内容来源：https://www.technologyreview.com/2025/09/03/1121441/the-connected-customer/

内容总结：

【业界观察】品牌如何借力人工智能提升客户体验？人性化触达成制胜关键

在当前消费者价格敏感度攀升的市场环境中，客户体验（CX）已成为品牌竞争的核心差异化因素。然而，许多企业受限于系统陈旧、数据孤岛及组织壁垒，难以实现敏捷且一致的服务体验。

人工智能技术尤其是具备跨流程推理与行动能力的自主代理AI，为重塑客户服务提供了新机遇。通过规模化提供快速个性化支持，企业可同步提升员工生产力与满意度。但实现这一目标需依托连接人员、数据与决策的统一平台，而非零散工具。

报告核心发现：

1. AI正深刻变革客户体验
   大语言模型与海量数据推动客服从语音时代迈向AI革命。AI可处理多样化查询，生成大规模个性化沟通，并为决策提供支持。随着性能优化，消费者对AI接受度显著提升，先行企业已实现客户满意度、员工效率及数据洞察的多元增长。

2. 老旧基础设施与数据碎片化阻碍AI价值释放
   尽管客服与IT部门率先应用AI，但跨行业企业普遍存在系统老化问题，导致AI工具难以跨流程自由运作。构建统一平台与协同架构将成为释放AI潜能的关键，并推动企业整体业务流程优化。

3. 高绩效企业平衡AI与人性化服务
   消费者虽欢迎AI，但过度个性化可能引发隐私担忧，机械式“共情”易显失真。成功企业注重人机协同：通过透明沟通、系统培训明确人机分工，将AI定位为增强而非替代人类专业能力的协作工具。

（本文由MIT Technology Review定制内容团队独立完成，所有调研、数据分析及撰稿均经由人工完成，AI工具仅辅助次要生产环节并经严格人工审核。）

注：本篇总结对原文信息进行重新组织与语境化转译，省略了原文中关于谷歌能源数据、OpenAI研究人员及LLM技术细节等偏离主议题的延伸内容，聚焦于品牌客户体验战略的核心观点，以符合中文读者阅读习惯。

中文翻译：

赞助内容
互联时代的客户体验
品牌如何通过人工智能与人性化服务的平衡赢得客户体验战略优势
与NiCE联合呈现

当品牌争相吸引价格日益敏感的消费者时，客户体验（CX）已成为决定性的差异化因素。然而受制于过时的系统、分散的数据和组织壁垒，许多企业难以实现敏捷且一致的服务交付。

当前人工智能浪潮——尤其是能够跨工作流进行推理与行动的代理型AI——为重塑服务提供了重大机遇。企业如今可大规模提供快速个性化支持，同时提升员工生产力和满意度。但实现这一潜力不能依赖孤立工具，需要构建连接人员、数据与决策的统一服务平台。本报告探讨领先企业如何完成这一转型，以及如何将AI潜力转化为真正的客户体验价值。

核心发现包括：

• AI正在重塑客户体验。客户服务已从语音支持时代，历经数字化商务与云计算，发展到今天的AI革命。依托大语言模型（LLM）和海量数据，AI能处理更多样化的客户咨询，生成大规模个性化沟通内容，并为员工及高管提供决策支持。随着性能与可靠性提升，消费者对AI平台的接受度日益提高。早期应用企业反馈称，客户满意度、员工生产效率及绩效洞察力均得到提升。
• 传统基础设施和数据碎片化阻碍企业释放AI价值。虽然客服与IT部门是AI早期应用者，但跨行业企业普遍存在基础设施陈旧问题。这限制了自主AI工具跨工作流和数据库执行目标导向任务的能力。构建统一平台与协同架构将是释放AI潜力的关键，这一转型可成为企业整体业务流程优化的重要催化剂。
• 高绩效企业应用AI时不失人性化关怀。尽管消费者对AI接受度提高，但推广需把握分寸：过度个性化可能引发用户对隐私的担忧，机械的"共情"表达易显得缺乏真诚。企业不可低估人力资本的独特价值——成熟应用者会在人机能力间找到平衡点，其领导者通过透明沟通、全面培训及明确人机分工积极化解岗位替代焦虑。最成功的企业将AI视为协作工具，用以增强而非取代人的连接与专业能力。

本内容由《麻省理工科技评论》定制内容团队Insights制作，并非编辑部撰写。
全部内容均由人类作者、编辑、分析师与插画师完成调研、设计与撰写，包括问卷编写及数据收集。若使用AI工具，仅限经过严格人工审核的次要生产环节。

深度聚焦
人工智能
谷歌首次披露单次AI查询能耗
这是大型AI企业迄今最透明的能耗评估，为研究人员提供了期待已久的数据窗口

OpenAI研究未来的两位塑造者
独家对话研究双负责人Mark Chen与Jakub Pachocki，探讨高阶推理模型与超对齐技术发展路径

在个人笔记本上运行大语言模型
现在您可以在自有计算机上安全便捷地运行实用模型，具体方法如下

GPT-5已问世：下一步是什么？
这次备受期待的升级为ChatGPT用户体验带来多项改进，但距通用人工智能仍遥远

保持联系
获取《麻省理工科技评论》最新动态
发现特别优惠、热门话题、近期活动及更多内容

英文来源：

Sponsored
The connected customer
How brands gain the strategic edge in customer experience by balancing AI with the human touch.
In partnership withNiCE
As brands compete for increasingly price conscious consumers, customer experience (CX) has become a decisive differentiator. Yet many struggle to deliver, constrained by outdated systems, fragmented data, and organizational silos that limit both agility and consistency.
The current wave of artificial intelligence, particularly agentic AI that can reason and act across workflows, offers a powerful opportunity to reshape service delivery. Organizations can now provide fast, personalized support at scale while improving workforce productivity and satisfaction. But realizing that potential requires more than isolated tools; it calls for a unified platform that connects people, data, and decisions across the service lifecycle. This report explores how leading organizations are navigating that shift, and what it takes to move from AI potential to CX impact.
Key findings include:

• AI is transforming customer experience (CX). Customer service has evolved from the era of voicebased support through digital commerce and cloud to today’s AI revolution. Powered by large language models (LLMs) and a growing pool of data, AI can handle more diverse customer queries, produce highly personalized communication at scale, and help staff and senior management with decision support. Customers are also warming to AI-powered platforms as performance and reliability improves. Early adopters report improvements including more satisfied customers, more productive staff, and richer performance insights.
• Legacy infrastructure and data fragmentation are hindering organizations from maximizing the value of AI. While customer service and IT departments are early adopters of AI, the broader organizations across industries are often riddled with outdated infrastructure. This impinges the ability of autonomous AI tools to move freely across workflows and data repositories to deliver goal-based tasks. Creating a unified platform and orchestration architecture will be key to unlock AI’s potential. The transition can be a catalyst for streamlining and rationalizing the business as a whole.
• High-performing organizations use AI without losing the human touch. While consumers are warming to AI, rollout should include some discretion. Excessive personalization could make customers uncomfortable about their personal data, while engineered “empathy” from bots may be received as insincere. Organizations should not underestimate the unique value their workforce offers. Sophisticated adopters strike the right balance between human and machine capabilities. Their leaders are proactive in addressing job displacement worries through transparent communication, comprehensive training, and clear delineation between AI and human roles. The most effective organizations treat AI as a collaborative tool that enhances rather than replaces human connection and expertise.
  This content was produced by Insights, the custom content arm of MIT Technology Review. It was not written by MIT Technology Review’s editorial staff.
  This content was researched, designed, and written entirely by human writers, editors, analysts, and illustrators. This includes the writing of surveys and collection of data for surveys. AI tools that may have been used were limited to secondary production processes that passed thorough human review.
  Deep Dive
  Artificial intelligence
  In a first, Google has released data on how much energy an AI prompt uses
  It’s the most transparent estimate yet from one of the big AI companies, and a long-awaited peek behind the curtain for researchers.
  The two people shaping the future of OpenAI’s research
  An exclusive conversation with Mark Chen and Jakub Pachocki, OpenAI’s twin heads of research, about the path toward more capable reasoning models—and superalignment.
  How to run an LLM on your laptop
  It’s now possible to run useful models from the safety and comfort of your own computer. Here’s how.
  GPT-5 is here. Now what?
  The much-hyped release makes several enhancements to the ChatGPT user experience. But it’s still far short of AGI.
  Stay connected
  Get the latest updates from
  MIT Technology Review
  Discover special offers, top stories, upcoming events, and more.