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
在智能時代，服務密集型品牌需要在每一次與客戶的互動中考慮基於生成性人工智能的代理的個性對品牌影響。
Amdocs 全球研究揭示了消費者在與人工智能代理互動時的偏好，以及品牌在進入智能時代過程中必須關注的關鍵考慮因素。
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.
新澤西州澤西市 / ACCESSWIRE / 2024年12月5日 / Amdocs (納斯達克:DOX)，領先的通信和媒體公司軟件及服務提供商，今天發佈了全球研究*，題爲《在智能時代重新思考品牌和客戶體驗》，該研究由 Amdocs 與 McCann Tech 機構和 Coleman Parkes 合作委託，探討了消費者與基於生成性人工智能的代理（AI 代理）進行客戶服務和銷售時，對品牌身份的影響。
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.
幾十年來，品牌通過人類代理和數字互動精心塑造的難忘體驗來培養忠誠度和信任。現在，在智能時代，人工智能代理能夠自主執行任務、做出決策並代表企業和個人與客戶互動，品牌的範式正在發生變化，這對服務密集型品牌尤爲重要，例如通信服務提供商 (CSPs)、金融服務提供商及其他許多品牌。
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.
隨着人工智能技術的發展，人工智能代理逐漸成爲品牌的代表——講述品牌的語言，與其價值觀保持一致，並與客戶進行有意義的互動。在這個新環境中，人工智能不再僅僅是一個工具；它是品牌的重要延伸。品牌必須設計出能夠積極塑造客戶認知並維護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."
「智能時代是一個全新的時代，」Amdocs 首席營銷官 Gil Rosen 說。「每個品牌與客戶通過人工智能代理的互動都應該通過品牌、上下文和客戶的範式來審視：品牌個性是什麼，客戶互動的上下文是什麼，客戶是誰？在智能時代，這些可能性是無限的。是同一個人工智能代理個性，還是每個客戶根據互動的上下文遇到不同的個性？這是每個品牌必須解決的問題，因爲隨着人工智能代理的發展，這將從根本上重新定義企業如何通過所有渠道與客戶和員工互動。」
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.
全球研究考察了消費者和CSP對代理時代的期望，結果顯示消費者在不久的將來對與CSP的人工智能代理進行互動持開放態度，並對其有正面的看法。
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.
事實上，51%的消費者認爲使用人工智能代理的CSP是「未來派和創新的」。此外，30%的消費者認爲使用人工智能代理展示了CSP對改善客戶服務的承諾。然而，48%的消費者也表達了對人工智能代理可能主要用於節約成本的擔憂。
Additional findings from the research:
研究的其他發現：
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%)
隨着科技的成熟，提供獨特體驗的個人人工智能代理越來越受到青睞，45%的消費者表示他們更傾向於與個人人工智能代理互動，而35%的人則寧願只與人類代理互動。實際上，61%的消費者表示，他們會願意切換到提供更優質個人人工智能代理的CSP。
具有不同個性的獨特人工智能代理備受期待：幾乎一半（49%）的消費者表示他們對定製人工智能代理的特徵感興趣。
CSP高估了消費者對人工智能代理的猶豫：雖然不到一半（45%）的消費者對使用人工智能進行客戶關懷和銷售表示擔憂，但CSP估計這一擔憂接近60%。此外，只有34%的消費者預計與人工智能代理互動會感到不舒服，相比之下，CSP的估計爲58%。
消費者對人工智能代理的期望很高，超出了CSP在每個調查方面的期望：80%的消費者期待人工智能代理具有高水平的同理心，而CSP僅有43%。在專業性（85%對44%）、快速解決問題（87%對51%）和首次解決率（74%對27%）方面，這一差距也相當顯著。
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，利用電信特定專業知識改善客戶關懷、整體客戶體驗等，幫助CSP無縫地將人工智能代理實施到現有運營中。在amAIz平台的成熟概念驗證中，一家北美領先服務提供商實現了平均處理時間減少63%、首次問題解決率提高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.
*對來自北美、歐洲和亞洲14個國家的120位CSP領導者和7,025名年齡在18至69歲的消費者進行的調查、訪談和焦點小組。
Supporting Resources
支持資源
Read more about the research
Learn more about Amdocs amAIz, and amAIz Agents
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About Amdocs
關於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幫助那些構建未來並使其變得令人驚歎的人。 憑藉我們領先市場的軟件產品和服務組合，我們釋放客戶的創新潛力，賦予他們爲個人最終用戶和大型企業客戶提供下一代通信和媒體體驗的能力。 全球各地的員工緻力於推動服務提供商向雲端的遷移，幫助他們在5G時代實現差異化，並數字化和自動化他們的業務。 Amdocs在納斯達克全球精選市場上市，2024財年營業收入爲50億美元。
Amdocs' Forward-Looking Statement
Amdocs的前瞻性陳述
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.
本新聞稿包含根據1995年私人證券訴訟改革法案的安全港規定做出的前瞻性聲明，包括關於Amdocs未來季度和年度增長和業務結果的聲明。儘管我們相信這些前瞻性聲明所反映的期望是基於合理假設的，但我們無法保證我們的期望將實現或任何偏差不會重大。 這些聲明涉及可能導致未來結果與預期不符的風險和不確定性。 這些風險包括但不限於一般宏觀經濟條件的影響，宏觀經濟、商業和運營不確定性水平的普遍水平，包括由於地緣政治事件或其他區域事件而引起的經濟現狀環境，以及這些條件對公司客戶業務和業務活動水平的影響，包括當前經濟不確定性和行業壓力對公司客戶支出決策的影響。 Amdocs在其服務市場實現增長的能力，成功整合收購的業務，市場競爭的不利影響，可能使公司產品和服務陳舊的快速技術轉變，主要客戶的潛在損失，我們與客戶建立長期關係的能力，以及在國際市場經營業務所涉及的風險。 Amdocs可能在未來某個時候選擇更新這些前瞻性聲明；但是，Amdocs明確聲明不承擔任何義務這樣做。 其他風險在Amdocs提交給美國證券交易委員會的文件中更詳細地討論，包括我們2023年9月30日截至的財年的20-F形式年度報告在2023年12月13日提交，我們2024年第1季度在2024年2月20日提交，2024財年第2季度在2024年5月20日提交，2024財年第三季度在2024年8月19日提交。
Media Contacts
媒體聯繫人
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Amdocs Public Relations
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Michael Zema
Amdocs公共關係
mzema@amdocs.com
SOURCE: Amdocs Management Limited
資源: Amdocs Management Limited