Free White Paper: 2027 Enterprise AI Transformation Outlook — The Agentic Era

Contents

1. What’s inside
2. Chapter 1: The 2027 landscape, with AI reaching both customers and business decisions
3. Chapter 2: Agentic CDP brings AI agents into marketing decisions
4. Chapter 3: Member management, from member numbers to member value
5. Chapter 4: Marketing journeys that reach the right person at the right time
6. Chapter 5: OMO Store Assistant helps every store associate know the customer
7. Chapter 6 (new): Being seen by AI, brand content in the age of AI search
8. Who should read it
9. Get your free copy

ESi Technology has published 2027 Enterprise AI Transformation Outlook: The Agentic Era. In 2026, AI moved from trial to everyday use: customers began searching, comparing and even buying through AI, and businesses put more of their budgets into it. Yet while data keeps growing, few companies manage to turn it into decisions. Drawing on the latest research from Gartner, McKinsey and IDC, and on our years of helping companies adopt a CDP and manage their members, the white paper explains how businesses can go “from scattered data to a profit map” in 2027. The white paper is written in Traditional Chinese.

What’s inside

Chapter 1: The 2027 landscape, with AI reaching both customers and business decisions

• More AI spending, little readiness: Gartner’s 2026 CMO Spend Survey found that CMOs put an average of 15.3% of their marketing budgets into AI, yet only 30% say their organization has mature AI capabilities.
• Customers find brands through AI: Adobe data shows that traffic from generative AI to US retail sites grew 393% year over year in the first quarter of 2026, and McKinsey estimates that shopping done through AI agents could reach USD 3 to 5 trillion worldwide by 2030.
• Data and governance decide the winners: Gartner predicts that more than 40% of agentic AI projects will be canceled by the end of 2027 due to rising costs, unclear business value or inadequate risk controls.

When data is scattered across POS, website, CRM and ad platforms, AI only sees fragments. The starting point for 2027 is a complete Customer Data Platform (CDP).

Chapter 2: Agentic CDP brings AI agents into marketing decisions

An Agentic CDP understands the business problem a marketer wants to solve, analyzes member, transaction and engagement data to find the right audiences, then recommends a strategy and builds the marketing journey. In its top strategic technology trends for 2027, Gartner highlights AI context platforms and predicts that prioritizing semantics in AI-ready data can raise agentic AI accuracy by up to 80% and cut costs by up to 60%. The white paper explains how well-defined members, tags and metrics in a CDP give agents their business context, and why every AI proposal should be approved by a person before it runs.

Chapter 3: Member management, from member numbers to member value

Acquiring a new customer costs 5 to 25 times more than keeping an existing one (Harvard Business Review), and McKinsey research found that 71% of consumers expect brands to deliver personalized interactions. The white paper shows how combining RFM with the NES customer lifecycle model reveals members whose value is changing. After ESi’s consultants helped one brand adopt NES, they found that 19.8% of the members classed as high-value had already begun buying less often.

Chapter 4: Marketing journeys that reach the right person at the right time

From joining and a first purchase to a long gap since the last one, each key behavior can start a matching member journey, with Smart Channel and Smart Time deciding whether to use LINE, email or SMS, and when. In ESi’s tests with brands using Smart Time, open rates, click rates and order conversion rates rose by 37%, 16% and 30% compared with sending at a fixed time. In 2027, AI agents will review journey results every day and suggest changes for marketers to approve.

Chapter 5: OMO Store Assistant helps every store associate know the customer

ESi’s years of client work show that OMO members typically spend 1.5 to 2 times as much per person as single-channel members. The OMO Store Assistant gives store associates a quick view of each member’s profile and preferences, lets them send AI product recommendations straight to the customer, and credits each sale automatically.

Chapter 6 (new): Being seen by AI, brand content in the age of AI search

More and more customers ask an AI before deciding which brand to look at. The white paper sets out how to make your website a source AI can rely on: clearly structured content, structured data and llms.txt, content that stays up to date, and a path that brings AI-referred visitors into your member journeys. The chapter ends with a 2027 enterprise AI transformation checklist.

Who should read it

• Brands with large member bases that want to raise member value and repeat purchases
• Marketing, data and IT teams evaluating a CDP, AI agents or AI marketing tools
• Retailers that want to connect their stores and online channels with OMO

Get your free copy

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