"AI All-Phase" is here. Alibaba Marketing Cloud aims to ensure "every business intention leads to a deal".

On March 20th, in the venue of Shangri-La Hotel at Shanghai Qiantan, a long - lost sense of excitement belonging to the "tech - savvy" returned to the e - commerce circle.

Alimama launched a super business intelligence engine called "AI Wanxiang". If we were to summarize the ambition behind this in one sentence, it would be: Alimama is trying to reshape business operations in the AI era with a new paradigm of "multi - agent collaboration".

Just half a year ago, the industry was still discussing how AI could generate a poster or write a piece of copy. Today, Alimama's answer is that AI should directly deliver business, "certain" business.

This naturally reminds people of the "Wukong" intelligent agent recently launched by DingTalk. In the field of collaborative office, AI is evolving from a "dialogue box" into a "digital employee" capable of running through processes. Alimama's "AI Wanxiang" embeds a similar logic into the ever - changing business game field.

This naturally reminds people of the "Wukong" intelligent agent recently launched by DingTalk. In the field of collaborative office, AI is evolving from a "dialogue box" into a "digital employee" capable of running through processes. Alimama's "AI Wanxiang" embeds a similar logic into the ever - changing business game field.

01. The Revolution of the Search Box: When Business Decisions Move towards "Intention Interception"

For a long time, the competitive dimensions of e - commerce operations have been almost fixed. Merchants buy keywords, compete for positions, and strive for a high ROI. However, this logic is no longer suitable for the AI era.

The reason is simple. Consumers' decision - making paths have changed. When they search, they are no longer just entering a "keyword", but expressing a "life intention". When a user searches for "what to wear in Sanya next week", what she needs is not a "silk floral dress", but an "aesthetic plan for a seaside vacation".

This is the underlying relationship between Alimama's LMA large - scale model and AI Wanxiang: LMA is the "super brain" hidden under the engine hood, responsible for understanding these vague semantics. AI Wanxiang, on the other hand, is the super business avatar that can understand instructions and execute tasks as quickly as a "big lobster (OpenClaw)".

This paradigm shift is particularly evident in the case of ubras.

The traditional underwear market is an extremely competitive position - based game, where merchants fight over limited keywords such as "underwear" and "seamless". However, driven by AI Wanxiang, ubras made a leap from "selling products" to "delivering intention - based solutions".

First, the "Wanxiang Zhishi" (Intention Recognition Agent) did not stick to the underwear category. Instead, it keenly captured the vague intentions of consumers. For example, users might ask, "What should I do if my skin is too dry during the season change?" or "Recommend some portable gadgets for business trips."

Second, the core advancement emerged, the "Wanxiang Zhipin" (Product Understanding Agent). AI no longer just looks at the SKU names. Instead, it deeply scans the product details, experimental reports, and even patents of ubras' "Little Milk Skin" series, "deconstructs" this underwear from the category, and extracts underlying features such as "micro - capsule skin care" and "2.5 times high - level water locking".

At this point, the asset reshaping is completed: ubras' Little Milk Skin has evolved from a simple piece of underwear to a wearable product that cares for the skin.

After that, the "Wanxiang Zhizao" (Creative Generation Agent) and the "Wanxiang Zhitou" (Advertising Optimization Agent) initiate cross - dimensional links. When users search for skin care products, workplace commuting outfits, or even "high - tech novelty gifts", AI Wanxiang keenly identifies that the core intention behind the users is "moisturizing and preventing dryness" or "elegance and decency", and then presents the Little Milk Skin as a precise solution to the users.

Growth occurred. ubras achieved a CVR of 12.47% and an increase of 13.3% in the proportion of new customers.

The industry insight here is that the "intention dividend" has just begun. Between the question and the answer, AI Wanxiang enables merchants to "intercept" consumers at the moment of their "initial thought", opening up a huge incremental space.

02. Asset Reshaping and Super Avatars: E - commerce Operations Enter the "Fully Automated Driving" Era

Tasks such as preparing materials, adjusting prices, monitoring dashboards, and modifying selling points - these repetitive and mechanical actions in e - commerce operations will soon be carried out by agents.

The four atomic - level agents included in Alimama's AI Wanxiang, namely Wanxiang Zhishi, Wanxiang Zhipin, Wanxiang Zhizao, and Wanxiang Zhitou, essentially switch business operations to the "fully automated driving" mode.

Take Haier, a giant in the home appliance industry, as an example. As a super brand with thousands of SKUs covering the entire home appliance category, the complexity of Haier's operations is exponential. How can each washing machine precisely find its intended users among the vast amount of information across the Internet?

First is "asset reshaping". Through the "Wanxiang Zhipin" (Product Understanding Agent), AI translates Haier's thick product manuals and patent libraries into vivid intention - based assets. For example, Haier's high - end washing and care solutions are no longer just cold technical parameters but are reconstructed into "life solutions" for different groups of people:

For families with infants and young children, it is the "guardian of hardcore health and bacteria - free, residue - free washing"; for pet owners, it is the "intelligent housekeeper for deep hair removal and getting rid of the annoyance of sticky hair"; for young white - collar workers, it is the "ultra - thin embedded, minimalist aesthetic home decoration art piece".

Next, the "Wanxiang Zhizao" (Creative Generation Agent) starts working. Based on the decoded intention - based assets, it generates differentiated visual materials in seconds for different media touchpoints. Whether it is a white - collar worker pursuing a minimalist style or a mother concerned about the sterilization effect, they will see personalized expressions that hit the pain points.

Finally, the "Wanxiang Zhitou" (Advertising Optimization Agent) takes over the most complex advertising placement process. It uses UD All - Domain Connect to cover all domains for different intention - based user groups and uses tools such as TopShow within the platform for precise targeting.

This is a typical "fully - functional execution closed - loop". For super brands like Haier, there is no need to monitor every small plan. Merchants only need to define a "strategic intention" (for example, leading the explosion of new trend categories), and AI Wanxiang will automatically dispatch the underlying atomic - level capabilities for minimalist delivery.

When AI Wanxiang can take over all the repetitive basic work like a "super business partner", humans can finally be liberated from complex calculations to define the essence of business, that is, the "strategic intention".

What Alimama is delivering is precisely the scarcest resource in this black - box era: a certain growth result.

03. Alimama's Ambition and Boundaries

From Alimama's Bailing to Wanxiangtai AI Unbounded, and then to UD Zhihuitou, Alimama is comprehensively injecting the capabilities of "AI Wanxiang" into all its products. The "coupon", a common promotion method on e - commerce platforms, has also been upgraded under the drive of AI Wanxiang to launch the "Unbounded Smart Coupon", which can accurately identify and match based on intentions, behaviors, and consumption stages and optimize in real - time and dynamically.

This reflects Alimama's core insight into the "super business intelligence agent": the intelligent agent cannot just be a "suggestion provider"; it must be a "delivery provider".

The core of the "Unbounded Smart Coupon" mentioned in this release is that it is no longer a blind distribution of money across the network. Instead, through the precise intention capture of AI Wanxiang, it is sent to those with an intention in the "critical transaction state". This is an extremely efficient algorithmic game that amplifies the last step of business growth - certain conversion.

Moreover, by launching AI Wanxiang, Alimama is actually establishing a "digital entry ticket for the AI era" for brand merchants. In the future business narrative, assets that are not structured by AI will no longer exist, and brands that are not understood by AI will have no place.

Of course, any paradigm shift is accompanied by anxiety.

When AI takes over creativity and bidding, where is the value of humans?

Just as the emergence of machines in the Industrial Revolution era did not make the working class disappear, and the launch of DingTalk's Wukong did not make administrative and HR staff unemployed. Instead, it made them "intelligent agent commanders". The emergence of AI Wanxiang is also reshaping the professional ceiling of e - commerce operations.

In the future, the core competitiveness of top e - commerce practitioners will not be the fine - tuned control of keywords and prices, but the ability to define the "intention asset genes" of a brand as a strategic architect.

AI may be a tool and an assistant. However, in Alimama's demonstration, AI Wanxiang is an "extension of a brand's capabilities". It is like an indefatigable, data - omniscient "digital avatar" that makes the most precise matches for the brand among billions of consumption pulses.

This time, Alimama not only launched an engine but also defined a set of rules.

For brand merchants, instead of getting entangled in the black box of algorithms, it is better to embrace this "super avatar" first and seize their own certain future in the "intention blue ocean" that the public has not yet noticed.