Author | Liu Baodan

Editor | Zhou Zhiyu

The AI big model is being implemented at an accelerated pace in various industries. 17 months after the release of the big AI model, the JD AI model has also reached a new level in e-commerce applications.

Recently, JD Yunyanxi launched a new “AI marketing partner” Yanxi intelligent marketing platform. It includes the top ten AI marketing products, including Yansai Xiaozhi 2.0, intelligent mixing and cutting platform, intelligent shopping guide, smart outbound call, and digital people, which aims to accelerate the performance growth of brand merchants.

The relevant person in charge of JD Yunyansai said that this is another important large-scale practice of JD in the field of AI marketing after the successful commercial implementation of the JD Industrial Model in the digital human field.

In fact, JD's AI strategy was aimed at industrial applications from the beginning. In July of last year, JD launched the Yanxi Big Model. Compared with the GM Big Model, the JD Yanxi Big Model combines 70% of general data with 30% of the native digital intelligence supply chain data accumulated by JD to take the lead in laying out industrial applications, and is a big model that understands the industry better.

In April of this year, “Dongge AI Digital Man” appeared on the live broadcast room and began its live broadcast debut. As a result, JD Yunyansai Digital Man became an instant hit. According to reports, this is an AI digital person developed by JD. Currently, it serves more than 7,500 merchants and has delivered more than 14 BillionGMV.

Today, JD Yunyanxi has further focused on e-commerce marketing scenarios and launched the Yanxi intelligent marketing platform. Positioned as the brand's “AI marketing partner”, the platform opens up the top ten AI marketing products to the brand. It addresses the needs of multiple scenarios such as shopping guide, customer service, live streaming, and content production through integrated marketing content generation, accurate marketing customer acquisition, personalized service and shopping guide, and full-journey insight analysis.

Behind the “AI marketing partner” is JD's AI capability output based on market insight and brand needs, which not only helps brand merchants better serve users, but also reduces costs and increases efficiency in the marketing process.

As the consumer market gradually returns to rationality, the challenges faced by brands are becoming more prominent. Extremely fragmented information forces operations to be refined, and users are constantly putting forward higher demands for products, services, and experiences. More importantly, under a limited marketing budget, transforming traffic into business growth has become a core topic for brands or merchants.

It is in this context that the JD Big Model took the lead in achieving a breakthrough in the marketing scenario, with the intention of helping brands find the benchmark (benchmark) for marketing ROI.

A relevant person in charge of Jingdong Yunyanxi said that the highly complex nature of marketing links determines the limitations of traditional marketing methods, and intelligent marketing supported by big models will completely change this situation.

JD's AI marketing partner's products are divided into two categories. The first category is biased generative marketing, and the first category is interactive marketing. The former covers five products, including intelligent marketing copywriting generation product, Sai Danqing, private marketing assistants, and smart video mixing platforms that are creative in seconds, and digital people are lifelike.

In terms of interactive marketing, it includes smart shopping guide products that talk about rhetoric and wisdom, smart outbound products talk about rhetoric, private marketing assistants talk about gravity, and say Sai Xing He.

A relevant person in charge of Jingdong Yunyanxi said that the Yanxi intelligent marketing platform helps over 0.8 million merchants complete tens of millions of intelligent interactions with users every day. The usage rate of AIGC content is as high as 80%, and the average conversion rate is increased by 30%.

In terms of AI big model applications, JD's core advantage lies in the accumulation of rich scenarios and data. The person in charge mentioned above said that Yanxi has always had rich accumulation in the field of service and marketing. As early as 2021, Yanxi actually became marketable in the first year, and released intelligent customer service for third parties, etc.

Since ChatGPT became popular around the world two years ago, rhetoric has also ushered in rapid evolution. Currently, the parameters of the Yanzai training model range from the 0.3 billion model at the beginning of last year to the 81 billion model now. This series of models can adapt to the different needs of each product in each scenario.

The challenge should not be underestimated. AI big model technology is still in the midst of rapid technological iteration, and model performance is the core variable that determines the effect; under the impetus of high costs, global tech giants have begun to accelerate the application of AI models. The e-commerce field where JD is located is the most important application scenario, and it has become a must-compete place.

The big AI model is also an opportunity for JD to grow. It will not only bring about a new round of industrial revolution, but also reshape the competitive landscape of the technology industry. As a practical person, JD has already opened the door to industrial applications, and this transformation has already begun.

For JD, the next priority is to keep getting Yan Sai out of JD and testing on external battlefields. And if JD wants to win more, it must also show more results.