Abstract: In the era of rapid development of artificial intelligence (AI) technology, the field of automotive new media marketing is undergoing profound changes. This paper first provides a brief introduction to the automotive new media marketing course, then analyzes the background and significance of the course reform in the AI environment, and explores the application models of AI technology in student situation analysis, resource construction, classroom teaching innovation, and assessment and evaluation. The proposed reform aims to enhance students' practical and innovative capabilities in automotive new media marketing, thereby cultivating professionals who are welladapted to the digital and intelligent trends of the industry.

Key words: artificial intelligence; automobile new media marketing; teaching reform

摘要： 在人工智能（AI）技术迅猛发展的时代，汽车新媒体营销领域正经历深刻变革。文章 聚焦于 AI 模式下的汽车新媒体营销课程改革，首先对汽车新媒体营销课程进行简单介绍，然 后分析了 AI 环境下汽车新媒体营销课程改革的背景与意义，并探讨了 AI 技术在学情分析、 资源建设、教学课堂创新及考核评价中的应用模式，有效提升学生在汽车新媒体营销中的实 践与创新能力，为汽车营销行业输送适应数字化、智能化趋势的专业人才。

关键词: 人工智能；汽车新媒体营销；教学改革