电信管理论坛：2025变革推动者：AI在客户体验运营中的集成应用研究报告（英文版）（39页）.pdf

1、Agents of change:integrating AI into customer experience operationsAuthors:Dawn Bushaus,Contributing Analyst Joanne Taaffe,Editor in Chief,InsightEditor:Ian Kemp,Managing EditorNovember 2025 inform.tmforum.orgSponsored byContents3 The big picture 7 Key findings8 Section 1:Customer engagement evolves

2、 with generative AI(GenAI)14 Section 2:How will agentic AI transform customer operations?19 Section 3:What are the roles for Model Context Protocol(MCP)and Agent2Agent Protocol(A2A)?23 Section 4:Wheres the value in agentic AI for customer experience?27 Further reading28 Additional sponsor feature:Br

3、idging the gap:how AI-enabled integration platforms modernize telecom legacy systems 34 Additional resourcesWe hope you enjoy the report and,most importantly,find ways to use the ideas,concepts and recommendations detailed within.You can send your feedback to the editorial team at TM Forum via edito

4、rtmforum.orgThe big picture3inform.tmforum.orgAgentic AI stands to revolutionize customer experience,going well beyond the capabilities of generative AI(GenAI)chatbots.As TM Forum Chief Analyst Mark Newman explains in our recent agentic AI Benchmark report:“Rather than putting GenAI into the hands o

5、f contact center agents,agentic AI can move beyond the chat interface trigger point to one that is activated by,for example,a network error,an email or a conversation with a chatbot.”This can set in motion a chain of events to fulfill customers requests,or intents,and resolve their problems autonomo

6、usly often before they even realize there is an issue.Leading communications service providers(CSPs)like Deutsche Telekom and SK Telecom are going beyond chatbots in the consumer market to develop sophisticated AI personal assistants that aim to accomplish a wide range of tasks for customers,such as