从“看到”到“看透”：掌握大语言模型中的品牌话语权

从“看到”到“看透”:掌握大语言模型中的品牌话语权 Agenda AI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 AI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 better AI Maturity Agents Assistants ●Content generation (SM post)●Create a media brief●Turn a summary into an insight The Vision: Switching the Roles Humans assisted by AI AI assisted by humans Meltwater AI Meltwater product and it’s innovation focusses on these core themes Industry's MostComprehensiveData 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 < 30s AI has been at the forefront ofwhat Meltwater has been doingover the last 20 years. It’s just anadvancement of algorithms andhow they have been employed inplatform under features likeproprietary sentimentanalysis/automated tagging. UnrivalledAccess toSources &Networks ●Strong relationships with content providers & social networks●120editorialcontent partnerships, plus 30 regional partners●14 major social media networks, giving global conversation coverage●Official partnershipswith X, Meta, Reddit, LinkedIn●Earliest possible access to emerging social networks Meltwater knows how to applyAI for the new world and haveactioned rather than discussed Structured &Enriched forPersonalized Insights& Action ●Deep data schema of> 70 dimensions per document●Customizedwith your brands, spokespeople, competitors, products andthemes●18 real-time AI enrichmentsincluding topics, sentiment, people, andorganizations Meltwater GenAI Unified ApproachMIRA - The Power of Meltwater AI Where and When You Need It Mira IntegrationsIn-place insights and recommendations Mira API Meltwater Copilot Mira Platform across our suite Democratizes news & socialintelligence across entire organizations Integrates news & social intelligence intoin-house assistants and reportingsystems Assists users within our suite to get tooutcomes Office365 Mira Spaces Mira AI Stack Mira Applications Suite assistance workflows Search Assistant Executive Briefing Writing Assistant Industry-Leading Innovation Meltwater previously brought affordable ML & NLP innovation, and is already delivering transformative GenAI Accurate, real-time data enrichment 18 high-performance enrichments, with ongoing tuning andassessment including Entity Level Sentiment. Ground-breaking image and video analysis Customized real-time analysis identifying brands, logos, andpersonalities for deeper analysis. Collaborations with innovation leaders Microsoft Copilot partnership providing a co-developed,next-generation communications assistant. Vectorized dataset transforming search Delivering quicker, more intuitive, semantic search & classification forcustomers. Platform AI Assistant Saving customers time and increasing their impact through instantinsights, actions and faster workflows. $$$ Investment in Next-Gen AI AI Vision: EliminateBusywork, SuperchargeDecisions, and ProveYour Worth EcosystemIntegration Get Rid ofRepetitive Tasks Show ResultsThat Matter Turn Data intoActualActions Automate the grind ofgenerating searches,dashboards, and content soyou can focus on high-impactwork. Analytics and insights makesense of complex data, noguessing or heavy liftingrequired. Tailored tasks, prescriptiveinsights, and reports aligned withyour team's goals. Insights and actions deliveredinto daily tools and reportingplatforms where you needthem. 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 Introducing MIRA Mira is Meltwater’s newAI flagship companionthat enables PR andMarketing professionals to bemore efficient, gain fasterspeed to insights, and deeperaccessibility to data. Mira is an aligned set of AI-powered experiences withinand beyond our suite To realize the opportunity GenAI brings we can no longer work in silos,we must align and work together to benefit from the sum of our efforts Mira AI Driving measurable efficiency with Mira AI ●Summarization at scale: What once tookseveral days ofmanual effortcan now be completed injust minutes. ●Reporting: Projects that used to takenearly a montharenow finished withina single week. ●Proven impact: A Forrester Total Economic Impact (TEI)study found that multinational teams using Meltwater AIsaved25% of their time overall. The result:Faster delivery of insights, more capacity forstrategic work, and measurable ROI across the communicationsand marketing function. Mira Studio Demo Time Prompt Creation What is a prompt? Writing Prompts with TRACI Apromptis just a way of telling an AI whatyou want it to do.It’s like giving instructionsor asking