「行銷與 AI 的融合正在推動快速創新，重塑 2025 年的商業模式，關鍵趨勢包括：

1、體驗工程（Experience Engineering）：不再只是設計顧客體驗，而是將顧客互動與內部營運深度整合，以實現無縫對接。

2、超個人化（Hyper-Personalization）：AI 使品牌能夠深入洞察顧客行為，透過即時、精準的回應提升互動與參與度。

3、從 RMN（零售媒體網絡）進化至 VMN（垂直媒體網絡）：零售媒體率先開創會員數據變現模式，未來將延伸至 HMN（健康媒體網絡）、BMN（銀行媒體網絡）等垂直產業，這些專屬媒體產品將重塑行銷模式，推動創新並創造全新價值。」

“The fusion of marketing and AI is driving rapid innovation, reshaping business models in 2025. Key trends include: 

1. Experience Engineering: Moving beyond customer experience design, this approach integrates customer interactions with internal operations for seamless alignment. 

2. Hyper-Personalization: AI enables deeper insights into customer behaviors, enhancing engagement through timely, tailored responses. 

3. From RMN to VMN (Vertical Media Network) ：From RMN to VMN, retail media has pioneered monetizing membership data, paving the way for vertical industries like HMN (Health Media Network) and BMN (Bank Media Network). These tailored media products will reshape marketing, driving innovation and creating new value.”

Scott Hsia

Managing Diretor, Merkle Taiwan