2024年将AI融入品牌基因：从产品到生态系统的创新报告（英文）

Innovate from products to ecosystem—and everything in between How IBMcan help IBM has been providing expertise to help retail and consumer productscompanies win in the marketplace for more than a century. Our researchersand consultants create innovative solutions that help clients become moreconsumer-centric by delivering compelling brand and store experiences,collaborating more effectively with channel partners, and aligning demandand supply. With a comprehensive portfolio of solutions for merchandising,supply chain management, omnichannel retailing, and advanced analytics,IBM helps deliver rapid time to value. With global capabilities that span 170countries, we help brands and retailers anticipate change and profit fromnew opportunities. For more information on our retail and consumerproducts solutions, please visit: ibm.com/industries/retail, ibm.com/consulting/retail, and ibm.com/industries/consumer-goods. Keytakeaways Over the next year, retail and consumerproducts executives expect to expandAI significantly throughout all areasof the business, from brand-definingactivities to core operations. Brands are evolvingbeyond mere AI adoption,embedding it in their DNAto harness their distinctAI-driven advantage. But to be AI-centric, organizations need an openmindset for how AI can deliver transformation beyondproductivity gains. Across 13 areas of the business,executives plan to augment mostactivities with AI over the next12 months. But they only project 31% of their workforce will needto reskill or develop new skills in that same time frame,underestimating what’s needed to support employeesin the AI transformation. Almost 9 in 10 executives claim to haveclear organizational structures, policies,and processes for AI governance. But fewer than one-quarter of organizations have fullyimplemented and continuously review tools on AIgovernance, putting brand trust at risk. Industry executives project thatAI’s contribution to revenuegrowth will increase 133%from 2023 to 2027. Consumers are ready for AI.Are you? Consumers are tech-savvy trendsetters and brands need to keep up tostay relevant. Today, customers and shoppers are actively engaged withAI in their daily lives, from using AI-powered search engines to creatingcontent with generative AI tools. In the 2024 IBM Institute for Business Value (IBM IBV) consumer research study,nearly two-thirds of consumers said they have used or want to try AI applications.1This interest sets the stage for retail and consumer products companies to hastenintegration of AI across their business while keeping an eye toward becoming AI-ledbrands—leveraging the technology to reimagine operations, inspire loyalty, andexpand the size of customers’ wallets for long-term competitive advantage. Our latest survey of 1,500 global retail and consumer products executives findsorganizations are accelerating their adoption. AI—both traditional and generative—haspermeated all functions in the enterprise to some degree. From marketing and customerservice, to supply chain and procurement, to finance and IT operations, AI use casesspan brand-defining, business-enabling, and corporate operations. Looking aheadthrough 2025, most executives are thinking big, expecting AI to be used extensivelyacross the business (see Figure 1). Industry leaders also report AI spending is on therise (see Perspective, “AI spending moves outside of IT”), and they project that AI’scontribution to revenue growth will increase 133% from 2023 to 2027. Retail and consumer products organizations are at a pivotal point in their AI journey.The question is: are they taking enough of the right steps to become AI-led brands,or are they just tacking on ad hoc AI solutions that deliver short-term gains? It’s time tomove beyond just productivity and efficiency and extend AI’s power enterprise-wideto boost process effectiveness, spark new business models and ecosystems, andignite engagement with innovative employee and customer experiences. FIGURE 1 Figure 1Retail and consumerproducts organizationsplan to use AI extensivelyin 2025. Percent of organizations planning to use AI to a moderate or significant extent over the next 12 months Percentages represent an average of responses for a set of tasks in each functional area, based on the question: “To what extentdo you use AI or gen AI in this activity?” Respondents replied “to a moderate extent” or “to a significant extent.” Perspective In this report, we discuss three factors that will helporganizations make a fundamental change in theirDNA, where AI emerges as the driving force behindevery decision, innovation, and strategy. In part one,we discuss balancing the marathon with the sprint toshift from plus-AI to AI-first. In part two, we examinethe need to prepare the workforce for the plannedrapid and aggressive AI adoption, and in part three,we address the imperative to safeguard consumertrust. Each section includes an illustrative case studyand concludes with an ac