腾讯乐享：以人为本的企业平台是否应采用人工智能？ (Tencent Lexiang: Should a Human-Centric Enterprise Platform Adopt Artificial Intelligence? Simplified Chinese version)

腾讯乐享（Lexiang）是以人为本的企业级沟通平台，最初由腾讯为内部使用开发，并于2017年实现商业化。截至2025年，该平台已服务于中国30多万家跨行业组织。该平台致力于促进组织内部真实的人际互动，但在是否将人工智能（AI）融入下一阶段产品开发方面面临战略抉择。腾讯管理层对此存在分歧：一方认为引入AI可能损害乐享以人为本的特性，坚信其优势在于构建真实的人际联结——这在数字化企业工具中日益罕见； 他们警告称，引入AI可能稀释乐享的个性化特色，削弱品牌差异化优势。而支持AI战略的阵营则指出市场环境快速变化及竞争态势加剧：竞争对手正推出更智能、更高效、更具扩展性的解决方案，从自动化工具到对话式智能体。他们认为AI正成为行业基本预期，乐享若不适应变革将面临落后风险。

本案例要求学生评估将人工智能应用于以人为本设计产品的战略与营销影响。学生需分析现有营销状况，判断乐享是否应在下一阶段产品开发中融入人工智能。建议应基于结构化营销分析并辅以清晰的定性论证。

Tencent Lexiang (Lexiang) was a human-centric enterprise communication platform, originally developed by Tencent for internal use and commercialized in 2017. By 2025, it had grown to serve over 300,000 organizations across diverse industries in China. The platform focused on enabling authentic human interaction within organizations but faced a strategic crossroads of whether to integrate artificial intelligence (AI) into its next phase of product development. Tencent’s management team held conflicting views on this decision. One group argued that adopting AI could compromise Lexiang’s human-centric identity, believing that the platform’s strength lay in enabling genuine human connection—something increasingly rare in digital enterprise tools. Introducing AI, they warned, risked diluting Lexiang’s personal touch and weakening its brand differentiation. In contrast, supporters of an AI adoption strategy pointed to fast-changing market conditions and strong competitive momentum. Rival platforms were offering smarter, faster, and more scalable solutions, from automation tools to conversational agents. They argued that AI was becoming a basic industry expectation and that Lexiang risked falling behind if it did not adapt.

This case asks students to evaluate the strategic and marketing implications of adopting AI for a product grounded in human-centric design. Students must analyze the existing marketing situation and decide whether Lexiang should incorporate AI into its next phase of product development. Their recommendations should be supported by structured marketing analysis and clear qualitative justification.