Isetshenziswa Kanjani I-Generative AI Ukuthuthukisa Ukumaketha Kwabathengi

Kamuva Inhlolovo kaMcKinsey bathole ukuthi u-10% kuya ku-14% kuphela wezinkampani ezisebenzisa njalo i-AI ekhiqizayo emizamweni yabo yokumaketha nokuthengisa. Leli zinga eliphansi lokutholwa liyamangaza, uma kubhekwa ukuthi i-AI ekhiqizayo ingaba yinzuzo kangakanani ekukhangiseni. 

Ngakho-ke, kungani izinkampani eziningi zingagxumi kulobu buchwepheshe, futhi abathengisi bangawudlulisa kanjani umqondo wokuthi “AI = bad” ukuze basebenzise amandla abo aphelele? Lapha, sizobonisa izinzuzo eziyinkulungwane zalokho i-AI ekhiqizayo engayenzela abakhangisi, kanye nezingozi namasu okusiza ukunciphisa lokhu kwehla okungaba khona.

Okuqukethwe
Iyini i-AI ekhiqizayo, futhi ibe nomthelela kanjani ukumaketha
I-AI ekhiqizayo ingasiza kanjani amabhizinisi ekukhangiseni kwawo
Ubungozi bokusebenzisa i-AI ekhiqizayo ukuze kumakethwe ngezixazululo
Amasu okufanele asetshenziswe lapho kwamukelwa i-AI ekhiqizayo yokuthengisa abathengi
Isifinyezo

Iyini i-AI ekhiqizayo, futhi ibe nomthelela kanjani ukumaketha

I-Generative AI iwuhlobo lokufunda ngomshini, inkambu engaphakathi kobuhlakani bokwenziwa. Ngokungafani ne-AI yangaphambili, ehlaziya idatha ikakhulukazi, i-AI ekhiqizayo idala okuqukethwe okuhlukahlukene, okuhlanganisa okubhaliwe, okubonakalayo, okulalelwayo, nevidiyo. Ingakwazi futhi ukuphendula imibuzo, ihumushe idatha, ibhale ikhodi, futhi ixazulule izinkinga eziyinkimbinkimbi.

Yize i-AI yokukhiqiza ingeyona entsha, intuthuko yakamuva yenze amanye amamodeli alula kakhulu ukuwasebenzisa naphezu kokuyinkimbinkimbi kwawo. Lawa mamodeli asebenzisa “ukufunda okujulile,” inqubo egqugquzelwa indlela ubuchopho bomuntu obakha ngayo izinhlangano, ukulingisa inkulumo yomuntu, ukubhala, ukudweba, ukuhlela, nokwenza amasu. Amathuluzi aphezulu e-AI akhiqizayo abakhangisi afaka i-Open AI's ChatGPT (kanye ne-DALL-E), i-Gemini ye-Google (ngaphambilini eyayiyi-Bard), i-Stable Diffusion, i-Progen, ne-GAN.ai.

I-Generative AI isivele yenza amagagasi kwezokukhangisa, futhi ayiyi ndawo. Nazi ezinye izifundo ezibonisa umthelela wazo ekukhangiseni kwabathengi.

• A 2022 Ucwaningo lwe-MIT Technology Review kwembule ukuthi ama-5% kuphela ezinhlangano zezentengiso ezibone i-AI ekhiqizayo “njengebalulekile” ekusebenzeni kwazo, futhi ama-20% kuphela ayeyisebenzisa kabanzi. Kodwa-ke, ngo-2025, i-20% yabaphathi bezentengiso bahlela ukwenza i-AI ekhiqizayo ibe yingxenye yemisebenzi yabo, kanti enye i-44% ihlose ukuyisebenzisa ezinhlelweni ezahlukene.

• Phakathi ku Inhlolovo ye-Salesforce yango-2023 yabadayisi abayizi-1,000, abangaphezu kwesigamu babike ukuthi njengamanje basebenzisa i-AI ekhiqizayo, kanti abanye abangama-22% bahlele ukuyithatha ngonyaka olandelayo.

• Ngokombiko othile Inhlolovo ye-Statista yango-2023 kwezingu-1,000 ze-B2B kanye ne-B2C yochwepheshe bezokuthengisa, ama-73% asevele asebenzisa uhlobo oluthile lwe-AI yokukhiqiza.

• A 2023 I-Boston Consulting Group inhlolovo ithole ukuthi u-67% wabaphathi bezentengiso bahlola i-AI ekhiqizayo ukuze kwenziwe kube ngokwakho, u-49% wokudala okuqukethwe, kanye no-41% ngokuhlukaniswa kwemakethe.

I-AI ekhiqizayo ingasiza kanjani amabhizinisi ekukhangiseni kwawo

Kunezindawo ezine zokumaketha lapho i-AI ekhiqizayo ikhanya kakhulu futhi isiza ukuphushela emiphumeleni emikhulu. Nakhu okufanele amabhizinisi akwazi ukuze aqalise:

Ukwenza ngokwezifiso

Abathengi bafuna ukuzizwisa komuntu siqu, futhi i-AI ekhiqizayo ingaletha lokhu ngezinga elikhulu. Thatha i-Carvana, isibonelo - inkundla yemoto esetshenzisiwe yasebenzisa i-AI ekhiqizayo ukuze yakhe izigidi zamavidiyo ayingqayizivele kumakhasimende, ithuthukisa ukusebenzisana komsebenzisi. Amanye amabhrendi, njengeSpotify, asebenzisa i-AI ukuhumusha ulimi ukuze afinyelele izimakethe ezibanzi.

I-Generative AI iphinde ithuthukise isevisi yamakhasimende ngokusiza ama-ejenti ukuthi ahlinzeke ngokusebenzisana komuntu siqu. Intuthuko yakamuva kubuchwepheshe be-AI yezinhlobo eziningi ithembisa izixazululo eziklanyelwe ngokwengeziwe, njengama-chatbots angakwazi ukusingatha izidingo zamakhasimende ezithile kanye nabantu.

Creativity

I-Generative AI ingathuthukisa kakhulu ubuhlakani kwezokuthengisa. Izifundo bonisa ukuthi amathuluzi e-AI afana ne-ChatGPT4 angadlula ubuhlakani bomuntu emibonweni yomkhiqizo futhi athuthukise ikhwalithi kanye nokwangempela kokuphumayo okubhaliwe. Ngokuvumelana ne esinye isifundo, i-AI yokukhiqiza nayo ingasiza abantu ngabanye ukuthi bakhulise ubuhlakani babo, bathuthukise umsebenzi othile obhaliwe ngokufika ku-26%.

Izinkampani ezifana ne-Unilever zisebenzisa ngokusobala i-AI ukuze zenze okuqukethwe kokukhangisa, kuyilapho imikhankaso efana “nobuciko obuhle” be-Coca-Cola ibonisa ukuthi i-AI ingawaguqula kanjani amathuba okudala ekukhangiseni. I-Coca-Cola yaze yakha iqoqo le-NFT elisekelwe kubuciko bedijithali besikhangiso futhi lakhiqizwa ngaphezu kwe-$ 500,000 emahoreni e-72.

Ukuxhumana

I-Generative AI yenza amabhrendi axhumane namakhasimende ngezindlela ezintsha, akhuthaze ukusebenzisana kwabathengi, futhi avumele abathengi badlale indima ebonakalayo ekulandiseni komkhiqizo. Ukusetshenziswa kwamacala kuhlanganisa i-Virgin Voyages' Umkhankaso we-Jen AI (okuholele esilinganisweni sokuzibandakanya esikhulu ngo-150% kunemikhankaso yangaphambilini) kanye neka-Coca-Cola ethi “Dala Umlingo Wangempela”Isinyathelo. 

Le mikhankaso ikhombisa ukuthi i-AI ingakwazi kanjani ukwenza intando yeningi ukubamba iqhaza kwezokukhangisa ngokunciphisa izithiyo zobuchwepheshe kanye nokuvumela abathengi ukuthi babe abaklami nabaxoxi bezindaba. Izinyathelo ezinjalo zithuthukisa ukusebenzelana futhi ziqinise ubudlelwano nemakethe ebanzi.

Izindleko zokuqaphela

I-Generative AI ingakwazi ukwehlisa kakhulu izindleko nesikhathi esihlobene nemisebenzi ehlukahlukene yokuqonda ekukhangiseni nasekuboniseni. Lobu buchwepheshe bukhombisile ukuthi bungakhuphula ukusebenza kahle kanye nekhwalithi yomsebenzi, njengoba kuboniswa yi-a ukuhlolwa kwenkambu nabaxhumanisi be-Boston Consulting Group, abaqede imisebenzi eminingi (njengokuxoxa ngemibono yomkhiqizo nezimakethe zokuhlukanisa) 21.5% ngokushesha futhi ngekhwalithi ephakeme engu-40% uma usebenzisa i-AI. 

Ama-ejensi wezikhangiso afana ne-WPP asevele ayazuza ekongeni izindleko ezinkulu ngokusebenzisa i-AI ekhiqizayo ezinqubweni zawo. Babike ukuthi i-AI ekukhangiseni ingabasindisa izikhathi ezingu-10 kuya kwezingu-20 ngezindleko.

Ubungozi bokusebenzisa i-AI ekhiqizayo ukuze kumakethwe ngezixazululo

I-Generative AI inikezela ngamathuba amaningi kangangokuthi kulula ukuwahlanganisa cishe kuyo yonke into yokumaketha ngendlela yayo yamanje. Kodwa-ke, ubuchwepheshe abuphelele futhi buza nezingozi ezingase zilethe ukungabi nalutho okungaphezu kokuhle ekukhangiseni. Ezintathu zalezi zingozi ezicindezela kakhulu zifaka ukusabela komthengi, ukuhlanganisa, kanye nokwephulwa kwe-copyright. Ngezansi, sizongena emininingwaneni eyengeziwe ngakunye:

Ukusabela kwabathengi

I-Generative AI ingabangela ukusabela okungekuhle kubathengi, ikakhulukazi uma isetshenziswa kabi ezindaweni ezihlanganisa ukuxhumana okuqondile - njengama-chatbots esevisi yamakhasimende, okuqukethwe kokuphromotha, noma imikhiqizo ekhiqizwe yi-AI. Lolu daba luphawuleka kakhulu emikhakheni evame ukuncika ezimfanelweni zomuntu, njengokuxhumana nokusebenzelana komphakathi, lapho ukuqonda komuntu ngamunye kubalulekile.

Ukubhekana nalokhu, amabhizinisi angagcizelela izindawo lapho eqhubeka nokusebenzisa abasebenzi babantu. Noma uma besebenzisa i-automation, beka obala ngokuthi kungani bekhethe ukwenza kanjalo. Abathengi mancane amathuba okuthi basabele kabi uma beqonda ukuthi inhloso yokusebenzisa i-AI ukuthuthukisa ulwazi lwabo kunokuba nje bonge imali.

Ukuhlanganisa

I-Generative AI ingakhiqiza okuqukethwe okungalungile noma okuchemile, okungadukisa izinqumo zokumaketha noma konakalise isithunzi somkhiqizo. Lezi zinkinga zithinta ikakhulukazi uma kuziwa emisebenzini ebhekene namakhasimende kanye namasu okuthengisa. Nokho, zikhona izindlela amabhizinisi anganciphisa ngazo lezi zingozi.

Ukushuna kahle i-AI ngedatha ethile noma ukusebenzisa ukufunda okungaphakathi kokuqukethwe kungathuthukisa ukunemba kwemiphumela ye-AI. Ukwengeza, ukulondoloza ukwengamela komuntu okuqukethwe okukhiqizwa yi-AI kubalulekile ukuze kukhule ukunemba, ukuqinisekisa ukuthi amabhizinisi angakwazi ukubamba amaphutha nokuthi okuqukethwe kuhambisana namagugu nemigomo yomkhiqizo wawo.

Ukwephulwa kwe-copyright

I-Generative AI iphakamisa imibuzo ebalulekile mayelana nobunikazi bokudala kanye nezingozi ze-copyright, ezingase ziholele ezindabeni ezibalulekile zezomthetho zemikhiqizo. Kodwa-ke, ukulawula lezi zingozi kulula uma kuthathwa izinyathelo ezifanele zokuzivikela. Abakhangisi kufanele bahlale benolwazi mayelana nezinselelo zomthetho abathuthukisi be-AI abaphezulu ababhekana nazo, futhi nakuba imithetho ye-copyright ingase ingakuvikeli ngokugcwele okuqukethwe kwe-AI kuphela, ukukuxuba nokuqukethwe okwenziwe umuntu kunganciphisa kakhulu ubungozi.

Ukubambisana nezinkampani ezigxile ekubhekaneni nezindaba ze-copyright kungesinye isixazululo esihle sokusingatha izingozi ezingokomthetho. Isibonelo, i-Getty Images inethuluzi lokuguqula umbhalo ube isithombe eliqeqeshwe kokuqukethwe kwayo, elinikeza amakhasimende amalayisense angenazo izinzuzo namalungelo abanzi okusebenzisa. Ngokufanayo, i-Google ne-OpenAI bethule izinqubomgomo ezintsha zokuvikela abasebenzisi.

Amasu okufanele asetshenziswe lapho kwamukelwa i-AI ekhiqizayo yokuthengisa abathengi

Ubungozi be-AI ekhiqizayo bungokoqobo, kodwa akusho ukuthi abakhangisi kufanele bakugweme ngokuphelele. Ukusho lokho, akufanele futhi bathathe izingozi ezingadingekile ngokuthatha ngokungaboni. Esikhundleni salokho, indlela elinganiselayo ingcono kakhulu, lapho abakhangisi bekhomba izindawo ezithile zokuhlola i-AI nezinye izindawo ngaphambi kokucabangela ukukhipha lezo zici noma okuqukethwe.

Ngokusho kwe-Harvard Business Review, uhlaka lwe-DARE - olumele ukubola, ukuhlaziya, ukuqaphela, nokuhlola - isu eliwusizo lezinyathelo ezine elingasiza abathengisi bahlanganise ngempumelelo i-AI ekhiqizayo ebhizinisini labo. Nakhu ukuthi isinyathelo ngasinye sibandakanyani:

Ukubola (noma bhidliza) izindima

Qala ngokuhlukanisa izindima zokumaketha zibe imisebenzi ngayinye. Isibonelo, umsebenzi kachwepheshe wokumaketha okuqukethwe uhlanganisa imisebenzi efana nokudala okuqukethwe, ukulungiselelwa kwe-SEO, ucwaningo lwezethameli, ukuphathwa kwekhalenda, ukuhlaziya ukusebenza, nokubambisana nethimba lebhizinisi.

Hlaziya imisebenzi

Linganisa umsebenzi ngamunye ngokukala amathuba angaba khona ngokumelene nezingozi ezingokwemvelo. Linganisa ngakunye esikalini sika-1 kuye ku-10 kukho kokubili izinzuzo nezingozi. Isibonelo, ukusebenzisa i-AI ekhiqizayo ekudalweni kokuqukethwe kwenkundla yezokuxhumana kungathuthukisa ubuhlakani futhi kunciphise umthwalo wokusebenza kodwa futhi kuthwala izingozi ezinjengokukhiqiza ulwazi olungalungile noma ukubangela ukusabela okungekuhle kwabathengi.

Qaphela izinguquko ezibalulekile

Hlela le misebenzi ku-matrix engu-2×2, uqhathanise ithuba ngokumelene nengozi. Le matrix izosiza ukuqondisa isu lokuguqula ibhizinisi. Ngokujwayelekile, le matrix izoba nezigaba ezine ezikhombisa ukuthi amabhizinisi kufanele asungule nge-AI noma cha.

1. Imisebenzi ebaluleke kakhulu (ithuba eliphezulu, ubungozi obuphansi): Le misebenzi ilungele i-AI ekhiqizayo, enikeza imivuzo emikhulu ngengozi encane. Ungaqala ukuzama ngalokhu namuhla.

2. Imisebenzi ebalulekile emaphakathi (ithuba eliphezulu, ubungozi obumaphakathi): Le misebenzi inikeza amandla aphezulu kodwa futhi iza nezingozi ezinkulu. Kodwa-ke, badinga ukuphathwa ngokucophelela kanye nokunciphisa ingozi ngaphambi kokuqaliswa.

3. Imisebenzi engabalulekile kangako (ithuba eliphansi, ubungozi obuphansi): Le misebenzi kufanele icatshangelwe kamuva, njengoba inikeza izinzuzo ezilinganiselwe ezinobungozi obuncane. Xhumana nabo kuphela uma izinsiza ezengeziwe zitholakala.

4. Imisebenzi engabalulekile (ithuba eliphansi, ubungozi obukhulu): Qhubeka nendlela yamanje yale misebenzi. Izinzuzo zokusebenzisa i-AI kubo azidluli ubungozi.

Bheka ithebula elingezansi ukuze uthole isibonelo sendlela yokusebenzisa le matrix:

Qaphela: I-matrix iyisiqalo kuphela. Okubalulekile komsebenzi kuzohluka ngokuya ngemboni, izethameli eziqondiwe, nezinsiza ezitholakalayo.

Linganisa ngokuqhubekayo

Buyekeza futhi ulungise izinhlelo zakho nezinhloso zokuguqulwa kwe-AI njalo. Isimo se-AI sishintsha njalo ngokuya ngezinto ezintsha nezisombululo ezitholakalayo. Ukuhlala ngaphambi kwejika kudinga ukuhlolwa okuqhubekayo kanye nokubuyekezwa kwamasu akhona. 

Isifinyezo

Amaqembu okuthengisa adinga amakhono afana nokuxazulula izinkinga, ukuhlola, ukuhlola, nokuhlola okubalulekile ukuze asebenzise i-AI ekhiqizayo ngempumelelo. Lokhu kubalulekile ekusetheni imisebenzi efanele ye-AI kanye nokuqinisekisa ukuthi okukhiphayo kuhlangabezana nombono womkhiqizo. Ngenkathi i-AI ekhiqizayo inamandla amakhulu, ukuqaliswa kwayo kuza nokukhathazeka okuhlukahlukene. 

Abaphathi abaningi bancamela ukubukela kunokuthi benze okuthile, njengoba kuboniswa inhlolovo ye-BCG lapho abaphathi abaningi bengakhuthazi ukusebenzisa i-AI ezinhlanganweni zabo. Kodwa-ke, ukugwema i-AI kungaba yingozi njengokuyithatha ngaphandle kokuqapha. Indlela elinganiselayo, enamasu iyadingeka, ukugwema ukweqisa ukuze uthole ukutholwa ngokugcwele noma ukwenqatshwa ngokuphelele.

Ukuze uthole amathiphu amaningi okuthi ungahlanganisa kanjani ubuchwepheshe namanye amathuluzi ohlelweni lwakho lwebhizinisi, qiniseka ukuthi uyabhalisa I-Chovm.com Iyafunda.