On the morning of November 7, 2025, Ms. Gu Huijun, Managing Director of OMD, a subsidiary of the global media giant Omnicom Group, was invited to the "Introduction to Communication" class. She delivered an exciting lecture on cutting-edge industry knowledge for advertising students, providing an in-depth analysis of the integration and application of AI technology in advertising operations, as well as new industry development trends. She also shared outstanding cases from the 2025 Cannes Lions International Festival of Creativity.
In the segment on AI integration in advertising, Ms. Gu deconstructed the core components of AI from an academic perspective, detailing three key elements: "Machine Learning, Deep Learning, and Natural Language Processing." By combining practical tools like Doubao, Deepseek, and Jianying, she clearly presented the complete application chain of generative AI: "Text -> Model -> Content Output." She pointed out that AI technology has comprehensively permeated the entire advertising workflow: on the content production side, AI can quickly generate multi-style ad copy, visual materials, and short video scripts, significantly enhancing creative execution efficiency; in precision marketing, algorithms analyze user behavior data to build detailed profiles, enabling "personalized" ad delivery that markedly reduces customer acquisition costs; in effect monitoring, AI tools can track key data such as impressions and conversion rates in real-time, automatically generating optimization reports to support dynamic strategy adjustments. Simultaneously, she focused on industry role transformations and compliance requirements, clarifying that positions involving basic data processing and foundational creative production are more susceptible to being replaced by AI, while emerging roles like data analysis and data chain integration still have development space. Compound roles such as creative planning and media strategy, however, remain irreplaceable. She emphasized that AI-generated content must adhere to copyright labeling norms, and privacy protection should follow the core principle of "group analysis rather than individual tracking."
Furthermore, she outlined the evolutionary logic from Web 3.0 to Web 4.0 and, using examples of AI integration in domestic platforms like Taobao and WeChat, provided an in-depth interpretation of industry trends in the Web 4.0 era, such as "zero-click" search and precision targeting.
In the segment analyzing award-winning works from the 2025 Cannes Lions International Festival of Creativity, Ms. Gu, as a seasoned industry judge and leader of award-winning teams, presented students with several outstanding cases and deeply analyzed the integration paths of AI technology and creative concepts. Among them, the Dove AI Diversity in Beauty advertisement used AI technology to create diverse character images, breaking traditional aesthetic stereotypes and conveying a brand value of inclusivity and diversity. The Škoda Public Co-creation Car advertisement utilized AI tools to collect user creative feedback, combining public wisdom with technological innovation to create highly resonant communication content. These award-winning works all demonstrate the core industry trend of "technology empowering creativity" – AI is not merely a stack of tools but serves as a crucial vehicle for realizing creative expression, conveying brand value, and enhancing user resonance, injecting new vitality into advertising communication. She emphasized that excellent advertising works must, on the foundation of technological innovation, adhere to humanistic care and the brand's core, which is also the central requirement for future professionals in the advertising industry.
After the lecture, students eagerly seized the opportunity to ask the industry mentor questions, which Ms. Gu answered one by one. Even after the class ended, students were eager for more, exchanging contact information with the industry mentor for further follow-up inquiries. The atmosphere was lively yet orderly.
This "Industry Experts in the Classroom" event featured detailed content and full interaction, covering both cutting-edge industry technological trends and sharing workplace experiences and life insights. The speaker, Ms. Gu Huijun, from her early career days to becoming an industry leader, has consistently maintained a passion for lifelong learning and resilience in facing industry changes. Students expressed their intention to take her as a benchmark, remaining true to their original aspirations and moving forward steadily, striving to find their own positioning and achieve success in the intelligent wave of the advertising industry. The "Industry Experts in the Classroom" activity brought the latest industry dynamics, business models, and前沿 technologies, helping students build a more comprehensive understanding of the industry and their major, further clarifying their future professional studies, practice, and development direction. It played a very important supplementary role to the professional course system.
