About
A model that empowers marketers to interact with customers across multiple social media platforms by flexibly generating desirable, accessible and reliable contents in the company with AI technologies.
Innovation presentation
AIGC Follow Me: Create accompanying content generation tools for insurance agents, build AI Generated Content Social Media Marketing Model (AFM), assist agents in serving more customers, improve efficiency and quality, and enable top agents to play a leading role in the insurance industry. AFM is the industry's pioneering model that helps marketers operate a diverse range of contents, including posters, short and medium videos, and fulfill an integrated online and offline service process of content publishing, accurate customer recommendation, customer profile analysis, and sales lead conversion on active social media.
At present, we have 303,000 insurance agents active on social platforms for effective customer acquisition, using our 48 categories and 10081 pieces of contents. Our AI has achieved a good command of insurance concepts and products, which can scale up the production of contents with lower cost, lower barriers, and higher acceptance. It effectively combines insurance with fields such as wealth, health, and elderly care, allowing more people to understand and benefit from the protection and well-being brought by insurance.
Uniqueness of the project
(1) New Model: A New Business Model Creates a New Market.
Our model, where agents act as content operators (uploaders), is more credible and attractive for promoting insurance online than the traditional internet model. The integration of AIGC-powered online and offline marketing by agents is easier for more consumers to accept. In 2021, our total content engagement was 10.213 million, and it increased by 46% to 14.86 million in 2022. As Generation Z, who love short video entertainment and are active on social media, become a new force in insurance consumption. Our new model enables the company's business to quickly cover young customers and provide reasonable insurance coverage for their families as soon as possible. In addition, we have diversified use of AIGC technology in various content formats, including but not limited to posters, short and medium videos. The content covers in-depth, professional, and compliant policy interpretation, concise and understandable product analysis, vivid and interesting agent voice and image synthesis, fully catering to the tastes of the market consumers, and enhancing public discussion and discourse on insurance. In 2022 Q4, the video generated by AIGC had 6.203 million views on Tik Tok, with an interaction rate of 6%, far exceeding the average like rate of Tik Tok videos, which is 3%.
(2) New Value: Each Insurance Agent Connects More Customers.
Our model breaks through the limitations of time and space. Our agents provide professional education by spreading concepts such as finance, health, law, and tax to a broader audience online. There is a significant increase in the number of customer interaction online and offline. In 2021, the monthly engagement of each agent was 8.5, which increased by 118% to 18 people in 2022. In addition, by becoming an online uploader, agents fully absorb fresh perspectives from the internet ecosystem feedback to the insurance field, promoting agents' multi-dimensional understanding of customers, products, market trends, and the comprehensive improvement of personal social skills, influence, and corporate brand power. Our approach does not exploit any customer's privacy. The content production relies solely on a vast amount of publicly available data and machine learning techniques to enhance efficiency and maximize the appeal to customers.
(3) New Cooperation: Contents Spread to Multiple Social Media Platforms.
The implementation of our model follows the changes in consumer demand and behavioral preferences, and we have already connected multiple mainstream internet platforms to develop new markets, including Tik Tok, the most popular content platform, and WeChat, the most deeply rooted communication platform. Agents have new digital ways to engage customers, realizing fully digitized marketing in content publishing, precise customer targeting, customer profiling analysis, and sales lead conversion. Excellent agents and high-quality content are released on social media platforms on a large scale. After integrating with Tik Tok, the exposure of content increased by 58 times. Our company places a strong emphasis on content compliance and adheres to the regulatory requirements of the Chinese market. All content production is authorized by agents and reviewed by our internal compliance departments. They are then published on appropriate internet platforms with the utmost effort to avoid sales misleading and protect our customers.
(4) New Technology: AIGC Improves Economic Benefits.
Content understanding and expression are the core of AIGC technology to improve content quality and reduce production costs. Our AIGC capabilities have achieved deep understanding and natural expression of contents in insurance application, targeting a wide range of customers. From the perspective of content quality, based on Ping An's extensive knowledge graph and knowledge base accumulated over the years, combined with a generative insurance pre-training model, high-quality contents can be automatically generated according to different themes and populations.
In terms of video and poster generation, through self-developed high-performance online video generation architecture, 3DMM extraction network, and image rendering network, online real-person image cloning can be achieved based on a single photo of a salesperson. In terms of sound, the self-developed Adaspeech+mfa multi-person basic sound model is based on 20 sentences of voice audio from marketing personnel to achieve personalized sound cloning, resulting in a high fidelity marketing personnel explanation video of the marketing personnel's image. Combined with unique and rich innovative elements and materials, it changes the monotony of insurance as a traditional professional knowledge.
From the perspective of production efficiency, in the past, it takes 60 minutes to search for a large amount of materials and select suitable theme to create scripts, 20 minutes to memorize lines and record videos, 20 minutes to edit videos and add subtitles or dynamic effects, and 2 minutes to switch between platforms to publish videos, totaling 102 minutes. With the support of AIGC technology, the total time has been reduced to 3.5 minutes. In Ping An, there are 291,000 sales personnel involved in content creation, full of interest and confidence in the new model, and online marketing capabilities have been significantly improved.
