2025年人工智能与数字趋势报告

2025 AI and Digital Trends Table of contents Executive summary3 Section 1: Driving growth through AI.4 From insights to innovation: Personalisation’s turbo boost.4Tech leads the way, but people stay at the centre in 2025 plans.5Transforming AI adoption into measurable results.6The rising demands on marketing.6 Section 2: Exceptional experiences start with connected data.7 Why personalisation still falls short.9Fragmented data holds back real-time personalisation.9From data silos to connected experiences.10 Section 3: Generative AI expands from efficiency to engagement.11 Success with AI demands urgency and precision.12Accelerating AI adoption with virtual assistants leading the way.14The evolution toward agentic AI.15 Section 4: Balancing innovation, trust, and organisational change.16 Rising demand, limited resources: The case for operational agentic AI.16Building a strong data foundation.17Defining distributed ownership of the customer journey.19AI’s role in CX and marketing: Aligning marketing and technology teams.20 Recommendations21 Executive survey22Consumer survey22 Executive summary Businesses are poised formeaningful change in 2025.They’ve aligned prioritiesand technologies to delivertruly personalised customerexperiences — poweredby advanced tools andsmarter use of data, whichhave unlocked insights thatwere once out of reach.Most notably, the adoptionof artificial intelligence(AI) is moving beyond thepilot stage and deliveringmeasurable returns as leadingorganisations redefine howthey connect with customers,streamline operations, anddrive innovation. Key learnings: Companies are taking bold steps to unlock the potential of generative AI.The benefits are transformative — accelerating revenue growth, boostingproductivity, and enabling more efficient content creation. Establishing clear ROImetrics is critical for scaling these initiatives, and starts with fostering data unityand strong cross-departmental collaboration. Privacy concerns and the complexity of AI adoption remain significanthurdles.Integrating customer data demands robust privacy, security, andgovernance frameworks. As organisations deepen their AI adoption, managingthese complexities demands greater focus and resources. Early adopters set clearobjectives and metrics. Agentic AI opens new opportunities to enhance both experiences andworkflows.Autonomous AI agents working together will deliver efficiency gainsand smarter support for marketers while providing consumers with a concierge-likeexperience of convenience, speed, and personalisation. As this emerging solutiongains a foothold, agentic AI is poised to reshape how marketers scale their efforts,improve quality, and boost conversions. Organisations are moving beyond understanding customer needs toanticipating them.What once felt exceptional is now the standard. Customersexpect effortless, meaningful interactions — yet many organisations still struggle todeliver relevant and timely experiences across the entire journey. This year, AI andpredictive analytics have emerged as top priorities, enabling teams to address thesechallenges. Real-time insights depend on unified platforms built for connection andinteroperability.However, significant hurdles remain — particularly aroundhow resources are allocated as organisations grapple with fragmented data andintegration issues. Incremental approaches to connecting data often result indisjointed systems, unclear strategies, and failure to treat data as a strategic asset. Disparity in ownership of the customer journey gets in the way ofdelivering consistent experiences.Responsibility for the customer journeyis often split between customer experience (CX) specialists, technologists, andmarketers. While this structure brings diverse expertise, it also creates friction,resulting in disjointed experiences and wasted resources. Section 1:Driving growth through AI. In 2025, AI and predictive analytics are redefining how marketers drive growth,enabling deeply tailored strategies that anticipate customer needs and deliver measurablebusiness results. From insights to innovation: Personalisation’s turbo boost. Nearly two-thirds (65%) of senior executives identify leveraging AI and predictive analytics as primary contributors to growth in2025 (Figure 1). These technologies have the potential to create next-level personalisation — faster, at scale, and more efficient thanever before. With 61% of the senior executives agreeing that boosting customer engagement with personalised experiences will becritical to achieving growth, investment in these initiatives will be a priority. Figure 1: Marketing and technology initiatives expected to drive growth in 2025 Boosting customer engagement with more personalised experiences Driving efficiency and velocity by automating the customer journey Accelerating marketing with increased flow of content Unifying data to deliver a consistent customer experience The value of investing in AI isn’t j