为什么对话式人工智能是数字增长的新引擎

Introduction Conversational AI is evolving rapidly from pilot projects into a strategic capability that reshapes howorganizations design customer journeys, operate service teams, and participate in digital ecosystems.By combining large language and multimodal models with retrieval augmented architectures, The change is coming quickly weekly active users have been reached by ChatGPT, marking a 350% increase over the past 18 months drop in traditional search engine volume is projected by 2026 because of the rise of AI assistants and 3 million custom versions of ChatGPT had already been created by users within just two months of the 300 official third party apps have been directly integrated into the ChatGPT ecosystem since their debut inOctober 2025, spanning a range of industries including travel and lifestyle, finance, retail, education, This thought piece explores the transformational effects of conversational AI on digital strategy acrosssectors and highlights the customer needs and pain points that conversational AI addresses to provide How AI is changing and shapingtoday’s digital users Three converging trends make conversational AI a strategic imperative today: 1. Model and tooling maturity Large multimodal models and practical tooling (embedding databases, retrieval-augmentedgeneration [RAG] patterns, monitoring platforms) have reached a capability level that supports 2. Customer expectation shift Customers increasingly are using conversational AI apps as a preferred search method, and nowexpect interactions with digital channels to be natural (conversational and intuitive), immediate (near-instant responses and frictionless journeys), and useful (context-aware, personalized, and outcome 3. New channel emergence through conversational AI marketplaces Marketplaces enabling agentic commerce, such as OpenAI’s ChatGPT Store, create new distributionchannels and monetization paths that are accelerating the need for controlled, strategic engagement Given better models, changing customer preferences, and the emergence of conversational What will be the role of apps, the web, and contact centers given theemergence of conversational AI as its own, and potentially primary, We expect organizations that proactively adopt conversational AI as an enterprise platform,integrating channels around the customer and their jobs to be done, will gain competitive advantage A snapshot of customer voices:the needs and pain points that Drawing on recurring themes from user research and frontline feedback, we’ve distilled the livedexperience of customers navigating multichannel services. These soundbites expose systematicfrictions that diminish task success and erode trust. Understanding these key opportunity areas enables Underlying pain points How conversational AI transforms Conversational AI is rewriting digital customer experiences and channel delivery methods. The tablebelow maps core transformation themes observed from front-end interfaces to back-end operations How cross-sector leaders areembedding conversational AI into The cases below provide a snapshot of real-world experiences organizations have launched that Case 1: ChatGPT — Health A conversational assistant that supports symptom triage, surfaces provider guidance, and routes high-riskcases to clinicians. It uses RAG with clinical sources and flags uncertain issues for humanreview. Strategic lessons:A combination of RAG, citations, and human-in-loop is essential in regulated andsafety-critical domains to maintain customer trust and industry compliance. Design for conservative Case 2: Bank of America — Erica Erica provides balance information, payments, budgeting insights, and proactive nudges through theBoA app. Integration with core banking systems and secure authentication allowed Erica to execute Strategic lessons:Embedded transactional capability and secure authentication measurably increasecustomer value and contact-center deflection. Security, audit trails, and consent are essentialcriteria. Case 3: Canva — In-product generative features Generative AI was embedded in the design workflow as a key user feature (arguably the primaryfeature now) to create initial design assets (birthday cards, banners, etc.) from user prompts, enablingfaster creation and experimentation. This is expected to drive greater customer satisfaction and Target invested in agentic commerce, exposing shopping and discovery features through a third-party conversational platform (ChatGPT Store), enabling customer purchases through an external Strategic lessons:Conversational AI marketplaces expand reach but require clear commercial, privacy,and attribution agreements. Furthermore, brand control and data safeguards are essential. Currentlywe observe tech, travel, and consumer business sectors active on the marketplace. While customer Implications of conversational AIon channel redesign It is clear conversational AI is shifting how customers expect to in