On February 27th, the Department of Marketing and International Business, in collaboration with the Taught Postgraduate Programmes Office of the Faculty of Business, organized a special session featuring Professor Wang Wenbo, an esteemed Associate Professor at the Hong Kong University of Science and Technology. The talk aimed to shed light on the AI-generated advertising content on social media platforms, providing valuable insights for the participating students.
Professor Wang’s expertise lies in the intersection of marketing and AI, making him a leading scholar in the field. Not only is he actively involved in transdisciplinary research and education, but he has also amassed a significant online presence on platforms like YouTube, WeChat Official Accounts, and Xiaohongshu. With a sizable following, Professor Wang has become a renowned influencer professor, leveraging his social media presence to share knowledge and engage with a wide audience.
During the session, Professor Wang drew upon his wealth of experience in implementing ChatGPT and Stable Diffusion in marketing. He presented real-world examples and delved into the practical applications of these technologies within the Automotive Sales industry. Through the analysis, Professor Wang showcased how AI can assist marketers in creating captivating video scripts, compelling promotional copy, and eye-catching AI-generated advertising images. By comparing User Generated Content (UGC) with a combination of professional copywriters and GPT4, as well as AI-generated social media advertisements, Professor Wang highlighted the benefits of applying Marketing-AI Interface. By applying AIGC in eBusiness, dynamic ad content can be generated based on user interactions and preferences. This enables eBusinesses to deliver more relevant and engaging ads, significantly increasing the likelihood of attracting and retaining customers.
In addition to exploring the technical aspects, Professor Wang also emphasized the crucial considerations in consumer behavior and AI behavior. He showed how data mining can be leveraged to optimize advertising effectiveness, providing students with valuable insights into the intersection of consumer psychology and AI algorithms. AIGC and algorithm-driven approaches have the potential to significantly enhance advertisement and promotion efforts in eBusiness. By optimizing advertisement placements and analyzing campaign performance, businesses can elevate their advertising strategies and achieve improved results in terms of customer engagement, conversions, and return on investment. To enhance the learning experience, Professor Wang incorporated lively and engaging videos, ensuring that the students could effortlessly absorb the knowledge and have an enjoyable educational experience.
After Professor Wang’s presentation, the students enthusiastically participated the Q&A section. Professor Wang graciously shared his perspectives and experiences, including a comparison between AI-generated content and content produced by large-scale models in China. He also touched upon the societal impact of AI-generated content and the significance of sample sizes in AI applications. The students greatly appreciated Professor Wang’s invaluable insights, as they believe that his experiences will significantly contribute to their future development in the e-commerce industry.
Overall, the session featuring Professor Wang was a resounding success, leaving the students inspired and well-equipped with a deeper understanding of AI-generated advertising and its potential implications.
Student Feedback
Jin Mengping: “Professor Wang’s lecture created a relaxed and enjoyable atmosphere while providing valuable insights into leveraging AI technology for creating compelling content and optimizing marketing strategies. Understanding how to effectively utilize AI-generated content and analyze data for decision-making enables businesses to enhance their marketing efforts and maintain a competitive edge in the digital landscape. This knowledge has not only broadened my professional horizons but also equipped me with the skills necessary to drive success in today’s ever-evolving business environment.”
