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从推送到深度交互，AI助力行业触达营销新模式

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所属报告：

抖音：2026抖音小游戏行业白皮书（47页）.pdf

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●所见即所得，AI助力创意落地创意和优秀玩法是构成小游戏的根本，移动端AI应用为用户提供时刻创造游戏的可能，让想象中的小游戏产品落地。2025年12月，蚂蚁集团旗下全模态通用AI助手“灵光”推出闪游戏功能，作为“闪应用”功能的一部分，主打“人人可手搓、可修改”，用户只需在对话框输入自然语言的描述，就能快速创作出属于自己的小游戏。未来，移动端与现实世界的交互将进一步深化，拍摄生成游戏素材、语音交互记录玩法等方式将改变游戏生成的管线逻辑，更多创意将加速落地。综上，AI对小游戏开发侧带来的提升是全维度的，从玩法创新到内容产出，AI将彻底打破小游戏开发门槛，行业将迎来产品的井喷。同样，A正成为小游戏营销侧的关键抓手，满足厂商在宣发侧的多样化需求。 ●智能投放，AI重塑宣发链路 AI对于小游戏的投放赋能已触达至各个阶段之中。如创意生成，AI进行快速精剪、画质增强，帮助企业迅速获取大量宣发素材，筛选后实现饱和式宣发；如宣发运营，Agent可帮助企业实现持续稳定的市场分析，7x24h盯盘复盘，及时调配投放预算调整策略。结合案例来看，如营销AI助手Set，在Al的辅助下，素材制作速度比人工快15 倍、成本低25倍。未来，营销模式将朝着多AI集成决策的智能投放方向加速演进，由AI生成素材并智能匹配场景进行投放，显著提升买量ROI与运营敏捷度，推动营销效果实现量级突破。 ●深度交互，数字人主播强调互动体验基于小游戏“短平快”的打法特征，数字人与其宣发目标高度适配，AI赋能下该方式将加速兴起。高保真的数字人频，且能够保证面部自然、长时间稳定、面部细节程度高等特征。对于小游戏而言，直播形式天然适配其即点即玩的模式，背靠直播间，玩家互动结合直播PK等形式可显著为小游戏提升传播效率。未来，高保真的AI数字人直播可能成为小游戏开发商布局的重要领域，AI将打破限制，为更多优质小游戏提供触达用户的可能。

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