Part C

Directions:

Read the following text carefully and then translate the underlined segments into Chinese. Your translation should be written neatly on the ANSWER SHEET. (10 points)

There has been some exploration around the use of Al in digital marketing. For example, Al can be used to analyse what type of advertising content or copy would be appropriate to ‘speak’ specific target customer group by revealing information about trends and preferences through the analysis of big data. (46) Al can also be used to identify the lifestyle choices of customers regarding their hobbies, favourite celebrities, music choices and fashions to provide unique content in marketing messages put out through social media. At the same time Al can also be used to generate content for social media posts and chat sites. Al can also provide a bridge between the need of the brand to communicate emotionally with the customer and identifying their rapidly changing needs.

The main disadvantage of using Al to respond to customers is that there are concerns about trusting personal interactions to machines, which could lead not only to the subsequent loss of interpersonal connections, but also to a decrease in marketing personnel. (47) Some believe that Al is negatively impacting on the marketer’s role by reducing creativity and removing jobs, but they are aware that it is a way of reducing costs and creating new information. By allowing AI to develop content some brand marketers may find that they are losing control over the brand narrative. (48) Algorithms that are used to simulate human interactions are creating many of these concerns, especially as no-one is quite sure what the outcomes of using AI to interact with customers will be.

For Al to be successful, data needs to be accessible, but the use of personal data is becoming more regulated and the automated sharing of data is becoming more difficult. (49) If customers are not willing to share data, Al will be starved of essential information and will not be able to function effectively or employ machine learning to improve its marketing content and communication. Therefore, unless customers are prepared to sign release agreements, the use of Al may become somewhat restricted in the future. Not only can Al help to create the marketing content, but it can also provide a non-intrusive way of delivering the content to the target customers. Data can be gathered on where the customer can be engaged, such as location, devices used, website interactions, and sites visited, to display marketing messages inappropriate forms, including emails, social media posts, pop-up advertisements, and banners at an appropriate frequency. (50) The non-intrusive delivery of the marketing messages in a way that is sensitive to the needs of the target customer is one of the critical challenges to the digital marketer. Understanding humans may be complicated, but we reveal a considerable amount about what appeals to us through our browsing history.

【参考译文】

46. 人工智能还可以用于识别客户生活方式的选择，包括他们的业余爱好、最喜欢的名人、选择的音乐以及时尚，从而在通过社交媒体发布的营销信息中提供独特信息。

47. 一些人认为，人工智能会通过减少市场营销人员的创造力和减少其工作机会的方式对他们的角色产生消极影响。但是，他们也意识到，人工智能是降低成本、创造新信息的方式。

48. 用来模拟人际互动的算法正在引发许多这样的担忧，尤其是在没有人确切知道使用人工智能与客户互动的结果会是什么的情况下。

49. 如果客户不愿意共享数据，人工智能就得不到所需的必要信息，也就无法有效运行或使用机器学习来改善自身的营销内容和沟通。

50. 以一种对目标客户的需求灵敏的方式非侵入式地发送营销信息是数据营销人员面临的重要挑战之一。

（责任编辑：admin）