- I-McDonald's Netherlands yasungula urhwebo lweKrisimesi oluveliswe phantse ngokupheleleyo ngobukrelekrele bokwenziwa.
- Eli phulo, elenzelwe ukubonisa isiphithiphithi sikaDisemba, lifumene ukugxekwa kabukhali ngenxa yobuhle bayo obungagungqiyo kunye nethoni yokugxeka.
- Inkampani yemveliso kunye ne-arhente igcina ukuba kukho umzamo omkhulu woluntu obandakanyekayo, kunye neeveki zohlengahlengiso kunye namawakawaka okudubula okwenziweyo.
- Ityala livula kwakhona ingxoxo eYurophu malunga nokusetyenziswa kwe-AI kwiintengiso kunye nomngcipheko wokuqhawula kuluntu.
Entsha Intengiso yeKrisimesi McDonald's eNetherlands, idalwe phantse ngokupheleleyo ngobukrelekrele bokwenziwaIbe yenye yezona zihloko zithethwa kakhulu ngeeholide, kodwa hayi kanye ngezizathu ezilungileyo. Oko kwakujongwe ukuba ibe liphulo lokuyila ngokuhlekisayo elibonisa uxinzelelo lukaDisemba liye laphela ngokukhulula a iliza lokugxekwa kumajelo eendaba ezentlalo nakumajelo eendaba ehlabathi.
Ngelixa intengiso eyenziwe nge-AI ifumana umgangatho kunye neempawu eziphambili, le ntengiso iphakamise inkxalabo malunga Ithekhnoloji inokuthatha indawo kawuphi umsebenzi owenziwe ngabantu? ngaphandle kokuphulukana novelwano okanye unxibelelwano. Ityala likaMcDonald lidibanisa neminye imizekelo yamva nje ye-AI-powered campaigns by Coca-Cola or Toys"R"Us efumene ulwamkelo oludikidiki olufanayo.
Intengiso yeKrisimesi enesiphithiphithi, eyenziwe phantse ngokupheleleyo nge-AI
Urhwebo lwagunyaziswa ngu McDonald's eNetherlands kwaye iphuhliswe yi-arhente yokuyila TBWA\NEBOKO, ngokusebenzisana nenkampani yokuvelisa I-Sweetshop kunye necandelo layo lokusungula ubukrelekrele bokwenziwa, TheGardening.ClubLe projekthi yaqanjwa njenge Intengiso yokuqala yophawu eNetherlands yaveliswa ukusuka ekuqaleni ukuya ekugqibeleni kusetyenziswa i-AI.kokubini kubalinganiswa kunye nezicwangciso.
Iqhekeza, elihlala malunga nemizuzwana engama-45, libonisa ukulandelelana ngokukhawuleza kwe ngokupheleleyo imiboniso yeKrisimesiIintsapho ezixineneyo, izidlo zangokuhlwa ezinesiphithiphithi, imihombiso ayihambanga kakuhle, izipho eziwa emotweni, ukuqhushumba kwemithi yeKrisimesi, amaqebengwana atshisiweyo, okanye nokuba USanta Claus waxinga kwingxinano yezithuthi ukuphosa uhlobo oluthile lomsindo. Konke oku kugqwethekile kancinci kwaye ngamanye amaxesha isitayile esingacacanga njengemodeli yangoku yemveliso.
Esikhundleni somyalezo weholide we-saccharine yakudala, isikhangiso sibuyisela ingoma yeKrisimesi. Lelona xesha limangalisayo loNyaka njenge “elona xesha libi enyakeni”Ukutshintsha ifonti ukugxininisa ukuba, kubantu abaninzi, uDisemba uhambelana kakhulu ne uxinzelelo, ukungxama, kunye noxinzelelo lwentlalo oko kuzisa ukuzola nolonwabo.
Ingcinga esisiseko yayikukubonisa uMcDonald's njengoluhlobo Ikhusi elinoxolo phakathi kwesiphithiphithi seKrisimesiIndawo yokuqhawula xa yonke into ekungqongileyo ibonakala ngathi yintlekele. Nangona kunjalo, ukwenziwa okubonakalayo okuqhutywa yi-AI kubangele ukusabela okwahlukileyo koko bekulindelwe luphawu.
Ukhuthazwe luxinzelelo lokwenyani lukaDisemba
Eli phulo lixhaswa ngu-a Uphononongo olwenziwe yinkampani iMediaTest eNetherlandsUphononongo lugqibezela ukuba malunga nesibini kwisithathu sabathengi bangathanda ukuba nexesha elininzi labo ngoDisemba. Ngamanye amazwi, uninzi luzibona iiholide njengexesha elizaliswe zizibophelelo, usapho kunye nolindelo lomsebenzi, endaweni yokuba lixesha lokuphumla.
Ngokusekwe kuloo nto, uMcDonald's kunye neTBWA\NEBOKO bagqibe ikhefu kunye nomfanekiso ogqibeleleyo weKrisimesi oqhele ukuzibona kwiintengiso: akukho zitafile zintle, iintsapho ezinqwenelekayo, okanye amagumbi okuhlala angenachaphaza. Kunoko, bakhetha ukubonisa icala elingaphantsi elimnandi nelingaphezulu leeholide zemihla ngemihlaukuthatha isiphithiphithi sasekhaya kwindawo ebaxwayo kwaye phantse ibe yikhathuni.
Ngokwemithombo yoshishino, injongo yokuyila yayiyiyo Qhagamshelana nesizukulwana esitsha, ngakumbi uGen Z, abatyekele ekungayithembini imiyalezo echukumisayo baze bawaxabise ngakumbi amabali anyanisekileyo, kwanaxa bengakhululekanga okanye bebonisa ukuba sesichengeni.
Ngokwesiqhelo, indawo leyo iyinxalenye yeqonga lembali lophawu "UDisemba unokusebenzisa iMcDonald's encinci", umgca wonxibelelwano olusetyenziswa nguthungelwano ukuzibeka njengendawo yokuphumla encinane enye yezona nyanga zixakekileyo enyakeniKulo nyaka, eNetherlands, eli phulo lincediswa yi-a Ikhalenda yesipho sedijithali ngaphakathi kwe-app, enika isimanga semihla ngemihla kulo lonke uDisemba.
Isibhengezo senzeke njani: ngaphezulu kokucofa iqhosha
Kude nokuba luvavanyo olulula, inkampani yemveliso I-Sweetshop, kunye necandelo layo le-AI TheGardening.Club kunye nesibini esilawulayo UMAMA (I-Sweetshop UK) igcina ukuba emva kweqhekeza kwakukho inkqubo yemveliso enzulu nendeAbantu abaninzi abaphethe le projekthi baye bagxininisa ukuba "i-AI ayizange yenze le movie, siyenzile," igxininisa indima yeqela labantu.
Ngokweengxelo ezipapashwe kumajelo eendaba akhethekileyo, Malunga neshumi le-AI kunye neengcali zasemva kwemveliso zisebenze ixesha elizeleyo kangangeeveki ezintlanu ukuya kwezisixhenxe kwiphulo. Umsebenzi ububandakanya ukuvelisa amawaka eeshoti, ukuphindaphinda kuzo, ukukhetha ezona zisebenzayo, ukudibanisa ibali, kunye nokwenza uhlengahlengiso lokudubula ngesandla ukuze ufumane isiphumo esihambelanayo.
Iqela lichaza inkqubo njengoluhlobo ifilimu ebonakalayoEndaweni yeekhamera ezibonakalayo kunye neeseti, iimodeli ezivelisayo zasetyenziselwa ukudala imeko-bume, abalinganiswa, kunye noopopayi. Nakuba kunjalo, bagxininisa ukuba zazikho ulwalathiso loyilo umzuzu ngomzuzu, kunye nezigqibo zabantu ngokuphathelele isingqisho, imvakalo-zwi, indlela eyakhiwe ngayo, nokugxininisa iimvakalelo.
Kwabo baphethe iphulo, i-AI ithathwa njenge isixhobo ngaphakathi "kwebhokisi yemithombo" ebanzikwaye ingekuko ukuthathela indawo ngokuthe ngqo ubugcisa beaudiovisual. Ngokombono wabo, olu hlobo lweprojekthi lunokwandisa ulwimi olubonakalayo olukhoyo kwiintengiso, ezivumela iimeko ezingaphezulu kwe-surreal okanye kunzima ukuphinda wenze umfanekiso wefilimu yemveli.
I-aesthetics ye-AI kunye nengxaki "yentlambo engaqhelekanga"
Ngaphandle kwawo wonke loo msebenzi, enye yezona nkalo zigxekwayo kwesi sibhengezo iye yaba yiyo kanye Imbonakalo ebonakalayo eyenziwe yi-AIKwimiboniso emininzi, iimpawu eziye zanxulunyaniswa ngoko nangoko nolu hlobo lobugcisa namhlanje: iintshukumo eziqinileyo, ubuso obo bukhubazeke kancinane, izandla namalungu omzimba abonakala ejijeka ngokungekho ngokwemvelo, okanye imvelaphi etshintsha ngokufihlakeleyo ukusuka ekudutyulweni ukuya kutsho.
Oku kungafezeki, kudityaniswe ne-a indibano fast kakhulu (Izithonga ezimfutshane kakhulu ngenxa yobunzima beemodeli zokugcina ukuhambelana kulandelelwano olude), kukhokelele ababukeli abaninzi ukuba bachaze umphumo "njengongaqhelekanga," "okuphazamisayo," okanye "okukhwankqisayo." Amagqabantshintshi amaninzi akhankanya intengiso Iwela ngokuthe ngqo kwinto ebizwa ngokuba "yintlambo engaqhelekanga": isengqiqweni ngokwaneleyo ukuba ibonakale ingumntu, kodwa yenziwe ngokwaneleyo ukuvelisa ukwaliwa.
Abanye abahlalutyi bezentengiso baye bachaza ukuba, nangona ithoni yenzelwe ukuba ibe yintlekisa kwaye ibaxo, Isixa sesiphithiphithi, i-synthetic aesthetics, kunye nomyalezo ogxekayo malunga neKrisimesi Iphelela ekubeni ivelise imvakalelo yokubanda engahambelaniyo ncam noko kulindelwe luluntu kwiphulo leeholide zohlobo oluphambili.
Ukhetho lokutshintsha “elona xesha limnandi enyakeni” “kwelona libi kakhulu” Kwaye akuzange kuncede ukuthomalalisa loo mbono. Kwabanye ababukeli, indibaniselwano yengoma yeKrisimesi etshintshiweyo, iqonga elingathandekiyo, kunye nohlobo lokutya okukhawulezayo njengomzuzu wokugqibela luphela... Okudanisa ngakumbi kunokuhlekisa.
Ukusabela kumajelo eendaba ezentlalo: ukusuka ekudidekeni ukuya ekwaliweni
Ulwamkelo lwe-intanethi lube lukhuni phantse kwasekuqaleni. Abasebenzisi kuTwitter, Instagram, kunye namanye amaqonga babelane ngevidiyo, beyibiza... "eyoyikekayo", "edandathekisayo" okanye "engenamphefumlo"Abanye baye bathelekisa intengiso kunye neeparodies zeKrisimesi, bechaza ukuba umyalezo ocacileyo ubonakala ngathi "uyiKrisimesi, vele uye eMcDonald's."
Izimvo ezininzi zentsholongwane ziye zagxininisa ukuba Ayisiyonto nje yokujonga izinto ezibonwayo kwi-AI.kodwa ukusuka ekutolikweni kwephulo ngokwalo. Kwabanye ababukeli, inyani yokuba iqumrhu lamazwe ngamazwe elinezixhobo zeMcDonald linokukhetha isiqwenga esiveliswe ziimodeli ezizenzekelayo endaweni yokudubula kwemveli nabantu bokwenyani ibonwa njenge isenzo sokunciphisa iindleko kunye nokunciphisa inkqubo yokuyila.
KuYouTube, impendulo yayingalunganga kangangokuba uMcDonald's khubaza izimvo kwintengiso yevidiyo kwaye emva koko uyishiye kwimowudi yabucalaOku kuye kwatolikwa njengokurhoxiswa ngokwenyani kwephulo kwelo qonga. Nangona kunjalo, iikopi zentengiso ziyaqhubeka zijikeleza kumajelo asekuhlaleni kunye nakumajelo eendaba agubungele ingxabano.
Ku-X, abanye abasebenzisi babhiyozele ukuba uphawu luyifihlile ividiyo, bade babhale loo nto “Ukuxhatshazwa kuyasebenza”Oku kubhekiselele kuxinzelelo oludibeneyo ekucingelwa ukuba lunyanzelise inkampani ukuba irhoxe. Abanye bathathe ithuba lokuhlekisa umahluko phakathi kwengxelo yoshishino, ethengisa i-AI njengendlela yokonga ixesha kunye nemali, kunye nokwamkelwa komvelisi ukuba. Bachitha iiveki bengakhange balale belungisa iziphumo.
I-arhente kunye nokhuselo lwenkampani yemveliso
Ejongene nokugxekwa, i-Sweetshop kunye neqela layo le-AI likhuphe i-a ingxelo yoluntu (yacinywa kamva) apho baye bakhusela iprojekthi. Eso sicatshulwa sagxininisa ukuba eli phulo lalingelo "Iqhinga le-AI"kodwa ifilimu epheleleyo, enenkqubo yomsebenzi enokuthelekiswa naleyo yemveliso yemveli ye-audiovisual.
Abo babephethe bayichaza loo nto Bavelise into abayichaza njenge "idayari" zamawakawaka okudubulaezathi ke ngoko zalungelelaniswa kakuhle, zahluzwa, zaza zadityaniswa. Ngokwe-akhawunti yabo, ukusetyenziswa kweemodeli ezivelisayo akuzange kuphelise imfuneko yokugwetywa kwezobugcisa, kodwa kunoko wongeza umaleko owongezelelweyo wobunzima, kuba i-AI kwafuneka "iqiniseke" ukuba iphendule kwimiyalelo yokuyila ngokudutshulwa.
Umalathisi weThe Sweetshop, eMelanie Bridge, wade wathi injongo yayingeyiyo ukubuyisela isandla somntukodwa kunokwandisa uluhlu lwezixhobo ezikhoyo. "Umbono, incasa, kunye nobunkokeli buya kuhlala bungabantu," waxoxa kwiposti yemidiya yoluntu, egxininisa ukuba abanakuze benze iprojekthi ye-AI ngaphandle komlawuli wokukhokela inkqubo.
Noko ke, kwaloo ndlela yokuzikhusela yabangela ukugculelwa okungakumbi. Kumajelo eendaba ezentlalo, abasebenzisi abaninzi babuze ukuba kutheni, ukuba i-AI kufanele gcina ixesha kunye nezixhoboKuthathe iiveki ezininzi kunye nomgudu omkhulu ukuvelisa isibhengezo ekugqibeleni kangangokuba uninzi loluntu lucinga ukuba asiphumelelanga. Ithoni yezinye iingxelo, ezibonisa i "ukubhala imiyalelo ye-AI" phantse njengempumelelo yobugcisa ngokwayo, into abaqulunqi abaninzi kunye nababukeli abayikhabileyo ngokupheleleyo.
Ingxoxo evulekileyo kwintengiso ye-AI-powered eYurophu
Imeko yentengiso yeKrisimesi yaseMcDonald's Netherlands ingena kwimeko ebanzi, apho Iimpawu eziphambili zaseYurophu ziqala ukuzama ngokunzulu nge-AI yokuvelisa kumaphulo abo. Ngokomzekelo, iCoca-Cola, ngaphambili yayisungule urhwebo lweKrisimesi kusetyenziswa obu bugcisa. ekwahlangatyezwana nayo nokurhanelwa nokugxekwa, ngakumbi kubuhle bayo kunye nokoyika ukutshintshwa kweengcali zoyilo.
EYurophu, apho ingxoxo kwi ukulawulwa kobukrelekrele bokwenziwa Kwaye kunye nokukhuselwa kwabasebenzi benkcubeko ngokukodwa bephila, eli phulo liye lasebenza njengembumbulu kwabo bacinga ukuba i-AI yokuvelisa iteknoloji "echasene noluntu" okanye isongela ngokuthe ngqo ukuqeshwa kwintengiso, ukuyila kunye nemveliso ye-audiovisual.
Abahlalutyi abaliqela babonisa ukuba, nangona itekhnoloji ihambela phambili ngokukhawuleza, ukusetyenziswa kwayo kunxibelelwano lwentengiso inomngcipheko ocacileyo: qhawula unxibelelwano lweemvakalelo nabaphulaphuli Ukuba isiphumo sibonwa njengento ebandayo, engabiziyo, okanye evulelekileyo, loo ngozi iphindaphindwa kwindawo enobuzaza njengeKrismesi, apho ulindelo lweemvakalelo luphezulu.
Kwangelo xesha, ezinye iingcali zentengiso ziyavuma ukuba amanyathelo afana neMcDonald's Netherlands abonisa amandla okudala e-AI ukuphonononga iikhowudi ezintsha ezibonakalayo kunye nokuzisa izihloko ezingathandekiyo, ezifana nobunzima bokwenyani boxinzelelo lweholide. Ungquzulwano, bacebisa, lunokuba lubangelwa ngakumbi inqanaba lokuqala lokwamkelwa kwezi zixhobo ukuba ukungahambelani ngokupheleleyo phakathi kwe-AI kunye nentengiso yeemvakalelo.
Kwimeko nayiphi na into, ukukhutshwa kwesi ntengiso kunye nempendulo kawonkewonke elandelayo sele sele isifundo esingumzekelo kwishishini lentengiso yaseYurophu, eqwalasela ngokusondeleyo umlinganiselo uluntu olukulungele ukuwamkela—okanye ukuwagatya—amaphulo enziwe phantse ngokupheleleyo yi-algorithms.
Kwenzeka ntoni ngeMcDonald's ibonisa ukuba njani Ukudityaniswa kwe-AI yokuvelisa, ithoni egxekayo malunga neKrisimesi, kunye nokubonakala okukhulu kophawu lwehlabathi. Inokubangela ingxabano ngokukhawuleza. Nangona eli phulo laqanjwa ngenjongo yokunyaniseka, ukubonisa isiphithiphithi sokwenyani kaDisemba, kunye nokunika ikhefu ngendlela ye-hamburger, ukubulawa kwayo kuye kwaphembelela amathandabuzo malunga nentengiso eyenziwe ngoomatshini kwaye iphinde yavula, eNetherlands nakwiYurophu iphela, umbuzo osisiseko: Ingakanani indawo esizimisele ukuyinika ubukrelekrele bokwenziwa kumabali esiwasebenzisa mihla le?.
Ndingumntu othanda itekhnoloji ojike umdla wakhe we "geek" waba ngumsebenzi. Ndichithe ngaphezulu kweminyaka eli-10 yobomi bam ndisebenzisa itekhnoloji yokusika kwaye ndikhenkceza ngazo zonke iintlobo zeenkqubo ngenxa yokufuna ukwazi okumsulwa. Ngoku ndiqeqeshelwe ubugcisa bekhompyutha nakwimidlalo yevidiyo. Oku kungenxa yokuba ngaphezu kweminyaka emi-5 ndibhalela iiwebhusayithi ezahlukeneyo kwitekhnoloji kunye nemidlalo yevidiyo, ndisenza amanqaku afuna ukukunika ulwazi oludingayo ngolwimi oluqondakalayo kuye wonke umntu.
Ukuba unayo nayiphi na imibuzo, ulwazi lwam lusuka kuyo yonke into enxulumene nenkqubo yokusebenza yeWindows kunye ne-Android yeefowuni eziphathwayo. Kwaye ukuzinikela kwam kukuwe, ndihlala ndikulungele ukuchitha imizuzu embalwa kwaye ndikuncede usombulule nayiphi na imibuzo onokuba nayo kweli lizwe le-intanethi.