El ukuhweba nge-agentOkusho ukuthi, ukuthengwa okulawulwa ama-ejenti obuhlakani bokwenziwa asebenzela umsebenzisi kuye kwashintsha ekubeni ngumqondo wesikhathi esizayo kwaba yinto ebaluleke kakhulu ezinkampanini ezinkulu zobuchwepheshe eminyakeni ezayo. I-Google, ikakhulukazi, ikubona njengenye yezinto eziza kuqala ekuguquleni ukukhangisa, ukuhweba nge-inthanethi, kanye nobudlelwano phakathi kwemikhiqizo, abadali, nabathengi.
Ngokwezinhlelo inkampani ebilokhu izichaza kabanzi ekuxhumaneni kwayo kwakamuva, Unyaka ka-2026 uhlela ukuba unyaka lapho lolu hlobo lokuthenga olusizwa yi-AI luzoqala khona. Ushintsho oluvela ezinhlelweni zokuhlola nezokuhlola luye ekuqalisweni okubanzi kakhulu luzoba yisihluthulelo. Isihluthulelo kuzoba ukuhlanganisa ingqalasizinda entsha yokukhokha, amakhono athuthukile amamodeli afana ne-Gemini 3, kanye nezindinganiso eziklanyelwe ngqo ukuvumela ama-ejenti ukuthi enze izinqumo futhi enze ukuthengiselana ngokuphephile.
Kuyini ukuhweba ngama-ejenti futhi kungani kuthola ukuthandwa okungaka?
Uma sikhuluma ngokuhweba ngama-ejenti, sibhekisela endaweni lapho Ama-ejenti obuhlakani bokwenziwa asebenza ngqo ngaphakathi kwenqubo yokuthengaAbasancomi nje imikhiqizo noma babonise izikhangiso: bangachaza izidingo, baqhathanise ezinye izindlela, bakhethe inketho bese beqedela inkokhelo belandela imithetho ebekwe ngumsebenzisi noma inkampani.
Lo mbono usekelwa ukuvuthwa kwalabo ababizwa ngokuthi I-Agent ye-AILezi zinhlelo ziyakwazi ukusebenza ngokuzimela ngezinga elithile egameni lezinkampani zangaphandle. Esikhundleni sokuba umthengi achithe isikhathi ebukeza ukubuyekezwa, ulwazi lomkhiqizo, noma izimo zokuthumela, zichaza izintandokazi zabo—intengo ephezulu, izinhlobo abazithandayo, izikhathi zokulethwa, izindlela zokuzinza—futhi i-ejenti inakekela ukuphakamisa okunzima.
Ukuhlaziywa okuningana kwamazwe ngamazwe kusikisela ukuthi lolu shintsho lungaba lukhulu kakhulu. Eminye imibiko ilinganisela ukuthi Kufika ku-30% wenani le-e-commerce yomhlaba wonke lingathonywa ama-ejenti e-AI eminyakeni eyishumi ezayo.Lokhu kuzobandakanya ukuphatha izigidigidi zamaRandi ezinqumweni nasekuthengeni okuzenzakalelayo. Akukhona nje ukuthuthukisa ulwazi lomsebenzisi, kodwa mayelana nokuklama kabusha indlela okuhlelwe ngayo, okwenziwa ngayo, nokuxazululwa ngayo ukuthengiselana.
Kulo modeli, indima yomthengi iyashintsha: kusukela ekwenzeni isinyathelo ngasinye ngesandla kuya ekubeni yilowo obeka imingcele nemigomo okumele i-ejenti ihlangabezane nayo. Ubudlelwano phakathi kwamakhasimende, amabhizinisi, kanye namapulatifomu obuchwepheshe buba obungaqondile kakhulu, kodwa futhi bushintshashintsha kakhulu futhi bube ngebomuntu siqu, kanye nokwenza okuzenzakalelayo kuyisisekelo sako.
Ukubheja kwe-Google: kusukela ekusesheni kwengxoxo kuya kumodi ye-AI
Isu le-Google lalesi simo esisha ligxile ekuguqulweni kwezinjini zayo zokusesha kanye nezindawo zokukhangisa. Le nkampani ichaza ukuthi I-AI ishintsha indlela abantu abasesha ngayo, abaqhathanisa ngayo, nabathenga ngayoukushiya imodeli yakudala ngokusekelwe kuphela kumagama angukhiye ukuze kuvulwe indlela yemibuzo yengxoxo, inhlanganisela yombhalo nezithombe, kanye nezicelo eziyinkimbinkimbi kakhulu, kanye nezici ezifana nokuthi ithebhu yokuthenga, ama-oda kanye nokuthumela.
Kulowo mongo, lokho okubizwa ngokuthi Imodi ye-AIOkuhlangenwe nakho kokusesha lapho imiphumela yethulwa ngendlela exoxa kakhulu neyomongo. Ngaphakathi kwale modi, i-Google iyahlola amafomethi okukhangisa ahlanganiswe nesipiliyoni se-AI uqobohhayi nje kuphela njengezixhumanisi ezixhasiwe eceleni, kodwa njengezincomo zomkhiqizo ezivela eceleni kwezimpendulo ze-organic, ezihlala ziphawulwa ngokucacile njengokuqukethwe okukhuthazwayo.
Le ndlela iyahlolwa emabhizinisini okuthengisa kanye nakuma-verticals afana ne- travellapho ukuhlela kuvame ukuba nzima khona. Umqondo uwukuthi umsebenzisi angathumela isicelo esibanzi ohlelweni—isibonelo, ukuhlela uhambo olunesabelomali esithile kanye nezinsuku—nokuthi i-ejenti, ngaphezu kokulungiselela iziphakamiso, ingabonisa okunikezwayo okufanele okuvela kumikhiqizo efanelana naleso simo.
Ngesikhathi esifanayo, i-Google ikhuthaza amafomethi anjenge Izipesheli EziqondileLokhu kwenzelwe ukuthi izinkampani zikwazi ukwethula izaphulelo noma ukukhushulwa okwenziwe ngezifiso kubasebenzisi abaseduze nokuqeda ukuthenga, ngaphandle kokushintsha okunikezwayo kwabo okuvamile kwabanye abavakashi. Ngale ndlela, isikhangiso sihlanganiswa engxoxweni ebanzi, esikhundleni sokubonakala njengombono ohlukile.
I-Gemini 3: injini yesizukulwane esilandelayo sokuhlangenwe nakho kwezentengiselwano
Okuningi kwalokhu kuguqulwa kuncike ku- IGemini 3, imodeli ye-AI i-Google eyiveza njengethuthuke kakhulu kukhathalogi yayo yemisebenzi yokucabanga nokuqonda umongo, njengoba kubonisiwe ukufika kwayo ku-GmailLolu hlelo seluvele luhlanganiswe namathuluzi abo okukhangisa, ngenhloso yokuthuthukisa ikhono lokuqonda inhloso ngemuva kombuzo ngamunye nokukhiqiza okuqukethwe okufanela umkhankaso ngamunye.
Emvelweni we I-Google Ads Asset StudioI-Gemini 3 inika amandla izinsiza ezifana ne-Nano Banana kanye ne-Veo 3, eziklanyelwe ukukhiqiza izimpahla zokudala nezokubukwayo ngokushesha nangezindleko eziphansi kubakhangisi. Futhi yakha isisekelo sezixazululo ezifana I-AI Max, okwandisa ukufinyelela kwemikhankaso yokusesha ukuze ifake imibuzo emisha ngaphandle kokufuna ukuthi amabhrendi achaze ngesandla zonke izinhlanganisela zamagama.
Idatha yangaphakathi i-Google ebilokhu yabelana ngayo ikhomba ukukhula okusheshayo kulokhu kusetshenziswa okuzenzakalelayo: Ngo-2025, inani lezimpahla zokudala ezikhiqizwe ngeGemini lizobe seliphindwe kathathu.Futhi kwikota yokugcina yonyaka kuphela, inani lezingcezu ezicishe zibe yizigidi ezingama-70 ezikhiqizwe ngemikhankaso ku-AI Max kanye ne-Performance Max ngabe selifinyelelwe.
Leli khono lokukhiqiza okuqukethwe ngezinga eliphezulu alihlose nje ukuthuthukisa ukusebenza kahle kwamaqembu okumaketha kodwa futhi nokukhuthaza uhlelo lokuhweba ngama-ejenti. Uma ukuqonda okunembile kwalokho umuntu akufunayo kanye nemiyalezo yokumaketha ehlelwe kahle, kuzoba lula ngama-ejenti e-AI ukukhetha ngokunembile imikhiqizo, izinsizakalo, noma inhlanganisela efanelana nesimo ngasinye esithile.
Kusukela emnothweni wabadali kuya emthonjeni wezentengiselwano olinganisekayo
Enye insika yesu le-Google ihilela ukusebenzisa ukubaluleka okukhulayo kwe- umnotho womdaliikakhulukazi kumapulatifomu afana ne-YouTube. Le nkampani ikholelwa ukuthi abadali bokuqukethwe sebebe ngabadlali ababalulekile ekwakheni ukwethembana, izitayela, kanye nethonya emiphakathini yabo, into evumelana kahle nomqondo wokuhweba ngama-ejenti.
Umqondo uwukusebenzisa ubuhlakani bokwenziwa ukuze ukuhlaziya ngokuningiliziwe kokubili okuqukethwe kanye nezilaleli zesiteshi ngasinyeI-Google ikhomba ukuthi yimiphi imiphakathi ehambisana kakhulu nemikhiqizo noma imikhiqizo ethile. Ngokusekelwe kulolu lwazi, i-Google ihlose ukuxhumanisa abakhangisi nabadali cishe ngokushesha, ifanise izethameli zabo nezinhloso zebhizinisi zomkhankaso.
Njengoba inkampani ngokwayo ichaze, le ndlela ivumela ukuguqulwa kwe- ithonya elingokwemvelo labadali emthonjeni wezohwebo oqondile futhi olinganisekayoEzinkampanini, imelela indlela yokufinyelela izindawo ezithile ngeziphakamiso ezenzelwe wena, kuyilapho kubadali ivula umnyango wamamodeli okubambisana lapho izincomo zihlanganiswa khona ngokwemvelo kokuqukethwe.
Esimweni sokukhangisa lapho imikhiqizo idinga imbuyiselo ephezulu ekutshalweni kwezimali kanye nokulinganisa okunembile, la mathuluzi asekelwe ku-AI ahlose ukuhlinzeka ngemininingwane ehambisanayo ngokuthi yikuphi okuqukethwe okukhiqiza ukuthengisa kwangempela, yiziphi izingxenye ezisabela kahle kakhulu, kanye nendlela yokuthuthukisa ubuhlakani ngokusekelwe empendulweni yezithameli.
I-AP2 ne-UCP: izinqubo ezenza ukuhweba ngama-ejenti kube nokwenzeka
Isifiso sokuba ama-ejenti e-AI akwazi ukuthenga egameni lomsebenzisi sidinga okungaphezu kwamamodeli ezilimi athuthukile: sidinga ingqalasizinda ezinikele yokukhokha, ubuwena kanye nokuphepha, okuhlanganisa nentuthuko ku i-fintech kanye nebhange le-inthanethiKulesi sigaba, i-Google ibilokhu yethula izingxenye ezimbili ezibalulekile: i Iphrothokholi Yokukhokha Ye-ejenti (i-AP2) futhi i I-Universal Trade Protocol (UCP).
I-AP2 yenzelwe ukuvumela ama-ejenti ukuthi qala futhi uqedele ukuthengiselana kokukhokha egameni labantu noma amabhizinisiNakuba kuhlonishwa ukuphepha kanye nezinhlaka zokuthobela imithetho, i-UCP ibhekwa njengendinganiso yokuxhumanisa abathengisi, abalingani bokukhokha, kanye nama-ejenti e-AI kulo lonke uhambo lokuthenga, kusukela ekuhlonzeni komsebenzisi wedijithali kuya ekuqedeni i-oda.
Lezi zindlela zokulawula sezivele zisetshenziswa e-United States ekusetshenzisweni kokuqala okusebenzayo. Inqubo yokukhokha ye-UCP Ivumela labo abafuna imikhiqizo ku-AI Search Mode noma kuhlelo lokusebenza lwe-Gemini Thenga izinto ngqo kusuka kumapulatifomu afana ne-Etsy ne-Wayfairngaphandle kokushiya indawo yokuxoxa. Lo msebenzi kulindeleke ukuthi unwetshwe nakubathengisi abafana ne-Shopify, Target, kanye ne-Walmart.
Inkampani iyakuqinisekisa lokho amakhulu ezinkampani zobuchwepheshe, abahlinzeki bezinkokhelo, kanye nabathengisi Babonise intshisekelo yokuhlanganiswa naleli zinga. Ngaphandle kwamacala okuqala ezitolo, inhloso ukuthi, ngokuhamba kwesikhathi, le ngqalasizinda esebenzisana nayo ingasetshenziswa kweminye imikhakha, kusukela kumasevisi kuya ekuhambeni noma okubhaliselwe, njalo ngama-ejenti e-AI asebenza njengabalamuli.
Ubumfihlo, ukuphepha kanye nokwethenjwa: izimo ezibalulekile zokwandisa
Njengoba i-AI ithatha indima esebenzayo egameni lomthengi, kuvela imibuzo enengqondo mayelana ubumfihlo, ukuvikelwa kwedatha kanye nokulawulwa kwayo ngumsebenzisi. I-Google igcizelela ukuthi ukuthunyelwa kwala ma-ejenti kusekelwe ezimisweni zokuphepha ezifanayo eziqondise imikhiqizo yayo emashumini eminyaka amuva nje, ngokunaka okukhethekile ekubonakaleni nasekuthobeleni imithetho, kanye nokunikeza Amathiphu okuphepha okuthenga kwakho.
Ekuxhumaneni kwayo nomphakathi, abaphathi benkampani bagcizelela ukuthi "Ukunika amandla ama-ejenti ukuthi asebenzele abathengi namabhizinisi" Kugcinwa izindinganiso eziqinile ukuqinisekisa ukuthi inketho esheshayo ihlala iyinketho ephephile. Lokhu kufaka phakathi ukulawulwa kokuthi ubani ongagunyaza izinkokhelo, ukuthi ubunikazi be-ejenti buqinisekiswa kanjani, nokuthi yikuphi ukulandeleka okukhona ezinqumweni ezenziwe.
Ngesikhathi esifanayo, ukwanda kokuhweba ngama-ejenti kuphoqa ukuthi kuguqulwe indlela ingqalasizinda yokukhokha kanye nezinhlelo zezimali Lokhu kuholela esimweni lapho kungeyena umuntu oqala khona umsebenzi, kodwa uhlelo oluzimele. Phakathi kwezinselele kukhona ukuhlonza la ma-ejenti, ukusebenzisana phakathi kwamapulatifomu, kanye nekhono lokucubungula ukuthengiselana ngesikhathi sangempela ngaphandle kokubeka engcupheni ukuphepha.
EYurophu, lapho imithethonqubo yedatha kanye nezinsizakalo zokukhokha iqine kakhulu, lezi zinhlobo zeziphakamiso kuzodingeka zihambisane nemithetho efana nokuthi RGPD noma umthethonqubo we-PSD2 kanye nokuguquka kwawo. Indlela lezi zinkinga ezixazululwa ngayo izoba yinto ebalulekile ukuze ukuhweba ngama-ejenti kwande ngezinga elikhulu ezimakethe zaseYurophu.
Amabhizinisi nabakhangisi kufanele bazivumelanise kanjani nenkathi yama-ejenti?
Ezinkampanini, ukuthuthuka kokuhweba ngama-ejenti akusho nje kuphela ukusebenzisa iziteshi ezintsha zokukhangisa, kodwa cabanga kabusha ngendlela amakhathalogi abo ahlelwe ngayoizinhlelo nezinqubo ukuze ukwazi ukusebenzisana ngempumelelo nama-ejenti e-AI. Imibiko ngalesi sihloko iyavumelana ngezidingo eziningana eziyisisekelo.
Okokuqala, kuyadingeka ukuba idatha yomkhiqizo ehlelekile nefinyelelekayoLokhu kuvumela ama-ejenti ukuthi aqonde ngokunembile lokho okunikezwayo, imigomo nemibandela, kanye nomehluko phakathi kwezinketho. Ulwazi olungaphelele, oluphelelwe yisikhathi, noma olungacacile lwenza kube nzima nge-AI ukwenza izinqumo ezinengqondo egameni lomsebenzisi.
Okwesibili, kunconywa ukuba ulwazi olusha ngesikhathi sangempela Ngokuphathelene namanani, amazinga esitoko, izikhathi zokulethwa, noma imikhawulo, ama-ejenti asebenza kahle kakhulu lapho esebenza ngedatha ethembekile, futhi noma yikuphi ukungafani kungaholela emaphutheni okuthenga, ekubuyiselweni kwemali, noma ekulahlekelweni ukwethenjwa.
Ngaphezu kwalokho, ukuhweba ngama-ejenti kusiza amamodeli asekelwe ku- Ama-API avulekile kanye nezakhiwoLokhu kuzovumela ukuhlanganiswa okuqondile kakhulu namapulatifomu okukhokha, izinjini zokuncoma, kanye nabasizi abahlakaniphile. Kubathengisi abaningi kanye nemikhiqizo, lokhu kuzosho ukubuyekeza izinhlelo ezindala kanye nokuqhubekela phambili ezingqalasizinda ezihlanganisiwe nezixhumeka kalula.
Okokugcina, izinqubo zangaphakathi—kusukela ekuphathweni kwe-oda kuya ensizeni yangemva kokuthengisa—kuzodingeka ukuzivumelanisa nezimo ezingeni eliphakeme lokuzenzakalelaOkuhlangenwe nakho kwamakhasimende akusagcini nje ngokubonakala komuntu, kodwa endleleni izinhlelo ezahlukene ezihlakaniphile ezisebenzisana ngayo egameni labasebenzisi, okuphoqa ukubuyekezwa kwezilinganiso, imisebenzi kanye nezindinganiso zekhwalithi.
Ngokwakhela kulezi ntuthuko, ukuhweba okusekelwe kuma-ejenti kuvela njengoshintsho olukhulu ohlelweni lwedijithali: ama-ejenti ahumusha izidingo, ahlola imakethe, axoxisana ngezipesheli, futhi avale ukuthenga ngaphandle kokudinga ukungenelela komsebenzisi ngokuchofoza ngakunye. Lokhu kusekelwa amamodeli afana ne-Gemini 3, amazinga afana ne-AP2 ne-UCP, kanye nezindawo zokuxoxa ezifana ne-AI Search Mode kanye nohlelo lokusebenza lwe-Gemini. Kuseseyindlela ende okufanele ihanjwe—ikakhulukazi ezimakethe ezifana neYurophu, ngemithetho eqinile—kodwa izinyathelo ze-Google kanye nabanye abadlali abakhulu zibonisa ukuthi umjaho wokuthenga okusizayo nokuzenzakalelayo usuqalile kakade.
