“I didn't become a CMO; I became an AI prompt engineer. I can't draw, but I became an AI artist, and 'Cyber Dafu' has become a top influencer on WeChat, Xiaohongshu, and Video Account. All this is thanks to the new possibilities that the AIGC creation era has given me.” While serving dozens of industry-leading companies such as P&G, Yili, Coca-Cola, COFCO, Moutai, Hongxing Erguotou, Gujing, Shede, Novo Nordisk, Nanfu, HANSHU, and SAIC-GM in their brand marketing AI evolution, she directly confronts the pain points and aspirations that companies have regarding AI. Facing the overwhelming wave of super artificial intelligence, business operators are being chased by the relentless pace of the times, with one pressing question hanging over their heads: How can companies keep up? From March 17 to 19, the 10th China FMCG Innovation Conference, also known as the 4th China FMCG Hard Discount Conference and the 4th China FMCG Distributor Conference, with the theme “New Order · Symbiosis,” grandly opened in Chengdu. At the FMCG Digitalization + AI sub-forum, Cyber Dafu (real name: Fu Lu), founder of 2Sheng3 Technology, a leading marketing AI blogger, lecturer at Chaos University, former brand general manager at COFCO Wine and Jiangxiaobai, and director at Mars and P&G, delivered a wonderful keynote speech titled “Re-engineer Marketing with AI.” “Re-engineer marketing with AI!” This is also what Cyber Dafu aspires to do. How can we innovatively combine brand marketing application scenarios with AI in depth? How can we better strengthen the internal capabilities of corporate teams and achieve capability reconstruction? How can we empower companies to achieve 10x effectiveness, 10x lower costs, and 10x faster speed? New Distribution is pleased to report the highlights of her speech for the benefit of our readers. Embracing the AI Era What Pain Points Do You Have? Whether for companies or individuals, there is a huge gap between the ideal and reality of embracing AI. First, the internet is flooded with AI information bubbles, making it hard to distinguish truth from falsehood, and difficult to discern which are real innovations and which are just illusory gimmicks. Second, there is a lack of implementation paths. Bosses often have fanciful ideas, hoping that as soon as employees use AI, they will immediately improve efficiency and reduce costs. However, employees on the front line often feel confused about AI tools—with so many technologies, how exactly do they apply them to their work? Third, companies lack systematic methodologies for business scenarios, making it difficult to achieve continuous AI evolution and self-learning. This is why many bosses tell me, “Using these AI tools feels like driving a tractor while sitting in a luxury car.” In an Era Where AI Evolves Faster Than Humans What Should You Learn to Keep Up with the Times? Let me ask you a question: Among the following three types of people, who is more likely to create viral content?

First, those who master advanced AI tools and technologies;

Second, those who understand the core processes of content creation;

Third, those who know how to tell stories. The answer is the third type. Because tools and technologies can increasingly be achieved through continuously iterating AI, and the core production process of content can also be quickly optimized through AI workflows. But what determines victory is your foundational knowledge: how to tell a good story, because that is the key to content success. What is truly valuable capability? It is the ability to deeply understand the essence of an industry and grasp core concepts. AI does empower us, but its leverage point is not new tools and technologies. Therefore, weapons must be attached to people with martial arts skills to be effective. Every week, different AI tools are born. In this era of continuous iteration, the speed of tool updates far exceeds our learning speed. Amidst speed and change, between rapid growth and rapid decay, within the spinning kaleidoscope, there is always a firm and stable core: the basic logic of business operations, and the underlying methodology of brand building—Who, What, How. Only by mastering these can we maintain the ability to keep pace with the times in the rapidly changing AI era, not be confused by appearances, and have both the confidence to respond to changes with constancy and the ability to learn and adapt quickly. Therefore, I still suggest that what you should learn are the timeless underlying business logics: How to gain insight into consumers' true needs; how to create hit products; how to build core brand value and accumulate brand assets; how to drive online + offline business growth, and so on. This is the capability preparation before learning AI. But the way of learning is changing. Since I started using AI, I have had a strong feeling that many current courses on operations and marketing may no longer be necessary. Because many skills and routine patterns can be efficiently generated and solved by AI. Therefore, for marketers in the AI era, we should focus more on learning the ability to ask questions and the ability to judge, and these come from whether your professional “know-how” is solid enough.

  • Before learning to use AI to generate product promotion plans, you should start by learning about brand positioning and building trust evidence;
  • Before learning to use AI to generate product copy, you should start by learning how to turn the “selling point” of product thinking into the “buying point” of user thinking;
  • Before learning to use AI to generate Xiaohongshu content, you should start by learning how to “create memes” and build “traffic passwords”;
  • Before learning to use AI to draw a poster, you should start by understanding what a “visual hammer” is. This is why my “New Brand Marketing AI Course” has become a must-take hit course for Fortune 500 companies. It is one of the few practical courses on the market that systematically explains brand operation logic and fully integrates AI practical skills. Because once you master the underlying marketing capabilities, generating answers in the AI era becomes within easy reach. This also means that if you are a smaller company, you have the opportunity to overtake on the curve, break through cognitive differences, and quickly reach industry standards in skills and efficiency. A Comfortable Way for Companies to Implement AIGC Many business owners immediately ask eagerly: Should we deploy an AI system? I think the practical and implementable way is that companies should never adopt a grand narrative when implementing AI, because it can easily become a flashy PPT project and ultimately just a formality. Instead, I suggest that the real AI implementation approach for companies is to start from a single point and break through one by one. 0-1: Solve One Problem The first step is simple: improve the efficiency of every employee's daily task handling. Choose a clear, quantifiable small problem to solve. This problem can be as small as how to use AI to efficiently generate WeChat Moments posters, or how to use AI to assist in writing more attractive product descriptions. Getting employees to use it is the top priority! Learn AI tools, understand tool selection, and learn the basics of prompt engineering. When the team witnesses that by just entering a few keywords and brand elements, they can generate multiple creative poster proposals in minutes, it not only frees them from tedious repetitive work but also allows them to devote more energy to creative thinking. This tangible small victory is the key to building the team's confidence in AI applications. 1-10: Master One Process In the 1 to 10 stage, our goal is to expand AI applications from a specific small problem to a complete business process, optimize local workflows, and upgrade AI from a simple auxiliary tool to an “efficiency amplifier” for a certain process. Agile and action-oriented departments are already practicing efficiency gains. For example, the e-commerce department of a company I coached quickly applied AI to the entire product image production process: from creative conception, real-scene shooting, to post-production retouching and optimization. Tasks that originally required coordination among multiple teams are now efficiently executed by AI tools. Save manpower to do more valuable things; save time to deliver more results. At this stage, teams can delve into more advanced prompt techniques, or start packaging prompts, building Agents or ComfyUI workflows. Let AI gradually become an efficiency engine running through the entire business process, from a single-point tool. 10-100: Complete a Set of Processes When AI gradually shows value in multiple processes, the next step is to connect these single-point applications into a complete business process, activating the synergy between different processes! Taking content production as an example, when AI successfully optimizes the poster design process, we can further expand to the entire content production chain. For example, from mining hot topics, to writing self-media articles, to generating social media posters and short video materials, AI can participate in every key step. Although AI cannot completely replace human creativity and judgment, it can quickly generate initial content proposals, provide diverse creative options, and help teams complete the entire production process more efficiently. 100-∞: Standardize and Scale I think this is the ideal state of an AI-driven enterprise. AI is deeply integrated into various business processes. Those scattered successful experiences are summarized, refined, and standardized, allowing AI's advantages to be continuously replicated and amplified in broader scenarios. Whether in production, marketing, or customer service, AI solutions can be quickly implemented through standardized processes, achieving efficient, precise, and controllable business operations. At the same time, traditional job divisions and work patterns are quietly changing. Those highly repetitive and low-efficiency tasks are taken over by intelligent agent systems, freeing employees from daily trivialities and allowing them to focus on innovation, strategic planning, and solving complex problems. Work methods are reshaped, and team roles are upgraded, transforming from “executors” to “AI managers” and “strategy designers.” Make AI Your and Your Company's Strongest External Boost Facing the intelligent wave of 2025, every company stands at a crossroads. We can choose to wait and see, waiting for industry rules to be completely rewritten; or we can take the initiative, embrace change, and make AI our capable assistant and strongest external boost. Remember, AI will not replace humans, but those who understand AI will inevitably replace those who do not. The future has arrived; it just depends on whether you are willing to embark on this evolutionary journey. Don't hesitate any longer! In this era of “fast fish eat slow fish,” AI is not an option but a required course. I have already carved out my own path on this journey, and you can too. Let us together arm ourselves with AI, guide AI with the underlying logic of marketing, let brand voices be heard by more people, and let product value be recognized by more people.