释放客户服务的价值：生成式人工智能与代理式人工智能的变革性影响

The transformative impact of Gen AI and agentic AI Table ofcontents Customer service is the key channel for organizations tonurture relationships with customers and shape brandperception, delivering strategic value. For this research,we surveyed around 9,500 consumers and 500 agentsand supervisors, as well as 1,000 executives from acrossthe globe, to gather their views on the current state ofcustomer service across sectors and their expectationsof the function over the next few years (we have usedthe terms "consumer" and "customer" interchangeablyin this report). We found that, despite its growingstrategic importance, the customer service functionfaces numerous challenges, leading to dissatisfactionamong consumers and agents, as well as operationalinefficiencies. However, with the advent of generative AI(Gen AI) and AI agents, organizations have the capacity toempower their people to deliver a new level of customerservice, bringing top- and bottom-line benefits. The importance of customer service cannot beoverstated Customer service is not just about answering queriesand resolving issues. It is one of the most powerfulcapabilities available to organizations to drive purchases,encourage loyalty, and shape brand perception. Itconnects directly with customer sentiment, significantlyinfluencing the brand relationship. Executivesummary •58% of consumers think that customer service isvery/extremely important in shaping their overallperception of a brand. •As many as 65% of consumers say that, when theyexperience good customer service, they go on torecommend the brand to friends or family. •55% of consumers say they will become repeatcustomers if they are happy with customer service. But customer service is broken Despite its significance, customer service is failing tomeet consumer expectations. Basic requirements, suchas fast and effective issue resolution, ease of access, and Gen AI is a game changer and a trigger for customerservice transformation empathetic behavior from customer service staff, are stilltoo often perceived to be lacking. Customer service agentsare also dissatisfied, and organizations face low operationalefficiency, agent attrition, and increasing customerexpectations, in alignment with new standards. Gen AI is transforming customer service by serving as anadvanced assistant that enhances self-service options andaugments human agents. This dual role enables organizationsto deliver more efficient, personalized, and satisfyingcustomer experiences, while also improving the experiencesof human agents. Currently, 86% of organizations havealready implemented Gen AI, initiated pilots, or startedexploring its potential in their customer service functions.Gen AI-augmented customer service can deliver a step-change in the way organizations handle customerqueries and issues and address long held concerns aboutoperational efficiency. Executivesummary •65% of executives say their organizations face lowoperational efficiencies in the customer service function. •Less than half (45%) of consumers report being either“satisfied” or “very satisfied” with customer service acrossvarious brands. •Four in ten (39%) consumers overall (57% in the 18–24age group) often choose to tolerate issues ratherthan put themselves through cumbersome customerservice processes. •33% of organizations exploring/using Gen AI are alreadyseeing improved first contact resolution rates, whileanother 52% expect to see this benefit. •61% of consumers rank effective and speedy issueresolution among their top five priorities, but only45% report regularly receiving it. Long wait times, slowissue resolution, and unempathetic agents are amongconsumers' top frustrations. •Only 16% of agents surveyed report overall satisfactionwith their roles. Currently, 61% of executives view customer service asprimarily a support function, but this is expected to dropto just 22% within three years, as organizations recognizethe function’s burgeoning strategic importance. Together,Gen AI and agentic AI offer a transformative shift beyondthe functional, elevating customer service to a strategicvalue driver. By boosting productivity and efficiency, GenAI and agentic AI free up resources for premium supportand proactive sales, strengthening the function’s role inshaping brand perception, fostering customer loyalty andretention, and driving revenue. •24% of organizations exploring/using Gen AI are alreadyseeing reduced operating costs, while another 65% expectto see this benefit. Executivesummary •73% of human agents report that Gen AI has reducedthe time they spend on mundane tasks, while 70% haveexperienced a reduction in their overall workload. Agentic AI: Shaping the future of customer service In 2024, the focus of many organizations was on usingGen AI to augment human agents and enhance self-service capabilities. In 2025, Gen AI is evolving towardautonomous AI agents capable of handling end-to-endtasks and collaborating as multi-agent