- I-McDonald's Netherlands yethule ukuthengisa kukaKhisimusi okwenziwe cishe ngokuphelele ngobuhlakani bokwenziwa.
- Lo mkhankaso, owenzelwe ukukhombisa isiphithiphithi sangoZibandlela, uthole ukugxekwa kanzima ngenxa yephimbo lawo lobuhle elingehli kahle kanye nokubhuqa.
- Inkampani ekhiqizayo kanye ne-ejensi igcina ukuthi kube nomzamo omkhulu wabantu ohilelekile, ngamaviki okulungisa kanye nezinkulungwane zezithombe ezenziwe.
- Icala livula kabusha impikiswano e-Europe mayelana nokusetshenziswa kwe-AI ekukhangiseni kanye nengozi yokunqanyulwa emphakathini.
Okusha Isikhangiso sikaKhisimusi McDonald's Netherlands, kudalwe cishe ngokuphelele ngobuhlakani bokwenziwaSekube ngesinye sezihloko okukhulunywa ngazo kakhulu ngamaholide, kodwa hhayi impela ngezizathu ezinhle. Obekuhloswe ukuba kube umkhankaso wokuqamba ngendlela ehlekisayo oveza ingcindezi yangoZibandlela kugcine kukhiphe a igagasi lokugxekwa ezinkundleni zokuxhumana nakwamanye amazwe.
Nakuba ukukhangisa okukhiqizwa yi-AI kukhula ngemikhiqizo emikhulu, lesi sikhangiso siphakamise ukukhathazeka mayelana kungakanani ubuchwepheshe bungangena esikhundleni somsebenzi womuntu wokudala? ngaphandle kokulahlekelwa uzwela noma ukuxhumana. Icala likaMcDonald lihlanganisa nezinye izibonelo zakamuva zemikhankaso ye-AI enikwe amandla yi-Coca-Cola noma i-Toys"R"Us ethole ukwamukelwa okusivivi ngendlela efanayo.
Isikhangiso sikaKhisimusi esiyisiphithiphithi, esidalwe cishe ngokuphelele nge-AI
Izentengiso zenziwe ngu McDonald's Netherlands futhi ithuthukiswe yi-ejensi yokudala TBWA\NEBOKO, ngokubambisana nenkampani yokukhiqiza I-Sweetshop kanye nesigaba sayo sokusungulwa kobuhlakani bokwenziwa, TheGardening.ClubLe phrojekthi yaqanjwa ngokuthi Isikhangiso sokuqala somkhiqizo e-Netherlands senziwa kusukela ekuqaleni kuze kube sekugcineni kusetshenziswa i-AI.kokubili ezinhlamvini nasezilungiselelweni.
Isiqephu, esithatha cishe imizuzwana engu-45, sibonisa ukulandelana okusheshayo kwe ngokuphelele kuhlanganiswe izigcawu zikaKhisimusiImindeni ekhungathekile, izidlo zakusihlwa ezinesiphithiphithi, imihlobiso ayihambanga kahle, izipho eziwa emotweni, izihlahla zikaKhisimusi eziqhumayo, amakhekhe ashile, noma ngisho USanta Claus ubambeke esiminyaminyeni sezimoto ukuphonsa uhlobo oluthile lokucasuka. Konke lokhu ngesitayela esihlanekezelwe kancane futhi kwesinye isikhathi esixakile esijwayelekile samamodeli akhiqizayo amanje.
Esikhundleni somlayezo weholide we-saccharine wakudala, isikhangiso sibuyisela ingoma kaKhisimusi. Isikhathi Esimangalisa Kakhulu Sonyaka njengoba "isikhathi esibi kakhulu sonyaka"ukushintsha ifonti ukuze kugcizelele ukuthi, kubantu abaningi, uDisemba ufana kakhulu nawo ukucindezeleka, ukujaha, kanye nokucindezela komphakathi lokho kuletha ukuzola nenjabulo.
Umqondo oyisisekelo kwakuwukwethula uMcDonald's njengohlobo lwe Isiphephelo esinokuthula phakathi kwezinxushunxushu zikaKhisimusiIndawo yokunqamula lapho yonke into ekuzungezile ibonakala njengenhlekelele. Kodwa-ke, ukwenziwa okubukwayo okuqhutshwa yi-AI kubangele ukusabela okuphambene nalokho obekulindelwe umkhiqizo.
Ikhuthazwe yingcindezi yempilo yangempela kaDisemba
Lo mkhankaso usekelwa a ucwaningo olwenziwe yinkampani iMediaTest yaseNetherlandsUcwaningo luphetha ngokuthi cishe izingxenye ezimbili kwezintathu zabathengi bangathanda ukuba nesikhathi esengeziwe sabo ngoDisemba. Ngamanye amazwi, iningi libheka amaholide njengenkathi egcwele izibopho, umndeni kanye nokulindelwe emsebenzini, kunokuba kube isikhathi sokuphumula.
Ngokusekelwe kulokho, i-McDonald's kanye ne-TBWA\NEBOKO banquma hlukana nesithombe esiphelele sikaKhisimusi ovame ukukubona ezikhangisweni: awekho amatafula acwebile, imindeni efanelekile, noma amagumbi okuhlala angenabala. Kunalokho, bakhetha ukukhombisa uhlangothi lwamaholide olungabukeki kangako nolwansuku zonkeukuthatha isiphithiphithi sasekhaya endaweni eyihaba futhi ecishe ibe yikhathuni.
Ngokwemithombo yemboni, inhloso yokudala kwaba Xhumana nesizukulwane esisha, ikakhulukazi u-Gen Z, abathambekele ekungayethembini imiyalezo ezwela ngokweqile futhi bazazise kakhulu izindaba ezithembekile, ngisho nalapho zingakhululekile noma zibonisa ukuba sengozini.
Empeleni, indawo iyingxenye yesikhulumi esingokomlando somkhiqizo "UDisemba angasebenzisa iMcDonald's encane", ulayini wokuxhumana osetshenziswa inethiwekhi ukuze izimise njengendawo encane yokuphumula enye yezinyanga ezimatasa kakhulu onyakeniKulo nyaka, e-Netherlands, umkhankaso uphelezelwa a ikhalenda yesipho sedijithali ngaphakathi kohlelo lokusebenza, enikeza isimanga sansuku zonke phakathi no-December.
Indlela isimemezelo senzeke ngayo: okuningi kakhulu kunokucindezela inkinobho
Kude nokuba isilingo esilula, inkampani yokukhiqiza I-Sweetshop, kanye nesigaba sayo se-AI TheGardening.Club kanye ne-duo eqondisayo LAM (I-Sweetshop UK) igcizelela ukuthi ngemuva kwesiqephu kwakukhona inqubo yokukhiqiza eqinile futhi endeAbantu abambalwa abaphethe lo msebenzi baye bagcizelela ukuthi "i-AI ayizange yenze le movie, senze," egcizelela indima yeqembu labantu.
Ngokwezitatimende ezishicilelwe emithonjeni yezindaba ekhethekile, Cishe abayishumi be-AI kanye nochwepheshe bangemuva kokukhiqiza basebenze isikhathi esigcwele cishe amasonto amahlanu kuya kwayisikhombisa emkhankasweni. Umsebenzi ubuhlanganisa ukukhiqiza izinkulungwane zamashothi, ukuphindaphinda kuzo, ukukhetha ezisebenza kahle kakhulu, ukuhlanganisa ukulandisa, nokwenza izinguquko ezenziwa ngesandla ukuze kuzuzwe umphumela ohambisanayo.
Ithimba lichaza inqubo njengohlobo lwe ukuqopha okubonakalayoEsikhundleni samakhamera aphathekayo namasethi, amamodeli akhiqizayo asetshenziselwa ukudala izindawo, izinhlamvu, nokugqwayiza. Noma kunjalo, bagcizelela ukuthi abekhona isiqondiso sokudala umzuzu nomzuzu, nezinqumo zomuntu mayelana nesigqi, iphimbo, ukwakheka, nokugxila kwemizwelo.
Kulabo abaphethe umkhankaso, i-AI ithathwa njenge ithuluzi ngaphakathi “kwebhokisi lezisetshenziswa” elibanzifuthi hhayi esikhundleni esiqondile sobuciko be-audiovisual. Ngokombono wabo, lolu hlobo lwephrojekthi lunganweba ulimi olubonakalayo olutholakala ekukhangiseni, luvumele izimo ezingaphezulu kwe-surreal noma okunzima ukuzenza kabusha kuhlu lwefilimu yendabuko.
I-aesthetics ye-AI kanye nenkinga "yesigodi esingaqondakali"
Naphezu kwawo wonke lowo msebenzi, enye yezinto ezigxekwa kakhulu kulesi sikhangiso kube ngeyaso Ukubukeka okubonakalayo okukhiqizwa yi-AIEzigcawini eziningi, izici zingabonakala ezihlotshaniswa ngokushesha nalolu hlobo lobuchwepheshe namuhla: ukunyakaza okuqinile, ubuso obukhubazekile kancane, izandla nezitho zomzimba ezibonakala zisonteka ngendlela engavamile, noma ingemuva elishintsha ngokucashile lisuka ekudutshulweni kuya kwelinye.
Lokhu kungapheleli, kuhlanganiswe ne-a umhlangano osheshayo kakhulu (izithombe ezimfishane ngokwedlulele ngenxa yobunzima bamamodeli ukugcina ukuvumelana ngokulandelana okude), kuholele ababukeli abaningi ukuba bachaze umphumela "njengoyinqaba," "okuphazamisayo," noma "okwethusayo." Amazwana ambalwa asho isikhangiso leso Iwela ngokuqondile kulokho okubizwa ngokuthi "isigodi esingaqondakali": okungokoqobo ngokwanele ukuze kubonakale njengomuntu, kodwa okwenziwa ngokwanele ukukhiqiza ukwaliwa.
Abanye abahlaziyi bezokumaketha baveze ukuthi, nakuba ithoni bekuhloswe ngayo ukuba ibe yindida futhi ibe nehaba, Isamba sezinxushunxushu, ubuhle bokwenziwa, kanye nomlayezo obhuqayo ngoKhisimusi Igcina iveza umuzwa wokubanda ongahambisani kakhulu nalokho umphakathi okulindele emkhankasweni wamaholidi owenziwa yinkampani enkulu.
Inketho yokuguqula “isikhathi esimnandi kakhulu sonyaka” “esibi kakhulu” Futhi akuzange kusize ukuthambisa lowo mbono. Kwezinye izibukeli, inhlanganisela yengoma kaKhisimusi eshintshiwe, isiteji esixakile, kanye nebhrendi yokudla okusheshayo njengendlela yokuphila yomzuzu wokugcina igcina... Okudabukisayo kunokuhlekisa.
Ukusabela ezinkundleni zokuxhumana: ukusuka ekudidekeni kuya ekwenqatshweni ngokuphelele
Ukwamukela ku-inthanethi bekunonya cishe kusukela ekuqaleni. Abasebenzisi abaku-Twitter, Instagram, nezinye izinkundla babelane ngevidiyo, beyibiza... "esabekayo", "ecindezelayo" noma "engenamphefumulo"Abanye baqhathanise isikhangiso namaparodies kaKhisimusi, beveza ukuthi umlayezo ongacacile ubonakala sengathi "uKhisimusi, vele uye kwaMcDonald's."
Imibono eminingana yegciwane ikugcizelele lokho Akuyona nje indaba yamaphutha okubukwayo ku-AI.kodwa kunalokho kusukela ekuchazeni umkhankaso ngokwawo. Kwezinye izibukeli, iqiniso lokuthi inkampani yamazwe ngamazwe enezinsiza zikaMcDonald ingakhetha ucezu olukhiqizwe amamodeli azenzakalelayo esikhundleni sokuthwebula kwendabuko nabantu bangempela lithathwa njenge isenzo sokunciphisa izindleko kanye nokululaza inqubo yokudala.
Ku-YouTube, ukusabela kube kubi kangangokuthi abakwaMcDonald's balingana khubaza ukuphawula esikhangisweni sevidiyo bese uyasishiya kwimodi yangaseseLokhu kuhunyushwe njengokuhoxiswa kweqiniso komkhankaso kuleyo nkundla. Yize kunjalo kodwa amakhophi alesi sikhangiso asaqhubeka nokusabalala ezinkundleni zokuxhumana nasemithonjeni yezindaba eke yabika le ngxabano.
Ku-X, abanye abasebenzisi babungaze ukuthi uhlobo luyifihlile ividiyo, baze babhala lokho “Ubuxhwanguxhwangu buyasebenza”Lokhu kubhekise engcindezini ehlangene okuthiwa iphoqe inkampani ukuthi ihlehle. Abanye bathathe leli thuba bahlekisa ngomehluko phakathi kokulandisa kwemboni, okuthengisa i-AI njengendlela yokonga isikhathi nemali, kanye nokuvuma komkhiqizi ukuthi Bachitha amasonto bengalali belungisa umphumela.
I-ejensi kanye nokuzivikela kwenkampani ekhiqizayo
Ibhekene nenqwaba yokugxekwa, i-Sweetshop nethimba layo le-AI bakhiphe i-a isitatimende somphakathi (sasuswa kamuva) lapho bevikela khona umsebenzi. Lowo mbhalo wagcizelela ukuthi umkhankaso wawungewona a "I-AI trick"kodwa ifilimu egcwele ngokugcwele, enenqubo yokusebenza efana neyokukhiqiza okulalelwayo nokubonwayo kwendabuko.
Ababephethe bakuchaza lokho Bakhiqize abakuchaza ngokuthi "idayari" yezinkulungwane zamashothiezabe sezihlelwa ngokucophelela, zahlungwa, futhi zahlanganiswa. Ngokusho kwe-akhawunti yabo, ukusetshenziswa kwamamodeli akhiqizayo akuqedanga isidingo sokwahlulela kwezobuciko, kodwa kunezela ungqimba olwengeziwe lobunzima, ngoba i-AI kwakudingeka "iqiniseke" ukuphendula imiyalelo yokudala edutshulwa ngokudubula.
Umqondisi we-The Sweetshop, i-Melanie Bridge, waze wathi injongo yayingeyona ukuthatha isikhundla sesandla somuntukodwa kunalokho ukwandisa ububanzi bamathuluzi atholakalayo. "Umbono, ukunambitheka, nobuholi buzohlala bungabantu," esho engosini yezokuxhumana, egcizelela ukuthi abasoze benza iphrojekthi ye-AI ngaphandle komqondisi ozoqondisa inqubo.
Nokho, lokho kuzivikela okufanayo kwabangela ukugconwa okwengeziwe. Ezinkundleni zokuxhumana, abasebenzisi abaningi babuze ukuthi kungani, uma i-AI bekufanele yonga isikhathi nezinsizaKwase kuthathe amasonto amaningi nomzamo omkhulu ekugcineni ukukhiqiza isikhangiso kangangokuthi ingxenye enkulu yomphakathi ibheka ukwehluleka. Ithoni yezinye izitatimende, ezethula i "ukubhala imiyalelo ye-AI" cishe njengempumelelo yobuciko ngokwayo, into abadali abaningi nababukeli abayinqaba ngokuphelele.
Inkulumompikiswano evulekile mayelana nokukhangisa okunamandla e-AI eYurophu
Indaba yesikhangiso sikaKhisimusi sikaMcDonald's Netherlands singena esimweni esibanzi, lapho Imikhiqizo emikhulu yaseYurophu isiqala ukuzama kanzima nge-generative AI emikhankasweni yabo. Ngokwesibonelo, i-Coca-Cola, ngaphambili yayisungule intengiso kaKhisimusi isebenzisa lobu buchwepheshe. nayo eyahlangatshezwa nokusolwa nokugxekwa, ikakhulukazi ngobuhle bayo kanye nokwesaba ukushintshwa kwezingcweti zobuciko.
EYurophu, lapho impikiswano mayelana ukulawulwa kobuhlakani bokwenziwa Futhi ngokuvikelwa kwabasebenzi bezamasiko ikakhulukazi abaphilayo, lo mkhankaso usebenze njengezinhlamvu kulabo ababheka i-AI ekhiqizayo njengobuchwepheshe "obuphikisana nomuntu" noma obusongela ukuqashwa ngokuqondile ekukhangiseni, ekuklameni nasekukhiqizeni okulalelwayo nokubonwayo.
Abahlaziyi abaningana baveza ukuthi, nakuba ubuchwepheshe buthuthuka ngokushesha, ukusetshenziswa kwabo ekuxhumaneni nomkhiqizo kunengozi esobala: nqamula ukuxhumana okungokomzwelo nezilaleli Uma umphumela ubonakala ubanda, ushibhile, noma ungosomathuba nje kuphela, leyo ngozi iyanda endaweni ebucayi njengoKhisimusi, lapho okulindelwe khona ngokomzwelo kuphezulu.
Ngaso leso sikhathi, abanye ochwepheshe bezentengiso bayavuma ukuthi izinhlelo ezifana ne-McDonald's Netherlands amandla okudala e-AI okuhlola amakhodi amasha abonakalayo kanye nokuveza izihloko ezingakhululekile, njengesisindo sangempela sengcindezi yamaholide. Ukungqubuzana, baphakamisa, kungase kube ngenxa yezizathu eziningi isigaba sokuqala sokwamukelwa kwala mathuluzi lokho ekungahambelani okuphelele phakathi kwe-AI nokukhangisa ngokomzwelo.
Kunoma ikuphi, ukukhishwa kwalesi sikhangiso kanye nempendulo yomphakathi elandelayo sekuvele kwaba isifundo esiyisibonelo semboni yokukhangisa yaseYurophu, elibhekisisa izinga umphakathi ozimisele ngalo ukwamukela—noma ukwenqaba—imikhankaso edalwe cishe ngokuphelele ngama-algorithms.
Okwenzeka ngeMcDonald's kubonisa ukuthi kanjani Inhlanganisela ye-AI ekhiqizayo, ithoni yokubhuqa ngoKhisimusi, kanye nokubonakala okukhulu komkhiqizo womhlaba. Ingasusa ingxabano ngokushesha. Nakuba lo mkhankaso uqanjwe ngenhloso yokwethembeka, ubonisa isiphithiphithi sangempela sangoDisemba, futhi unikeza ikhefu ngendlela ye-hamburger, ukubulawa kwawo kugcine kubhebhethekisa ukungabaza mayelana nokukhangisa okukhiqizwa ngomshini futhi sekuvulwe kabusha, eNetherlands nakulo lonke elaseYurophu, umbuzo obalulekile: Singakanani isikhala esizimisele ukusinikeza ubuhlakani bokwenziwa ezindabeni esizisebenzisa nsuku zonke?.
Ngingumshisekeli wezobuchwepheshe oguqule izintshisekelo zakhe "ze-geek" zaba umsebenzi. Ngichithe iminyaka engaphezu kwengu-10 yempilo yami ngisebenzisa ubuchwepheshe obusezingeni eliphezulu kanye nokukitaza ngazo zonke izinhlobo zezinhlelo ngenxa yelukuluku lokufuna ukwazi. Manje sengiqeqeshelwe ubuchwepheshe be-computer nemidlalo yama-video. Lokhu kungenxa yokuthi sekuphele iminyaka engaphezu kwengu-5 ngisebenza ngokubhalela amawebhusayithi ahlukahlukene ezobuchwepheshe nemidlalo yevidiyo, ngenza izindatshana ezifuna ukukunikeza imininingwane oyidingayo ngolimi oluqondakala yiwo wonke umuntu.
Uma unemibuzo, ulwazi lwami lusukela kuyo yonke into ehlobene nesistimu yokusebenza ye-Windows kanye ne-Android yomakhalekhukhwini. Futhi ukuzibophezela kwami kuwe, ngihlala ngizimisele ukuchitha amaminithi ambalwa futhi ngikusize uxazulule noma yimiphi imibuzo ongase ube nayo kulo mhlaba we-inthanethi.