I-NRF 2025 Big Show, ebanjelwe eNew York, iphinde yaqinisekisa ukuhlobana kwayo njengesiteji somhlaba esihamba phambili sokudingida amathrendi nezinto ezintsha ezilolonga imboni yokudayisa emhlabeni wonke. NgoJanuwari 12, 13, kanye no-14, abaphathi, ama-CEO, nabaholi bezimboni babelane ngamasu abo, izinselelo, nemibono echaza kabusha imakethe. Ngokombono wobuholi ekudayiseni nasekuthengiseni imali, ngihlola ngezansi okufundiwe okubalulekile kanye nezifundo eziyizibonelo ezagqama emcimbini womhlaba wonke, kanye nezifundo ezingaba nomthelela wokuthengisa esikhathini eside.
I-Artificial Intelligence (AI) isaqhubeka nokuba yimbangela yenguquko kwezokudayisa. Izinkampani ezifana ne-Amazon ne-Walmart zikhombisile ukuthi i-AI isetshenziswa kanjani ukuguqula izinqubo, ukuthuthukisa ulwazi lwamakhasimende, nokwenza kahle ukusebenza.
E-Amazon, i-AI ihlanganiswe emikhakheni ehlukahlukene, kusukela kumsizi wokuthenga wezingxoxo we-Rufus, ophendula imibuzo eyinkimbinkimbi yabathengi, kuya ezintweni ezithuthukiswa amarobhothi eselula nezinhlelo zokuhlaziya ezigqamisa izinzuzo nezingozi ezinkulu zemikhiqizo. Kwa-Walmart, ukubambisana nezinkampani zobuchwepheshe ezifana ne-NVIDIA kunika amandla ukusetshenziswa kwamawele edijithali ukubikezela isidingo, ukuthuthukisa i-inventory, ngisho nokulingisa izakhiwo zesitolo. Ukusebenza kahle akusebenzi nje kuphela kodwa futhi kungamasu, kudala izitolo ezihlakaniphile nezixhumene kakhulu.
Lokhu kusetshenziswa okuphelele kwe-AI kubeka ubuchwepheshe njengobubalulekile ekuhlangabezaneni nezidingo ezikhulayo zokwenza kube ngokwakho, ukushesha nokusebenza kahle.
I-NRF 2025 iphinde yakwenza kwacaca ukuthi i-omnichannel ayiseyona inketho, kodwa imfuneko kubathengisi abafuna ukuhlala bencintisana. Izibonelo ezisebenzayo eziqinisa lo mbono zigqamisa ukubaluleka kwamasu ahlanganisiwe agxile kuthrafikhi eya esitolo esiphathekayo, esithatha indima ekhulayo emaphakathi kulwazi lwekhasimende ngomkhiqizo kanye nasebudlelwaneni nomkhiqizo.
Imibono emibili ebalulekile kulokhu yilena: izitolo ezixubile, ezihlanganisa umhlaba ophathekayo nowedijithali, lapho abathengisi benikeza ulwazi olungenazihibe oluhlanganisa ukunethezeka nokwenza kube ngokwakho; kanye nezentengiselwano zomphakathi, lapho amapulatifomu afana ne-TikTok ne-Instagram aya ngokuya esebenza ngokuthengisa nokuzibandakanya, njengoba kuboniswe yi-Pacsun, ebike ukuthi u-10% wokuthengiswa kwayo kwedijithali okuvela kulawa mapulatifomu. Lokhu kuhlanganiswa kuvumela izinkampani ukuthi zingagcini nje ngokuhlangabezana nokulindelwe ngamakhasimende kodwa futhi nokubamangaza ngolwazi olusha noluphusile.
Ukusimama kuvele njengenye yezindikimba eziwumgogodla womcimbi eminyakeni yakamuva. Le timu ibonisa ukuguquguquka okuqinisekile emicabangweni yabathengi. Izizukulwane ezintsha, ikakhulukazi i-Gen Z kanye ne-Gen Alpha, zibeka phambili izinhlobo zemikhiqizo ezabelana ngamavelu azo, futhi lokhu kudinga ukuhlelwa kabusha okuphelele kwemisebenzi yokuthengisa, njengokunciphisa udoti, lapho ukupakishwa okusimeme, ukuqaliswa kokwenza kabusha, nezinhlelo zokusebenzisa kabusha kusezinhliziyweni zamasu omkhiqizo; kanye nemikhiqizo evumelana nemvelo, njengoba isidingo sezinto zasendaweni, eziphilayo, kanye nezitshalo sikhula ngokuqhubekayo, sandisa umqondo wokusetshenziswa okuqaphelayo ngale komkhakha wokudla futhi okuhlanganisa ukunakekelwa komuntu siqu kanye nezinto zasendlini. Ngalo mqondo, labo abalawula ukuhlanganisa izinqubo ezisimeme nokusebenza kahle kokusebenza bazoba ngaphambi kwemakethe futhi bangabhekana ne-niche ekhula kuphela ekuthengiseni.
Naphezu kokukhula kwe-e-commerce, ukuthengisa ngokomzimba kuyazivuselela njengendawo yokuxhumana nokuhlola. Ngisho ne-AI kanye nobuchwepheshe obusha, ukuthintana okuqondile nekhasimende, ngensizakalo eyenzelwe abantu neyenzelwe umuntu uqobo, kuhlala kuwumahluko oqhudelanayo nokuhambisana nobudlelwano phakathi komkhiqizo nomthengi.
Ngizokwethula izibonelo zezifundo ezimbili ezigqamayo mayelana nalokhu. Endabeni ye-American Girl (Mattel), ukwenza ngokwezifiso unodoli akukhulisi nje kuphela ukusebenzelana kwamakhasimende kodwa futhi nenani lentengo lamathikithi ngokuvakasha ngakunye. Lo mkhiqizo utshala imali eningi ekwakheni ukuxoxa izindaba ezinkundleni zokuxhumana, uhehe amakhasimende amancane futhi uvuse isifiso kumakhasimende amadala. Endabeni ye-Foot Locker, ukutshalwa kwezimali kubuchwepheshe obusebenzisanayo nokwenza kube ngokwakho izethameli zesifazane kubonisa ukuthi ukuqonda okuvelayo okulindelwe amakhasimende kungashintsha kanjani ibhizinisi.
Izitolo zenyama manje zeqa isenzo esilula sokuthengisa imikhiqizo, zibe izindawo zokuxhumana ezidala okuhlangenwe nakho okuyingqayizivele nokukhumbulekayo.
I-NRF 2025 iphinde yabhekana nezinselelo zezomnotho nezobuchwepheshe ezibhekene nomkhakha, ngenkathi iveza amathuba athembisayo. Izinselelo zihlanganisa ukwehla kwamandla emali , ukuphazamiseka kwezobuchwepheshe, kanye nokukhuphuka kokulindelwe ngabathengi, okwandisa ingcindezi kubathengisi. Mayelana namathuba, ukwenza kube ngokwakho okuthuthukisiwe, okuqhutshwa idatha kanye ne-AI, kanye nokuhweba komphakathi kunikeza izindlela ezintsha zokubandakanya nokugcina abathengi.
Umbono wekusasa
Ukuthengisa kwekusasa kuzochazwa yikhono lokulinganisa ukuqanjwa kabusha kwezobuchwepheshe nolwazi oluphusile lwabantu. Ukwenza kube ngokwakho kuzoba umehluko oyinhloko wokuncintisana, kodwa kufanele kuhambisane nendlela yokuziphatha nesobala ekusetshenzisweni kwedatha. Ukusimama, ukusungula izinto ezintsha, nokugxila okungantengantengi kukhasimende kuzoba yinhliziyo yamasu ayimpumelelo.
Ukubaluleka kobuholi ezinkampanini nakho kube yisihloko esigqamile kulo mbukiso. Ukudala nokugcina isiko eliqinile sekuyinto ebalulekile kulo mkhakha, kugxilwe ekuthuthukiseni leli siko ngokusebenzisa abantu, ukuxhumana nokusabalalisa izinjongo ezicacile namagugu ngaphakathi nangaphandle kwenkampani.
Nakulokhu, sibona ukuthi abadlali kwezokudayisa bahambisana kanjani maqondana neqhaza eliholayo labantu kuhlelo lwebhizinisi. Ngalo mqondo, isevisi yamakhasimende, ulwazi lwekhasimende, ukuqeqeshwa, nokuziphatha amagama aphindwayo ezimweni ezahlukene.
I-NRF 2025 ibonise ukuthi umkhakha wezokudayisa uhlala ushintsha, futhi yilabo kuphela abamukela ushintsho ngobuhlakani, ukuqina, nenjongo abazophumelela embonini eguqukayo.
