　周凯透露，其服务的核心对象主要是产业带的白牌商家及部分品牌商家，其中大多为源头工厂或工贸一体企业。这类商家的核心优势集中在产品研发等环节，电商运营、客服等能力相对薄弱，若要补齐短板，要么自建团队、要么与服务商合作。　　天猫超市AI首席架构师谢东表示，区别于普通AI经营工具，“超喵”更像是一个内嵌了天猫超市数据库、知识库和品牌图谱的管理中枢，商家侧包括经营诊断、链接装修、商品规划、投流托管、智能补货等子Agent，品牌提出经营需求后，由“超喵”统一调度各子Agent协同完成任务。　　崔丽丽认为，淘工厂和天猫超市发布的Agent，分别以产业带商家与天猫超市经营者为主要服务对象，是专门赋能对应经营场景的工具。她指出，对电商平台而言，若能通过AI技术为商家降本增效，或有助于留住商家，进而维持平台供给的稳定性、多样性与优质性。　　艾媒咨询CEO（首席执行官）兼首席分析师张毅则对每经记者表示，电商平台推出商家侧的AI Agent的核心目的是抢占B端AI基建的话语权。他表示，短期而言，此举是为了降低商家经营门槛，提升生态运转效率，同时巩固商家留存。中长期来看，平台推出AI Agent的目的还包括绑定商家经营的全链路数据，尤其是在完善平台治理体系的同时，提前布局AI商业化模式，以构建差异化生态的壁垒。　　值得一提的是，商家侧工具一直是各大平台的提升方向。早在去年9月，京东就发布电商客服Agent原生应用京小智5.0，面向所有京东中小商家免费开放。去年12月，抖音电商千川负责人卢忠浩发布了全新营销产品“千川·乘方”，其围绕策略托管、动态智能服务、精准推荐三大能力，搭建起了一站式智能营销体系。　　张毅表示，各大平台Agent底层逻辑的趋同性是非常强的，尤其聚焦在落地素材的生产、投放的智能化、客服的自动化以及数据的AI诊断等，“用低门槛、智能化的工具解决中小商家重复性劳动的繁重，以及多业务能力不足等痛点，是各大平台发力的重点”。　　AI已具备直接执行能力，电商行业竞争迈入新阶段 　　对比去年，2026年AI在电商领域的落地应用呈现出明显新进展。对此，崔丽丽表示，AI发展速度极快。去年在电商领域落地应用的多为问答类大模型或内容生成类工具，主要应用于美工、客服等相对独立的运营环节；而今年AI已具备直接执行的能力，应用场景延伸至流量运营与供应链管理，与此前存在明显差异。　　张毅进一步补充了这一行业变化。他认为，以往AI更多以碎片化单点工具的形式落地，核心是优化重复性工作。“今年行业已全面转向协同式AI Agent的工具辅助升级，可面向全链路进行自主决策，更聚焦对B端的深度赋能。由此，AI也从商家的可选项，逐步成为刚需配置。”　　那么，随着Agent在电商领域的逐渐落地，行业竞争逻辑会发生根本性转变吗？　　“淘工厂｜国货严选”产地负责人张鹏表示，以直通车投放为例，这类运营工作高度依赖投手经验，存在个人水平差异。“优质电商运营人才多集中在江浙沪等地区，北方、西北及西南等地则相对稀缺。在这一背景下，AI能力能够弥补当地商家专业人才不足、招人成本高的短板。”张鹏说。　　而当地区人才差异被AI逐步抹平后，商家之间的核心竞争差距可能也将随之转移。　　崔丽丽表示，商家在进行运营分析时，若能依托全行业数据，与仅使用少量自有数据的精准度显然存在明显差异。此外，用户标签体系的丰富度同样关键，标签越精细，转化效果往往越好。这背后涉及数据颗粒度、数据体量、数据质量、模型能力以及经验提炼水平等多重因素。　　“同时，AI与人工的协同模式也不容忽视。”崔丽丽认为，推广投放的资金投入与实际效果并非简单的正比关系，尽管数据规模、质量与模型能力在一定程度上依赖投入，但最终成效仍受多重因素综合影响。　　张毅则认为，随着AI Agent在电商领域的持续落地，中小商家轻量化经营将成为行业常态。“行业竞争门槛将快速切换，善于运用AI优化决策、提升经营效率的商家，将具备更强的竞争优势；而仍采用粗放式经营、缺乏核心产品力的商家，则可能面临被市场淘汰的风险。”　　在他看来，这一趋势下，平台方的竞争重心或将从单纯的流量争夺，转向AI技术实力与智能化经营基础设施的比拼；而商家也将从流量“内卷”，转向更为精细化的供应链运营。　　不过，AI Agent的落地并非一蹴而就，其对平台的赋能也需要长期沉淀。张毅也提到，对阿里的电商业务而言，短期内其AI Agent的落地未必能直接为商家带来营销增量，更多是在间接层面发挥价值。例如，通过提升转化效率、丰富商品供给、盘活中小商家活力，从而修复GMV（商品交易总额）；同时依托AI增值服务、智能广告的升级等谋求增量。　　目前来看，AI Agent并不会在瞬间颠覆电商行业的竞争逻辑，但固守传统经营模式的从业者，或将难以避免地受到这一轮智能化浪潮的冲击。无论技术如何迭代，归根到底，行业竞争终究要回归对用户需求的深刻理解与产品供给的核心竞争力。（文章来源：每日经济新闻）","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,"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 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":"4.42.0","shortVersion":"4.42.0","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/2629585477","isCrawlerRequest":true}

AI智能体“接管”电商生态 淘工厂、天猫超市密集发力，阿里能否吃下B端AI基建先发红利？

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AI智能体“接管”电商生态淘工厂、天猫超市密集发力，阿里能否吃下B端AI基建先发红利？