【首席布爾喬亞專欄】AI 是工具，服務才是本體——十年實踐的真實體悟

各位布爾喬亞，

今天是台灣未來商務展的首日，我以布爾喬亞公關顧問創辦人與艾思智創共同創辦人的雙重身份參展。

兩家公司看似獨立，實則是一套一體運作的組織設計。過去十年，我們所堅持的服務精神與策略設計，如今在 AI 熱潮中獲得新一輪驗證：真正能走遠的新創，絕不是「工具即產品」，而是「服務為本體、AI 為加值」。

一年前我曾說道：「工具型新創除非擁有富爸爸資本與落地支撐，否則必難以擴張。」

因為交付（delivery）從不是單純完成文字輸出或模型部署，而是執行到位，是創造價值、實現影響的最後一哩路。這一年來，這樣的觀點在全球投資圈與顧問業界屢屢被印證。

布爾喬亞：十年扎根，以信任創造影響

布爾喬亞從創立起，就不是一間傳統公關公司。我們自始即以「資料科學 × 顧問思惟」雙引擎驅動，結合組織設計、流程模組與知識系統，打造以信任為核心的影響力傳播架構。

因為我們深信：傳播的終極目標是擴大影響力，而影響力的基礎，是信任度；而「信任」的建構、創造與維繫，是公關顧問這個行業不可取代的本質工作。

這十年間，布爾喬亞不只是服務百家品牌，更持續迭代顧問體系，發展出可複製的專案管理框架、數位溝通腳本與人才進階機制。這些基礎，使我們成為能與 AI 技術相結合的最佳實踐場域，而非僅僅搭上工具浪潮的表層新創。

艾思智創：服務導向的 AI 新創實踐

基於布爾喬亞的實務底蘊，我參與共同創辦了艾思智創，目標是建構全球第一站的 AI 行銷全流程解決方案。

我們不是一間寫模型、賣 SaaS 工具的公司，而是反向思考：AI 應該如何放進服務流程裡？如何讓顧問更強？如何讓內容更準？如何讓策略更有感？

這正是我們所打造的 AI 系統（即 ADGo）背後的邏輯——它不是內容輸出機，而是「AI 伴侶」：幫助策略顧問啟動靈感、整合資料、模擬語境、生成素材，並可融入企業原有 SOP 與決策系統中。它的價值不在「快」，而在於「準」與「深」：AI 讓我們的顧問不是做更快的產出，而是更聰明的設計、更少的偏誤、更高的信任度交付。

國際視野下的印證：服務導向才是真正的 AI 賽道

在近半年內，許多機構與報告持續證實我們的方向。例如：

• McKinsey在 2024 年底的「The State of AI」報告指出，企業真正產生 AI 價值的關鍵，在於是否能把 AI 工具整合進「可執行的服務流程」之中，而非單純的部署模型或引入技術實驗。
• BCG 提出「AI Differential」模型指出，能創造差異化價值的企業，都具備三大能力：流程設計、服務交付、與 AI 融合力，缺一不可。
• Gartner 則預估，到 2027 年將有 40% 的 agentic AI 專案因缺乏流程與服務支撐而失敗，重申服務架構是 AI 成功的基礎。

除了顧問機構，市場也以行動投票：

• 日本的新創 Tebiki 聚焦於工廠教育流程的 AI 視覺輔助系統，短短一年內已獲 2 輪投資，靠的不是模型創新，而是將服務流程做到極致。
• 新加坡的 Osler Health AI 則整合病患服務與 AI 問診系統，成功進入三間跨國企業內部醫療機制，被譽為「AI 應用中的醫療顧問」範例。
• 相對地，韓國知名內容生成平台 DeepCreative 雖獲巨額融資，但因無法協助品牌落地、內容無法被執行，三季內流失 60% 客戶。

這些案例再次印證一件事：AI 工具能不能成功，不取決於它生成什麼，而是它如何被組織與服務流程使用，並創造可衡量的價值。

AI 是工具，服務才是本體：我們的選擇與邀請

回望這十年，我們始終相信：「沒有流程的工具，只是幻覺；沒有服務的創新，只是浮光掠影。」布爾喬亞以信任為本，艾思智創以流程為骨，AI 只是我們賦能的加速器。

我們的系統已支援 200 家企業應用於行銷策略、公關流程、跨語系內容製作與教育訓練。從 B2B 技術公司到教育機構，從國際論壇到區域型品牌，我們不是只提供工具，而是一起完成更具信任感的影響力交付。

如果你正在尋找一個能同時提供「專業顧問服務 × AI 伴侶工具」的團隊，我誠摯邀請你：

📍來參觀我們在未來商務展的展位

日期｜6/26（四）－6/28（六）
時間｜09:00-18:00
地點｜台北圓山花博爭豔館
攤位編號｜AG 1-2

免費觀展報名｜https://pse.is/7qzwy5

📬 或聯繫我們的單一窗口：info@vocalmiddle.com; info@global-aice.com

一次滿足你的內容、流程、策略與AI協作需求。
下一步，不只是工具。而是，一個會做決策、會信任夥伴的你。

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AI Is a Tool, But Service Is the Core — A Decade-Long Realization

Today marks the opening day of the 2025 Future Commerce Exhibition in Taipei. I’m here in dual capacity—as Founder of VOCAL MIDDLE Communications Consultants and Co-Founder of AICE Inc. While these two companies appear distinct, they are in fact part of a unified organizational architecture. And the strategy we’ve upheld over the past decade—service-first, AI-enhanced—is now being validated more than ever amidst the global AI wave.

A year ago, I wrote:

“Tool-based startups—unless backed by generous capital and grounded execution—rarely scale.”

That’s because delivery isn’t just about outputting text or deploying a model. True delivery is execution. It’s the last mile where value is created, impact realized, and trust earned. In the past year, this view has been consistently echoed across the investment and consulting world.

VOCAL MIDDLE: A Decade of Trust-Driven Influence

VOCAL MIDDLE has never been a traditional PR agency. Since day one, we’ve operated with a dual-engine strategy: data science × strategic consultancy. Our organizational design, process modules, and internal knowledge systems are built on a single premise: trust is the foundation of all influence, and influence is the goal of all communication.

That’s why we believe public relations is irreplaceable—its core function is to build, create, and sustain trust. Over the past 10 years, we’ve not only served 100+ brands, but continuously refined our consulting system with replicable frameworks, digital scripting standards, and scalable talent progression paths. This groundwork made us a prime environment for integrating AI—far beyond the surface-level “tool startups.”

AICE Inc.: Service-Oriented AI, Not Just Another SaaS

Grounded in VOCAL MIDDLE’s experience, we co-founded AICE Inc. with a bold ambition: to build the world’s first-stop and one-stop AI marketing solution. But we didn’t start by building a model or selling SaaS—we started with questions:

• How can AI fit into real service workflows?
• How can it empower consultants?
• How can it sharpen content?
• How can it amplify strategy with meaning?

The AI system we built (branded as ADGo) is not a content machine—it’s an AI companion. It fuels ideation, integrates knowledge, simulates tone, generates multilingual material, and fits right into a company’s SOP and decision structures. Its value isn’t speed—it’s precision, depth, and trust. Our consultants don’t just work faster—they design better, bias less, and deliver more credibly.

Global Proof: The Real AI Race Is Service-Driven

In the past 6 months, many top-tier institutions and reports have confirmed our stance:

• McKinsey’s “State of AI 2024” report emphasized that the real value from AI lies in integrating tools into actionable service processes—not just running pilot deployments.
• BCG’s “AI Differential” highlights three must-haves for true value: process design, service delivery, and AI integration.
• Gartner forecasts that by 2027, 40% of agentic AI projects will fail—not due to model performance, but because of a lack of service scaffolding.

Markets, too, are voting with their wallets:

• In Japan, startup Tebiki raised two rounds in under a year by perfecting AI-driven factory training workflows—not by innovating models, but by executing service flawlessly.
• Singapore’s Osler Health AI merged AI triage with patient service and embedded in the health systems of three MNCs—becoming a textbook case of “AI-as-medical-consultant.”
• Meanwhile, South Korea’s once-prominent content generator DeepCreative lost 60% of its clients within three quarters, despite large funding—because the outputs couldn’t be applied or trusted.

All of these underscore a single truth:

Success in AI is not about what it generates—it’s about how it's embedded in real services, and whether it creates measurable, trustworthy outcomes.

AI Is a Tool. Service Is the Core. And Our Invitation Is Clear.

Reflecting on the past decade, we’ve come to a simple belief:

“A tool without process is an illusion. Innovation without service is just noise.”

At VOCAL MIDDLE, we lead with trust. At AICE, we scale with process. AI? That’s our amplifier.

Our system now supports over 200 companies across marketing strategy, PR execution, multilingual content, and educational communication. From B2B tech firms to education leaders, from international forums to regional brands—we don’t just ship tools. We deliver trustworthy influence.

If You’re Looking for a Team That Merges Service and AI—Let’s Talk.

📍 Visit our joint booth at Future Commerce 2025
Date｜June 26 (Thu) to June 28 (Sat)
Time｜9:00 AM – 6:00 PM
Location｜Expo Dome, Taipei Expo Park
Booth Number｜AG 1–2
Free Registration｜https://pse.is/7qzwy5

📬 Or contact us via our single-point service window:
info@vocalmiddle.com | info@global-aice.com
One team. One window. All your content, strategy, process, and AI needs—fulfilled.

The next step isn’t just about better tools.
It’s about you—decisive, trusted, and ready to lead.

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📌 References

1. McKinsey, “The State of AI 2024 Report”
2. BCG, “AI Differential: Unlocking Value Beyond the Model”
3. Gartner, “Over 40% of Agentic AI Projects to Be Abandoned by 2027”
4. Crunchbase, “AI Startups 2025: Funding Trends and Sustainability Risks”
5. Osler Health AI, Startup SG Case Study Series
6. DeepCreative, User Churn Data – Korea Startup Index Q1–Q2 2025
7. Tebiki Raises Series B, Nikkei Asia Tech, Feb 2025