Hamwe niterambere ryikoranabuhanga rya digitale, kuva kera twizeraga ko interineti yagabanije guhitamo abaguzi kuri logique yoroshye: uwishyuza make, agurisha byinshi. Twari dufite ibitekerezo byo kugabanya ko umuguzi wa digitale yahoraga atwarwa nicyemezo cya kabiri-gishingiye ku nyungu zamafaranga ako kanya. Ariko, muri iki gihe, igiciro ntikikiri ikintu nyamukuru gifata umwanzuro: ikizere nicyubahiro cyibirango bitwara uburemere burenze kugabanywa.
Ihinduka ryimyitwarire rifite imizi yimbitse. Ibyo twita "kanda ubukungu," byoroshye kubona, kugereranya, no kugura mumashini make, byahindutse mubintu binini: ubukungu bwizere. Mumasoko arushanwe kurushanwa aho itangwa ari ryinshi, itandukaniro ntabwo ritanga amahitamo ahendutse gusa, ahubwo ritanga kwizerwa. Muyandi magambo, kuva gukanda ukizera, ibigo bikomeza kubaho kandi bitera imbere nibyo bihindura ibikorwa mubusabane nubudahemuka, byihariye uburambe.
Abaguzi ba kijyambere ntibagengwa gusa nigiciro gusa, kuko bashaka garanti yerekana ko ibyo baguze byubahirizwa kandi ko bazaterwa inkunga mugihe hari ibibazo, usibye amakuru yihariye afite umutekano ukurikije LGPD (Amategeko rusange yo kurinda amakuru) hamwe nimyitwarire myiza. Barateganya kandi bagasaba politiki yo kugaruka neza, itumanaho, no gukorera mu mucyo, kuva mbere yo kugurisha kugeza nyuma yo kugurisha, ndetse n’inshingano zikomeye z’imibereho n’ibidukikije, hamwe na ESG (Ibidukikije, Imibereho, n’imiyoborere).
Nk’uko ubushakashatsi buherutse gukorwa n’ikigo ngishwanama ku isi McKinsey kibitangaza, ibigo bikurikiza imikorere ya ESG byagize 56% by’ibicuruzwa byose mu myaka itanu ishize. Ibi bishimangira gusa ko bidahagije gutanga ibicuruzwa; ni ngombwa gutanga ikizere. Muri iki gihe, izina rya digitale ryabaye agaciro nkibicuruzwa ubwabyo. Birakwiye ko twibuka ko urubuga rusubirwamo, ibitekerezo byimbuga nkoranyambaga, hamwe nubuhamya bwa influencer bishobora kuzamura cyangwa gusenya izina ryikirango mugihe gito.
Gusa uburambe bubi, bwongerewe mubidukikije bwa digitale, birahagije kugirango uhoshe imyaka yo kubaka amashusho. Kurundi ruhande, gukomeza imyitwarire, gukorera mu mucyo, no guhora bikunda kubyara ubudahemuka, nubwo igiciro kitagishoboye guhatanwa. Abantu bakunda guhitamo ibirango bihujwe numutekano nindangagaciro byumvikana nibyabo. Birakwiye ko tumenya ko ibyo bidasobanura gukuraho ibyo kurya, ahubwo ni ugukura: guhendwa birashobora kuba bihenze, haba kubaguzi ndetse nugurisha.
Mugihe kirekire, ibicuruzwa na serivisi byujuje ubuziranenge, bifitanye isano namasosiyete azwi neza, byatwaye amafaranga menshi mugihe, gukora, no gucika intege. Ku masosiyete, kuringaniza ibiciro nubuziranenge ni ikibazo gikomeye, ariko itandukaniro nyaryo riri muburyo buri shyirahamwe ryubaka umubano wabaturage. Kandi ibi bisaba ishoramari muri serivisi zabakiriya, ikoranabuhanga ryizewe, imiyoboro itumanaho ifunguye, na politiki yumutekano yerekana uburemere, aho gukorera mu mucyo bidashobora kuvugwa gusa, bigomba gukurikizwa, kugirango bibeho koko.
Njye mbona, gukanda birashobora guhita, ariko ikizere cyubakiye kuri buri kintu: gutanga ku gihe, gusobanuka mubijyanye no gukoresha, kubaha abaguzi, no kwita ku ngaruka z’imibereho n’ibidukikije. Mubihe aho amakuru azenguruka mugihe nyacyo, ikizere gihinduka ifaranga ryagaciro. Kubwibyo, ntabwo igiciro gikiri kigena abasigaye ku isoko, ahubwo ni igiteranyo cyo kwizerwa, guhuzagurika, no kubahana. Ejo hazaza h'ikoreshwa rya digitale ritangira nonaha kandi ni iry'abumva ko kugurisha, cyane cyane, ari ugutera ikizere, kuko kuva ukanze ukizera, izina ni umutungo nta sosiyete ishobora kwirengagiza ku isoko nk'iryo rihindagurika kandi rihiganwa.
Thiago Hortolan ni umuyobozi mukuru wa Tech Rocket, igurishwa rya Rocket ryagenewe gushyiraho ibisubizo bya Revenue Tech, rihuza Ubwenge bwa Artificial Intelligence, automatisation, hamwe nubwenge bwamakuru kugirango bapime urugendo rwose rwo kugurisha kuva mubyifuzo kugeza ubudahemuka bwabakiriya. Ibikoresho byabo bya AI, ibyitegererezo byerekana, hamwe nibikorwa byikora bihindura ibikorwa byo kugurisha mo moteri yo gukomeza, ubwenge, no gupimwa.
