Agentic Era Gives Birth to a New Branding Paradigm
Agentic Era Gives Birth to a New Branding Paradigm
For decades, brands have fostered loyalty and trust through memorable experiences crafted by human agents and digital interactions. Now, in the agentic era in which AI agents autonomously perform tasks, make decisions, and interact with customers on behalf of businesses and individuals, the branding paradigm is changing, which is particularly significant for service-intensive brands, such as communications service providers (CSPs), financial services providers, and many others.In the agentic era, service-intensive brands will need to consider the brand impact of the generative AI-based agents' personality on their customers in every interaction
Amdocs global study reveals consumer preferences when interacting with AI agents and the key considerations brands must address during their journey into the agentic era
在智能时代，服务密集型品牌需要在每一次与客户的互动中考虑基于生成性人工智能的代理的个性对品牌影响。
Amdocs 全球研究揭示了消费者在与人工智能代理互动时的偏好，以及品牌在进入智能时代过程中必须关注的关键考虑因素。
JERSEY CITY, NJ / ACCESSWIRE / December 5, 2024 / Amdocs (NASDAQ:DOX), a leading provider of software and services to communications and media companies, today released a global study*, "Rethinking Brand and Customer Experience in the Agentic Era," commissioned by Amdocs in collaboration with McCann Tech agency and Coleman Parkes, which explores the impact on brand identity as consumers interact with generative AI-based agents (AI agents) for customer care and sales.
新泽西州泽西市 / ACCESSWIRE / 2024年12月5日 / Amdocs (纳斯达克:DOX)，领先的通信和媒体公司软件及服务提供商，今天发布了全球研究*，题为《在智能时代重新思考品牌和客户体验》，该研究由 Amdocs 与 McCann Tech 机构和 Coleman Parkes 合作委托，探讨了消费者与基于生成性人工智能的代理（AI 代理）进行客户服务和销售时，对品牌身份的影响。
For decades, brands have fostered loyalty and trust through memorable experiences crafted by human agents and digital interactions. Now, in the agentic era in which AI agents autonomously perform tasks, make decisions, and interact with customers on behalf of businesses and individuals, the branding paradigm is changing, which is particularly significant for service-intensive brands, such as communications service providers (CSPs), financial services providers, and many others.
几十年来，品牌通过人类代理和数字互动精心塑造的难忘体验来培养忠诚度和信任。现在，在智能时代，人工智能代理能够自主执行任务、做出决策并代表企业和个人与客户互动，品牌的范式正在发生变化，这对服务密集型品牌尤为重要，例如通信服务提供商 (CSPs)、金融服务提供商及其他许多品牌。
As AI technology advances, AI agents are gradually becoming brand representatives-speaking the brand's language, aligning with its values, and engaging customers meaningfully. In this new landscape, AI is no longer just a tool; it is an essential extension of the brand. Brands must design AI agents that actively shape customer perceptions and uphold brand integrity.
随着人工智能技术的发展，人工智能代理逐渐成为品牌的代表——讲述品牌的语言，与其价值观保持一致，并与客户进行有意义的互动。在这个新环境中，人工智能不再仅仅是一个工具；它是品牌的重要延伸。品牌必须设计出能够积极塑造客户认知并维护品牌完整性的人工智能代理。
"The agentic era is a completely new era," said Gil Rosen, Chief Marketing Officer, Amdocs. "Each brand interaction with a customer via AI agents should be seen through the paradigm of brand, context, and customer: What is the brand persona, what is the context of the customer interaction, and who is the customer? In the agentic era, these possibilities are infinite. Is it always the same AI agent persona or does each customer meet another persona depending on the context of the interaction? It's a question every brand must address because as AI agents evolve, this will fundamentally redefine how businesses interact with their customers and workforce across all channels."
“智能时代是一个全新的时代，”Amdocs 首席营销官 Gil Rosen 说。“每个品牌与客户通过人工智能代理的互动都应该通过品牌、上下文和客户的范式来审视：品牌个性是什么，客户互动的上下文是什么，客户是谁？在智能时代，这些可能性是无限的。是同一个人工智能代理个性，还是每个客户根据互动的上下文遇到不同的个性？这是每个品牌必须解决的问题，因为随着人工智能代理的发展，这将从根本上重新定义企业如何通过所有渠道与客户和员工互动。”
The global study examined consumer and CSPs expectations for the agentic era, and reveals that consumers are largely open to interacting in the near future with CSPs' AI agents and have a positive perception of them.
全球研究考察了消费者和CSP对代理时代的期望，结果显示消费者在不久的将来对与CSP的人工智能代理进行互动持开放态度，并对其有正面的看法。
In fact, 51% of consumers perceive CSPs using AI agents as "futuristic and innovative". Additionally, 30% of consumers believe that the use of AI agents demonstrates a CSP's commitment to improving customer service. However, 48% of consumers also express concerns that AI agents could be used primarily for cost-saving purposes.
事实上，51%的消费者认为使用人工智能代理的CSP是“未来派和创新的”。此外，30%的消费者认为使用人工智能代理展示了CSP对改善客户服务的承诺。然而，48%的消费者也表达了对人工智能代理可能主要用于节约成本的担忧。
Additional findings from the research:
研究的其他发现：
As technology matures, personal AI agents that provide a unique experience are increasingly preferred over human interactions: 45% of consumers said they would prefer interacting with personal AI agents, versus 35% who would rather keep their interactions solely with human agents. In fact, 61% of consumers stated they would be willing to switch to a CSP that offers superior personal AI agents.
Unique AI agents with varying personalities are expected: Almost half (49%) of consumers expressed interest in customizing their AI agent's characteristics
CSPs overestimate consumer hesitancy toward AI agents: While less than half (45%) of consumers expressed concern about the use of AI for customer care and sales, CSPs estimated this concern to be nearly 60%. Furthermore, only 34% of consumers expect to feel uncomfortable interacting with AI agents, compared to CSPs' estimation of 58%
Consumers have high expectations of AI agents, which exceed those of CSPs in every surveyed aspect: 80% of consumers expect a high level of empathy from AI agents, compared to just 43% of CSPs. This gap is also significant for agent professionalism (85% vs. 44%), quick issue resolution (87% vs. 51%), and achieving first-time resolution (74% vs. 27%)
随着科技的成熟，提供独特体验的个人人工智能代理越来越受到青睐，45%的消费者表示他们更倾向于与个人人工智能代理互动，而35%的人则宁愿只与人类代理互动。实际上，61%的消费者表示，他们会愿意切换到提供更优质个人人工智能代理的CSP。
具有不同个性的独特人工智能代理备受期待：几乎一半（49%）的消费者表示他们对定制人工智能代理的特征感兴趣。
CSP高估了消费者对人工智能代理的犹豫：虽然不到一半（45%）的消费者对使用人工智能进行客户关怀和销售表示担忧，但CSP估计这一担忧接近60%。此外，只有34%的消费者预计与人工智能代理互动会感到不舒服，相比之下，CSP的估计为58%。
消费者对人工智能代理的期望很高，超出了CSP在每个调查方面的期望：80%的消费者期待人工智能代理具有高水平的同理心，而CSP仅有43%。在专业性（85%对44%）、快速解决问题（87%对51%）和首次解决率（74%对27%）方面，这一差距也相当显著。
The Amdocs amAIz platform, which includes amAIz agents, leverages telco-specific expertise to improve customer care, overall customer experience and beyond, assisting CSPs in seamlessly implementing AI agents into their existing operations. In a mature proof of concept of the amAIz platform, a leading North American service provider achieved a 63% reduction in average handling time, a 50% improvement in first-time problem resolution, and a 49% increase in Transactional Net Promoter Score.
Amdocs amAIz平台，包括amAIz代理，利用电信特定专业知识改善客户关怀、整体客户体验等，帮助CSP无缝地将人工智能代理实施到现有运营中。在amAIz平台的成熟概念验证中，一家北美领先服务提供商实现了平均处理时间减少63%、首次问题解决率提高50%以及Transactional Net Promoter Score增加49%的成果。
*Survey, interviews and focus groups of 120 CSP leaders and 7,025 consumers aged 18-69 in 14 countries across North America, Europe, and Asia.
*对来自北美、欧洲和亚洲14个国家的120位CSP领导者和7,025名年龄在18至69岁的消费者进行的调查、访谈和焦点小组。
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About Amdocs
关于Amdocs
Amdocs helps those who build the future to make it amazing. With our market-leading portfolio of software products and services, we unlock our customers' innovative potential, empowering them to provide next-generation communication and media experiences for both the individual end user and large enterprise customers. Our employees around the globe are here to accelerate service providers' migration to the cloud, enable them to differentiate in the 5G era, and digitalize and automate their operations. Listed on the NASDAQ Global Select Market, Amdocs had revenue of $5.00 billion in fiscal 2024.
Amdocs帮助那些构建未来并使其变得令人惊叹的人。 凭借我们领先市场的软件产品和服务组合，我们释放客户的创新潜力，赋予他们为个人最终用户和大型企业客户提供下一代通信和媒体体验的能力。 全球各地的员工致力于推动服务提供商向云端的迁移，帮助他们在5G时代实现差异化，并数字化和自动化他们的业务。 Amdocs在纳斯达克全球精选市场上市，2024财年营业收入为50亿美元。
Amdocs' Forward-Looking Statement
Amdocs的前瞻性陈述
This press release includes information that constitutes forward-looking statements made pursuant to the safe harbor provision of the Private Securities Litigation Reform Act of 1995, including statements about Amdocs' growth and business results in future quarters and years. Although we believe the expectations reflected in such forward-looking statements are based upon reasonable assumptions, we can give no assurance that our expectations will be obtained or that any deviations will not be material. Such statements involve risks and uncertainties that may cause future results to differ from those anticipated. These risks include, but are not limited to, the effects of general macroeconomic conditions, prevailing level of macroeconomic, business and operational uncertainty, including as a result of geopolitical events or other regional events, as well as the current inflationary environment, and the effects of these conditions on the Company's customers' businesses and levels of business activity, including the effect of the current economic uncertainty and industry pressure on the spending decisions of the Company's customers. Amdocs' ability to grow in the business markets that it serves, Amdocs' ability to successfully integrate acquired businesses, adverse effects of market competition, rapid technological shifts that may render the Company's products and services obsolete, potential loss of a major customer, our ability to develop long-term relationships with our customers, our ability to successfully and effectively implement artificial intelligence and Generative AI in the Company's offerings and operations, and risks associated with operating businesses in the international market. Amdocs may elect to update these forward-looking statements at some point in the future; however, Amdocs specifically disclaims any obligation to do so. These and other risks are discussed at greater length in Amdocs' filings with the Securities and Exchange Commission, including in our Annual Report on Form 20-F for the fiscal year ended September 30, 2023 filed on December 13, 2023 and our Form 6-K furnished for the first quarter of fiscal 2024 on February 20, 2024, the second quarter of fiscal 2024 filed on May 20, 2024 and for the third quarter of fiscal 2024 on August 19, 2024.
本新闻稿包含根据1995年私人证券诉讼改革法案的安全港规定做出的前瞻性声明，包括关于Amdocs未来季度和年度增长和业务结果的声明。尽管我们相信这些前瞻性声明所反映的期望是基于合理假设的，但我们无法保证我们的期望将实现或任何偏差不会重大。 这些声明涉及可能导致未来结果与预期不符的风险和不确定性。 这些风险包括但不限于一般宏观经济条件的影响，宏观经济、商业和运营不确定性水平的普遍水平，包括由于地缘政治事件或其他区域事件而引起的经济现状环境，以及这些条件对公司客户业务和业务活动水平的影响，包括当前经济不确定性和行业压力对公司客户支出决策的影响。 Amdocs在其服务市场实现增长的能力，成功整合收购的业务，市场竞争的不利影响，可能使公司产品和服务陈旧的快速技术转变，主要客户的潜在损失，我们与客户建立长期关系的能力，以及在国际市场经营业务所涉及的风险。 Amdocs可能在未来某个时候选择更新这些前瞻性声明；但是，Amdocs明确声明不承担任何义务这样做。 其他风险在Amdocs提交给美国证券交易委员会的文件中更详细地讨论，包括我们2023年9月30日截至的财年的20-F形式年度报告在2023年12月13日提交，我们2024年第1季度在2024年2月20日提交，2024财年第2季度在2024年5月20日提交，2024财年第三季度在2024年8月19日提交。
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SOURCE: Amdocs Management Limited
资源: Amdocs Management Limited