面向真实客户的实时活动：利用代理人工智能和智能营销编排器解锁体验连续体

Unlocking the Experience Continuumwith agentic AI and theIntelligent Marketing Orchestrator Table of contents The executive takeaway1 The paradigm shift4 The solution - making the Experience Continuumreal without replacing your stack6 The six agents of the Experience Continuum10 Scenario in action13 Executive value summary15 Executive Summary Retail banking CMOs are under mountingpressure to deliver personalized, real-timecustomer experiences across anexpanding array of products, channels,and regulatory environments. Yet mostmarketing organizations remain anchoredto outdated operating models – episodiccampaigns, product-centric journeys,fragmented data systems, and armies ofmanual operators. Marketing Orchestrator (IMO). ExperienceContinuum replaces static, siloedmarketing with a continuously optimized,customer-centric engagement model,transforming every stage of themarketing lifecycle, from signalenrichment to activation andoptimization. Read on to learn how thisjoint solution by Capgemini and GoogleCloud unlocks unprecedented agility,personalization, and efficiency. This whitepaper introduces the“Experience Continuum,” a new paradigmenabled by agentic AI and the Intelligent The Core PropositionCapgemini and Google Cloud provide the constant: the strategic framework, the agentic AI architecture, and the Intelligent Marketing Orchestrator. The marketing platformis the variable – chosen by the client, protected as an existing investment, and madeexponentially more powerful by IMO. Together, this approach gives retail banking CMOs the tools to: • Move from campaign cycles to continuous, signal-driven engagement:break the"start-stop" nature of traditional marketing. By leveraging real-time data streams, theIMO transforms marketing from a series of scheduled events into a persistent, livingdialogue. It identifies "moments of need" in milliseconds, ensuring the bank is presentexactly when a customer’s behavior signals a life milestone or a financial friction point. • Replace static segments with dynamically recalculated human archetypes:movebeyond rigid demographic buckets that age out the moment they are created. Usingagentic AI, the IMO continuously processes behavioral, transactional, and emotional datato craft "segments of one." These archetypes evolve in real time, allowing CMOs to treatevery customer as a unique individual rather than a data point in a generic cohort. • Generate compliant, personalized content — including video — automatically and atscale:solve the creative bottleneck without risking regulatory blowback. The platformautomates the production of hyper-personalized assets – from tailored emails to custom-generated video messages – while embedding automated compliance guardrails. Thisensures that every piece of content not only resonates, but also adheres to the strictlegal standards of retail banking. • Activate across any channel stack without replacing existing platform investments:future-proof your ecosystem through modularity. The IMO acts as an intelligent "brain"that sits above your current technology, orchestrating actions across your existing Cus-tomer Relationship Management system (CRM), Email Service Provider (ESP), and socialstacks. This "variable platform" approach lets you unlock advanced AI capabilities imme-diately without the cost or disruption of a full-scale "rip-and-replace" migration. • Learn and improve with every customer interaction through a closed-loop intel-ligence system:turn every touchpoint into an R&D opportunity. The IMO doesn't justexecute: it observes. By feeding performance data directly back into the AI model, thesystem creates a self-optimizing feedback loop. Every click, skip, or conversion informsthe next action, progressively refining the strategy to increase Lifetime Value (LTV) andreduce acquisition costs. The result: faster time-to-market, lower cost of acquisition, higher customer relevance. The ChallengeWhy Campaign-Centric Marketing Is Broken The retail banking marketing model hasn’t fundamentally changed in decades. Despitesignificant investment in MarTech – Customer Data Platforms (CDPs), real-time decisioningplatforms, journey orchestrators, and personalization engines – most banks still operate in acampaign-centric paradigm that was designed for a slower, simpler world. The Structural Gaps Retail banking CMOs typically deploy two broadstrategies depending on how much they knowabout a given customer at any point in time. back on nurture journeys guided by predefinedlogic rather than real-time intelligence. Both approaches share a fundamental flaw:they’re reactive, not anticipatory. They respondto what customers have already done, not whatthey’re about to do. And in both cases, the toolsdo exactly what they’re told. And that’s part ofthe problem. For signal-rich customers, whose intent andbuying phase are well understood, banks usereal-time decisioning and personalization toolsto tailor interactions dynamically. For si