从“造网红”，到“造AI账号”。
8月12日，贝壳科技在北京发布了行业首个AI创作者MCN品牌——「生成者」。这家公司的前身，是2014年成立的贝壳视频MCN，中国最早一批MCN机构，累计签约孵化超1000个红人、全网播放量超800亿次。
今年2月，贝壳视频更名为贝壳文化科技集团，从传统MCN全面转向AIGC应用科技公司。而「生成者」，是这场转型落下的第一颗棋子。
一个在真人网红赛道深耕了12年的老牌MCN，现在押注AI账号。这个动作本身，就是内容产业风向转变的最清晰信号。
成本降90%、产能翻5倍，账是怎么算的
MCN生意的本质，是内容生产的工业化。而工业化的核心，是成本和效率。
贝壳给出的数据很直接：依托自研的贝壳云图AI系统，内容制作成本可降低90%，产能提升5倍，24小时内就能交付批量内容。
这个账，是所有MCN都算得过来的。一个真人达人，从孵化到稳定产出，周期长、成本高、还容易流失；一个AI账号，只要有好的人设、好的脚本、好的运营，就能以极低的边际成本持续产出。
但贝壳也很清醒：AI能降成本，降不了审美。所以他们提出的模式是“人机协同”——顶层规划、板块设计、编导内容由有经验的人把控，AI负责把执行环节的效率拉满。用董事长刘飞的话说，AI账号要做的是“有活人感的精品内容”。
MCN的下一站：从孵化真人到运营AI
贝壳把「生成者」定义为“商单驱动+AI赋能”，核心逻辑是共创分账——创作者深度参与AI内容生产与矩阵建设，内容共创、收益共享。
这背后的判断很现实：AI内容创作的门槛虽然大幅降低，但同质化和变现难是两大痛点。会生成内容的人很多，能把内容变成钱的很少。而MCN最擅长的，恰恰是后者——接商单、做分发、做商业化闭环。
“AI把内容生产的门槛打到了地板，但内容的核心始终是人的审美、创意和情感。工具变了，做内容的人没变——只是他们手里多了一台印钞机。”—— 一位MCN行业从业者
目前贝壳已签约孵化百余名AI创作者，覆盖知识型、美食、美妆、财经等多个垂类，并提供从账号规划、内容制作到变现指导的一站式服务。
这件事的行业意义在于：它把“AI内容”从一件个人玩家的新鲜事，变成了一个可以系统化运营的产业。当MCN开始把AI账号当成一门正经生意来经营，内容生产的下半场，才算真正开赛。
至于AI账号能不能替代真人网红？答案可能不是“能不能”，而是“哪些场景先被替代”。标准化、信息型、批量化的内容，AI账号会先吃掉；而强人格、强信任、强情感连接的IP，短期内还离不开真人。
明天见。
From "making influencers" to "making AI accounts."
On August 12, Beike Technology launched the industry's first AI creator MCN brand - "Shengchengzhe" - in Beijing. The company's predecessor is Beike Video MCN, founded in 2014, one of China's earliest MCNs, with over 1,000 signed influencers and 80 billion+ cumulative plays.
This February, Beike Video renamed itself Beike Culture & Technology Group, pivoting fully from a traditional MCN to an AIGC application company. "Shengchengzhe" is the first piece placed on that new board.
A veteran MCN that spent 12 years in the real-influencer game is now betting on AI accounts. That move alone is the clearest signal yet of where the content industry's wind is blowing.
Costs Down 90%, Output Up 5x: How the Math Works
The essence of the MCN business is the industrialization of content production. And the core of industrialization is cost and efficiency.
Beike's numbers are blunt: on its self-developed Beike Yuntu AI system, content production costs drop 90%, output rises 5x, and batch content can be delivered within 24 hours.
Every MCN can do this math. A real influencer, from incubation to steady output, is slow, expensive, and prone to churn; an AI account, with the right persona, script, and operations, keeps producing at near-zero marginal cost.
But Beike is also clear-eyed: AI cuts costs, not taste. So their model is "human-AI collaboration" - top-level planning, section design, and editorial direction stay in the hands of experienced people, while AI maxes out execution efficiency. In chairman Liu Fei's words, AI accounts must produce "premium content with a living, human feel."
The MCN's Next Stop: From Incubating Humans to Operating AI
Beike defines "Shengchengzhe" as "commercial-order-driven + AI-empowered," with a core of co-creation revenue sharing - creators deeply participate in AI content production and matrix building, sharing both the content and the revenue.
The judgment behind it is pragmatic: AI content creation's barrier has dropped hard, but homogeneity and monetization difficulty remain the two pain points. Plenty of people can generate content; few can turn content into money. And that second part is exactly what MCNs are best at - taking commercial orders, distributing, closing the monetization loop.
"AI drove the cost of content production to the floor, but the core of content remains human taste, creativity, and emotion. The tools changed, the creators didn't - they just gained a money printer." - An MCN Industry Practitioner
Beike has already signed and incubated over a hundred AI creators across knowledge, food, beauty, and finance verticals, offering one-stop service from account planning and content production to monetization guidance.
The industry significance here: it turns "AI content" from a personal hobby into an industrially operable business. When MCNs start running AI accounts as a serious business, the second half of content production truly kicks off.
Can AI accounts replace real influencers? The answer may not be "whether" but "which scenarios get replaced first." Standardized, informational, batch content - AI accounts will eat those first; strong-personality, high-trust, high-emotional-bond IP still needs real humans in the short term.
See you tomorrow.
AI把内容生产的门槛打到了地板，但内容的核心始终是人的审美、创意和情感。工具变了，做内容的人没变——只是他们手里多了一台印钞机。
—— 一位MCN行业从业者
AI drove the cost of content production to the floor, but the core of content remains human taste, creativity, and emotion. The tools changed, the creators didn't - they just gained a money printer.
- An MCN Industry Practitioner
Sources · 信源 Sources
本文基于 Dawn Vision 认知引擎处理的 7 个源信号生成，经编辑部人工审核。素材来源：经济观察报、济南日报、泰山财经。
Generated by the Dawn Vision cognitive engine processing 7 source signals, with human editorial review. Sources: Economic Observer, Jinan Daily, Taishan Finance.
