On April 16, the AWS Global Expansion Summit 2025 kicked off grandly in Shenzhen. As Amazon Web Services' first flagship conference of 2025, the event brought together numerous domestic and international business leaders from booming industries and tracks, sharing beacon stories of Chinese enterprises going global, decoding new trends in the global overseas market, and exploring the commercialization of cutting-edge AI technologies and security compliance guarantees for global expansion. eclicktech, a pioneering martech company with an early AIGC strategy for global marketing, was invited to participate.

In recent years, gaming and pan-entertainment, as one of the main tracks for Chinese internet enterprises going global, have shown strong growth momentum. It is projected that the global social app market size will exceed USD 310 billion by 2030, with a compound annual growth rate (CAGR) of 26.2%. As the market expands and user demands become more refined, major pan-entertainment segments including gaming, social media, short dramas and live streaming are accelerating the adoption of new technologies represented by generative AI to enhance their comprehensive competitiveness.

Against this backdrop, how can overseas enterprises optimize their marketing chains, seize the best global opportunities, identify suitable target markets and make critical choices amid the complex and ever-changing environment? At the event, Ady Zhao, Algorithm Expert at eclicktech, delivered a keynote speech titled Intelligence Leads the Future: Generative AI Marketing Innovation and Commercial Breakthroughs, conducting an in-depth analysis drawing on eclicktech's latest explorations in AI marketing technology and numerous past global marketing cases.

"As a technology-driven martech company, eclicktech has accumulated a massive amount of creative assets, marketing campaign and performance conversion data over the past decade," Ady Zhao shared. "In recent years, leveraging the powerful cloud computing power provided by AWS, we have conducted in-depth research on various strategic models and large language models (LLMs), and developed customized solutions for different marketing scenarios. In 2024, eclicktech launched the AI+BI+CI end-to-end digital global expansion solution, supported by three core products: KreadoAI, Shuyan Intelligence and Cycor. This solution effectively addresses the challenges faced by overseas enterprises in content production capacity, campaign decision-making and operational efficiency throughout the marketing chain, helping them improve global operational efficiency at lower costs."

With the rapid iteration of AI technology, the application boundaries of large language models continue to expand and are gradually being deeply embedded in various industries. In its latest technological explorations, eclicktech has identified that MCP (Model Context Protocol), a technical protocol that standardizes external tool calls for large language models, is reshaping the development approach and ecosystem landscape of AI applications. Technically, previously when building agents, developers needed to write a large amount of complex code for each external tool call, which not only resulted in high development costs but also limited the expansion of agent capabilities. MCP, however, enables the sharing of existing MCP servers, greatly simplifying the tool integration process and significantly lowering the barrier to agent development, opening up new possibilities for efficiency improvements across the entire marketing chain.

Across the entire marketing chain—from market insights, customer targeting and creative planning to ad delivery and performance evaluation—every link has extremely high requirements for the accuracy and efficiency of information processing. The integration of MCP will enable large language models to access a variety of marketing tools at extremely low costs, allowing for more accurate analysis of market data, understanding of consumer intent, generation of personalized marketing creatives, and optimization of ad delivery strategies and performance evaluation. This shifts the paradigm from "people seeking tools" to "tools proactively serving people", and from "serial operations" to "parallel collaboration", enabling intelligent and efficient marketing decision-making and execution.

"Currently, the MCP service ecosystem in the advertising and marketing field jointly explored by eclicktech and AWS has taken initial shape," Ady Zhao further revealed. "In the future, when game developers need to quickly deploy global marketing campaigns for new games, they only need to input basic requirements into the interface. The system will automatically create copy scripts, conduct data analysis to accurately target audiences, generate optimal creative assets, and formulate the best delivery strategies—completing the entire process from marketing content design to ad deployment in just a few minutes, a task that previously could take up to two weeks."

The global pan-entertainment market is undergoing rapid changes in 2025. Future global marketing will no longer be a competition of resources, but of intelligence; no longer a game of scale, but of speed and precision. Enterprises that can master and flexibly apply generative AI first will gain a competitive edge in the global race. As a trusted partner for Chinese enterprises on their internationalization journey, eclicktech will continue to deeply understand market changes and customer needs, and join hands with more ecosystem partners to empower pan-entertainment enterprises to tap into the global market through AI-powered marketing.