2025年人工智能与数字趋势报告（英）

2Table of contentsExecutive summary 3Section 1: Driving growth through AI. 4From 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. 6Section 2: Exceptional experiences start with connected data. 7Why personalisation still falls short. 9Fragmented data holds back real-time personalisation. 9From data silos to connected experiences. 10Section 3: Generative AI expands from efficiency to engagement. 11Success with AI demands urgency and precision. 12Accelerating AI adoption with virtual assistants leading the way. 14The evolution toward agentic AI. 15Section 4: Balancing innovation, trust, and organisational change. 16Rising 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. 20Recommendations 21Methodology 22Executive survey 22Consumer survey 222025 AI and Digital Trends3Executive summary Businesses are poised for meaningful change in 2025. They’ve aligned priorities and technologies to deliver truly personalised customer experiences — powered by advanced tools and smarter use of data, which have unlocked insights that were once out of reach. Most notably, the adoption of artificial intelligence (AI) is moving beyond the pilot stage and delivering measurable returns as leading organisations redefine how they connect with customers, streamline operations, and drive innovation. Key learnings: Companies are taking bold steps to unlock the potential of generative AI. The benefits are transformative — accelerating revenue growth, boosting productivity, and enabling more efficient content creation. Establishing clear ROI metrics is critical for scaling these initiatives, and starts with fostering data unity and strong cross-departmental collaboration. Privacy concerns and the complexity of AI adoption remain significant hurdles. Integrating customer data demands robust privacy, security, and governance frameworks. As organisations deepen their AI adoption, managing these complexities demands greater focus and resources. Early adopters set clear objectives and metrics. Agentic AI opens new opportunities to enhance both experiences and workflows. Autonomous AI agents working together will deliver efficiency gains and smarter support for marketers while providing consumers with a concierge-like experience of convenience, speed, and personalisation. As this emerging solution gains 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 to anticipating them. What once felt exceptional is now the standard. Customers expect effortless, meaningful interactions — yet many organisations still struggle to