2025智驭AI冲击波：人机协作的未来

UNLOCKED 2025 GLOBALRESEARCH AT THE LEADING EDGE OFBRAND COMMUNICATIONS The age of expectations 01 - Perspective is everything02 - Three pillars of AI trust03 - From deficit to dividend04 - Beyond words05 - Native is the new normal Welcome from RWS’s CEO We are entering a defining moment, one where AI’s potential is no longer theoretical but an essentialdriver of business transformation. The hype has given way to real-world implementation, and now,businesses must navigate the complexities of trust, transparency and measurable ROI. At RWS, AI is not new to us, it has been embeddedin our DNA for decades. We pioneered AI-poweredtranslation with Language Weaver in 2003 and havebeen a leader in AI data training services since 2017and our expertise in both technology and humaninsight is shaping the next era of global content This report offers crucial insights into the evolving AIlandscape, the trust challenges that businesses mustovercome and the strategies that will define AI’snext chapter. I invite you to explore our findings and At the same time, we are pioneering Agentic AI todrive greater efficiency while maintaining the qualitythat global enterprises expect. But AI’s impact extends beyond efficiency, it’sfundamentally changing how brands connect withpeople. As this report shows, global consumersnow demand AI content that is labelled, localizedand culturally relevant. Organizations must riseto this challenge, ensuring that their AI-powered The research in this report highlights a powerfultruth: businesses that integrate AI responsibly andtransparently, combining automation with humanexpertise, will be the ones to gain lasting trust.Our work at RWS reflects this commitment. We areharnessing LLMs to enhance our core products, Ben FaesCEO, RWS The age of expectations The AI landscape has evolved at breakneck speed over the past 24 months.The number of generative AI companies worldwide is forecastto skyrocket from 50,000 in 2023 to 100,000 by year end 2025. AI companies accounted for one third of totalglobal venture capital funding in 2024 and almosthalf of all new unicorn businesses (valued over one They want AI content to be better labelled andexplained – including the invaluable role thathumans play in developing AI tools. Brands that get this right will benefit froma consumer trust dividend. AI is transforming innovation across industries,making it increasingly challenging to stayahead of the curve in this rapidly changing AI is everywhere… Around 70% of global consumers are already seeingan increase in AI-generated content from brands,businesses – and bad actors – ranging from textand images, to video and voice. This trend willonly accelerate as autonomous AI agents handle Our new research across 14 global marketshighlights remarkable enthusiasm andexperimentation with generative AI. It also No more hiding In a world where ‘distrust is the newnorm’, consumers want businesses tobe upfront about their use of AI. They …or is it? Without transparency, consumers struggle to distinguishAI-generated content from human-created material. While asmall majority of global consumers expressed some confidence of global respondents wereaware of generative AI tools Speaking my language Consumers overwhelmingly expect brands to communicatein their preferred language. They believe real-time translationshould be standard in customer support and that brands mustdemonstrate cultural understanding. AI adoption remains 76% of consumers won’t buycertain products or Mind the gap Despite distrust and grievance dominating the 2025 consumerlandscape, attitudes toward AI’s potential remain positive. Expectations are high. Brands, technologists, innovatorsand communicators must rise to meet them – integrating AIresponsibly, strengthening governance, ensuring regulatorycompliance, proving return-on-investment – all while giving SURVEY HIGHLIGHTS Methodology SURVEY SCRIPTING,FIELDWORK AND DEPTH INTERVIEWS WITH RWS SUBJECT MATTER EXPERTS Matt HardySVP Linguistic AI Maria SchnellChief Language Officer Ben MiddletonPrincipal Architect Please note that not all chart totals will add up to exactly 100% due to data rounding EXTERNAL EXPERTINSIGHTS PROVIDED BY Frank ClossetHead of ProductTridion Sharon Du ToitLanguage Delivery Thomas LabarthePresident, INTERNATIONAL SURVEY MARKETS Brazil, Canada, France, Germany, Ghana, India, Indonesia, Japan,Kenya, Nigeria, South Africa, South Korea, UK, USA Afrikaans, Akan, English, English (US), Ewe, French, French (CAN), German, Hausa, Hindi,Igbo, Indonesian, Japanese, Korean, Portuguese, Spanish, Swahili, Xhosa, Yoruba, Zulu Key themes BEYOND PERSPECTIVE NATIVE IS THE FROM DEFICIT THREE PILLARSOF AI TRUST AI offers brands vastpotential for personalizedmulti-modal communication,where voice, video andgesture build deeper AI isn’t just for cost cutting– it’s an opportunity toearn trust by meetingrising consumerexpectations for quality, Localization an