2025年AI智能体时代平台战略新范式报告-

The

new

rules

ofplatform

strategy

in

the

age

of

agentic

AIFiveprioritiestohelpcompaniesalign

people,platformsandintelligenceTheauthorswouldliketothankChristianLennerzandJordiParisfortheir

contributions.

ThenewrulesofplatformstrategyintheageofagenticAI

2Frédéric

BrunierSenior

Managing

Director—Global

Lead–

TechnologyStrategyandLead–

Strategy,

EMEAFrédéricisAccenture’s

LeadforTechnology

Strategy.Heworkswithmanagementandexecutiveboardstodrivevaluefromaligning

andleveragingtechnologyandAItodeliver

corporateandbusinessstrategyoutcomes.Thisenablescompaniestogethigher

ROIfrominvestmentintechnologyandAIwhilestrengtheningtheintersectbetweenbusiness,ITandecosystempartners.ChristopherRoarkSenior

Managing

Director—Global

Lead–

Cost&

Productivityand

Lead-Strategy,

AmericasChrisworkswithboardsand

management

teamstoshapegrowthstrategies,redesignoperatingmodelsanddriveenterprise-wide

costandproductivityreinvention.

Hiswork

helpsorganizationsmanagecomplexityandunlocknewvaluethroughAI,

data

and

platforms.SuryaMukherjeePrincipalDirector—AccentureResearchSuryaleadsglobalcloudand

platformsresearchatAccentureandoverseesthefirm’sTechnology

ResearchagendainEurope.

Hebringsmorethan

a

decade

ofexperienceadvisingenterprisesoftwarevendorsandglobalorganizationsontechnologyandplatformstrategy.AuthorsFordecades,enterpriseplatformshavepoweredmodernbusiness,runningfinance,humanresources(HR),supplychainandcustomermanagement.YetinanAI-firstworld,thatfoundationisfastbecomingobsolete.AgenticAIistransforminghowworkgetsdoneandhowvalueiscreated,

whilecustomerandcompetitivedynamicsaremovingfaster

thantraditionalplatformscanadapt.ManyorganizationsremainweigheddownbyduplicatedandcomplexsystemsbecausetheytreatAIandplatforms

asseparatedomains,pilotingtoolsinsteadofembedding

intelligenceintothecore.Theresultisfragmentation,inefficiencyandmissedopportunity.Tounderstandhowcompaniescanbreakfreefromthispattern,wesurveyedmorethan1,000executivesacross

12countriesand10industries.Thefindingsarestriking:companiesthataligntheirAI,platformandbusinessstrategiesoutperformpeersbyawidemarginonaverage,

doublingrevenuegrowthandincreasingprofitabilitybyupto37%.Theseleaderstreatplatformsnotasstatic

infrastructurebutaslivingsystemsofintelligence,continuouslylearning,adaptingandscaling.Theymodernizetheirdigitalcores,clarifyhowhumans,platformsandAIagentsworktogetherandreimaginehow

workitselfisstructured.Thegoalisnotreplacementbutreinvention,integratingpeople,platformsandintelligence

intoasingle,adaptivearchitecturethatacceleratesperformanceandgrowth.Inshort,theyareplayingbynewrules.Thisreportexploresthefiveprioritiesthatdefinethenextgenerationofplatform

strategyinanageofagenticAIsystems:•

Architect

for

the

future–Buildplatform-aware

infrastructurethatallowsAItoscaleseamlessly.•Design

a

fit-for-purpose

foundation

–Modernizethe

digitalcoreforagilityandreal-timeinsight.•

Articulate

theinterplay–Defineclearrolesforhumans,

platformsandagentstoensureorchestrationandaccountability.•Prepare

for

operatingmodelreinvention–Reimagine

howtheenterpriseoperatestounlocknewperformance.•

Transform

culture

–Equippeoplewiththetrust,fluency

andmindsettoleadinanAI-drivenenterprise.

ThenewrulesofplatformstrategyintheageofagenticAI

3Whenexecutedwell,theseprioritiesturnplatformstrategyintoasourceofgrowthanddifferentiation.Platformsevolve

fromsystemsofrecordtosystemsofaction,wherehumans,

platformsandagentsoperateinsynctodeliveroutcomesthatarefaster,smarterandmoreresilient.Thenextchapterofenterpriseplatformsisaboutfuture-readiness.Companiesthatalignarchitecture,intelligenceandtalentaroundAIwillnotonlykeeppacewith

change—theywilldefineit.Executive

summaryThe

case

for

platform

reinvention

5Two

forces

driving

change

71.AI-driventransformationofwork

82.Businessdemandsoutpacingplatforms10Platforms

evolve

from

tools

to

interaction

hubs

12The

alignment

gap:Fragmented

strategy,missed

potential

14Five

priorities

for

platform

strategy

in

an

AI-first

world

161.Architectforthefuture

172.

Designafit-for-purposefoundation

223.Articulatetheinterplay254.Prepareforoperatingmodel

reinvention305.Transformculture35Final

word:It’s

not

about

replacement.It’s

about

readiness

39About

theresearch

40

ThenewrulesofplatformstrategyintheageofagenticAI

4ContentsOur

research

underscores

the

urgency

forreinvention.

Inaglobalsurveyof

morethan

1,000executivesacross12countriesand10

industries,nearlyone

infive

believesomeoftoday’s

enterprise

platformswill

notsurvivetheonslaughtof

AI

inthe

nexttwoyears.The

logicthatoncedroveefficiency—prescribed

workflows,fixed

hierarchies,

rigiddata

models—no

longerfitsaworlddefined

by

autonomyand

learning.Asone

platformexecutive

putit,“Thefeaturesthat

made

platformsvaluablearetheonesAI

is

nowoutgrowing.”Reinventionbeginswithmodernization.Whenorganizationsconsolidatelegacysystems,standardize

dataandmovetomodular,cloud-basedarchitectures,

theycreatetheconditionsforscale.Fragmentedoperationsgivewaytoconnectedsystems.Manualworkbecomesautomatedflow.NewAItoolsplugin

seamlessly,deliveringinsightsandspeed.AI

hascapturedexecutiveattention

but

notyetenterprise

traction.Across

industries,companies

are

investing

heavilyin

pilotswhiletheircoresystemsremainfragmentedandinflexible.The

result:operationaldrag,datasilosand

limited

returns.Finance

teams

still

reconcile

mismatched

systemsmanually.

Business

leadersstill

makedecisionsonstaledata.

Newtoolsemerge

butcannotscale.Companies

expect

AI

to

deliver

transformation

while

still

relyingon

brittlefoundations.Enterprise

platforms

have

long

providedthestructurethat

makes

modern

business

possible.They

broughtstructure,standardizationandscale,poweringeverythingfrom

HRandfinancetosupplychain

and

customer

management:Oraclebecame

the

backbone

for

mission-criticalenterprise

data.Salesforcereshaped

sales

into

a

science.SAPdefined

how

businesses

ran.ServiceNowautomated

the

service

desk.Workdaypioneeredcloud-native

HRandfinance.ButinanAI-firstworld,those

same

systems

havebecomeconstraints.

Designedforstability,

notadaptability,they

nowslowthevery

progressAIpromises

to

accelerate.The

case

for

platform

reinventionAdobeturneddigitalmarketingintoacreativeengine.ThenewrulesofplatformstrategyintheageofagenticAI5KeytermsPlatforms

for

the

purpose

of

this

research

refer

to

the

software

used

bybusinesses

to

carry

out

day-to-day

business

activities

across

functions.These

include

enterprise

resource

planning(ERP),customer

relationshipmanagement,

HR,financial

management,supply

chain

managementand

marketingenablementsystems,aswellassmallerapplicationsforspecificbusiness

needs.Key

vendors

in

this

space

include

Adobe,Oracle,

SAP,

Salesforce,ServiceNow,Workday,amongothers.This

reportfocusesontheco-existenceandintegrationaspectsof

platformsand

AI.Embedded

AI

refers

to

AI

capabilities

integrated

into

existing

systems,platformsorworkflows,often

runninginthe

backgroundto

improveperformance,automationorinsights.Agentic

AI

denotes

AI

systems

designed

to

act

autonomously

or

semi-autonomouslytocompletegoals,oftenusing

reasoning,

planninganddecision-making.Thesesystemscanadaptovertimeand

mayworkcollaborativelywith

humansorotheragents—andtheycanexist

bothinsideenterprise

platformsorindependentlyacrossthem.13%revenuegrowthMorethandoublethatoftheir

peers37%increaseinoperatingprofitEquivalentto

roughly$1

billion

in

pre-taxearningsfortheaverageenterpriseTheimpactismeasurable.Alignmentturnsplatformsfromcostcentersintoenginesofgrowth.OuranalysisshowsthatcompaniesthataligntheirAI,businessandplatformstrategiesachieveonaverage:ThenewrulesofplatformstrategyintheageofagenticAI6Atitscore,platform

reinvention

involvestwointerdependentshifts.Thefirstistechnological:embeddingAI,especiallyagenticAI,intoandaroundplatforms.Thesecondisorganizational:rethinkinghowworkgetsdone.Thatmeansreshapingworkflows,

roles

anddecisionstomatchthespeedandintelligenceofmodernsystems.Together,theseshiftsredefinehowenterprisesoperate.Workbecomesadaptive,datamovesfreelyandsystemsevolvecontinuously.Thisistheessenceofplatformreinvention:replacingrigiditywithresponsivenessandturningplatformsintolivingsystems

of

intelligencethatscale

across

the

enterprise.Whendoneright,AIstopsbeinga

side

experiment

andbecomesthebackboneofperformance.Twoforcesnowmakethisreinvention

unavoidable:

AI

istransforminghowworkisdone,andbusinessexpectations

areoutpacingwhattraditionalplatformscandeliver.Two

forces

driving

changeThenewrulesofplatformstrategyintheageofagenticAI7The

riseofgenerativeandagenticAI

is

redefininghowworkisdone.

Intelligentsystems

cannow

performtasksthatonce

required

humanjudgment—from

resolvingserviceissuestomanagingfinancialclose

processes.AIis

no

longerjustanacceleratorofexistingworkflows;

it

isincreasingly

the

orchestrator

of

them.Thesetechnologies

bringautonomy,context-awareness

and

adaptability.Agents

can

rebalancesupplychainsin

realtime,generate

personalizedcustomer

offers

or

predict

machine

failures

beforetheyoccur.They

learnfromoutcomesandadjust

theiractionsonthefly—qualitiesthattraditionalplatforms,

builton

rigid

logicandsequentialprocesses,were

never

designed

to

handle.AI

agents

aren’t

justsuperchargingexisting

applications—they’re

creatingnewones.”—

Platformleader1.

AI-driven

transformation

of

workThenewrulesofplatformstrategyintheageofagenticAI8Case

studyHowLenovo

scaledengagement

with

AITomeetgrowingdemandforfaster,

morepersonalizedengagement,LenovousedAdobeExperiencePlatformandMicrosoft

CopilottoorchestrateAIacrossmarketing,customerserviceandinternalworkflows.Theeffortdelivered$11millioninefficiencysavingsanda12.5%

boostin

click-

throughrates—speedingexecutionandenablingnew

formsofengagementatscale1.Thisshiftraisesfundamentalquestionsforeveryenterprise:Routinetaskslikeinvoice

processingcan

beautomatedentirely.Complexissues,suchasethicaldecisionsorcustomerescalations,stillrequirehumanjudgment.

Increasingly,theanswerwillbehybrid:humansandagentsworkingintandem,each

amplifyingtheother.Modernagentsnotonlyexecuteinstructions—theyalsoreason,adaptandactindependentlywithindefinedboundaries.Whenfacedwithnewinformation,theylearnandimprove.

Indoingso,they

exposethelimitsoftraditionalplatformsand

highlight

theneedforsystemsthataredynamic,interoperable

andintelligent

bydesign.

ThenewrulesofplatformstrategyintheageofagenticAI

9Whatshouldbe

automated?Whatmustremainhuman?How

shouldpeopleand

AI

collaborate?WhileAIacceleratespossibility,businessexpectationsarerisingjustasfast.Marketsmove

faster,

customerexpectationsgrowsharperandcompetitiveadvantagehingesontheabilitytoadaptin

realtime.Yet

mostenterprisesstillusetheirplatformsprimarilyforefficiency.Ourresearchshowsthat74%oforganizationscontinuetofocusonproductivityasthemain

goal

of

theirplatformswhileonly60%viewthemasenginesofinnovation.Butthebarhasshifted.

Leading

companies

nowtreatplatformsasgrowthaccelerants—enablingpersonalizationatscale,cross-functionalagilityandinstantresponsivenesstomarketchange.Thenumberstellthestory:94%ofexecutivessaytheriseofagenticAIrequiresthemtorethinktheir

platform

strategiesandmorethanhalf(57%)

believe

it

demands

significantchangeorcompletereinvention.Someareevenaskingwhethertheyneedplatformsatall,

or

if

AIagentscouldreplacethementirely(Figure1).15%42%37%Wewillhaveto

overhaul

ourentireplatform

strategy

inlight

of

agentic

AI

capabilitiesAlot

of

changesto

our

platformstrategywill

be

requiredSomechangestoour

platformstrategywill

be

requiredWewon'thaveto

change

ourplatformstrategy

at

all

ThenewrulesofplatformstrategyintheageofagenticAI

102.Business

demands

outpacingplatformsHow

do

you

expect

yourplatform

strategy

willneed

to

evolveinresponse

to

agentic

AI?Source:Accenture“EnterpriseplatformstrategyintheageofagenticAI”survey,2025(N=

1,031)Figure1:Bigchangesahead本报告来源于三个皮匠报告站（）,由用户Id:619989下载,文档Id:997988,下载日期:2026-03-1794%6%Theansweris

not

replacement,

butevolution.

Platforms

remainessentialfor

reliability,governanceandtransactionintegrity.

Butthey

must

now

hostembeddedintelligenceandworkseamlesslywithAIagentsthatoperateacross

multiplesystems.

Humans,in

turn,

moveinto

rolesofoversight,judgmentandorchestration—directinganenterprisethatis

bothintelligent

and

adaptive.Thefutureof

platformstrategywill

belongto

thosethatcan

balancethistriad—humans,platformsandagents—each

performingwhatitdoes

best,eachamplifyingthe

other.ThenewrulesofplatformstrategyintheageofagenticAI11AdobeintroducedExperiencePlatformAgentOrchestratorforbusinessestoactivateAIagentsincustomerexperiencesandmarketingworkflows.MicrosoftisexpandingCopilotacrossDynamicsand365apps,whileadvancingAzureAgentServiceandAutoGentopowermulti-agentorchestration.OracleembeddedAIacrossitscloud,usingAI4DataandOracleCloudInfrastructure’shigh-speed

network—buildingonitsdatabaseandinfrastructurestrengths.SalesforcelaunchedAgentforce,embeddingAIagentsacrosssales,serviceandmarketingtodeliveraunifiedagenticplatform.SAPintroducedJoule,whichitmarketsasanAIcopilotandagentorchestrator,embeddingagentsacrossitsERPsuitewithbusiness-contextawareness.ServiceNowintroducedpre-builtAIagentsforcustomerservice,HR,ITandmore—poweredbyWorkflow

DataFabric,whichconnectsagentstoreal-timeenterprisedata.WorkdayintroduceditsAgentSystemofRecordtomanagefleetsofAIagentslikeemployeesandlaunchedrole-basedagentswithconfigurableskillsacrossHR,financeandrecruitingworkflowsandagents.Enterprise

platformsareenteringa

newchapter.Once

designed

to

enforce

structure,they

are

nowexpected

to

deliver

adaptability.The

difference

isagentic

AI—systems

capable

of

reasoning,deciding

andactingwithautonomy.Asthesecapabilitiesmature,

platformsareevolvingfrom

passivesystemsof

recordintodynamicsystems

of

action.Platformvendorsare

movingfastto

embedagenticAIinto

their

industry/functional

offerings.

ThenewrulesofplatformstrategyintheageofagenticAI

12Platforms

evolve

from

tools

to

interactionhubsThese

developments

signal

a

profound

shift.Platformsare

no

longerjusttools—theyareecosystems

where

humans,agents

and

datainteractcontinuously.Agentscan

nowoperatewithinoracross

platformsdependingon

howenterprises

architect

their

systems.

In

ourresearch,66%oforganizationssay

they

relyprimarilyon

platform-nativeAIcapabilitieswhile

32%are

building

platform-agnosticagentsthatspan

multiplesystems(Figure2).Thefuturewill

be

hybrid,withagentsworkinginsideand

beyondthe

platform

boundary.66%32%

ThenewrulesofplatformstrategyintheageofagenticAI

13Withcapabilitiesprovidedby

platformsWith

platform-agnostic

capabilitiesNote:“Others”accountedfor1%referringtorespondentswhoeitherdidnot

know

or

chose

not

to

respond.Source:Accenture“EnterpriseplatformstrategyintheageofagenticAI”survey,2025(N=

1,031)Figure2:Platform-nativecapabilitiesremainthedominantpathforAIdeploymentHow

do

youprimarily

develop

and

deploy

AI

solutions?strategiesarenot

aligned.AI,platformandbusinessinitiativestoooftenmoveinparallelratherthaninsync.TeamspilotAI

toolsinisolation.Platforminvestmentsproceedwithoutclearlinkagetobusinesspriorities.Theresultisduplication,complexityandlowreturnsoninvestment.Only18%Just17%Morethan50%ofcompaniessaytheirAI,

platformand

businessstrategiesarefullyaligned.haveembeddedAIdeeplyintocorebusinessprocesses.remaintrappedin

narrowpilotsorisolated

use

cases.14The

alignment

gap:Fragmented

strategy,missedpotentialThisfragmentationleavescompaniesunabletoscaleAI’simpactacrosstheenterprise.Therootcauseisstructural.AIandplatformdecisionsareoftenmadebydifferentteams,funded

throughseparatebudgetsandguidedbydifferentmetrics.Inmanyorganizations,theCIOdrivesplatformmodernizationwhilebusinessleaderschase

AIexperimentation.Withoutaunifiedvision,botheffortsstall.Executivesweinterviewedwereclearontheconsequences.“IfyoudoAIasaseparateinitiative,”

oneglobaltechnologyleaderwarned,“itbecomes

veryexpensive.Unlessit’sembeddedinyouroverall

strategy,you’llneverrealizeitsvalue.”Asplatformsevolve,mostenterprisesOurresearchrevealsthescaleoftheproblem.faceadeeperchallenge:theirThenewrulesofplatformstrategyintheageofagenticAI14Thecostof

misalignmentis

high

butthe

reward

forfixingitis

higher.Companiesthat

align

these

three

dimensions—AI,

businessand

platform—achieveonaverage2.2x

higher

revenuegrowththanpeers(Figure3).Alignment

reduces

duplication,

improvesinnovationvelocityandstrengthensorganizationalfocus.The

pathforward

requiresdeliberateintegration.Business

strategy

must

define

the

outcomes.Platformstrategy

must

providethescaleanddatafoundation.AIstrategy

mustdeliveradaptabilityandintelligence.Whentheseelements

movetogether,

led

byanaligned

leadershipteam,companies

create

a

virtuous

cycle

of

innovationand

performance.The

message

is

clear:

success

with

AI

is

not

atechnologychallenge

butanalignmentone.Therealdifferentiatoris

howeffectivelya

companysynchronizesitsstrategy,systemsand

peopletodrivecontinuous

reinvention.How

well

alignedis

yourplatform

strategy

with

yourbroaderbusiness

strategy

and

your

AI

strategy?

Onlyconsiderwell/fullyalignedonboth.2.2X(+7

P.

p.

)Averagecompany

Platformsstrategywell/fullyaligned

with

businessPlatformsstrategywell/fullyalignedwithAI

strategy

ThenewrulesofplatformstrategyintheageofagenticAI

15Figure3:CompaniesthataligntheirplatformswiththeirbusinessandAIstrategygrowtheirrevenuemuchfasteronaverage13%10%Source:Financialanalysisof602publiccompanystatementsfromtheAccenture“Enterprise

platformstrategy

inthe

age

of

agenticAI”survey,2025

(N

=

1,031)1

.7x

(+4

p

.

p

.

)6%

ThenewofplatformstrategyintheageofAI

16Fivepriorities

forplatformstrategyin

an

AI-first

worldThenextchapterofplatformstrategyrequiresanintegrated,forward-lookingmindset.Thisisn’taboutabandoningplatforms

butevolvingthem.Changewillunfoldonmultiplefronts—platforms,

humansandagents—andpreparationmustreflectthatcomplexity.To

help

leaders

navigate

this

shift,

we

propose

five

key

priorities

for

building

anAI-ready,

future-fit

platform

strategy.1.2.3.4.5.ArchitectforthefutureDesigna

fit-for-purposefoundationArticulatetheinterplayPrepareforoperatingmodel

reinventionTransform

culture

ThenewrulesofplatformstrategyintheageofagenticAI

16MostenterprisesrelyonapatchworkofnativetoolslikeSAP'sJouleorthird-partymodels,suchasOpenAI

orAnthropic,andinternallybuiltagents.What’smissingisanarchitectureblueprintthattiesthemtogether.Nosurprise,then,that57%ofleaderscite

integrationwithexistingsystemsastheirtopriskin

scalingAI.ThewayforwardistotreatAIasasystem,notafeature.ThatmeansdesigningarchitecturethatdefineswhereAIlives,howitconnectstoplatforms,

howitaccessesdataandhowitsactionsaregoverned.Wecallthisnewmodelagenticenterprisearchitecture:adesignwherehumanexpertiseand

machineintelligencecollaborateseamlessly.1.

Architect

for

the

future:BuildanAI-ready,platform-awareinfrastructureAgenticAIisadvancingfast.Buttoooften,companiesaddnewtoolstooutdatedsystems.TheoutcomeisAIsprawl,fragmentedoperationsandlittlerealimpact.

ThenewrulesofplatformstrategyintheageofagenticAI

17Case

studyZurichInsurance:Designing

AI-ready

architecture

for

customer

engagementZurichhaslaunchedanAI-powered

CRMdevelopedbyitsanalyticsdivision,ZCAM,totransformhowcustomer-facingagentswork.Thesystemcentralizescustomerandpolicydataintoaunified

interface,

integrateswithOutlook

and

Salesfo