国家广告研究院：2026 AI 品牌资产建设发展白皮书（英文版）（77页）.pdf

1、 2026 White Paper on AI Brand Equity Development 2 Table of Contents Preface.6Chapter 1.9Global AI Ecosystems and the Landscape of Cognitive Entry Points.91.1 Global AI Entry Architecture:Mainstream Platforms and Capability Boundaries.91.2 Chinas AI Entry Ecosystem:Super-Platform Integration and Clo

2、sed-Loop Commerce.111.3 Global Migration of AI Brand Entry Points:From Search to AI Assistants.12Chapter 2.13Paradigm Shift:From“Traffic Dominance”to“Cognitive Dominance”.132.1 Changes in User Behavior:From“Finding Information”to“Seeking Conclusions”.132.2 The Paradigm Reconstruction of Search Engin

3、e Optimization(SEO):From Ranking Logic to Generation Logic.132.3 The Meaning of“Cognitive Dominance”:Whether a Brand Can Be Consistently Understood and Referenced by Systems.142.4“Cognitive Dilution”and the Risk of implicit exclusion in the Generative AI Context.14Chapter 3.16AI Brand Equity Develop

4、ment:From“Being Discovered”to“Being Referenced”.163.1 Why AI Brand Equity Development Is Necessary:It Is Not a Change in Terminology,but a Change in Competitive Logic.163.2 The Three Levels of AI Brand Equity Development:Being Discovered,Being Selected,and Being Referenced.163.3 The Object of AI Bra

5、nd Equity Development:From“Content Production”to“Brand Information Governance”.173.4 AI Brand Equity(AIBE):The New Locus of Brand Assets.183.5 The Five-Layer Path of AIBE:From Identifiability to Governability.19Chapter 4.20How AI“Sees”Brands.204.1 Generative AI Is Not Simply“Smarter Search”.204.2 So

6、urces of Cognition:Long-Term Knowledge,Behavioral Boundaries,and Real-Time Evidence.204.3 Workflow:Retrieval Routing,Recall,Reranking,and Generation.214.4 Why Brand Content Gets“Filtered Out”.22Chapter 5.24Global Development Status and Governance Framework of AI Brand Equity.245.1 Global Development