第一上海发表报告，腾讯广告在AI赋能下逐步由工具集合向工作流平台演进，广告AI工具如妙问、妙思、妙播覆盖素材生成、投放配置、数据反馈与影片内容创意环节，提升中小商家效率与规模投放能力。相较于Meta Advantage+与字节UBMax等国际/国内竞争对手，腾讯具备强社交流量及生态协同优势，广告业务有望在AI驱动下重构护城河。另外，腾讯在游戏AI方向持续推进平台化工具建设，混元游戏视觉平台、3D-DiT建模系统、VISVISE开发系统等覆盖角色设计、剧情生成、素材管理等核心流程，显著提升产能效率。 该行维持对腾讯目标价660港元及“买入”评级。该行认为腾讯在AI能力的持续投入与平台级协同策略已初现成效，广告、游戏与微信AI等核心场景均已在构建新型增长动能。考虑AI在广告收入提效、游戏内容生产降本、社交平台再构中的多重加速效应，预计其核心业务利润率将稳步改善。
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