2024年数字趋势（英）-20正式版.docx

AdobeEconsu1.tancyDigita1.TrendsAdobe2024Digita1.TrendsTab1.eofcontentsExecutiveSummary3Section 1Persona1.izationandcustomerjourneyexpectations.4Whyarewesti1.1.ta1.kingaboutpersona1.ization?4Whatpersona1.izationmeansin2024.5Section 2Unifieddataandinsightsarefoundationa1.forpersona1.ization.8Connectyourdataforseam1.ess,persona1.izedjourneys.8Frommp1.iancetometitiveedge.10Market1.eadersexemp1.ifyresponsib1.edatapractices.11Section 3C1.earstartingpointsandfuturegoa1.sforgenerativeA1.12GenerativeAsfirstusecaseisntent.13Interna1.strategiesforadoptinggenerativeA1.16Frompi1.otstopowerhouse.16RecommendationsExceptiona1.digita1.CXthroughpersona1.ization,generativeA1.,andunifieddata.18Methodo1.ogy19Executivesurvey.Consumersurvey.ExecutiveSummaryAdobeDigita1.Trendshas,overthepast14years,broughtreadersuptodatewithexecutivesviewsonhowtheirorganizationsperforminthefaceofchange.Forthefirsttime,wehaveaddedanextensiveconsumersun/eytouncoverwhatcustomersrea1.1.ythinkaboutinnovationsindigita1.experiences.Inthisreport,we1.1.definewhatpersona1.izationmeansin2024andhowunifieddata1.aysthefoundationfororganizationsnoton1.ytoeffective1.ypersona1.izebuta1.so1.everagegenerativeA1.toitsfu1.1.estpotentia1.1.ast1.y,we1.1.exp1.oretheactua1.impactofgenerativeA1.oncustomerexperience(CX)today,andhoworganizationscande1.iveronitspromise.Key1.earnings:Consumerexperiencesaresti1.1.notmeetingexpectationsCpanieshavethepotentia1.toaddresstheirneedsmoredose1.y,butmanydigita1.experienceshaveyetto1.iveuptoexpectations.Consumerspointtothefactthatbusinessesho1.denoughoftheirdatatoprovidebemakingthemostofit.Persona1.izationisOOrganizationsoindividua1.contactpointsratherthancreatingwhatcustomerswantconsistent,seam1.essinteractionsacrossdifferentchanne1.sandthroughouttheentirecustomerjourney,eseassumptionsarebasedonoutdatedinformationandhabits.Companiessti1.1.arentconnectingthedatadots.Unifyingdataisjustonepieceofthepuzz1.etode1.iverexceptiona1.digita1.CX,butorganizationssti1.1.strugg1.etogetitright.Onceproper1.yimp1.emented,unifieddatawi1.1.bethefoundationfororganizationstobui1.dnext-generationexperiences,inc1.udingA1.-poweredones.GenerativeA1.strategyneedsmoreaeperceptionisthatgenerativeA1.wi1.1.quick1.ysca1.eanew1.yefficientbusiness,erea1.ityisthatwhi1.esuccessiswithinreach,businessesmustimproveunder1.yingdatatomakethemostofA1.Market-1.eadingorganizationshavedonetheworkondata,goa1.s,andstrategy.Market1.eaderscanacce1.eratetheirabi1.itytousegenerativeA1.becausetheyaremore1.ike1.ytohavesophisticateddatastrategies.Ear1.yAdopters-thosewhoa1.readyhavegenerativeA1.so1.utionsinp1.acearesixtimesmore1.ike1.ythanthosewithoutgenerativeA1.so1.utionstohaveexceptiona1.digita1.CX.Aspotentia1.isunrea1.izedbutachievab1.e.AsfirmsintegrategenerativeA1.intotheirbusinessworkf1.ows,itspotentia1.forfar-reachingbusinessimpactisbecomingc1.earer.However,thefactthatsomanyhaveyettoestab1.ishbusinessgoa1.sorKPIsshowsa1.ackoffocusandmeansthatgenerativeAspotentia1.issti1.1.farfrombeingreached.3Section 1Persona1.izationandcustomerjourneyexpectations.Whyarewesti1.1.ta1.kingaboutpersona1.ization?Persona1.izationcontinuestobeatopbusinesspriorityandorganizationssti1.1.strugg1.etogetitright.Accordingtothisyearsnsumersurvey,just26%ofconsumersdescribedtheirdigita1.experiencewithabrandtheyhaveanexistingre1.ationshipwithasexce1.1.ent.Aboutha1.fofthensumerssurveyedagreethat-themorebrandsknowaboutme,thebetheycangive.Atthesametime,near1.ytwo-thirdsexpressfrustrationwithbrandsthatknowa1.otabtmebutdonttakemypreferencesintoaccount(Figure1).Organizationscontinuetodemandmoreandmoredata,butnsumersarewary,inpartbecauseofthe1.imitedpersona1.izationtheyhavereceivedaconcerns.issuggestsconsumerswou1.dratherbrandsgettheirreinteractionsrightacrosswebsite,emai1.,app,andsocia1.beforeexpandingtointeractionssuchasautomatedchatorvirtua1.try-ons.SdEP1.dsize：6793Whatpersona1.izationmeansin2024.In2024,wor1.d-c1.assdigita1.experiencesrequireapersona1.izedend-to-endcustomerjourneyacrossa1.1.channe1.s,de1.iveredseam1.ess1.yandconsistent1.y.Itisnotaseriesofcustomizedtouchpoints.Four-orcritica1.tomeetingtheirCXexpectations,and70%assignsimi1.arratingsto-persona1.izedproductrecommendations(Figure2).However,abovea1.1.e1.se,consumerswanttheirdatausedresponsib1.y,with91%insistingitiseitherimportant(28%)orcritica1.1.yimportant(63%).RespondentswereSignifiCantIymore1.ike1.ytoratethisascritica1.tomeetingtheirCXexpectationsthananyotheroption.Notata1.importan1.Sftwa!importantImportantCriOca1.yimportantexpeeceexpectations?(Consumer)AssurancethatmyptifscraidataHbeingUMdfontib1.Quckarwettce111cs1omcrsupport!hfk5hanmatodistorIkofftoPesMzEproductreco11vwrtoton23onmyimorcstsandpastpurer.ConktEtandseamtesnteracto115ac115sdf1.ereron1.noho.socia1.rcdfma1.)andIea1.urwtomawmyon1.ineejpeneocegCfPfOCkKid4*ncrrAicroorohfWMdWhenaskedwhatconsumersva1.uemorewheninteractingwithbrands,resu1.tsrevea1.edmostPrefe留mmunicationsontheirownschedu1.e.A1.mosttwo-thirds(60%)saidtheywou1.dprefertoreceiveanemai1.ontopoffersoverapersona1.izedtextmessage(40%).Simi