AI冲击下广告业遇冷?代理商核心价值凸显或迎新机遇

ITBEAR科技资讯
Dec 15, 2025

广告行业今年在资本市场遭遇寒流,英国广告业巨头WPP的股价年内跌幅高达57%,其竞争对手Publicis和Omnicom同样未能幸免。市场普遍担忧,AI技术的广泛应用将削弱代理商的核心地位,使品牌方能够自主完成广告创意设计与投放流程。面对这种悲观预期,部分分析师提出不同观点。他们认为,随着媒体生态的碎片化与运营规则的复杂化,大型品牌对代理商的专业服务需求反而会增强。晨星分析师Mark ...

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