I te 15 o Poutū-te-rangi, ka whakanuia ngā tika o ngā kaihoko i tētahi rā motuhake, ā, kua waiho hoki hei wāhi ki te whakanui ake i ngā hoko hokohoko. Mō te Rā Kaihoko, ka whakatairangahia e ngā kamupene ngā kaupapa nui me ngā whakatairanga. Ā, kua angitu te rautaki: i te tau 2025, i tēnei wā, i kitea he pikinga o ngā haerenga ki ngā paetukutuku hokohoko (+36%) me ngā hoko (+21%), ki te whakaritea ki Pēpuere o taua tau anō, e ai ki ngā raraunga mai i a Criteo, he tūāpapa ā-ao e hono ana i te pūnaha hokohoko.
Hei whakarite kia angitu hoki te Rā Kaihoko i te tau 2026, e kī ana a Tiago Cardoso, te kaiwhakahaere matua o Criteo mō Amerika Latina, e toru ngā rautaki matua hei whakamahere mā ngā kaiwhakatairanga:
Te mātauranga horihori hei awe i ngā whakataunga hoko
"I te mea kua uru te AI ki te rangahau, te whakataurite, me te aromatawai i ngā hua a ngā kaihoko, me whakarite ngā waitohu kei te tūnga rātou kia puta ki roto i ēnei taiao. Kei te neke haere a Discovery mai i te rapu tuku iho ki ngā taunakitanga kōrero, arā, kia whai raraunga hua hanganga, hononga hokohoko kaha, me te pāpāho hokohoko . I ngā wā tino pukumahi, pērā i te Rā Kaihoko, ka taea e te tirohanga i roto i ngā haerenga e whakahaerehia ana e te AI te awe tika i te tahuritanga," te kī a Tiago Cardoso.
He aha te mea nui?
Kei te hangaia e te matauranga horihori te haerenga hokohoko katoa. Neke atu i te haurua o ngā kaihoko o te ao (56%) e tumanako ana ki te whakamahi i te AI hei āwhina i ā rātou whakatau hoko puta noa i te tau, e ai ki te putanga hou o te Consumer Sentiment Index (CSI), i whakahaerehia e Criteo.
E whakaatu ana ngā rangahau ko te whakamahi matua o te AI mō te rangahau hua me te whakatairite utu: 50% o ngā kaihoko e whakamahi ana i ngā taputapu AI hei whakatairite i ngā kōwhiringa me ngā waitohu, ko te 39% ia e whakamahi ana hei kimi i ngā utu pai rawa atu, i ngā hekenga utu rānei, e whakaatu ana i te pānga tika o tēnei hangarau ki te haerenga hoko.
Ko tētahi āhuatanga hou o tēnei whanaketanga ko te mea e kiia nei ko te hokohoko ā-ringa, arā, ko ngā wheako hokohoko e kōrero ana ngā kaiawhina AI ki te kaihoko hei taunaki i ngā hua, hei whakaiti i te waku me te huri i ngā kitenga. Ahakoa te whakawhiti mai i ngā rapunga kupumatua ki ngā taunekeneke kōrero, kei te noho tonu ngā kaihokohoko me ngā waitohu ki waenganui o ngā whakawhitiwhitinga, nā te mea kei a rātou ngā raraunga nui (pēnei i te rarangi taonga wā-tūturu, ngā manakohanga, me te hītori hoko) e āhei ai rātou ki te tuku taunakitanga pono me te whaiaro.
He wheako pumau, maeneene hoki puta noa i ngā hongere maha
"Kāore ngā kaihoko e hoko mā roto i ngā hongere motuhake. Ka nekeneke haere rātou i waenga i a rātou, inā koa i ngā wā tino nui pēnei i te Rā Kaihoko. Ko ngā waitohu e toa ana ko te hunga e taea te mōhio me te whakauru tonu i ngā kaihoko i roto, i waho hoki. Mā te hono raraunga me te whakahohenga pāpāho ka whakaiti i te wehewehenga, ka whakapakari i te hiranga, ā, ka whakarite kia kore e ngaro te tono puta noa i ngā wāhi pa," te whakanui a te kaiwhakahaere.
He aha te hiranga o tēnei?
Ko ngā kaihoko o ēnei rā ka neke haere noa i waenga i ngā hongere tūturu me ngā hongere matihiko, tae atu ki ngā taputapu maha, i mua i te whakaoti i te hoko, inā koa i ngā rā whakatairanga pēnei i te Rā Kaihoko. Kāore te rautaki omnichannel kua whakauruhia hei painga whakataetae; he mea e tumanakohia ana inaianei. I ngā wā whakatairanga e nui ana te haere, ka taea e te momotu i waenga i ngā hongere te whakararu i te haerenga hoko me te akiaki i ngā kaihoko ki ngā whakataetae.
ngā rautaki omnichannel , ka taea e ngā waitohu te kite i te kaihoko i ngā wāhi pa rerekē, te whakarerekē i ngā karere kia rite ki te horopaki, me te whakapakari i ngā tuku i runga i te huarahi tautoko. Mā tēnei ka taea te waihanga i ngā wheako rerehua ake, e tika ana, e whaiarohia ana hoki e mau tonu ana ki te auau tirotiro a te kaihoko, ā, ka whakapiki ake i te tūponotanga o te tahuritanga, ahakoa kāore i te tere te whakatau hoko.
Ka pāngia te kaihoko i ngā wāhanga katoa o te huarahi hokohoko
rautaki whāriki-katoa ka taea e koe te whai pānga ki te kaihoko mai i te kitenga ki te tahuritanga, mā te whakamahi i ngā raraunga whāinga me ngā whanonga hei whakahohe i ngā hunga whakarongo whai tohu i ia wāhanga o te haerenga. Mā te hono i te mōhiotanga, te whakaaro, me te mahi, ka whakapiki ake ngā waitohu i te hiranga, te whai huatanga o ngā pāpāho, me te hokinga mai o te haumi, inā koa i ngā wā tino whakataetae pērā i te Rā Kaihoko," te kī a Tiago Cardoso, te kaiwhakahaere matua o Criteo mō Amerika Latina.
He aha te mea nui?
Kei te memeha haere te ara ki te tahuritanga. E ai ki te Consumer Sentiment Index (CSI), puta noa i te ao, e 41% o ngā kaihoko e kī ana ka kitea e rātou he waitohu me he hua hou mā roto i ngā pānuitanga ipurangi mō ngā taonga e hiahia ana rātou ki te hoko, e whakakaha ana i te tūranga o ngā pāpāho matihiko i ngā wāhanga tuatahi o te hāneanea.
Ka kitea anō hoki tēnei uauatanga i roto i ngā rangahau me ngā whanonga hoko: 34% o ngā kaihoko e rangahau ana i te ipurangi i mua i te hoko i ngā toa tūturu, ko tētahi atu 29% e mahi ana i te ritenga kē, e rangahau ana i roto i te toa me te whakaoti i te hoko i roto i te taiao matihiko. E whakaū ana tēnei raraunga i te whakawhitiwhiti a ngā kaihoko i waenga i ngā hongere me ngā wāhanga o te hāneanea i mua i te whakatau whakamutunga, me ngā rautaki e mau tonu ana ki tēnei nekehanga.
"Ko ngā waitohu ka taea te whakakotahi i te mātauranga horihori, ngā rautaki maha-hongere, me te huarahi whakawhiti-katoa ka noho hei mua i tēnei Rā Kaihoko, e tuku ana i ngā wheako e tika ana, e whaiaro ana hoki, e pā ana ki ngā kaihoko i te wā tika, me te whakapiki ake i te whai huatanga o ā rātou haumitanga pāpāho," te kī a Tiago Cardoso.
