Fengzhong Media Vice President Chen Jing: AI applications can enhance customer value

Transmitted from: China Business Network

China Business Journal reporters Li Kunkun and Li Zhenghao report from Chengdu

On March 25, the “New Quality Consumption · Dual Improvement in Quality and Efficiency - 2026 China New Consumption Industry High-Quality Development Forum,” hosted by China Business Journal, opened in Chengdu. During a roundtable discussion themed “AI Empowerment Activating New Consumption Engines,” Chen Jing, Vice President of Focus Media, stated that the company made some changes in two directions last year.

The first direction is in AI, where they released a vertical large model named Zhongxiaozhi. All the cases accumulated by Focus Media over the past 20 years have been fed into this model, allowing it to more efficiently help clients write more precise advertising content to convey to consumers.

“Today, Zhongxiaozhi can already help our clients write more and better ad slogans,” Chen Jing said. “Based on the generation of copy content, it has also been applied to AI video production. In the past, once the content was written, it still had to rely on production companies to create it. However, Focus Media now has a creative center and production center, allowing us to produce a large amount of high-quality videos every day through Zhongxiaozhi, greatly enhancing our efficiency. Last year, many clients were very fond of the videos produced by our AI.”

The second direction involves changes to the consumer end. Many consumers may have seen a new machine added next to Focus Media’s elevator TVs, posters, or smart screens last year, which can be touched, allowing better interaction between Focus Media and consumers. This is a new empowerment brought by digital intelligence and AI to Focus Media last year.

Chen Jing believes that, from a scene perspective, AI content is iterating very rapidly today. The elevator scene can actually serve as a litmus test for AI content; whether your content can make consumers look up for 5 seconds and remember you for 10 seconds is very important for brands. Our communication with consumers depends on whether we can hit the nail on the head.

At the same time, AI applications can further be implemented in various scenarios to explore how to improve communication efficiency for different demographics. For instance, in the elevator lobbies of tech parks, how to apply AI to make the pushed content more engaging for the audience.

“In the apartments of the Gen Z youth demographic, the pushed content might focus on the beauty economy and emotional value empowerment. From Focus Media’s perspective, I believe that different content can be distributed by AI to different groups, thereby enabling us to communicate brand and product information more efficiently and quickly to consumers, ultimately achieving better conversion,” Chen Jing said.

(Editor: Wu Qing; Reviewer: Li Zhenghao; Proofreader: Yan Jingning)

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