BCG 调查：96% CMO 声称拥抱 AI，但少有智能体真正落地营销漏斗
The DEFY framework: Where agentic AI actually earns its place in the marketing funnel
BCG 调了 300 位 CMO，96% 说 AI 改变了营销，可真被问到智能体自己干了啥就没人接话。文章给出 DEFY 框架，教你判断营销漏斗里哪些环节值得交给智能体，哪些还该人来管。做市场投放和内容运营的人可以拿来对照自查。
BCG 今年对 300 位 CMO 的调查显示，96% 的营销负责人认为 AI 已经改变了营销职能，但被问及智能体上周自主完成了什么工作时，多数人答不上来。这一落差说明，营销团队大量部署的仍是聊天式辅助工具，而非能独立执行任务的智能体。
文章据此提出 DEFY 框架，用来判断哪些营销环节适合交给 agentic AI：核心思路是把营销漏斗拆成不同任务类型，只在数据可量化、流程可重复、结果可验证的环节让智能体自主运行，其余仍由人主导。
对营销从业者而言，这篇文章提供了把「用上 AI」和「智能体真正产出结果」区分开的操作标准，能帮助企业在投放、内容生产、线索培育等环节决定自动化边界。
The DEFY framework: Where agentic AI actually earns its place in the marketing funnel
Ask a room of marketing leaders whether AI has transformed their function and nearly every hand goes up. Ask what their agents did on their own last week and the room goes quiet. That gap is the headline of BCG’s CMO survey this year. Of the 300 CMOs it polled, 96 per cent describe an […] The post The DEFY framework: Where agentic AI actually earns its place in the marketing funnel appeared first on e27 .
This report is categorized under AITOP's "How-to" desk, focusing on US frontier AI labs and Silicon Valley technology leaders. Within our cross-regional analytical framework, it directly maps to AI developer toolchains, coding agents, and engineering workflows. Key entities and technical topics under continuous tracking include agentic AI, BCG, 营销漏斗, CMO.
Source attribution: curated from e27 (@Aleks Farseev).
