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多模态融合与全链路赋能，双趋势显现——IDC发布AI Agent企业应用与生成式AI营销双报告

Sun, 06 Jul 2025 04:00:00 GMT

北京， 2025年7月8日——近日，国际数据公司（IDC）正式发布了《 AI Agent 企业级应用现状与推荐，2025》（Doc#CHC53057525，2025年6月））及《生成式AI+营销市场分析》（ Doc #CHC53331226，2025年5月）两本研究报告。报告显示，AI Agent与生成式AI正从技术概念迈向规模化应用，分别在企业级流程自动化与营销全链路等场景中实现商业价值突破，推动中国智能经济进入“场景深耕”关键期。

Klaviyo's Omni-Channel Evolution: Insights from K:LDN 2025

Roger Beharry Lall — Thu, 03 Jul 2025 04:00:00 GMT

Klaviyo's K:LDN 2025 event in London showcased the company's evolution from a data platform to an email/SMS tool for digital commerce solopreneurs to a full-stack, omni-channel marketing automation provider for larger organizations. Announcing new features such as an omni-channel campaign builder, Channel Affinity, and expanded mobile messaging, Klaviyo demonstrated its commitment to solving fragmented customer experiences and supporting fast-growing brands. With international expansion underway and a focus on pragmatic, AI-powered tools, Klaviyo aims to balance innovation and operational readiness. The company's success, however, hinges on resource-intensive efforts including global scaling, deepening platform capabilities, and maintaining customer engagement across multiple segments.

IDC Market Glance: Voice of the Customer Applications, 2Q25

Lou Reinemann — Mon, 30 Jun 2025 04:00:00 GMT

This IDC Market Glance provides an overview of the current makeup of the voice of the customer (VOC) landscape, illustrating some of the major software players, and depicts the general segments and structure of the market. The market has prioritized listening to VOC feedback across a growing field of sites, direct and indirect, for structured and unstructured data as well as applications and services to save and analyze that data. Voice of the customer market segments also contain service providers as well as applications for trust, loyalty, and data privacy for VOC data.

Salesforce Connections 2025: The Agentic Workforce Goes Live

Roger Beharry Lall, Tapan Patel, Gerry Murray, Heather Hershey — Mon, 30 Jun 2025 04:00:00 GMT

This IDC Market Note highlights the announcements from Salesforce Connections 2025. Salesforce Connections 2025 showcased the company's deepening investment in AI-driven enterprise automation through Agentforce, its platform for building and deploying digital agents across marketing, sales, commerce, and service functions. The event highlighted how these agentic capabilities are reshaping customer experience delivery by embedding intelligence into workflows, personalizing engagement in real time, and streamlining cross-cloud orchestration via Data Cloud and Flow. Attendees saw practical demonstrations of agent design, deployment, and governance, along with new integrations across Slack, advertising networks, and omni-channel commerce experiences. While Salesforce positioned itself as a leader in agent-first transformation for large enterprises, the event also exposed ongoing challenges in accessibility and simplification for SMBs.

IDC MarketScape: Worldwide AI-Enabled Marketing Platforms for Enterprise Companies 2025 Vendor Assessment

Gerry Murray — Fri, 27 Jun 2025 04:00:00 GMT

The IDC study evaluates the emergence of generative and agentic AI capabilities in marketing automation platforms for large enterprises in 2025. It assesses various vendors based on their capabilities and strategies, emphasizing the current state of their new AI capabilities for generating writing, images, videos, campaign automation, and agent-based frameworks. The study underscores the rapid advancements in technology and the critical role of AI in helping brands deliver more effective personalization at scale and therefore drive marketing performance.

"It is early days in the emergence of GenAI and agentic AI in enterprise marketing platforms, but AI evolves faster than any previous technology, and brands must not fall behind in their ability to deploy and scale these new capabilities," said Gerry Murray, Research Director, Enterprise Marketing Technology. "This document is an opportunity for leading adopters to compare vendor strategies and invest in the provider that will most effectively transform their marketing operations."

Industry Market Trends: Americas Healthcare, 2025

Lynne Dunbrack, Jennifer Eaton, Jeff Rivkin, Mutaz Shegewi, Nigel Wallis — Fri, 27 Jun 2025 04:00:00 GMT

This IDC Market Presentation aims to provide technology vendors with an overview of the key business trends shaping the healthcare industry in 2025. This document offers a foundation of industry knowledge to:

Develop compelling narrative that resonates with healthcare provider (HCP) organizations
Align product and service offering to HCOs’ priorities
Show HCOs how relevant technology implementation contributes toward the achievement of their goals
Design short-term, medium-term, and long-term approaches to working with HCOs

Technology vendor executives in marketing, sales, product/service development, and market intelligence can leverage insights from this document as a starting point to organize their activities.

“Healthcare organizations in the Americas are experiencing a number of initiatives and priorities aimed at improving healthcare delivery and enhancing patient outcomes. To deliver on these strategic imperatives, they will continue to prioritize cloud, data interoperability, AI, and automation as enablers of a more connected, data-driven, and cost-effective ecosystem,” said Lynne A. Dunbrack, group vice president, Public Sector, IDC Health Insights

Industry Market Trends: European Oil & Gas, 2025

Gaurav Verma — Fri, 27 Jun 2025 04:00:00 GMT

This IDC European Oil and Gas Market Trends 2025 report aims to provide technology suppliers with an overview of the key business trends shaping the European O&G value chain in 2025. The report offers a foundation of industry knowledge to:

Develop a compelling narrative that resonates with European O&G organizations
Align product and service offering to European O&G organizations' priorities
Show O&G clients how technology implementation contributes toward the achievement of their goals
Design short-, medium-, and long-term approaches to working with European O&G clients

Technology provider executives in marketing, sales, product strategy, market intelligence, and channel management can leverage insights from this report as a starting point to organize their activities.

"While European oil and gas companies are still navigating their digital transformation journey, 2025–2026 is set to be a pivotal period for AI and GenAI-driven transformation in the sector, driven by efficiency needs, decarbonization goals, and geopolitical pressures." — Research Director Gaurav Verma, IDC Energy Insights

IDC PeerScape: PLM Practices to Speed Product to Market

Jordan K. Speer — Thu, 26 Jun 2025 04:00:00 GMT

This IDC PeerScape delves into several PLM use cases to see how some of these functional capabilities and system alignments are coming to life for apparel and footwear brands, driving speed, collaboration, and innovation across the board.

"Retailers and brands are harnessing the power of PLM within and without their organizations to accelerate product innovation, streamline end-to-end operations, and capitalize on market trends, all of which are leading to faster development cycles such that product creation and innovation happen closer to the end user in time and location," said Jordan K. Speer, research director, IDC Retail Insights.

Worldwide Marketing Campaign Management Software Forecast, 2025–2029

Gerry Murray, Roger Beharry Lall — Wed, 25 Jun 2025 04:00:00 GMT

This IDC presentation provides the five-year forecast for the marketing campaign management (MCM) software market from 2025 to 2029.

"The MCM market is expected to grow at 13.5% for the next five years as global economic headwinds tamp the impact of AI. Global economic issues, especially those disrupting retailers that are a top market segment for marketing technology, will slow spending relative to previous expectations. AI will begin to provide growth drivers in 2026 as vendors see license expansion and the ability to make incremental price increases." — Roger Beharry Lall, research director, Advertising Technologies and SMB Marketing at IDC.

Partner Trend Impact on Partner Programs — Marketing and Sales Attributes

Paul Edwards — Tue, 24 Jun 2025 04:00:00 GMT

This IDC Market Presentation shares insight into the current state of partner program marketing and sales attributes, with a focus on how partner requirements are driving base and best practices from vendors. This content was presented at the Software Channel Leadership Council on June 4, 2025, in Palo Alto, California.