Uyisebenzisa njani i-Generative AI ukunyusa iNtengiso yabaThengi

Kutshanje Uphando lukaMcKinsey yafumanisa ukuba kuphela i-10% ukuya kwi-14% yeenkampani ezisetyenziswa rhoqo I-AI yokuvelisa kwiinzame zabo zokuthengisa nokuthengisa. Eli zinga liphantsi lokuthathwa komntwana liyothusa, xa kujongwa indlela i-AI enokuba luncedo ngayo kwintengiso. 

Ke, kutheni iinkampani zingatsibeki ngakumbi kobu buchwephesha, kwaye abathengisi banokudlula njani ngaphaya kombono wokuba “AI = imbi” ukukhulisa amandla ayo apheleleyo? Apha, siza kubonisa intaphane yeenzuzo zento enokwenziwa yi-AI kubathengisi, kunye nemingcipheko kunye nezicwangciso zokunceda ukuthomalalisa oku kwehla okunokwenzeka.

Isiqulatho
Yintoni i-AI yokuvelisa, kwaye ibe nefuthe njani kwintengiso
I-AI yokuvelisa inokunceda amashishini kwintengiso yawo
Imingcipheko yokusebenzisa i-AI yokuvelisa ukuthengisa kunye nezisombululo
Amaqhinga okusetyenziswa xa kwamkelwa i-AI yokuvelisa ukuthengisa abathengi
isishwankathelo

Yintoni i-AI yokuvelisa, kwaye ibe nefuthe njani kwintengiso

I-Generative AI luhlobo lokufunda koomatshini, intsimi ngaphakathi kobukrelekrele bokwenziwa. Ngokungafaniyo ne-AI yangaphambili, eyona nto yayihlalutya idatha, i-AI evelisayo idala imixholo eyahlukeneyo, kubandakanya ebhaliweyo, ebonakalayo, eyomsindo kunye nevidiyo. Isenokuphendula imibuzo, itolike idatha, ibhale ikhowudi, kwaye isombulule iingxaki ezinzima.

Nangona i-AI yokuvelisa ingeyonto intsha, inkqubela phambili yamva nje yenze ezinye iimodeli zalula kakhulu ukuzisebenzisa ngaphandle kokuntsonkotha kwazo. Ezi modeli zisebenzisa "ukufunda nzulu," ubuchule obuphefumlelwe yindlela ingqondo yomntu eyenza ngayo imibutho, ukulinganisa intetho yomntu, ukubhala, ukuzoba, ukucwangcisa, kunye nokucwangcisa. Izixhobo eziphezulu ze-AI ezivelisa i-AI kubathengisi ziquka i-Open AI's ChatGPT (kunye ne-DALL-E), i-Gemini kaGoogle (eyayisakuba yi-Bard), i-Stable Diffusion, iProgen, kunye ne-GAN.ai.

I-Generative AI sele isenza amaza ekuthengiseni, kwaye ayiyi ndawo. Nazi ezinye izifundo ezibonisa impembelelo yayo ekuthengiseni abathengi.

• 2022 Uphononongo lwe-MIT Technology ibonise ukuba kuphela i-5% yemibutho yokuthengisa ibone i-AI yokuvelisa "njengebaluleke kakhulu" kwimisebenzi yabo, kwaye i-20% kuphela yayiyisebenzisa ngokubanzi. Nangona kunjalo, ngo-2025, i-20% yabaphathi bezentengiso baceba ukwenza i-AI yokuvelisa inxalenye yemisebenzi yabo, kwaye enye i-44% inenjongo yokuyisebenzisa kwizicelo ezahlukeneyo.

• Kwi 2023 Salesforce uphando yabathengisi be-1,000, ngaphezu kwesiqingatha esichazwe ngoku sisebenzisa i-AI yokuvelisa, kwaye enye i-22% icwangcise ukuyamkela kulo nyaka uzayo.

• Ngokutsho Uphando lweStatista luka-2023 ye-1,000 ye-B2B kunye neengcali zokuthengisa ze-B2C, i-73% sele isebenzisa uhlobo oluthile lwe-AI yokuvelisa.

• 2023 IBoston Consulting Group Uphando lufumene ukuba i-67% yabaphathi bezentengiso baphonononga i-AI yokuvelisa umntu, i-49% yokudala umxholo, kunye ne-41% yokwahlulwa kweemarike.

I-AI yokuvelisa inokunceda amashishini kwintengiso yawo

Kukho iindawo ezine zentengiso apho i-AI yokuvelisa iqaqamba kakhulu kwaye inceda ukutyhalela kwiziphumo ezinkulu. Nantsi into amashishini afuna ukuyazi ukuze aqalise:

Ngokwezifiso

Abathengi bafuna amava omntu, kwaye i-AI evelisayo inokuzisa oku kwinqanaba elikhulu. Thatha iCarvana, umzekelo - iqonga lemoto elisetyenzisiweyo lisebenzise i-AI yokuvelisa ukwenza izigidi zeevidiyo ezizodwa kubathengi, ukuphucula ukubandakanyeka komsebenzisi. Ezinye iibrendi, njengeSpotify, zisebenzisa i-AI ukuguqulela ulwimi ukufikelela kwiimarike ezibanzi.

I-Generative AI ikwaphucula inkonzo yabathengi ngokunceda iiarhente zibonelele ngonxibelelwano lomntu. Inkqubela phambili yamva nje kwitekhnoloji ye-AI yeemodyuli ezininzi ithembisa izisombululo ezilungiselelwe ngakumbi, njengee-chatbots ezinokusingatha iimfuno ezithile zabathengi kunye nabantu.

Creativity

I-Generative AI inokuphucula kakhulu ubuchule bokuthengisa. Studies bonisa ukuba izixhobo ze-AI ezifana ne-ChatGPT4 zinokugqitha ubuchule bomntu kwingcamango yemveliso kunye nokuphucula umgangatho kunye nemvelaphi yesiphumo esibhaliweyo. Ngoku ka esinye isifundo, Imveliso ye-AI ikwanokunceda abantu ukuba bakhulise ubuchule babo, baphucule umsebenzi othile obhaliweyo ukuya kuthi ga kwi-26%.

Iinkampani ezifana ne-Unilever zisebenzisa ngokuphandle i-AI ukwenza umxholo wentengiso, ngelixa amaphulo afana “neNdlela yoBugcisa” kaCoca-Cola abonisa indlela i-AI enokuguqula ngayo amathuba okuyila kwintengiso. I-Coca-Cola yada yenza ingqokelela ye-NFT esekwe kubugcisa bedijithali bentengiso kwaye yenziwe i $ 500,000 kwiiyure ezingama-72.

Ukudibanisa

I-Generative AI yenza ukuba iibrendi ziqhagamshelane nabathengi ngeendlela ezintsha, zikhuthaze intsebenziswano yabathengi, kwaye zivumele abathengi badlale indima ebonakalayo kwiingxelo zebrand. Amatyala okusetyenziswa aquka uhambo olunyulu ' Iphulo likaJen AI (ekhokelele kumyinge we-150% wokubandakanyeka okukhulu kunamaphulo angaphambili) kunye neCoca-Cola "Yenza umlingo wokwenyani” inyathelo lokuqala. 

La maphulo abonisa indlela i-AI enokwenza ngayo idemokhrasi inxaxheba yokuthengisa ngokunciphisa imiqobo yobugcisa kunye nokuvumela abathengi ukuba babe ngabaqulunqi kunye namabali. Amanyathelo anjalo akhulisa uthethathethwano kwaye omeleza ubudlelwane kunye nemarike ebanzi.

Iindleko zokuqonda

I-Generative AI inokunciphisa kakhulu iindleko kunye nexesha elihambelana nemisebenzi eyahlukeneyo yokuqonda kwintengiso kunye nokubonisana. Le teknoloji ibonise ukuba inokunyusa ukusebenza kunye nomgangatho womsebenzi, njengoko kubonisiwe ngu intsimi yovavanyo kunye nabacebisi beQela leBoston Consulting, abagqibe imisebenzi emininzi (njengokucamngca ngeengcamango zemveliso kunye neemarike zokwahlulahlula) i-21.5% ngokukhawuleza kunye ne-40% yomgangatho ophezulu xa usebenzisa i-AI. 

Ii-arhente ze-Ad ezifana ne-WPP sele zixhamla kwiindleko ezibalulekileyo zokonga ngokuphumeza i-AI yokuvelisa kwiinkqubo zabo. Baxela ukuba i-AI kwiintengiso ingabagcina i-10 ukuya kumaxesha angama-20 kwiindleko.

Imingcipheko yokusebenzisa i-AI yokuvelisa ukuthengisa kunye nezisombululo

I-Generative AI ibonelela ngamathuba amaninzi kangangokuba kulula ukuwadibanisa phantse kuyo yonke into yokuthengisa ngendlela ekuyo ngoku. Nangona kunjalo, itekhnoloji ayifezekanga kwaye iza nemingcipheko enokuzisa ukungakhathali ngakumbi kunokulunga kwintengiso. Emithathu yale mingcipheko icinezela ngokukodwa ibandakanya ukusabela kwabathengi, ukudibanisa, kunye nokwaphulwa kwelungelo lokushicilela. Apha ngezantsi, siza kungena kwiinkcukacha ezithe vetshe kwinto nganye:

Ukusabela kwabathengi

I-Generative AI inokubangela ukusabela okungalunganga kubathengi, ngakumbi xa isetyenziswa kakubi kwiindawo ezibandakanya unxibelelwano oluthe ngqo - njengenkonzo yabathengi yeengxoxo, umxholo wentengiso, okanye iimveliso ezenziwe nge-AI. Lo mbandela uphawuleka ngakumbi kwiinkalo ngokwesithethe ezixhomekeke kwiimpawu zomntu, njengonxibelelwano kunye nonxibelelwano lwentlalo, apho ukuqonda umntu ngamnye kubalulekile.

Ukujongana nale nto, amashishini angagxininisa iindawo apho aqhubeka nokusebenzisa abasebenzi babantu. Okanye ukuba basebenzisa i-automation, beka elubala malunga nokuba kutheni bekhethe ukwenza njalo. Abathengi abafane baphendule kakubi ukuba bayaqonda ukuba injongo yokusebenzisa i-AI kukuphucula amava abo kunokugcina imali.

Ukudibanisa

I-Generative AI inokuvelisa umxholo ongachanekanga okanye onomkhethe, onokulahlekisa izigqibo zentengiso okanye wonakalise isidima sophawu. Le miba iphathelele ngakumbi xa kufikwa kumba wokujongana nabathengi kunye nemisebenzi ecwangcisiweyo yokuthengisa. Nangona kunjalo, kukho iindlela amashishini anokunciphisa ngazo le mingcipheko.

Ukulungiswa kakuhle kwe-AI ngedatha ethile okanye ukusebenzisa i-in-context yokufunda kunokuphucula ukuchaneka kweziphumo ze-AI. Ukongezelela, ukugcina ukulawulwa komntu kumxholo owenziwe yi-AI kubalulekile ekunyuseni ukuchaneka, ukuqinisekisa ukuba amashishini angakwazi ukubamba iimpazamo kwaye umxholo uhambelana neempawu zabo kunye neenjongo zabo.

Ukophulwa kwelungelo lokushicilela

I-Generative AI iphakamisa imibuzo ebalulekileyo malunga nobunini bokuyila kunye nemingcipheko ye-copyright, enokukhokelela kwimiba ebalulekileyo yezomthetho kwiimpawu. Nangona kunjalo, ukulawula le mingcipheko kulula njengoko kubekwe izilumkiso ezichanekileyo. Abathengisi kufuneka bahlale benolwazi malunga nemingeni esemthethweni abaphuhlisi be-AI abaphezulu abajongene nayo, kwaye ngelixa imithetho ye-copyright ingenakukhusela ngokupheleleyo umxholo we-AI kuphela, ukuxuba kunye nomxholo owenziwe ngumntu kunokunciphisa kakhulu ingozi.

Ukusebenzisana neenkampani ezigxile ekujonganeni nemiba yelungelo lokushicilela sesinye isisombululo esihle sokujongana nemingcipheko yezomthetho. Umzekelo, i-Getty Images inesixhobo sokubhaliweyo ukuya kumfanekiso oqeqeshwe kumxholo wayo, enika abathengi iilayisensi ezingahlawulelwanga kunye namalungelo amaninzi okusebenzisa. Ngokufanayo, uGoogle kunye ne-OpenAI baye bazisa imigaqo-nkqubo emitsha yokukhusela abasebenzisi.

Amaqhinga okusetyenziswa xa kwamkelwa i-AI yokuvelisa ukuthengisa abathengi

Imingcipheko ye-AI yokuvelisa iyinyani, kodwa ayithethi ukuba abathengisi kufuneka bayiphephe ngokupheleleyo. Ukutsho oko, nabo akufuneki bathathe imingcipheko engeyomfuneko ngokuyamkela ngokumfamekileyo. Endaweni yoko, indlela elungeleleneyo yeyona ilungileyo, apho abathengisi bachonga iindawo ezithile zokuzama i-AI kunye nezinye iindawo ngaphambi kokuqwalasela ukukhupha ezo mpawu okanye umxholo.

Ngokutsho kweHarvard Business Review, isakhelo se-DARE - esimele ukubola, ukuhlalutya, ukuqonda, kunye nokuvavanya - sisicwangciso esiluncedo esinamanyathelo amane anokunceda abathengisi badibanise ngokufanelekileyo i-AI yokuvelisa kwishishini labo. Nantsi into ebandakanya inyathelo ngalinye:

Ukubola (okanye ukwahlula) iindima

Qala ngokuqhekeza iindima zokuthengisa zibe yimisebenzi yomntu ngamnye. Ngokomzekelo, umsebenzi wengcali yokuthengisa umxholo ubandakanya imisebenzi efana nokudala umxholo, ukulungiswa kwe-SEO, uphando lwabaphulaphuli, ulawulo lwekhalenda, uhlalutyo lwentsebenzo, kunye nentsebenziswano neqela lezoshishino.

Hlalutya imisebenzi

Vavanya umsebenzi ngamnye ngokuthelekisa amathuba anokubakho ngokuchasene nemingcipheko ekhoyo. Ixabiso ngalinye kwisikali soku-1 ukuya kwi-10 kuzo zombini iinzuzo kunye neengozi. Umzekelo, ukusebenzisa i-AI yokuvelisa ekudalweni komxholo wemidiya yoluntu kunokonyusa ubuchule kunye nokunciphisa umthwalo womsebenzi kodwa kukwathwele nemingcipheko efana nokuvelisa ulwazi olungachanekanga okanye ukubangela ukusabela kakubi kwabathengi.

Ukuqonda izinto eziphambili ngotshintsho

Cwangcisa le misebenzi kwi-2 × 2 matrix, uthelekisa ithuba elichasene nomngcipheko. Le matrix iya kunceda ukukhokela isicwangciso senguqu yeshishini. Ngokwesiqhelo, le matrix iya kuba neendidi ezine ezibonisa ukuba ngaba amashishini kufuneka ahlaziye nge-AI okanye hayi.

1. Imisebenzi ephambili (ithuba eliphezulu, umngcipheko ophantsi): Le misebenzi ifanelekile kwi-AI yokuvelisa, inika umvuzo omkhulu kunye nomngcipheko omncinci. Ungaqalisa ukuzama ngezi namhlanje.

2. Imisebenzi ephambili ephakathi (ithuba eliphezulu, umngcipheko ophakathi): Le misebenzi inika amandla aphezulu kodwa iza nomngcipheko omkhulu. Nangona kunjalo, bafuna ulawulo olucokisekileyo kunye nokunciphisa umngcipheko ngaphambi kokuphunyezwa.

3. Imisebenzi ephambili ephantsi (ithuba eliphantsi, umngcipheko ophantsi): Le misebenzi kufuneka iqwalaselwe kamva, njengoko ibonelela ngeenzuzo ezilinganiselweyo ezinomngcipheko ophantsi. Thetha nabo kuphela ukuba kukho izibonelelo ezongezelelweyo.

4. Imisebenzi engabalulekanga (ithuba eliphantsi, umngcipheko omkhulu): Qhubeka nendlela yangoku yale misebenzi. Iinzuzo zokusebenzisa i-AI kubo azigqithisi iingozi.

Jonga le theyibhile ingezantsi ngomzekelo wendlela yokusebenzisa le matrix:

Qaphela: I-matrix yindawo yokuqala kuphela. Imisebenzi ephambili iya kwahluka ngokuxhomekeke kushishino, abantu ekujoliswe kubo, kunye nezixhobo ezikhoyo.

Hlala uvavanya

Hlaziya kwaye uhlengahlengise izicwangciso zakho zenguqu ye-AI kunye neenjongo rhoqo. Ubume be-AI buhlala buguquka ngokwezinto ezintsha kunye nezisombululo ezikhoyo. Ukuhlala phambi kwegophe kufuna ukuvavanywa okuqhubekayo kunye nohlaziyo lwezicwangciso ezikhoyo. 

isishwankathelo

Amaqela okuthengisa afuna izakhono ezinje ngokusombulula ingxaki, ukuhlola, ukulingwa, kunye novavanyo olubalulekileyo ukuze kunyuswe i-AI yokuvelisa ngokufanelekileyo. Ezi zibalulekile ekusetheni imisebenzi efanelekileyo ye-AI kunye nokuqinisekisa ukuba imveliso iyahlangabezana nombono we-brand. Ngelixa i-AI yokuvelisa ibambe amandla amakhulu, ukuphunyezwa kwayo kuza neenkxalabo ezahlukeneyo. 

Abaphathi abaninzi bakhetha ukujonga kunokuba benze, njengoko kubonisiwe luphando lwe-BCG apho uninzi lwabaphathi bedimaza ukusetyenziswa kwe-AI kwimibutho yabo. Nangona kunjalo, ukunqanda i-AI kunokuba yingozi njengokuyamkela ngaphandle kokuqaphela. Indlela elungeleleneyo, enobuchule iyafuneka, ukuphepha ukugqithisela ukwamkelwa ngokupheleleyo okanye ukwaliwa ngokupheleleyo.

Ukufumana iingcebiso ezingaphezulu malunga nendlela yokudibanisa itekhnoloji kunye nezinye izixhobo kwisicwangciso sakho seshishini, qiniseka ukuba ubhalisele I-Chovm.com ifundeka.