Thaum Lub Peb Hlis 15, cov cai ntawm cov neeg siv khoom raug ua kev zoo siab rau hnub tshwj xeeb, uas kuj tau dhau los ua lub sijhawm los txhawb kev muag khoom. Rau Hnub Neeg Siv Khoom, cov tuam txhab txhawb nqa cov phiaj xwm loj thiab kev txhawb nqa. Thiab lub tswv yim tau ua tiav: xyoo 2025, thaum lub sijhawm no, muaj kev nce ntxiv ntawm kev mus saib cov vev xaib muag khoom (+ 36%) thiab kev muag khoom (+ 21%), piv rau Lub Ob Hlis ntawm tib lub xyoo, raws li cov ntaub ntawv los ntawm Criteo, lub platform thoob ntiaj teb uas txuas cov ecosystem muag khoom.
Yuav kom ntseeg tau tias Hnub Neeg Siv Khoom kuj yog kev muag khoom zoo hauv xyoo 2026, Tiago Cardoso, tus thawj coj ntawm Criteo rau Latin America, qhia peb lub tswv yim tseem ceeb rau cov neeg tshaj tawm los npaj rau:
Kev txawj ntse cuav los cuam tshuam kev txiav txim siab yuav khoom
"Raws li AI ua ib feem ntawm txoj kev uas cov neeg siv khoom tshawb nrhiav, sib piv, thiab soj ntsuam cov khoom, cov hom lag luam yuav tsum xyuas kom meej tias lawv tau nyob rau hauv qhov chaw no. Kev tshawb pom tab tom hloov pauv ntawm kev tshawb nrhiav ib txwm mus rau cov lus pom zoo sib tham, uas txhais tau tias muaj cov ntaub ntawv khoom lag luam uas muaj cov qauv, kev koom tes muag khoom muaj zog, thiab lag luam xov xwm . Thaum lub sijhawm siab tshaj plaws, xws li Hnub Neeg Siv Khoom, kev pom kev hauv kev taug kev uas tsav los ntawm AI tuaj yeem cuam tshuam ncaj qha rau kev hloov pauv, "Tiago Cardoso hais.
Vim li cas nws thiaj tseem ceeb?
Kev txawj ntse cuav tab tom tsim txoj kev mus yuav khoom txij thaum pib mus txog thaum kawg. Ntau tshaj ib nrab ntawm cov neeg siv khoom thoob ntiaj teb (56%) xav tias yuav siv AI los pab nrog lawv cov kev txiav txim siab yuav khoom thoob plaws hauv lub xyoo, raws li tsab ntawv tshaj tawm tshiab ntawm Consumer Sentiment Index (CSI), uas Criteo tau ua.
Kev tshawb fawb qhia tau hais tias AI feem ntau yog siv rau kev tshawb fawb txog cov khoom thiab kev sib piv tus nqi: 50% ntawm cov neeg siv khoom siv cov cuab yeej AI los sib piv cov kev xaiv thiab hom, thaum 39% siv nws los nrhiav cov nqi zoo tshaj plaws lossis luv nqi, qhia txog tias cov thev naus laus zis no twb cuam tshuam ncaj qha rau txoj kev yuav khoom li cas.
Ib qho tseem ceeb ntawm qhov kev hloov pauv no yog qhov hu ua kev lag luam tus neeg sawv cev, uas yog, kev paub txog kev yuav khoom uas cov neeg pabcuam AI tham nrog tus neeg siv khoom kom pom zoo cov khoom, txo kev sib txhuam thiab hloov pauv kev tshawb pom. Txawm tias muaj kev hloov pauv los ntawm kev tshawb nrhiav lo lus tseem ceeb mus rau kev sib tham, cov khw muag khoom thiab cov hom lag luam tseem nyob hauv nruab nrab ntawm kev lag luam, vim lawv tuav cov ntaub ntawv tseem ceeb (xws li cov khoom muag tiag tiag, kev nyiam, thiab keeb kwm yuav khoom) uas tso cai rau lawv muab cov lus qhia txhim khu kev qha thiab tus kheej.
Kev paub sib xws thiab seamless hla ntau txoj kev
"Cov neeg siv khoom tsis yuav los ntawm cov kev sib txuas lus tshwj xeeb. Lawv txav mus los ntawm lawv yooj yim, tshwj xeeb tshaj yog thaum lub sijhawm muaj lub siab xav yuav khoom xws li Hnub Neeg Siv Khoom. Cov hom lag luam uas yeej yog cov uas tuaj yeem paub thiab koom nrog cov neeg yuav khoom hauv ob qho chaw sab hauv tsev thiab sab nraum zoov. Kev sib txuas cov ntaub ntawv thiab kev ua haujlwm ntawm xov xwm txo qhov kev sib cais, txhawb nqa qhov tseem ceeb, thiab xyuas kom meej tias qhov kev thov tsis ploj mus thoob plaws cov ntsiab lus sib cuag, "tus thawj coj hais ntxiv.
Vim li cas qhov no thiaj tseem ceeb?
Cov neeg siv khoom niaj hnub no feem ntau yuav hloov ntawm cov khoom siv lub cev thiab cov khoom siv digital, thiab hla ntau yam khoom siv, ua ntej yuav khoom, tshwj xeeb tshaj yog rau hnub tshaj tawm xws li Hnub Neeg Siv Khoom. Kev sib koom ua ke ntawm omnichannel tsis yog qhov zoo dua rau kev sib tw lawm; tam sim no nws yog qhov kev cia siab yooj yim. Thaum lub sijhawm tshaj tawm uas muaj neeg coob coob, txhua qhov kev sib txuas ntawm cov channel tuaj yeem cuam tshuam kev yuav khoom thiab tsav cov neeg siv khoom mus rau cov neeg sib tw.
cov tswv yim omnichannel tau sib koom ua ke zoo, cov hom lag luam tuaj yeem paub tus neeg siv khoom ntawm ntau qhov chaw sib txawv, kho cov lus raws li qhov xwm txheej, thiab txhawb nqa cov kev pabcuam hauv txoj kev sib koom ua ke. Qhov no tso cai rau kev tsim cov kev paub ntau dua, cuam tshuam, thiab tus kheej uas ua raws li tus neeg siv khoom lub suab tshawb nrhiav thiab ua rau muaj kev hloov pauv, txawm tias thaum kev txiav txim siab yuav khoom tsis yog tam sim ntawd.
Tus neeg siv khoom raug cuam tshuam ntawm txhua theem ntawm kev muag khoom
txoj kev npaj ua tiav tag nrho tso cai rau koj cuam tshuam rau tus neeg siv khoom txij li thaum nrhiav pom mus txog thaum hloov pauv, siv cov ntaub ntawv lub hom phiaj thiab tus cwj pwm los ua kom cov neeg tuaj saib tsim nyog ntawm txhua theem ntawm txoj kev taug kev. Los ntawm kev txuas kev paub, kev xav, thiab kev ua tau zoo, cov hom lag luam nce qhov tseem ceeb, kev ua haujlwm ntawm xov xwm, thiab rov qab los ntawm kev nqis peev, tshwj xeeb tshaj yog thaum lub sijhawm sib tw heev xws li Hnub Neeg Siv Khoom," Tiago Cardoso, tus thawj coj ntawm Criteo rau Latin America hais.
Vim li cas nws thiaj tseem ceeb?
Txoj kev hloov pauv mus rau kev hloov pauv tab tom dhau los ua qhov tsis ncaj. Raws li Consumer Sentiment Index (CSI), thoob ntiaj teb, 41% ntawm cov neeg siv khoom hais tias lawv pom cov hom lag luam tshiab thiab cov khoom lag luam los ntawm kev tshaj tawm online rau cov khoom uas lawv xav yuav, txhawb nqa lub luag haujlwm ntawm cov xov xwm digital hauv cov theem pib ntawm lub funnel.
Qhov kev nyuaj no kuj pom tseeb hauv kev tshawb fawb thiab kev yuav khoom: 34% ntawm cov neeg siv khoom tshawb fawb hauv online ua ntej yuav khoom hauv cov khw muag khoom, thaum lwm 29% ua qhov sib txawv, tshawb fawb hauv khw thiab ua tiav qhov kev yuav khoom hauv ib puag ncig digital. Cov ntaub ntawv no ua kom ntseeg tau tias cov neeg siv khoom hloov pauv ntawm cov channel thiab theem ntawm lub funnel ua ntej txiav txim siab zaum kawg, xav tau cov tswv yim uas ua raws li qhov kev txav mus los no.
"Cov hom lag luam uas tuaj yeem sib xyaw ua ke kev txawj ntse ntawm lub tshuab (artificial intelligence), ntau txoj kev sib txuas lus (multichannel strategy), thiab txoj hauv kev puv ntoob (full-funnel approach) yuav ua ntej Hnub Neeg Siv Khoom no, muab cov kev paub ntau dua thiab muaj feem cuam tshuam rau tus kheej, cuam tshuam rau cov neeg siv khoom thaum lub sijhawm zoo, thiab ua kom lawv cov peev txheej tshaj tawm xov xwm ua haujlwm tau zoo dua," Tiago Cardoso hais.
