2025年从“看到”到“看透”：掌握大语言模型中的品牌话语权报告

1从“看到”到“看透”:掌握大语言模型中的品牌话语权2AgendaAI如何重塑品牌管理⽣态●全球趋势速览●Meltwater AI战略愿景 Mira Studio：对话式洞察如何重构品牌的决策节奏●从“找数据”到“问洞察”⸺战略层的效率跃迁●AI如何助⼒品牌团队在全球市场实现更快、更深的响应●Prompt Writing 实操建议：如何提问才能得到有⽤洞察 GenAI Lens: ⽣成式AI如何影响品牌认知与声誉管理●AI助⼿正在成为新的“品牌第⼀印象制造者”●品牌需要可视化、可响应的⽅式来参与LLM时代的叙事权Wrap-Up: 在AI驱动的世界中建⽴品牌的⻓期优势201AI如何重塑品牌管理生 态●全球趋势速览：⽣成式AI、内容爆发、渠道多元化●Meltwater AI战略愿景: 从“看数据”到“掌控叙事”Gen AI is here to stay, and it keeps getting betterAI Will Become an Indispensable, Trusted Enterprise Coworker.Rowan CurranForrester Analyst5AI MaturityToolsSingle, simple and narrowly defined tasks● Sentiment analysis● Categorization● Summarize social media postsAssistantsSingle complex tasks, single outputs, less human feedback● Content generation (SM post)● Create a media brief● Turn a summary into an insightAgentsMultiple complex tasks, outcome and action driven● Plan and execute a campaign● Identify and handle a crisis● Create a brief then report on it2008202320256The Vision: Switching the RolesHumans assisted by AIAI assisted by humans7Meltwater AI Meltwater product and it’s innovation focusses on these core themes AI has been at the forefront of what Meltwater has been doing over the last 20 years. It’s just an advancement of algorithms and how they have been employed in platform under features like proprietary sentiment analysis/automated tagging.Meltwater knows how to apply AI for the new world and have actioned rather than discussedIndustry's Most Comprehensive Data Corpus●13 billion news articles and 200 billion social posts●3.5 million news articles and 27 million social posts added per day○Ingested, enriched and indexed in < 30sUnrivalled Access to Sources & Networks●Strong relationships with content providers & social networks ●120 editorial content partnerships, plus 30 regional partners●14 major social media networks, giving global conversation coverage●Official partnerships with X, Meta, Reddit, LinkedIn●Earliest possible access to emerging social networksStructured & Enriched for Personalized Insights & Action●Deep data schema of > 70 dimensions per document●Customized with your brands, spokespeople, competitors, products and themes●18 real-time AI enrichments including topics, sentiment, people, and organizations8Meltwater CopilotDemocratizes news & social intelligence across entire organizationsMira PlatformAssists users within our suite to get to outcomesMira APIIntegrates news & social intelligence into in-house assistants and reporting systemsMira SpacesPersonalized insights, actions and outcomes for businesses and teamsIndustry, geo, custom modelsCustomer dataSearch AssistantWriting AssistantTeamsOffice365Unified backendPlan and execute and a journalist outreach campaign based on my target KPIsExecutive BriefingBrand Performance ReportSuite assistance workflowsInsights & recommendationsUse case specific deliverablesMulti-step HITL tasksIn-house assistantsPower BIFull PageSide Panel TableauMobileWhat were the key stories about Nike this week?Mira AI StackUnified AI system providi