On the afternoon of 22 November, the Introduction to Design course at the International Institute of Creative Design (IICD) welcomed Mr Shen Yanhua, Creative Director at Shanghai Chengmai Culture Communication Co., Ltd., who delivered an engaging lecture titled Innovation and Practice of Brand Marketing in the Digital Age.
During the session, Mr Shen provided an in-depth analysis of the key role of AI technology in digital brand marketing, emphasising particularly the significance of personalisation and interactivity in enhancing the appeal of advertising content. Through various vertical case studies spanning online and offline channels, he demonstrated how AI technology helps brands achieve more precise targeting of audiences and fosters more efficient user interaction.
Mr Shen further explained the current state of omnichannel advertising and marketing, highlighting the importance of contextual and interactive advertising in improving user engagement and brand exposure. Through real-world examples, such as Alibaba's collaboration with the Paris Olympics on the Alibaba Pavilion: Future Shopping Experience, he illustrated how AI tools help depict the potential shopping modes of 2034 to a global audience. Another example presented was the innovative utilisation of AI technology at the Cannes Film Festival, creating celebrity-driven marketing content breakthroughs to enhance brand influence.
This lecture not only provided students with valuable insights into the practical applications of AI-driven visual marketing, but also illustrated how AI technology has become a critical driving force in advertising creativity and marketing strategies. Through this session, students were able to broaden their professional horizons and build a solid foundation for creatively integrating AI technology into their future design work and professional careers.
