迭代、升维与信任建构:ChatGPT 对广告传播互动性的变革

Iteration，Dimension Upgrading，and Trust Building：ChatGPT’s Transfor⁃mation of Interactive Advertising Communication

中文关键词:  ChatGPT；生成式 AI；广告传播；互动性

英文关键词:ChatGPT；generative artificial intelligence；advertising communication；interactivity

中文摘要:

      广告传播互动性是一个关于广告与受众之间相互作用和参与程度的概念。这种互动性可以通过个性 化、循环性和情境感三个维度来衡量。个性化互动指的是广告能够根据受众的特定需求和偏好进行定制化。 循环性互动指的是广告与受众之间的连续互动和反馈，以形成持续的交流关系。情境感互动则强调广告与受 众在特定场景或环境中的相互关联和互动。ChatGPT 的出现促进了广告传播互动性在个性化、循环性和情境 感方面的不断迭代发展。ChatGPT 具备强大的内容生成能力和人机交互能力，可以通过高效生产适配性内容、 及时响应消费者需求、创新广告传播互动形式等手段，推动广告的互动性在个性化、循环性、情境感三个维度 进行迭代。同时，ChatGPT 利用 GPT 模型结构、上下文记忆、大规模训练和 Fine-tuning 机制，能够进行自由对 话和交互，并生成连贯、合理的回应，推动广告传播的互动性呈现出“情理交融、有求必应、身临其境”的特征， 从而实现广告的互动性升维。然而，ChatGPT 也带来了一些广告伦理失范、隐蔽操纵和隐私侵犯等风险。为了 应对这些风险，需要增强人机协作能力，平衡商业利益与社会责任。此外，还需要进行行业、技术和法律等多 方面的共同治理，以建立广告传播互动的信任基础。这样才能构建一个以消费者为中心的广告传播生态 系统。

英文摘要:

      The interactivity of advertising communication refers to the concept of the interaction and level of participation be? tween advertising and the audience. This interactivity can be measured through three dimensions:personalization，cyclicity，and situational awareness. Personalized interaction refers to the ability of advertisements to be customized according to the specific needs and preferences of the audience. Recurrent interaction refers to the continuous interaction and feedback between advertise? ments and audiences to form a continuous communication relationship. Contextual interaction emphasizes the correlation and in? teraction between advertising and the audience in specific scenes or environments. The emergence of ChatGPT has promoted the continuous iterative development of interactive advertising communication in terms of personalization，circularity，and situational awareness. ChatGPThasstrongcontentgenerationandhuman-computerinteractioncapabilities，whichcanpromotetheiteration of advertising interactivity in three dimensions:personalization，circularity，and situational awareness through efficient produc? tion of adaptive content，timely response to consumer needs，and innovative forms of advertising communication interaction. At the same time，ChatGPT utilizes the GPT model structure，contextual memory，large-scale training，and fine-tuning mechanism to engage in free dialogue and interaction，and generate coherent and reasonable responses，promoting the interactivity of advertis? ing communication to present the characteristics of“emotional and logical integration，responsive，and immersive”，thereby achieving the enhancement of advertising interactivity. However，ChatGPT also brings risks such as ethical misconduct，covert manipulation，andprivacyinfringementinadvertising. Toaddresstheserisks，itisnecessarytoenhancehuman-machinecollab? oration capabilities and balance business interests with social responsibility. In addition，it is necessary to carry out joint gover? nance in various aspects such as industry，technology，and law to establish a trust foundation for advertising communication inter? action. Only in this way can we build a consumer centered advertising communication ecosystem.