自 2022 年底 ChatGPT 問世後，生成式人工智慧快速發展，對原先即以聊天機器人、顧客關係管理與跨渠道整合為核心的對話式商務產業帶來變革可能。然而，既有研究多聚焦於消費者採用、人機互動與技術應用，較少從解決方案供應商角度探討生成式人工智慧帶給產業之影響。因此，本研究以台灣對話式商務解決方案業者為研究對象，採取質性個案研究法，透過次級資料與半結構式訪談進行分析，並以「發生哪些改變（What）」、「業者如何因應（How）」、「為何採取此種因應方式（Why）」及「目前產生何種結果與未來可能帶來何種影響（Which）」作為研究問題，探討生成式人工智慧對台灣對話式商務解決方案業者所帶來之影響。研究結果顯示，在 What 層面，生成式人工智慧改變了對話式商務業者之產品與技術能力，但協助企業理解顧客、提升溝通效率與促進商業轉換之核心價值並未改變；在 How 層面，業者並非以新技術全面取代既有產品，而是先將生成式人工智慧導入既有產品，再逐步發展新的 AI 產品、AI Agent；在 Why 層面，無論企業規模大小、新客戶或既有客戶皆開始詢問生成式人工智慧相關功能，使業者即使在產品與商業模式尚未完全成熟前，仍須表態、投入並持續調整，形成由需求端反向推動的轉型壓力；最後，在 Which 層面，原本協助企業進行數位轉型的解決方案業者，自身亦成為轉型的當事者。面對技術快速迭代、商業價值尚待驗證及未來產品方向的不確定性，業者一方面以 AI 協助客戶轉型，另一方面亦須在缺乏明確路徑的情況下持續探索自身的轉型方向。

Since the release of ChatGPT in late 2022, generative artificial intelligence (Generative AI) has rapidly advanced, creating new possibilities for the conversational commerce industry. However, existing research has primarily focused on consumer adoption and human–computer interaction, with limited attention to its impact from the perspective of solution providers. This study examines conversational commerce solution providers in Taiwan through a qualitative case study approach, drawing on secondary data and semi-structured interviews. The analysis addresses four dimensions: What, How, Why, and Which. The findings show that, in terms of What, Generative AI has transformed providers’ product and technological capabilities without fundamentally altering their core value proposition of helping businesses better understand customers, improve communication efficiency, and facilitate business transactions. In terms of How, providers have integrated Generative AI into existing products before developing new AI-based products and AI agents, rather than replacing their existing product portfolios. In terms of Why, growing client demand for Generative AI capabilities has created demand-side pressure, prompting providers to invest in AI and continuously adjust their products and services even before their products and business models have fully matured. Finally, in terms of Which, solution providers that once facilitated their clients’ digital transformation must now undergo transformation themselves. Amid rapid technological change, uncertain business value, and unclear product trajectories, providers must simultaneously enable clients’ AI transformation while exploring their own transformation paths.

中文文獻
Appworks. (2020, March 10). 香港行銷機器人新創 Omnichat 完成 2,400 萬種子輪融資 AppWorks 領投，深耕台灣市場. https://appworks.tw/omnichat-seed/
BotBonnie. (2026). 最好用的聊天機器人平台｜互動行銷、自動客服，分眾推播. https://blog.botbonnie.com/
Chan, A. (2019, June 5). 創辦 Easychat 的第730天. Omnichat — The Evolution of Easychat. https://medium.com/easychat/%E5%89%B5%E8%BE%A6-easychat-%E7%9A%84%E7%AC%AC730%E5%A4%A9-59307352d930
Chris. (2025, July 22). 專訪 Omnichat CEO 陳正達：「對話式商務」怎用 AI Agent 自我進化？—INSIDE. https://www.inside.com.tw/feature/ai-agent-new-wave/39039-exclusive-interview-omnichat-ceo-how-conversational-commerce-evolves-with-ai-agents
Crescendo Lab. (2025). LINE 廠商比較：如何選擇官方帳號合作夥伴（2026）. https://blog.cresclab.com/zh-tw/line-oa-techpartner-comparison
Crescendo Lab. (2026). 亞洲領先 AI 全通路行銷平台. https://www.cresclab.com/tw
Lily Yeung. (2022, April 25). Timberland線上線下引流，購物車轉換達7倍—Omnichat Blog. https://web.archive.org/web/20220928024218/https://blog.omnichat.ai/2022/04/timberland-success-story/
LINE Corporation. (2016, April 7). LINE開放1萬個免費「BOT API 試用」帳號申請. LINE Corporation. https://linecorp.com/tw/pr/news/tw/2016/1322
Mia. (2025, December 2). 【Martech 在夯啥】為什麼要 Martech？專訪漸強實驗室 CEO 薛覲. INSIDE. https://www.inside.com.tw/article/18396-martech-column-crescendo-lab
Shirley K. (2021, September 23). 《東海模型》購物車再行銷轉換率 12%、ROAS 300行銷設定大公開—Omnichat Blog. https://web.archive.org/web/20221003190917/https://blog.omnichat.ai/2021/09/ehobby-success-story-2021/
SUPER 8. (2026). AI Agent x CRM 解決方案：業界領先的 AaaS 平台與 Agentic AI 服務. https://no8.io/zh-tw/
Omnichat. (2025a, May 29). 如何透過 LINE 提升營收、強化導購力與全社群整合的需求？2026 社群對話資訊商全面解析，快速找到最適合營運需求的解方. Omnichat Blog. https://blog.omnichat.ai/tw/2026-chatbot-comparison/
Omnichat. (2025b, July 2). Omnichat 推出 Omni AI Agent Studio，賦能企業打造專屬 AI 團隊. Omnichat Blog. https://blog.omnichat.ai/hk/omni-ai-agent-press-release-zh/
Omnichat. (2026). Agentic AI 建立 LINE 自動化行銷，打造全通路 AI 顧客體驗平台. Omnichat. https://www.omnichat.ai/tw/
Yuki Cheng. (2022, November 16). 給 Red Bull 一對數據翅膀！用發票打造 OMO 互動循環，過路客變回頭客—漸強實驗室 LINE 行銷部落格. Internet Archive. 漸強實驗室. https://web.archive.org/web/20221202172819/https://blog.cresclab.com/tw/case-study-redbull/
吳慧慈. (2023, March 29). ChatGPT｜整合ChatGPT推出聊天機械人「Omni AI」 提供一站式平台有助管理客源. https://skypost.hk/article/3494532/ChatGPT-%E6%95%B4%E5%90%88ChatGPT%E6%8E%A8%E5%87%BA%E8%81%8A%E5%A4%A9%E6%A9%9F%E6%A2%B0%E4%BA%BA-Omni-AI-%E6%8F%90%E4%BE%9B%E4%B8%80%E7%AB%99%E5%BC%8F%E5%B9%B3%E5%8F%B0%E6%9C%89%E5%8A%A9%E7%AE%A1%E7%90%86%E5%AE%A2%E6%BA%90
數位時代. (2023, December 1). Omnichat成立六周年！堅持以顧客為核心出發，邁向世界級SaaS企業. https://www.bnext.com.tw/article/77628/omnichat_202312
數位時代. (2024, September 2). 開創Martech新里程! Omnichat推出整合 LINE 、Meta新產品協助企業品牌搶攻新商機. https://www.bnext.com.tw/article/80371/omnichat202409
數位時代. (2025, March 18). Omnichat領航新一波AI Agent革命，滿足跨產業數位轉型需求. https://www.bnext.com.tw/article/82602/omnichat2025
曾令懷. (2023, March 10). 企業LINE官方帳號也能用AI，漸強實驗室串接ChatGPT提升60%客服效率｜Meet創業小聚. https://meet.bnext.com.tw/articles/view/50115
曾品潔. (2024, August 28). 漸強實驗室推「AI 商業溝通」16 組新應用，邀 LINE、iKala、Google Cloud 重磅講者解析如何以 AI 工具打造顧客為中心的優質體驗 | TechOrange 科技報橘. https://techorange.com/2024/08/28/cresclab/
楊又肇. (2025, September 16). 漸強實驗室以全新AI原生產品DAAC補全其「AI-First Communication Cloud」商務溝通戰略藍圖. https://mashdigi.com/crescendo-lab-complements-its-ai-first-communication-cloud-business-communication-strategy-with-a-new-ai-native-product-daac/
漸強實驗室. (2022, November 29). GOMAJI 理解顧客、精準行銷，三天內轉單超過 430 筆. Internet Archive. Crescendo Lab. https://web.archive.org/web/20221129165523/https://www.cresclab.com/tw/success-story/gomaji
漸強實驗室. (2023a, June 2). 2023 漸強實驗室 Q2 產品發表會《AI journey, without limit》 [Video recording]. https://www.youtube.com/watch?v=a-Y8oOFYEC0
漸強實驗室. (2023b, September 22). 漸強實驗室 2023 Q3 產品發表會 -《Data Ecosystem》數據生態圈 x 自動旅程 x 跨通路顧客體驗 [Video recording]. https://www.youtube.com/watch?v=z0P4vgvn6TQ
漸強實驗室. (2024, March 5). 漸強實驗室 2024 Q1 產品發表會 -《Discover Channel Multiverse》探索品牌 x 顧客的跨渠道多維度互動 [Video recording]. https://www.youtube.com/watch?v=RL-6HgBG6Dw
漸強實驗室. (2025a, April 14). 漸強實驗室發布 Crescendo AI 雙軌戰略！企業專屬AI助理「AiMon」身兼三職. https://www.cresclab.com/tw/newsroom/crescendo-ai
漸強實驗室. (2025b, June 12). 漸強實驗室導入 Google Agentspace 打造企業級 AI 新典範. https://www.cresclab.com/tw/newsroom/google-agentspace
漸強實驗室. (2025c, September 16). 漸強實驗室發布「AI-First Communication Cloud」戰略藍圖. https://www.cresclab.com/tw/newsroom/ai-first-communication-cloud
火報. (2024, December 26). AI 驅動零售新時代：Omnichat 2024年會揭示全通路數據整合的未來趨勢. https://news.homeplus.net.tw/single/187034
葉心好. (2025). 114年度通訊傳播市場發展概況與趨勢調查委託研究採購案：通訊傳播市場報告 (委託研究報告 No. NCCZ114004). 財團法人台灣經濟研究院.
郭靜芝. (2023, May 25). Omnichat 正式推出AI、顧客社群數據平台新產品—商情—工商時報. https://www.ctee.com.tw/news/20230525700689-431202

英文文獻
Alnofeli, K. K., Akter, S., Yanamandram, V., & Hani, U. (2026). AI-powered CRM capability model: Advancing marketing ambidexterity, profitability and competitive performance. International Journal of Information Management, 86, 102981.
Baz Aktaş, N., & Akbıyık, A. (2026). The feedback loop: A systematic review of how evaluation practices inform conversational agent design. Universal Access in the Information Society, 25(2), 47.
Beatty, S. E., Mayer, M., Coleman, J. E., Reynolds, K. E., & Lee, J. (1996). Customer–sales associate retail relationships. Journal of Retailing, 72(3), 223–247.
Brown, T. B., Mann, B., Ryder, N., Subbiah, M., Kaplan, J., Dhariwal, P., Neelakantan, A., Shyam, P., Sastry, G., Askell, A., Agarwal, S., Herbert-Voss, A., Krueger, G., Henighan, T., Child, R., Ramesh, A., Ziegler, D. M., Wu, J., Winter, C., … Amodei, D. (2020). Language Models are Few-Shot Learners (arXiv:2005.14165). arXiv.
Cao, Y., Zhou, L., Lee, S., Cabello, L., Chen, M., & Hershcovich, D. (2023). Assessing Cross-Cultural Alignment between ChatGPT and Human Societies: An Empirical Study. In S. Dev, V. Prabhakaran, D. I. Adelani, D. Hovy, & L. Benotti (Eds.), Proceedings of the First Workshop on Cross-Cultural Considerations in NLP (C3NLP) (pp. 53–67). Association for Computational Linguistics.
Colby, K. M. (with Internet Archive). (1975). Artificial paranoia; a computer simulation of paranoid processes. New York, Pergamon Press. http://archive.org/details/artificialparano00colb
Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship Quality in Services Selling: An Interpersonal Influence Perspective. Journal of Marketing, 54(3), 68–81.
David, M. (2016, April 12). Messenger Platform at F8. Meta Newsroom. https://about.fb.com/news/2016/04/messenger-platform-at-f8/
Durkin, J. (1996). Expert systems: A view of the field. IEEE Expert, 11(2), 56–63.
Feigenbaum, E. A. (1977). The art of artificial intelligence: Themes and case studies of knowledge engineering. Proceedings of the 5th International Joint Conference on Artificial Intelligence - Volume 2, IJCAI’77, 1014–1029.
Foroughi, B., Iranmanesh, M., Yadegaridehkordi, E., Wen, J., Ghobakhloo, M., Senali, M. G., & Annamalai, N. (2025). Factors Affecting the Use of ChatGPT for Obtaining Shopping Information. International Journal of Consumer Studies, 49(1), e70008.
Goodfellow, I. J., Pouget-Abadie, J., Mirza, M., Xu, B., Warde-Farley, D., Ozair, S., Courville, A., & Bengio, Y. (2014). Generative Adversarial Networks (arXiv:1406.2661). arXiv.
Haenlein, M., & Kaplan, A. (2019). A Brief History of Artificial Intelligence: On the Past, Present, and Future of Artificial Intelligence. California Management Review, 61(4), 5–14.
Hendler, J. (2008). Avoiding Another AI Winter. IEEE Intelligent Systems, 23(2), 2–4.
Hermann, E., Puntoni, S., & Schweidel, D. A. (2025, October). Conversational AI: The Next Frontier Of Digital Platform Monetization. ResearchGate. https://www.researchgate.net/publication/396748112_Conversational_AI_The_Next_Frontier_of_Digital_Platform_Monetization
Hinton, G. E., Osindero, S., & Teh, Y.-W. (2006). A fast learning algorithm for deep belief nets. Neural Computation, 18(7), 1527–1554.
Ho, J., Jain, A., & Abbeel, P. (2020). Denoising Diffusion Probabilistic Models (arXiv:2006.11239). arXiv.
Hoy, M. B. (2018). Alexa, Siri, Cortana, and More: An Introduction to Voice Assistants. Medical Reference Services Quarterly, 37(1), 81–88.
Jacobides, M. G., Cennamo, C., & Gawer, A. (2018). Towards a theory of ecosystems. Strategic Management Journal, 39(8), 2255–2276.
Jordan, M. I., & Mitchell, T. M. (2015). Machine learning: Trends, perspectives, and prospects. Science, 349(6245), 255–260.
Kingma, D. P., & Welling, M. (2014). Auto-encoding variational Bayes. 2nd International Conference on Learning Representations (ICLR 2014).
Lanfranchi, G., Cioli, A., Amanti, A., & Marinelli, L. (2026). Reconfiguring competitive advantage: A resource dynamic framework for generative AI adoption in digital content marketing. European Journal of Innovation Management, 29(3), 770–798.
Lighthill, J. (1973). Artificial intelligence: A general survey. In Artificial Intelligence: A Paper Symposium (pp. 1–21). Science Research Council of Great Britain.
Lim, W. M., Kumar, S., Verma, S., & Chaturvedi, R. (2022). Alexa, what do we know about conversational commerce? Insights from a systematic literature review. Psychology & Marketing, 39(6), 1129–1155.
McCarthy, J., Minsky, M. L., Rochester, N., & Shannon, C. E. (2006). A Proposal for the Dartmouth Summer Research Project on Artificial Intelligence: August 31, 1955. AI Magazine, 27(4), 12–14. https://doi.org/10.1609/aimag.v27i4.1904
McDermott, J. (1982). R1: A rule-based configurer of computer systems. Artificial Intelligence, 19(1), 39–88.
Messina, C. (2015). Conversational commerce. Chris Messina. https://medium.com/chris-messina/conversational-commerce-92e0bccfc3ff
Mitchell, T. M. (1997). Machine Learning. McGraw-Hill.
Mohan, R. (2025). Inter-firm imitation of artificial intelligence: Towards innovation and competitive edge in business. Organizational Dynamics, 54(3), 101114. https://doi.org/10.1016/j.orgdyn.2024.101114
Molnar, G., & Szuts, Z. (2018). The Role of Chatbots in Formal Education. 2018 IEEE 16th International Symposium on Intelligent Systems and Informatics (SISY), 000197–000202. 2018 IEEE 16th International Symposium on Intelligent Systems and Informatics (SISY). https://doi.org/10.1109/SISY.2018.8524609
Nayak, A., & Nair, A. A. (2025). Language translation effects in Chatbots: Evidence from a randomized field experiment on a mobile commerce platform. Journal of Business Research, 190, 115158.
Newell, A., & Simon, H. A. (1972). Human problem solving. Prentice-Hall.
Ng, S. W. T., & Zhang, R. (2025). Trust in AI chatbots: A systematic review. Telematics and Informatics, 97, 102240.
Radford, A., Wu, J., Child, R., Luan, D., Amodei, D., & Sutskever, I. (2019). Language Models are Unsupervised Multitask Learners.
Searle, J. R. (1980). Minds, brains, and programs. Behavioral and Brain Sciences, 3(3), 417–424.
Sidlauskiene, J., Joye, Y., & Auruskeviciene, V. (2023). AI-based chatbots in conversational commerce and their effects on product and price perceptions. Electronic Markets, 33(1), 24.
Telegram Bot Platform. (2015, June 24). Telegram. https://telegram.org/blog/bot-revolution
Toosi, A., Bottino, A. G., Saboury, B., Siegel, E., & Rahmim, A. (2021). A Brief History of AI: How to Prevent Another Winter (A Critical Review). PET Clinics, 16(4), 449–469.
Turing, A. M. (1950). I.—COMPUTING MACHINERY AND INTELLIGENCE. Mind, LIX(236), 433–460.
Vaswani, A., Shazeer, N., Parmar, N., Uszkoreit, J., Jones, L., Gomez, A. N., Kaiser, Ł. ukasz, & Polosukhin, I. (2017). Attention is All you Need. Advances in Neural Information Processing Systems, 30. https://proceedings.neurips.cc/paper_files/paper/2017/hash/3f5ee243547dee91fbd053c1c4a845aa-Abstract.html
Wallace, R. S. (2009). The Anatomy of A.L.I.C.E. In R. Epstein, G. Roberts, & G. Beber (Eds.), Parsing the Turing Test: Philosophical and Methodological Issues in the Quest for the Thinking Computer (pp. 181–210). Springer Netherlands.
Weizenbaum, J. (1966). ELIZA—a computer program for the study of natural language communication between man and machine. Commun. ACM, 9(1), 36–45.
Yin, R. K. (2018). Case study research and applications: Design and methods (Sixth edition). SAGE.
Zhang, Z., Kang, Y., Lu, Y., & Li, P. (2025). The Role of Artificial Intelligence in Business Model Innovation of Digital Platform Enterprises. Systems, 13(7), 507.