零售业中的AI：互动时代的演进

Advancing in the Engagement Era Table of contents 3Introduction6AI in the Engagement Era14Attitudes toward AI in Retail23Benefits of AI28Data and Privacy30The Future of AI Introduction AI marketing is now fully in motion:it hastransitioned from the theoretical to the practicalas marketers welcome AI into their strategiesand test possibilities.“ With unrelenting waves of socioeconomic un-certainty, engagement strategies must change,not just from month to month but even week toweek. To create AI-driven personalized customerexperiences at scale, retailers need a foundationthat unifies customer data across loyalty,in-store, e-commerce, mobile, and more.This iswhy more than 80% of retailers worldwide areusing or transitioning to SAP (source: SAP). We're committed to delivering new AI solutionsso marketers can create experiences that turnconsumers into loyal, lifelong customers.” Sara Richter,CMO, SAP Emarsys Methodology This research was conducted by Opinium,who surveyed 10,000 general respondents and1,250 marketers in the United Kingdom (UK),United States (US), Germany, Taiwan, and UnitedArab Emirates (UAE). The data was collectedbetween 11–18 March 2025. the markets surveyed were UK, US, Germany,Taiwan, and UAE to form the global data.Whereas in the 2024 data the marketssurveyed were UK, US, Germany, and Australia,which formed the 2024 global insight. Opinium abides by and employs members of theMarket Research Society and follows the MRScode of conduct which is based on the ESOMARprinciples. Opinium is also a member of theBritish Polling Council. The data in the report predominantly comes fromthe global sample overall. In the 2025 research Consumers are savvier than ever, using AIto help them find products and deals,oftenunaware that AI is powering these experiences.Marketing teams are tasked with becoming thechange agent to lead retail organizations into thisEngagement Era in which we find ourselves, whereconsumers expect and even demand highlypersonalized experiences. To meet thoseexpectations, marketers must create deep ERPintegrations to connect operational data withcustomer experiences. As today’s marketplace is filled with uncertainty,marketers will need to team up with IT, sales,service, and other partners across the business todifferentiate their brand through highly personal-ized customer engagement. Marketers who are seeking to secure asustainable path to success — those who wantto increase efficiency and create exceptionalcustomer experiences — are turning to AI. 5 key takeaways: Is your brand prepared for theshifting status quo? 3. Personalization is king, but there's still a gapfor marketers. 1. Online and offline are converging more than ever. of retail purchases have been madein a physical store. 69%of consumers are satisfied with thepersonal product recommendations theyreceived. have been made through an onlinemarketplace. 4. Marketing investment in AI is growing. of marketers plan to invest morein AI in 2025 to boost customerengagement. 2. AI is working. 71%of marketers agreethat AI allows their teamto build and launch newmarketing campaigns morequickly, saving on average2.3 hoursper campaign. 5. Consumer trust is still falling short. of consumers are not confidentin the data privacy of AI(44% in 2024). What experiences are consumers havingwith AI in retail? Test, learn, grow AI-driven marketing is still inits early stages — and thatmeans opportunity.Although consumers havehad relatively little exposureto the experiences listedhere (all less than 50%),their overall feedback hasbeen largely positive (allabove 50%). This can serveas inspiration for marketersto begin implementingsmall-scale AI projectswith the intention to learn,optimize, and expand,all while offering new anddelightful brandexperiences. I can’t let my mind just jump straight to ‘more headcount or budget’ to solve complex resourceequations.If I can find a utility [AI] that can helpmy staff think more strategically and creatively,that’s needed because we’re a very creativebusiness at the core.This of course creates a newset of leadership challenges on its face.But that is the reality of where technology andculture collide, and we as leaders have to openthe aperture of possibilities.“” 46%of revenue driven bycampaign automation. Discover how Gibson createsomnichannel customer journeys. Sterling Doak,Head of Marketing,Gibson Inc. Watch the Demo What are retailers gettingwrong? The personalization gap 63% (2025) 44% (2024) Are you ready to embrace the Engagement Era? Manymarketers struggle to excel in this new engagement-drivenlandscape and fall into what we’ve identified as “thepersonalization gap.” of consumersare not confident in the data privacy of AI. 60% (2025) 44% (2024) The primary cause of this gap is almost always disconnecteddata, resulting in silos not just between marketing channels,but also between marketing, supply chain, finance, and otherareas of the business. Only by creati