{"id":29875,"date":"2021-04-19T14:19:09","date_gmt":"2021-04-19T12:19:09","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=29875"},"modified":"2021-04-22T10:53:12","modified_gmt":"2021-04-22T08:53:12","slug":"umetna-inteligenca-spletno-nakupovanje","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/umetna-inteligenca-spletno-nakupovanje\/","title":{"rendered":"Lahko umetna inteligenca obrne nakupovanje na glavo?"},"content":{"rendered":"\n

Umetna inteligenca bo spremenila poslovne modele ter prodajne in marketin\u0161ke prakse. Eden ve\u010djih izzivov in hkrati prilo\u017enosti je razvoj napovedne analitike,<\/strong> ki bi v tr\u017eenju lahko privedla do tektonskih sprememb, kot je npr. model \u201cshipping-then-shopping\u201d. <\/p>\n\n\n\n

Z razvojem vse bolj naprednih tehnologij se tudi na podro\u010dju marketinga zastavlja vpra\u0161anje, kako bo razvoj umetne inteligence (UI) vplival<\/strong> na marketin\u0161ke strategije, prodajne procese ter poslovne modele podjetij in panog. <\/p>\n\n\n\n

Kaj je sploh umetna inteligenca?<\/h2>\n\n\n\n

Umetna inteligenca predstavlja obse\u017eno podro\u010dje raziskovanja, prav tako je obse\u017een nabor njenih definicij. Morda je najbolj \u0161iroko sprejeta definicija UI tista, ki jo definira kot skupek programov, algoritmov, sistemov in naprav, ki izkazujejo inteligenco, podobno \u010dlove\u0161ki.<\/strong> <\/p>\n\n\n\n

UI temelji na tehnologijah strojnega u\u010denja, procesiranja jezikov, nevronskih mre\u017e, globokega u\u010denja, mehanskih robotov in postopkov avtomatizacije. Bistvo uporabe teh tehnologij pa je, da je UI sposobna interpretirati vhodne podatke, se na teh podatkih u\u010diti<\/strong> in izkazati razli\u010dne na\u010dine prilagajanja pri operativni izvedbi procesov. <\/p>\n\n\n\n

Orodja umetne inteligence se pri tem razlikujejo glede na stopnjo inteligence<\/strong> in vrsto nalog, kot tudi glede na pojavno obliko (mehanski roboti ali virtualna UI).   <\/p>\n\n\n\n

Nivoji inteligence: od avtomatizacije proti zavedanju konteksta <\/h2>\n\n\n\n

Thomas H. Davenport<\/strong> in Julia Kirby<\/strong> lo\u010dita med avtomatizacijo, ki je standardizirana in temelji na dolo\u010denih logi\u010dnih pravilih, ter naprednej\u0161o sposobnostjo zavedanja konteksta. Primer avtomatizirane UI je sedaj \u017ee kar zastareli IBM-ov superra\u010dunalnik Deep Blue, ki je leta 1997 premagal takratnega \u0161ahovskega prvaka Garija Kasparova. Tak\u0161na standardizirana UI je primerna za situacije, kjer so pravila jasna<\/strong> in kjer je mo\u017eno predvideti razli\u010dne mo\u017enosti poteka dogodkov.<\/p>\n\n\n\n

Na drugi strani je razvoj UI s sposobnostjo zavedanja konteksta \u0161e v povojih. Gre za obliko inteligence, kjer se stroji in algoritmi “nau\u010dijo u\u010diti” in tako prese\u017eejo prvotno programirani obseg razumevanja. Tak\u0161na oblika UI bo z uporabo holisti\u010dnega razmi\u0161ljanja sposobna re\u0161evati bistveno bolj kompleksne naloge<\/strong> in se bo sposobna odzivati na danost posamezne situacije. A bolj kot bli\u017enja realnost je ta oblika delovanja predvsem cilj, ki naj bi ga UI neko\u010d dosegla.<\/p>\n\n\n\n

Uporaba UI \u2013 zaenkrat z zadr\u017eki<\/h2>\n\n\n\n

Zna\u010dilnosti vsakodnevnih procesov mo\u010dno vplivajo na sprejemanje umetne inteligence s strani potro\u0161nikov. Raziskave ka\u017eejo, da so kupci manj pripravljeni uporabljati umetno inteligenco za naloge, ki vklju\u010dujejo subjektivnost ali intuicijo, saj umetno inteligenco smatrajo kot pomanjkljivo \u010dustveno sposobno<\/strong> in brez potrebne empatije (Castelo, 2018). <\/p>\n\n\n\n

Raven sprejemanja umetne inteligence je odvisna tudi od mo\u017enih posledic. Izbira filma je razmeroma manj pomembna in z manj resnimi posledicami kot upravljanje avtomobila. Uporaba umetne inteligence za zahtevnej\u0161e naloge v o\u010deh potro\u0161nikov prina\u0161a ve\u010dja tveganja<\/strong> in posledi\u010dno ve\u010dji odpor do uporabe.<\/p>\n\n\n\n

Pojavne oblike umetne inteligence<\/h2>\n\n\n\n

Ve\u010dina oblik UI obstaja v virtualni obliki. Lahko pa umetna inteligenca zavzame tudi fizi\u010dno obliko mehanskega robota. Dosedanje raziskave ka\u017eejo, morda nekoliko presenetljivo, da potro\u0161niki izkazujejo ve\u010d zaupanja UI v fizi\u010dni obliki mehanskega robota<\/strong> kot UI v virtualni podobi. Prav tako so prej pripravljeni stopiti v interakcijo z mehansko obliko UI (Wainer, 2016). Izkazalo se je celo, da ljudje so\u010dustvujejo z roboti.<\/strong> <\/p>\n\n\n\n

Prav tako ljudje izkazujejo recipro\u010dno percepcijo do robotov.<\/strong> \u010ce je robot prosil za pomo\u010d in v zameno ponudil uslugo, so ljudje ta mehanska \u201cbitja\u201d sprejeli bolje in imeli do njih bolj pozitivne ob\u010dutke. \u0160e bolj zanimiva pa je ugotovitev \u0161tudije t. i. zapornikove dileme<\/a>, v kateri so ljudje do robotov izkazali podobno naklonjenost kot do ljudi (Sandoval, 2016). <\/p>\n\n\n\n

Kaj vse to pomeni za marketin\u0161ke prakse?<\/strong> Ne glede na nadaljnji razvoj UI je jasno, da bo ta spremenila tako marketin\u0161ke kot prodajne procese.<\/p>\n\n\n\n

Poglejmo dva nazorna primera<\/h2>\n\n\n\n

Znaten del prodaje \u0161e vedno poteka prek telefona. UI asistent bi lahko z uporabo napredne analize tona glasu prodajniku pomagal zaznati neizra\u017eene pomisleke<\/strong> ali skrbi glede uporabe produkta ali storitve.<\/p>\n\n\n\n

UI bo najverjetneje prinesla tudi veliko novih poslovnih modelov.<\/strong> Eno tak\u0161nih podro\u010dij, kjer bo verjetno pri\u0161lo do najhitrej\u0161e adaptacije UI, je spletna trgovina<\/a><\/strong>.<\/p>\n\n\n\n

Spletno poslovanje danes temelji na tem, da potro\u0161nik izbere \u017eeleni produkt, katerega mu podjetje po zaklju\u010denem nakupu po\u0161lje po po\u0161ti. Z uporabo orodij napredne UI pa bi lahko spletni ponudnik z visoko stopnjo verjetnosti presodil, kateri produkt si potro\u0161nik \u017eeli (Gans, 2017). Tako bi lahko spletni ponudnik predvideno \u017eeleni izdelek \u017ee vnaprej poslal kupcu na dom.<\/strong> Tega bi seveda lahko potro\u0161nik brez stro\u0161kov vrnil. Posledice tako radikalnega zasuka prodajnih na\u010del bi se seveda odrazile tudi na drugih podro\u010djih, hkrati pa bi se za\u010dela odpirati nova vpra\u0161anja o etiki in posameznikovih pravicah.<\/strong><\/p>\n\n\n\n

Vpra\u0161anje ni tehnologija, temve\u010d \u010dlovek<\/h2>\n\n\n\n

Prihodnost bo brez dvoma ne zgolj digitalizirana in avtomatizirana, temve\u010d tudi podprta z razvojem in uporabo umetne inteligence, ki bo med drugim zamajala in spremenila sedanje prodajne modele in marketin\u0161ke procese.<\/strong><\/p>\n\n\n\n

Glede na napovedi, kaj vse bo UI omogo\u010dala ter kako bo spremenila vsakodnevno \u017eivljenje in delo, lahko pri\u010dakujemo, da se bomo v prihodnosti bolj kot to, kaj je tehni\u010dno mogo\u010de, ukvarjali z vpra\u0161anji, kaj je (\u0161e) eti\u010dno sprejemljivo in dovoljeno. <\/strong>Kajti kljub vsem tehnolo\u0161kim mo\u017enostim ne smemo pozabiti, da se za oznakami potro\u0161nik<\/em>, uporabnik<\/em>, stranka<\/em>, kupec<\/em> \u0161e vedno nahaja \u010dlovek.<\/p>\n\n\n\n

V agenciji Madwise veliko vlagamo v znanje<\/a> in nove tehnologije ter pozorno spremljamo dogajanje in novosti<\/strong> pri uporabi umetne inteligence v marketingu, pri \u010demer na prvo mesto vselej postavljamo \u010dloveka. Vas zanima, kako vam lahko z naprednimi tehnolo\u0161kimi re\u0161itvami in lastno preverjeno metodologijo<\/a> pomagamo pove\u010dati prodajo in dose\u010di zastavljene cilje?<\/p>\n\n\n\n

Oglasite se na kavo. Ali klic prek Zooma.<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Umetna inteligenca bo spremenila na\u010din nakupovanja, s tem pa tudi marketin\u0161ke pristope. Kako dale\u010d smo \u017ee in kaj nas \u010daka? Ali dr\u017ei, da bodo prodajalci s pomo\u010djo umetne inteligence znali natan\u010dno predvideti \u017eelje kupcev? Preberite, da se boste lahko pravo\u010dasno pripravili.<\/p>\n","protected":false},"author":14,"featured_media":29881,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[31],"tags":[],"class_list":["post-29875","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketinsko-svetovanje","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":""},"yoast_head":"\nLahko umetna inteligenca obrne nakupovanje na glavo? - Madwise Blog<\/title>\n<meta name=\"description\" content=\"Umetna inteligenca bo spremenila na\u010din nakupovanja in marketin\u0161ke pristope. 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