Impi yabathengi bedijithali isiqala ukudlulela ngale kwezinjini zokusesha, amawebhusayithi, kanye nezinhlelo zokusebenza, ithuthela ongqimbeni olusha lokuxhumana: ama-ejenti obuhlakani bokwenziwa. Umbiko we-Blind Spot, okhiqizwe yi-Entrelinhas, isinyathelo sobuhlakani esinobuhlakani se-StartSe, ukhombisa ukuthi lokho okubizwa ngokuthi ukuhweba ngama-ejenti sekuvele kushintsha indlela abathengi abathola ngayo, abaqhathanisa ngayo, futhi abakhetha ngayo imikhiqizo nezinsizakalo.
Le nhlangano ichaza ukungena kwama-ejenti e-AI ohambweni lokuthenga, kusukela ocwaningweni lokuqala kuya ezincomweni zomkhiqizo, futhi kwezinye izimo, izingxoxo kanye nokukhokha. Empeleni, ubuhlakani bokwenziwa buyayeka ukusebenza njengethuluzi lokusesha, isevisi yamakhasimende, noma lokukhiqiza kuphela futhi buqala ukusebenza njengesihlungi phakathi kwezinkampani nabathengi.
Ngokusho kwedatha evela ku-Adobe Analytics kanye ne-Elogic Commerce ehlanganiswe embikweni, i-ChatGPT ngabe isifinyelele kubasebenzisi abasebenzayo abayizigidi ezingu-900 masonto onke ngoFebhuwari 2026, ngabasebenzisi abangaphezu kwezigidi ezingu-800 abavunyelwe ukuthenga kanye nemibuzo yokuthenga ecishe ibe yizigidi ezingu-50 ngosuku. Ithrafikhi ye-AI kumawebhusayithi okuthengisa ase-US ikhule ngo-393% unyaka nonyaka kwikota yokuqala ka-2026 futhi yanda ngo-693% ngesikhathi samaholide ka-2025.
"Ukuhweba ngama-ejenti kushintsha umbuzo oyinhloko wezinkampani. Kwaphela amashumi eminyaka, okubaluleke kakhulu kwakuwukuletha umthengi kuwebhusayithi. Manje, umbuzo uba ukuthi ungamenza kanjani i-ejenti ye-AI iqonde futhi income umkhiqizo wakho. Labo abangafundeki ngomshini bangase bashiywe ngaphandle kohambo ngaphambi kokuba umthengi ongumuntu azi ukuthi lelo khetho likhona," kusho uJunior Borneli, umsunguli we-StartSe ne-Entrelinhas.
Ushintsho alubonakali nje kuphela ngobuningi bethrafikhi, kodwa futhi nangamazinga okuguqulwa. Ngokusho kwe-Adobe Analytics, ngoMashi 2025, izivakashi ezivela kuthrafikhi ekhiqizwe yi-AI ziguqule u-38% ngaphansi kunomthamo wethrafikhi wendabuko. Ngemva konyaka, ngoMashi 2026, ziguqule u-42% ngaphezulu. Ku-StartSe, lokhu kuguqulwa kubonisa ukuthi abathengi abathunyelwe yi-ejenti bavame ukusondela esinqumweni sokuthenga ngemuva kokudlula esigabeni sokuhlunga nokuqhathanisa sangaphambilini.
Lo mbiko uphinde ukhombe ushintsho olukhulu endleleni yokumaketha kwedijithali. Idatha evela ku-Ahrefs, Similarweb, kanye noJasper ekhonjwe kulokho okushiwoyo ikhombisa ukuthi izimpendulo ezenziwe nge-AI zinciphise izinga lokuchofoza kokuqukethwe okubekwe phezulu ku-Google ngo-58%. Izinga lokusesha izihloko zezindaba okungachofozwanga likhuphuke lisuka ku-56% laya ku-69% ngonyaka owodwa, kuyilapho i-ChatGPT ikhombisa izinga lokuchofoza eliphansi ngo-96% kune-Google.
KuBorneli, lokhu kushintsha ukugxila kwesu ledijithali. “Ukuchofoza akube yimpahla kuphela efanele. Endaweni eqondiswa yi-ejenti, umncintiswano uba mayelana nokukhulunywa ngawo. Inkampani idinga ukuvela empendulweni ye-AI, hhayi ohlwini lwezixhumanisi kuphela. Lokhu kudinga umqondo ohlukile wokuqukethwe, idumela, kanye nesakhiwo sedatha,” usho kanje.
Lo mkhakha omusha ubizwa ngokuthi i-GEO, isifinyezo se-generative engine optimization. Nakuba i-SEO ihlose ukuthuthukisa izinga lekhasi ezinjinini zokusesha, i-GEO ihlose ukwandisa amathuba okuthi umkhiqizo ukhulunywe ngawo ezimpendulweni ezikhiqizwe ubuhlakani bokwenziwa. Ngokusho kwedatha evela ku-Similarweb, Frase, kanye ne-LLMrefs ehlanganiswe embikweni, amakhasi angu-71% acashunwe yi-ChatGPT ane-markup yedatha ehlelekile, njenge-schema, futhi amakhasi analolu hlobo lwesakhiwo athola izingcaphuno eziphindwe ka-3.1.
“Ikhasi lomkhiqizo alisekho nje umbukiso kumthengi futhi liqala ukusebenza njengeshidi lemininingwane yobuchwepheshe yomshini. Intengo, isitoko, ukubuyekezwa, izimfanelo, kanye nedumela kudingeka kuhlelwe ngendlela umenzeli angayifunda futhi ayethembe. Isitolo singaba nokuhlangenwe nakho okubonakalayo okuyinkimbinkimbi kodwa kube nzima ukuthi i-AI iqonde,” kusho uBorneli.
Nakuba ingxoxo enkulu yomphakathi mayelana nokuhweba ngama-ejensi igxile ekuthengiseni, umthelela kulindeleke ukuthi udlulele nasezinsizeni nasekuthengisweni kwezinkampani. Ngokusho kwe-Gartner and Commercetools, ekhonjwe embikweni, ama-90% okuthengwa kwe-B2B kulindeleke ukuthi aqondiswe ngama-ejensi ngo-2028, adlulise imali engaphezu kwama-US$15 trillion ekuthengiselaneni komshini nomshini. Umbiko uphinde uveze ukuthi ama-89% abathengi be-B2B sebevele basebenzisa i-AI ekhiqizayo njengomthombo oyinhloko wolwazi oluqondiswayo.
"Ku-B2B, umphumela ungaba ngowokwakheka kakhulu. Ama-ejenti angangena ezinqubweni zokuthenga eziphindaphindayo, ukuqhathanisa abaphakeli, ukuxoxisana ngesabelomali, kanye nokuqaliswa kwenkontileka. Inkampani engafundakali futhi engashintshiswa yi-ejenti ingase ilahlekelwe amandla hhayi ngenxa yentengo noma ikhwalithi, kodwa ngenxa yokungahambisani nendlela entsha ikhasimende elithenga ngayo," kusho uBorneli.
Nokho, umbiko uqokomisa ukuthi impikiswano enkulu ekuhwebeni kwama-ejenti ayimayelana nokukhokha ngaphakathi kwengxoxo. Ngokusho kwe-Forrester kanye ne-Commercetools, ecashunwe kulokho okushiwoyo, i-OpenAI imise i-Instant Checkout, kwathi i-Walmart yaqopha izinga lokuguqulwa eliphansi ngokuphindwe kathathu kokuthengwa okwenziwe ngaphakathi kwengxoxo uma kuqhathaniswa nokudluliselwa kabusha kuwebhusayithi yayo. Ku-StartSe, lezi zimpawu zigcizelela ukuthi inani elisheshayo lama-ejenti lisekutholeni, hhayi ekukhokheni.
“Ugibe olukhulu ukuphatha ukuhweba okusekelwe kuma-ejenti njengenye inkinobho yokuthenga. Umdlalo uqala kusenesikhathi. Labo abangashiwongo yi-ejenti abatholi ngisho nokuncintisana ngokuthengisa. Lesi sincomo siba yisinyathelo esibalulekile ohambweni,” kusho uBorneli.
EBrazil, lesi sihloko sinezici zaso ezihlukile. Ngokusho kwe-Cortex Intelligence kanye ne-ABComm, okucashunwe embikweni, ama-52% abantu baseBrazil basebenzise i-ChatGPT noma omunye umsizi we-AI ukusiza ngokuthenga ezinyangeni eziyi-12 ezedlule. Phakathi kwabo, ama-74% asebenzisa ubuchwepheshe njengogqozi lokukhetha imikhiqizo. I-ABComm iphinde ilinganisele ukuthi ukuhweba nge-inthanethi kwaseBrazil kufanele kukhiqize cishe ama-R$ 259 billion ngo-2026.
Ngokusho kwe-StartSe, inhlanganisela yokusetshenziswa kakhulu kwezinhlelo zokusebenza zemiyalezo kanye nengqalasizinda yokukhokha okusheshayo ingaholela ekuhwebeni kwama-ejenti aseBrazil endleleni ehlukile kuneyaseMelika. Umbiko ucaphuna izinyathelo ze-Visa ne-Mastercard ngezinkokhelo zama-ejenti ezweni, kanye nohlelo lokuhlola lwe-Elo ne-Decolar lohambo lokufuna nokukhokhela izindiza nge-WhatsApp, noma amamodeli afana ne-ChatGPT ne-Gemini.
“IBrazil inezimpahla ezimbili ezibalulekile zalolu hlelo: umkhuba wokuxazulula ukusetshenziswa kwemali ngengxoxo kanye nengqalasizinda yokukhokha okusheshayo ehlanganisiwe. Ngakho-ke, ukuhweba ngama-ejenti aseBrazil kungase kusondele kakhulu ku-WhatsApp kunewebhusayithi evamile,” kusho uBorneli.
Ukuhlaziywa kwe-StartSe kuphetha ngokuthi amawebhusayithi nezinhlelo zokusebenza azipheli ukuba khona, kodwa zithatha indima ehlukile. Esikhundleni sokuba yiphuzu eliyinhloko lokwenza izinqumo, ziba imithombo yedatha yesendlalelo esisebenzisana nomthengi. Kulesi simo, inzuzo yokuncintisana ivame ukuncika kakhulu ekubonakaleni kubantu kuphela kodwa ekuqondweni yizinhlelo ezikwazi ukuhlunga izinketho ngezinga.
“Singena esigabeni lapho uhlobo ludinga ukuncintisana ngesikhala enkumbulweni yomodeli. Akwanele ukwaziwa ngabantu. Kuzodingeka luqondwe yimishini ehlanganyela esinqumweni sokuthenga,” kuphetha uBorneli.
