There' s no denying that generative AI has taken the world by storm, and for good   reason, but has it lived up to the hype, at least for marketers? Fans and   early adopters have tested out some use cases, but are the results as  positive or as promising as pundits claim? How has AI impacted Adland so far?  

不可否认，生成式人工智能已经风靡全球，这是有道理的，但至少对营销人员来说，它是否达到了预期效果？AI粉丝和早期应用者已经测试了一些实用案例，但结果是否像专家所说的那样积极或是充满希望？迄今为止，人工智能对广告领域产生了哪些影响？它真的能超越人类的创造力吗？本场讨论将探讨人工智能的优势、应用、风险和弊端。

It's not surprising that e-commerce is declining from its heyday. Consumers are now more cautious with their spending habits, opting not only to resume shopping in physical malls but also being more mindful of their consumption behaviour across all channels.

·       How to enhance dominant digital offerings such as live-streaming to effectively promote brand-building?

·       What direction is 'omnichannel' playing in international markets, and how should brands adapt their approaches?

电子商务从鼎盛时期走向衰落并不奇怪。消费者现在对自己的消费习惯更加谨慎，他们不仅重新选择在商场购物，而且更加注意自己在所有渠道的消费行为。

·       如何加强直播等主流数字产品以有效地促进品牌建设？

·       “全渠道 ”在国际市场的发展方向是什么？国内品牌应当如何调整策略

The global market has always been a lucrative opportunity for brands. As the world reconnects with China, what does it take for Chinese brands to be on top of their overseas strategy.

对于品牌而言，国际市场蕴含着利润丰厚的机遇。随着世界与中国重新建立联系，国内品牌如何才能在国际舞台中拔得头筹？

Content has always been the main driver for engagement for brands and the best branding exercises come from those with consistent strength in the creativity department.   Now dawns a new era of AI-generated content where its impact on efficiencies and content generation is palpable.  In this fireside chat, we explore with an international agency new AIGC-based approaches to innovative marketing, and how they provide clients with more effective and more optimised ways to propel growth.

内容一直是品牌参与的主要驱动力，最好的品牌推广源自于创意部门始终如一的强大实力。现在，新的AI生成内容时代来临，它对效率和内容生成的影响是显而易见的。在本专题小组讨论中，我们将与一家国际营销公司探讨基于AIGC的创新营销方法，以及它们如何为客户提供更有效、更优化的解决方案来推动增长。

ESG is an important part of becoming a globally recognised brand. What are the best practices to drive ESG adoption from top management? Explore how AXA puts ESG principles into its marketing strategy to attract investors and impact-conscious customers internationally. How can marketers measure the impact of ESG on the marketing strategy?

ESG 已成为全球知名品牌不可缺少的重要元素。探讨 AXA如何推动高层采用 ESG最佳实践的方法。了解如何将 ESG 原则纳入营销战略，继而吸引投资者和具有社会责任意识的国外客户？营销人员如何衡量 ESG 对营销战略的影响？

Marketers are exploring the emerging channels to engage with their customers. Despite different social platforms, consumers are smarter at detecting brand-influenced or sponsored content. In an age where skepticism mounts and deception in any form could easily be called out and spread like wildfire, brands must take strides to establish authenticity and credibility to resonate with their target audience.

营销人员正在探索新兴的渠道与客户互动。尽管社交平台不同，但是消费者识别品牌种草或赞助内容的经验丰富。在这个质疑声浪高涨的时代，任何形式的不实信息都很容易被拆穿，如星火燎原一般迅速传播。品牌必须大步迈进，建立真实性和可信度，才能引发目标受众的共鸣。

Chinese brands have aggressively expanded into the region, and this trend is getting stronger. This 45-minute interactive discussion will discuss the practical strategies for how businesses looking to expand their operations beyond borders and enter international markets.

中国品牌近年很积极地向国外各区扩张业务，愈多企业加入“出海”浪潮。  这个 45 分钟的圆桌讨论将探讨企业如何运用实用策略有效率地将其业务扩展到境外、并进入国际市场。