Intelligent Creative Advertising: Content Understanding, Generation, and Distribution at JD.com

Content ecology has become a key driver of recent internet growth and a focus of AI development; JD.com’s advertising business builds a comprehensive content understanding system that includes labeling, content admission, and aesthetic quality evaluation.

The system is organized into three main stages: content understanding, intelligent content generation, and creative selection & distribution.

Content Understanding leverages massive product data (titles, images, reviews) to generate tags, perform OCR, scene classification, product detection, and aesthetic scoring, while addressing challenges such as label accuracy, data imbalance, and multimodal fusion.

Intelligent Content Generation includes video summarization, image creation with component‑based and GAN‑based methods, and copy generation using Transformer‑based VAE models, all optimized for real‑time rendering within tens of milliseconds.

Creative Selection & Distribution employs a multimodal ranking model that combines user behavior, product features, and creative attributes, using explore‑exploit (EE) strategies to balance personalization and diversity, and improves click‑through rates by over 30% in production.

The solution has been deployed across JD’s core ad placements, generating billions of creative assets daily, winning technical awards, and delivering measurable performance gains for both advertisers and users.