Ubucuruzi burimo guhura n’ikibazo cy’intego mbi. Mu gihe ingengo y’imari idakora neza, igitutu cy’umusaruro, n’ingendo zigenda zigabanuka cyane, amakipe menshi yagiye mu buryo bwo kwikorera. Igisubizo cy’ikibazo icyo ari cyo cyose gisa nkaho ari kimwe: ubukangurambaga bwinshi, ishoramari ryinshi mu bitangazamakuru bitanga umusaruro, gutanga serivisi nyinshi mu gihe gito. Ariko imibare iheruka igaragaza aho ubu buryo bugarukira. Ubushakashatsi bwa Gartner CMO Spend Survey 2025 bugaragaza ko ibirenga kimwe cya kabiri by’ubukangurambaga bwakozwe ku isi yose bitatanze inyungu yari yitezwe mu kugurisha.
Nubwo hari uyu muburo, 55% by'ibigo bikuru by'imari n'imigabane bivuga ko bizongera ishoramari mu miyoboro y'imikorere bitarenze umwaka wa 2025. Ibi byose mu gihe ROAS ( inyungu ku ikoreshwa ry'amatangazo) - ikimenyetso gipima amafaranga ikigo cyinjiza kuri buri dolari rishowe mu kwamamaza - kirimo kugenda kidahinduka. Icyahoze ari igipimo gikomeye cyo kuyobora ibyemezo cyabaye ikimenyetso cy'ihindagurika ry'ibiciro. Imyitwarire y'abaguzi irimo guhinduka, imiyoboro irimo kuzura, kandi uburyo bwo gushimangira uburyo bumwe butangiye kwangirika kurusha ibisubizo.
Ni muri urwo rwego, ubuhanga bw’ubukorano bureka kuba isezerano ahubwo buhinduka ikintu cy’ingenzi. Ubushakashatsi bwerekanye ko 41% by’abashinzwe ikoranabuhanga basanzwe bakoresha ubuhanga bwa “AI” mu gukora imirimo y’ingenzi, naho abandi 33% bashyira hamwe ikoranabuhanga rigezweho, harimo n’ubushobozi bwa “AI”, kugira ngo bongere imikorere myiza y’ibikorwa byabo. Ariko ikintu cy’ingenzi cyane si ukwinjira mu ikoranabuhanga ubwaryo, ahubwo ni icyo amasosiyete akora kuri uyu muvuduko wiyongereye. Hatabayeho iterambere ry’ingamba n’ibisabwa kugerwaho, ubuhanga bwa “AI” bushobora kuba ikintu cyoroshye cyane.
Inkuru nziza ni uko hari ubundi buryo. Iyo ikoreshejwe neza, ubuhanga bwo gukora ibintu bushobora kurokora amatsinda yo kwamamaza imirimo isubiramo, bigatuma habaho umwanya w'ibintu by'ingenzi: gutekereza, guhanga no guhuza. Aha, ubuhanga bwo gukora ibintu bubyara inyungu (GenAI) bugira uruhare runini mu gufata ibyemezo. Ntabwo ari igikoresho cyo gusesengura amakuru cyangwa gukoresha raporo gusa, ahubwo ni nk'umufatanyabikorwa mu gukora amashusho, videwo, inyandiko, n'ibice bigera ku bantu bashaka kugeraho mu buryo buhamye, bujyanye n'ibyo bashaka, kandi bufite intego. Muri Pupila, tubibona buri munsi: ikoranabuhanga rituma ibirango bihanga ku rwego rwo hejuru, ariko bitabangamiye umwimerere.
Ariko niba hari isomo rimwe iki gihe gishyira ku ba CMO, ni iri: gukora neza nta kwishyira mu mwanya w’abandi ntibyubaka ikirango. Kwikoresha mu buryo bwikora birakenewe, ariko ntibishobora gusimbura uburyo abantu bumva ibintu. Ikibazo ubu ni ugukoresha ubuhanga bwo gukora ibintu mu buryo bwa “AI” kugira ngo wongere ubushobozi bwo gukora ibintu mu buryo bwihuse, yego, ariko ahanini kugira ngo habeho umwanya wo gufata ibyemezo byinshi ku bantu. Ntabwo bihagije kumenya icyo umuguzi yakandagiye. Ni ngombwa gusobanukirwa icyo yumva, icyatuma ahitamo, n'icyatuma habaho isano nyayo mu marangamutima.
Nubwo abayobozi bamwe bazakomeza gukora ibishoboka byose kugira ngo bagere ku rwego rwo hejuru uko byagenda kose, abayobozi bakuru b’ibigo by’imari n’imigabane basobanukiwe imbaraga zo guhindura abantu, bashyigikiwe n’ikoranabuhanga, kandi batabirengagije—ni bo bazaba bubaka ibirango bifite aho bihuriye n’ubuzima bw’abantu. Kuko, amaherezo, kwamamaza bizakomeza kuba, mbere ya byose, abantu bavugana n’abantu.
Ejo hazaza hazaba heza ku bazi guhuza ubwenge bw'ubukorano n'ubwenge bw'amarangamutima.
