AI重写全球商业，谁将掌握增长的主动权？｜第十一届灵眸大赏启动

作者 | 蓝微 Enid

2026年12月4日，第十一届 Morketing Summit 灵眸大赏将在上海举行。今年的主题是“智生”，我们将通过一场全球主论坛、五大分论坛、N场闭门私享会，以及年度内容发布与灵眸奖颁奖晚宴，与行业一起讨论AI时代的营销与商业增长。

走到第十一届，我想先问一个直接的问题：当内容可以批量生成，投放越来越自动化，营销究竟凭什么，让消费者愿意选择你，也让企业真正多创造一份价值？

这关系到明年的预算该怎么分，团队该留下什么能力，一家公司又凭什么走得更远。我们希望，12月4日这一天，大家能带着自己的难题来，带着更清楚的判断离开。

市场越复杂，

越要看清增长从哪里来

做营销的人，对一种处境应该并不陌生：每个平台都有新机会，每种工具都说能提效，每一份方案都能列出漂亮的数字。可到了经营会上，问题依然是：钱花出去了，生意到底多了多少？这些增长，又能留下多少？

在中国市场，这种困惑尤其具体。同一个消费者，可能在短视频里认识品牌，在社区里寻找口碑，最后在另一家平台比价下单。每个环节都要投入，却很难仅凭某一张报表，看清究竟是什么推动了购买。

消费者也在更认真地决定，什么值得买。NIQ面向2026年的消费者展望指出，持续的不确定性正在影响支出决策，人们更看重信任、便利与实际价值。对品牌来说，这意味着每一次新品上市、每一次价格调整，都需要回答一个朴素的问题：你究竟替我解决了什么？

但不同企业，要解的题并不一样。

对食品饮料、日化品牌，难的是促销结束以后，消费者还会不会买；对汽车、家电和智能硬件，难的是把技术优势讲成用户听得懂、愿意付钱的理由；对游戏与应用，买来一次下载之后，能不能留住人、形成收入，才决定这笔投入值不值。

更难的是，全球市场有着不同的消费习惯、渠道结构和竞争条件。一款产品在国内卖得好，换一个国家，当地消费者为什么需要它？同样的内容、价格和渠道，是否仍然成立？走向海外，企业必须把文化理解、当地经营和服务能力，一起放进增长的账本。

因此，Morketing认为，中国企业面对的是两道同时进行的考题：在国内，把已有的生意做得更扎实；在全球，找到新的需求，并有能力长期服务它。

与此同时，AI正在改变企业寻找答案的方式。内容生产、消费决策、企业内部协作，都进入了新的试验期。当AI开始参与商品比较和推荐，品牌既要让人理解，也要让机器准确理解；当生产内容变得更容易，真正稀缺的，是值得被相信、被记住的理由。

看向全球，类似的追问也出现在行业大会上。戛纳创意节的2026年内容框架，将有限预算下的创意效果、AI时代如何避免同质化列为议题；纽约广告周公布的2026年会场设计，则把AI对受众触达的影响、商业媒体与客户增长放进讨论。

在亚太辐射全球的东方市场，Morketing Summit有义务把这些问题提出来，并指向一件事情：行业需要重新讲清，营销如何推动商业向前。当所有企业都用更高效的工具争抢同一批用户，单个环节的提效，未必能让每家企业都获得更好的生意。我们还得回到需求本身，找到尚未被满足的人，讲清产品值得购买的理由，让增长有新的来源。

我始终相信，营销应该帮助企业发现需求、解释创新、建立信任。把这些事情做好，一个好产品才有机会找到需要它的人，一次购买才有机会变成长期的关系。这也是第十一届Morketing Summit灵眸大赏想和行业一起寻找的答案。

先看清方向，再找到自己的解法

今年，我们把主题定为“智生”。

从去年的“智启”走到今年，我们更关心智能进入真实生意之后，会发生什么：组织怎么工作，消费者怎么选择，品牌的增长又从哪里来。

因此，大会采用“1+5+N”的设计。上午，在主会场建立共同判断；下午，五大分论坛并行展开，大家可以根据自己的业务，选择最需要深入的一场。

全球主论坛将把宏观变化、AI与商业结构、国际平台和全球品牌放在一起讨论。我们希望从更大的图景中，找到能影响企业下一步行动的关键问题：如果智能体开始替消费者筛选商品，品牌怎样进入它的选择范围？如果平台和工具越来越强，企业必须掌握的能力是什么？衡量营销价值，又该看哪些真正影响经营的结果？

这些判断需要继续落地。五大分论坛，就是为了把“知道趋势”往“知道怎么做”推进一步。

“AI原生品牌与增长”，面向品牌CEO、CMO与营销负责人，讨论品牌如何在AI参与推荐的环境里被准确理解，也追问一个长期问题：当大家都能高效生产内容，品牌靠什么保持差异，让今天的投入同时带来销售与未来的选择？

“电商、渠道与交易新入口”，关注消费者从搜索商品到提出需求、由智能体协助决策的变化。新的导购方式如何连接商品、支付与交易？一次成交背后，能否留下利润、复购和客户关系？

“游戏与应用开发者全球增长”，把买量与产品、留存、付费、变现放在一起看，讨论不同市场的增长方法，以及平台自动化增强之后，开发者怎样保有自己的数据与策略判断。

“短剧、文娱与创作者商业”，讨论内容如何同时成为产品、传播渠道与品牌资产。当制作门槛下降，什么故事仍值得付费？一次联名、一次爆款，怎样长成更持久的生意？

“AI驱动增长”，则把问题推进到企业内外部：试用过很多工具之后，如何真正接入工作流程？节省的时间有没有转化成增长？品牌、平台与服务商之间，谁负责什么，又怎样衡量结果？

主论坛帮助大家判断方向，分论坛帮助大家找到方法，闭门私享会则为更具体的经营问题留出深入交流的空间。我们希望，参会者既能看见全局，也能找到与自己业务直接相关的讨论。

来这里，把下一步想得更清楚

一场大会值不值得来，最终要看它能不能帮助你做出一个更好的决定。

过去十届，灵眸大赏持续把一线的实践与思考带到行业面前。2023年，宝洁杨继红分享如何打造消费者挚爱的品牌、引领品类增长；2024年，比亚迪李云飞讲中国新能源汽车品牌的故事，欧莱雅朴智鲜讨论如何与消费者及生态伙伴共创可持续价值，小红书又思则把种草带回对消费者的理解。

从国际品牌的长期经营，到中国企业走向世界，再到平台如何理解用户，这些来自不同位置的经验，让我们有机会把自己的判断，放到更大的市场里检验。

品牌需要知道平台能力的边界，平台需要理解广告主的经营压力，服务商也需要听见客户真正愿意付费解决的问题。把这些视角连起来，交流才有可能推动下一步合作。

今年，我们还将发布《灵眸年鉴》《Morketing年刊》和《2027全球数智营销服务机构手册》。从100多个年度营销案例，到全球趋势与服务生态，我们希望把会场上的讨论，沉淀成大家可以带回公司、继续研究和使用的内容。

对品牌方，这一天的价值，是为下一年的预算、组织与合作伙伴选择找到更充分的依据。对平台方，是把自身能力放回客户的生意中，回答“我能帮你多创造什么”。对B2B从业者，是看清客户需求正在怎样变化，以及自己下一阶段应该建立什么能力。

这些问题，恰好需要大家坐在一起讨论。企业独自摸索时，容易把行业变化当成自己的问题，也容易把别人的成功误认为普遍规律。把不同市场、不同阶段的实践放在一起，才能更清楚地判断，什么可以借鉴，什么必须自己重做。

第十一届，我们希望把真正做过的人、正在做决定的人，和能够提供新方法的人聚到一起，让值得借鉴的经验进入更多企业，让行业少一些重复试错，多一些真实增长。让企业因为更好地理解和服务消费者，获得持续的回报。

12月4日，上海，第十一届 Morketing Summit 灵眸大赏。欢迎品牌决策者、平台伙伴与B2B从业者，带着最想解决的问题，与我们一起，把营销的下一步想清楚、做扎实。

合作咨询：微信号Morketing1（Morketing小助手）

邮件咨询：zengqiao@morketing.com

On December 4, 2026, the 11th Morketing Summit will take place in Shanghai. This year’s theme is “Born Intelligent.” Through one global main forum, five breakout forums, a series of closed-door discussions, annual publication launches and the Morketing Awards Gala Dinner, we will explore marketing and business growth in the AI era together with the industry.

As we enter our 11th edition, I want to begin with a straightforward question:When content can be generated at scale and ad delivery becomes increasingly automated, how can marketing give consumers a reason to choose your brand while creating real additional value for your business?

This question shapes how next year’s budgets should be allocated, which capabilities teams need to retain, and what will enable a company to go further.We hope that on December 4, everyone will arrive with the challenges they face and leave better equipped to make decisions.

1.The More Complex the Market, the More We Need to Understand What Drives Growth

People in marketing will recognize this situation:Every platform offers a new opportunity. Every tool promises greater efficiency. Every proposal comes with impressive numbers. Yet in the business review meeting, the questions remain: We have spent the money, but how much additional business has it generated? And how much of that growth will last?

In China, this challenge is particularly tangible. A consumer may discover a brand through a short video, look for recommendations in an online community, and ultimately compare prices and buy on another platform. Every stage requires investment, yet no single report can easily reveal what actually drove the purchase.

Consumers are also thinking more carefully about what is worth buying. NIQ’s consumer outlook for 2026 notes that persistent uncertainty is influencing spending decisions, with consumers placing greater emphasis on trust, convenience and tangible value. For brands, this means every new product launch and every price adjustment must answer a simple question:What problem are you actually solving for me?

But different businesses face different challenges.

For food, beverage, personal care and household care brands, the challenge is whether consumers will keep buying after a promotion ends. For automotive, home appliance and smart hardware brands, it is translating technical advantages into benefits people understand and are willing to pay for. For games and apps, once a download has been acquired through paid marketing, user retention and revenue determine whether that investment was worthwhile.

The challenge becomes more complex across global markets, where consumer habits, channel structures and competitive conditions differ. A product may sell well in China, but why would consumers in another country need it? Would the same content, pricing and channels still work? To grow overseas, businesses must factor cultural understanding, local operations and service capabilities into their growth calculations.

Morketing believes Chinese businesses therefore face two challenges simultaneously:At home, strengthen the businesses they have already built. Globally, identify new needs and develop the ability to serve them over the long term.

Meanwhile, AI is changing how businesses look for answers. Content production, consumer decision-making and internal collaboration have all entered a new phase of experimentation.As AI begins to compare and recommend products, brands need to be understood accurately by machines as well as by people.As content becomes easier to produce, what becomes truly scarce is a reason to be trusted and remembered.

Similar questions are appearing on industry stages around the world. Cannes Lions’ 2026 content framework includes creative effectiveness on limited budgets and how to avoid sameness in the AI era. Advertising Week New York’s announced 2026 stage lineup includes discussions about AI’s impact on audience reach, commerce media and customer growth.

Rooted in Asia-Pacific and reaching a global audience, Morketing Summit has a responsibility to raise these questions and bring them back to one central issue:The industry needs to explain clearly how marketing moves business forward.When every company uses more efficient tools to compete for the same customers, improving efficiency in one part of the process may not translate into better business results for everyone.We need to return to people’s needs, find those who remain underserved, and make clear why a product is worth buying. That is how we can find new sources of growth.

I have always believed thatmarketing should help businesses identify needs, make innovation understood and build trust.When these things are done well, a good product has a chance to reach the people who need it, and a single purchase has a chance to become a lasting relationship. This is the answer the 11th Morketing Summit hopes to find together with the industry.

2.Understand the Direction, Then Find Your Own Way Forward

This year, our theme is “Born Intelligent.”

Building on last year’s “Awakening Intelligence,” we are focusing on what happens when intelligence becomes part of real business: how organizations work, how consumers choose, and where brand growth comes from.

The summit therefore follows a “1+5+N” format.In the morning, the main forum will help establish a shared understanding. In the afternoon, five breakout forums will run in parallel, allowing participants to choose the discussion most relevant to their business.

The global main forum will bring macroeconomic shifts,AIand business structures, international platforms and global brands into one conversation.By examining the broader picture, we hope to identify the questions that can shape a company’s next move: If AI agents begin screening products on behalf of consumers, how can a brand enter their consideration set? As platforms and tools become more powerful, which capabilities must businesses retain themselves? And which measures of marketing value genuinely reflect business performance?

These insights then need to be put into practice.The five breakout forums are designed to help participants move from understanding trends to knowing how to act.

“AI-Native Branding and Growth” is designed for brand CEOs, CMOs and marketing leaders. It will explore how brands can be accurately understood when AI participates in recommendations, while addressing a longer-term question: When everyone can produce content efficiently, how can brands remain distinctive and ensure that today’s investment drives sales now and brand preference in the future?

“New Gateways to E-Commerce, Channels and Transactions” will examine the shift from consumers searching for products to expressing their needs and making decisions with assistance from AI agents. How can new forms of shopping assistance connect products, payments and transactions? Beyond a single sale, can a business build profitability, repeat purchases and lasting customer relationships?

“Global Growth for Game and App Developers” will examine paid user acquisition alongside product strategy, retention, user spending and monetization. It will explore growth strategies for different markets and how developers can retain control of their data and exercise independent strategic judgment as platforms become more automated.

“Short Drama, Entertainment and the Creator Economy” will explore how content can function simultaneously as a product, a communications channel and a brand asset. As barriers to production fall, which stories are still worth paying for? How can a one-off collaboration or a single hit develop into a more enduring business?

“AI-Driven Growth” will take these questions into the way companies work, both internally and with external partners. After experimenting with many tools, how can businesses integrate them into actual workflows? Does the time saved translate into growth? Across brands, platforms and service providers, who is responsible for what, and how should results be measured?

The main forum will help participants assess direction, the breakout forums will help them find practical approaches, and the closed-door discussions will create space to explore specific business challenges in greater depth.We want participants to see the whole picture while finding discussions directly relevant to their own businesses.

3.Come for a Clearer View of Your Next Move

Whether a conference is worth attending ultimately depends on whether it helps you make a better decision.

Across its first ten editions, Morketing Summit has consistently brought firsthand experience and thinking to the industry. In 2023, P&G’s Ann Yang shared how to build brands consumers love and lead category growth. In 2024, BYD’s Li Yunfei discussed telling the story of China’s new energy vehicle brands; L’Oréal’s JeeSeon Park explored creating sustainable value with consumers and ecosystem partners; and Xiaohongshu’s You Si brought content-led product discovery back to its foundation: understanding consumers.

From the long-term stewardship of international brands to Chinese companies expanding globally and platforms deepening their understanding of users, these perspectives give us an opportunity to test our own judgment against a broader view of the market.

Brands need to understand the limits of platform capabilities. Platforms need to understand the business pressures advertisers face. Service providers need to hear which problems clients are genuinely willing to pay to solve. Bringing these perspectives together can turn dialogue into the next opportunity for collaboration.

This year, we will also release the Morketing Summit Yearbook, the Morketing Annual, and the 2027 Global Digital and Intelligent Marketing Services Guide. From more than 100 marketing case studies from the year to global trends and the marketing services ecosystem, we hope to turn the discussions at the summit into resources participants can take back to their companies, study further and put to use.

For brands, the value of the day lies in building a stronger basis for next year’s decisions about budgets, organizational structure and partners. For platforms, it means placing their capabilities in the context of clients’ businesses and answering the question, “What additional value can I help you create?” For B2B professionals, it means understanding how client needs are changing and which capabilities they should build next.

These are precisely the questions that benefit from people sitting down together. When businesses work through challenges alone, they can mistake an industry-wide shift for a problem unique to their company. They can also mistake another company’s success for a universally applicable formula.By examining practices across different markets and stages of development, we can make clearer judgments about what can be adapted and what must be built afresh.

For our 11th edition, we want to bring together people with firsthand experience, those making decisions now, and those who can offer new approaches. We want useful experience to reach more businesses, helping the industry avoid repeated trial and error and achieve more real growth. Ultimately, businesses should earn lasting returns by understanding and serving consumers better.

December 4. Shanghai. The 11th Morketing Summit. We invite brand decision-makers, platform partners and B2B professionals to bring the questions they most want to resolve and join us in clarifying marketing’s next steps and putting them into practice.

Partnership inquiries:WeChat ID Morketing1 (Morketing Assistant)

Email inquiries:zengqiao@morketing.com