美库尔（Merkle）：2026“无形体验”（IX）趋势报告（英文版）（33页）.pdf

1、 2026 Merkle,Inc.All Rights Reserved.Confidential.The Future of Invisible Experiences February 2026 2026 Merkle,Inc.All Rights Reserved.Confidential.2 2 2What are Invisible Experiences(IX)?Invisible Experiences(IX)are moments where brands act on customers behalf using data,context and automation,wit

2、hout requiring conscious interaction.Instead of driving click or time on screen,invisible experiences respond to intent and context to shape customer facing outcomes.They dont replace visible interfaces but operate between interactions,influencing how brands are judged over time,not how they are nav

3、igated in a single moment.2026 Merkle,Inc.All Rights Reserved.Confidential.3 3 3What Invisible Experiences Look Like TodayExample 1Travel services automatically adjust itineraries when disruption occurs.Example 2Banks block suspicious transactions before the customer notices.Example 3Retailers antic

4、ipate replenishment needs and prepare orders in advance.2026 Merkle,Inc.All Rights Reserved.Confidential.4 4 4Executive SummaryInvisible Experiences Are Changing How Value is CreatedCustomers now engage brands across dozens of touchpoints daily.As interactions multiply,websites and apps can no longe

5、r carry the full experience on their own.Value increasingly emerges between interactions,through recommendations,defaults,anticipation and automation.Customers judge brands not by navigation or design,but by outcomes,timing and reliability.This research explores how customers evaluate invisible expe

6、riences:what makes them helpful,what undermines trust,and how this shift changes the role of marketers and experience designers.1Invisible experiences earn approval when they reduce effort Customers respond most positively when automation clearly saves time,removes friction,and helps them complete t