2025年人工智能与数字趋势报告

Core Insights - Businesses are preparing for significant changes in 2025, with AI applications moving beyond pilot phases to deliver measurable returns, enhancing customer experiences through advanced tools and data intelligence [12][15][16] Group 1: AI and Predictive Analytics Driving Growth - 65% of senior executives view AI and predictive analytics as primary growth drivers, enabling efficient large-scale personalization [17][18] - 61% of executives believe personalized experiences are critical for growth, with 53% reporting significant improvements in team efficiency due to generative AI [19][21] - Companies plan to increase investments in technology, data analytics, and digital media, with 80% intending to invest in new technologies and 79% in customer data and analytics [21][25] Group 2: Challenges in Customer Experience and Personalization - Despite recognizing the need to improve customer experiences, only 14% of practitioners can deliver exceptional digital experiences, a decline from 25% the previous year [33][34] - 71% of consumers expect brands to anticipate their needs, but only 34% of brands meet this expectation; 78% expect seamless experiences across channels, yet only 45% achieve this [35][36] - Data fragmentation hinders real-time personalization, with 75% of practitioners affected by this issue [42][44] Group 3: Generative AI and Agentic AI Opportunities - Generative AI is rapidly evolving, with nearly half of market leaders having implemented AI solutions, while followers struggle to demonstrate ROI [55][56] - Agentic AI presents new opportunities for enhancing workflows and customer experiences, with consumers increasingly preferring AI-powered assistance over traditional methods [74][75] - Successful AI applications require urgency and precision, with early adopters establishing robust ROI frameworks [60][66] Group 4: Organizational and Data Integration Challenges - Organizations face significant hurdles in integrating customer data, with privacy and governance concerns being major obstacles [15][51] - The ownership of the customer journey is often fragmented, leading to inconsistent experiences and wasted resources [15][33] - Companies are beginning to address these challenges by investing in unified data ecosystems and enhancing collaboration between marketing and technology teams [52][66]