{"id":108039,"date":"2026-06-05T08:58:20","date_gmt":"2026-06-05T08:58:20","guid":{"rendered":"https:\/\/www.europesays.com\/cz\/108039\/"},"modified":"2026-06-05T08:58:20","modified_gmt":"2026-06-05T08:58:20","slug":"vyhledavac-se-meni-v-agenta-s-povolenim-nakupovat-google-ukazal-chytry-kosik","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/cz\/108039\/","title":{"rendered":"Vyhled\u00e1va\u010d se m\u011bn\u00ed v\u00a0agenta s\u00a0povolen\u00edm nakupovat. Google uk\u00e1zal chytr\u00fd ko\u0161\u00edk"},"content":{"rendered":"

\u201eRe\u017eim AI je naprost\u00e9 zjeven\u00ed. Je to nejv\u011bt\u0161\u00ed zm\u011bna na\u0161eho hled\u00e1n\u00ed v\u00a0historii. A\u00a0lid\u00e9 jej miluj\u00ed,\u201c uvedl Sundar Pichai, \u0161\u00e9f spole\u010dnosti Google, b\u011bhem hlavn\u00ed prezentace<\/a> v\u00fdvoj\u00e1\u0159sk\u00e9 konference.<\/p>\n

Dalo by se \u0159\u00edci, \u017ee se m\u011bn\u00ed samotn\u00e1 filozofie cel\u00e9 interakce mezi Googlem a\u00a0u\u017eivatelem. U\u017e to nen\u00ed \u010dlov\u011bk, kdo hled\u00e1, kdo posuzuje v\u00fdsledky a\u00a0pro\u010d\u00edt\u00e1 nalezen\u00e9 str\u00e1nky. Um\u011bl\u00e1 inteligence projde nalezen\u00e9 weby a\u00a0d\u00e1 dohromady text u\u017eivateli p\u0159\u00edmo na m\u00edru.<\/p>\n

Foto: Google<\/p>\n

Vyhled\u00e1vac\u00ed pol\u00ed\u010dko Google je nyn\u00ed nov\u011b p\u0159izp\u016fsoben\u00e9 na dlouh\u00e9 unik\u00e1tn\u00ed dotazy. Generativn\u00ed AI bude n\u00e1v\u0161t\u011bvn\u00edk\u016fm \u201ena\u0161ept\u00e1vat\u201c u\u017e p\u0159i jejich\u017e formulaci. Je zjevn\u00e9, \u017ee Google t\u00edmto chce u\u017eivatele povzbudit k\u00a0tomu, aby pokl\u00e1dali slo\u017eit\u00e9 a\u00a0klidn\u011b i\u00a0vysoce personalizovan\u00e9 dotazy. <\/p>\n

Vyhled\u00e1va\u010d Google postupn\u011b dost\u00e1v\u00e1 nov\u00fd vzhled a\u00a0p\u0159edev\u0161\u00edm nov\u00e9 funkce zalo\u017een\u00e9 na generativn\u00ed AI. Co\u017e m\u016f\u017ee b\u00fdt na prvn\u00ed pohled p\u0159ekvapiv\u00e9: Google nen\u00ed v\u00a0pozici, kdy by musel n\u011bco m\u011bnit, p\u0159\u00edjmy spole\u010dnosti jsou rekordn\u00ed.<\/p>\n

Poch\u00e1zej\u00ed p\u0159ev\u00e1\u017en\u011b z\u00a0reklam, na kter\u00e9 lid\u00e9 klikaj\u00ed p\u0159i hled\u00e1n\u00ed. To je skute\u010dnost, kter\u00e1 je konstantn\u00ed minim\u00e1ln\u011b posledn\u00edch 20\u00a0let, a\u010dkoli se postupn\u011b m\u011bn\u00ed, jak firma Alphabet (mate\u0159sk\u00e1 spole\u010dnost vlastn\u00edc\u00ed Google) roz\u0161i\u0159uje pole p\u016fsobnosti. Reklamy d\u0159\u00edve tvo\u0159ily p\u0159es 90\u00a0% p\u0159\u00edjm\u016f Google, nyn\u00ed je to kolem 75\u00a0%. <\/p>\n

S t\u00edm, jak d\u00e1v\u00e1 vyhled\u00e1va\u010d odpov\u011bdi, sni\u017euje se po\u010det lid\u00ed, kte\u0159\u00ed c\u00edt\u00ed pot\u0159ebu klikat na zobrazen\u00e9 odkazy. Co\u017e d\u011bl\u00e1 pochopiteln\u011b vr\u00e1sky provozovatel\u016fm obsahov\u00fdch web\u016f, kter\u00fdm vysych\u00e1 kdysi v\u00fdznamn\u00fd zdroj n\u00e1v\u0161t\u011bvnosti. Ale lze spekulovat, \u017ee je to probl\u00e9m i\u00a0pro samotn\u00fd Google: m\u00e9n\u011b klik\u016f obecn\u011b znamen\u00e1 i\u00a0m\u00e9n\u011b klik\u016f na reklamy. Google proto jist\u011b bude hledat zp\u016fsoby, jak vyd\u011blat na odpov\u011bd\u00edch, kter\u00e9 lid\u00e9 na jeho str\u00e1nk\u00e1ch dostanou.<\/p>\n

Jeden ze zp\u016fsob\u016f by mohl souviset s\u00a0nakupov\u00e1n\u00edm. Google uk\u00e1zal \u201enakupovac\u00ed agenty\u201c i \u201einteligentn\u00ed n\u00e1kupn\u00ed ko\u0161\u00edk\u201c, kter\u00e9 by se \u010dasem teoreticky mohly st\u00e1t zdrojem p\u0159\u00edjm\u016f. Firma by tak mohla p\u0159esko\u010dit reklamu a\u00a0st\u00e1t se p\u0159\u00edmo zprost\u0159edkovatelem n\u00e1kupu. To otev\u00edr\u00e1 \u00fapln\u011b nov\u00e9 mo\u017enosti.<\/p>\n

Nen\u00ed zat\u00edm jasn\u00e9, zda o\u00a0n\u011b budou m\u00edt u\u017eivatel\u00e9 z\u00e1jem. Google ale uk\u00e1zal n\u011bkolik n\u00e1pad\u016f, kter\u00e9 nazna\u010duj\u00ed, \u010d\u00edm by je mohl zkusit p\u0159esv\u011bd\u010dit, aby sv\u011b\u0159ili svou pen\u011b\u017eenku agentovi a\u00a0ten nakoupil za n\u011b.<\/p>\n

Um\u011bl\u00e1 inteligence hled\u00e1 uplatn\u011bn\u00ed<\/p>\n

\u201eLid\u00e9, kte\u0159\u00ed pou\u017e\u00edvaj\u00ed na\u0161e AI funkce ve vyhled\u00e1v\u00e1n\u00ed, pak v\u00edce pou\u017e\u00edvaj\u00ed n\u00e1\u0161 vyhled\u00e1va\u010d,\u201c konstatoval na konferenci Pichai. Pochlubil se, \u017ee Google je nyn\u00ed slu\u017ebou, kter\u00e1 generativn\u00ed um\u011blou inteligenc\u00ed p\u0159in\u00e1\u0161\u00ed nejv\u00edce lidem na sv\u011bt\u011b. <\/p>\n

Nastavil t\u00edm t\u00f3n cel\u00e9 (t\u00e9m\u011b\u0159 dvouhodinov\u00e9) prezentace novinek, a\u00a0jasn\u011b se vymezil proti hlas\u016fm<\/a>, kter\u00e9 volaj\u00ed po n\u00e1vratu \u201estar\u00e9ho dobr\u00e9ho vyhled\u00e1v\u00e1n\u00ed bez AI\u201c. Podle \u0161\u00e9fa Google toti\u017e \u010d\u00edsla mluv\u00ed za v\u0161e: funkce AI p\u0159ehled\u016f m\u00e1 p\u0159es dv\u011b a\u00a0p\u016fl miliardy u\u017eivatel\u016f na cel\u00e9m sv\u011bt\u011b a\u00a0funkce \u201eAI re\u017eim vyhled\u00e1v\u00e1n\u00ed\u201c p\u0159es miliardu. <\/p>\n

To je pro Google\u00a0\u2013 kter\u00fd se u\u017e p\u0159ed deseti lety ozna\u010dil za firmu maj\u00edc\u00ed AI na prvn\u00edm m\u00edst\u011b\u00a0\u2013 rozhodn\u011b \u00fasp\u011bch. \u010c\u00edsla maj\u00ed zjevn\u011b za \u00fakol vyvr\u00e1tit dojem, \u017ee \u201eGoogle v\u00a0AI zaspal\u201c, nebo \u017ee mu snad ujel n\u011bjak\u00fd genAI vlak<\/a>. Google m\u00e1 v\u00a0tomto ohledu velkou v\u00fdhodu: disponuje ohromnou u\u017eivatelskou z\u00e1kladnou. \u201eM\u00e1me 13\u00a0slu\u017eeb, kter\u00e9 pou\u017e\u00edv\u00e1 v\u00edce ne\u017e miliarda lid\u00ed na cel\u00e9m sv\u011bt\u011b,\u201c p\u0159ipom\u00edn\u00e1 Pichai.<\/p>\n

P\u011bt z\u00a0t\u011bch slu\u017eeb (vyhled\u00e1va\u010d Google, mailov\u00fd klient Gmail, opera\u010dn\u00ed syst\u00e9m Android, prohl\u00ed\u017ee\u010d Chrome a\u00a0soci\u00e1ln\u00ed videos\u00ed\u0165 YouTube) maj\u00ed dokonce p\u0159es t\u0159i miliardy u\u017eivatel\u016f. Google tak m\u00e1 \u00fakol sh\u00e1n\u011bn\u00ed nov\u00fdch u\u017eivatel\u016f o\u00a0n\u011bco jednodu\u0161\u0161\u00ed: kdy\u017e zavede AI funkce do n\u011bjak\u00e9ho sv\u00e9ho produktu, m\u00e1 o\u00a0velk\u00e9 mno\u017estv\u00ed u\u017eivatel\u016f postar\u00e1no.<\/p>\n

Jen\u017ee zat\u00edmco hlavn\u00ed konkuren\u010dn\u00ed laborato\u0159e OpenAI a\u00a0Anthropic stav\u00ed sv\u00e9 chatboty na zelen\u00e9 louce, Google si chatbotem Gemini do zna\u010dn\u00e9 m\u00edry kanibalizuje vlastn\u00ed vlajkovou lo\u010f. \u010c\u00edm v\u00edce budou lid\u00e9 pou\u017e\u00edvat Gemini, t\u00edm m\u00e9n\u011b by mohli hledat odpov\u011bdi skrze dob\u0159e vyd\u011bl\u00e1vaj\u00edc\u00ed vyhled\u00e1va\u010d.<\/p>\n

Na druhou stranu si Google pravd\u011bpodobn\u011b spo\u010d\u00edtal, \u017ee pokud by nov\u00fd trend p\u0159ehl\u00ed\u017eel, mohli by si lid\u00e9 zvyknout pt\u00e1t se chatbot\u016f a\u00a0na vyhled\u00e1va\u010d postupn\u011b zapomenout. Google tak pracuje na tom, aby s\u00e1m sebe nahradil a\u00a0z\u016fstal relevantn\u00ed i\u00a0v \u00e9\u0159e, ve kter\u00e9 vyhled\u00e1va\u010d nepou\u017e\u00edvaj\u00ed lid\u00e9 nap\u0159\u00edmo.<\/p>\n

Vyhled\u00e1va\u010d bez klik\u00e1n\u00ed na v\u00fdsledky<\/p>\n

\u201eGoogle vyhled\u00e1v\u00e1n\u00ed je nyn\u00ed vyhled\u00e1v\u00e1n\u00ed pomoc\u00ed AI, a\u00a0to skrz naskrz,\u201c \u0159ekla \u0161\u00e9fka vyhled\u00e1v\u00e1n\u00ed Liz Reidov\u00e1 b\u011bhem prezentace bez obalu to, o\u00a0\u010dem se zat\u00edm sp\u00ed\u0161e spekulovalo. <\/p>\n

Nejpou\u017e\u00edvan\u011bj\u0161\u00ed vyhled\u00e1va\u010d sv\u011bta experimentuje s\u00a0AI funkcemi p\u0159\u00edmo ve v\u00fdsledc\u00edch hled\u00e1n\u00ed od l\u00e9ta 2023 <\/a>, od lo\u0148sk\u00e9ho roku je znaj\u00ed i\u00a0\u010de\u0161t\u00ed u\u017eivatel\u00e9<\/a>. Klasick\u00fdch deset modr\u00fdch odkaz\u016f (to, \u010demu odborn\u00edci p\u0159ezd\u00edvaj\u00ed organick\u00e9 v\u00fdsledky hled\u00e1n\u00ed) se tak postupn\u011b odsouvalo na vedlej\u0161\u00ed kolej.<\/p>\n

Lid\u00e9 tak \u010d\u00edm d\u00e1l \u010dast\u011bji dostanou odpov\u011b\u010f na to, co hledali, ani\u017e by museli na cokoli klikat. U\u017e dlouho se to t\u00fdk\u00e1 faktick\u00fdch dotaz\u016f (obl\u00edben\u00e9 jsou t\u0159eba vestav\u011bn\u00e9 funkce pro konverzi m\u011bn), p\u0159edpov\u011bdi po\u010das\u00ed nebo hled\u00e1n\u00ed \u017eivotopisu podle jm\u00e9na. Jen\u017ee \u010d\u00edm d\u00e1l \u010dast\u011bji lidem sta\u010d\u00ed odpov\u011b\u010f vygenerovan\u00e1 AI. <\/p>\n

Um\u011bl\u00e1 inteligence m\u00e1 sklon si vym\u00fd\u0161let<\/p>\n

Od sam\u00e9ho za\u010d\u00e1tku se \u0159e\u0161\u00ed riziko \u0161patn\u00fdch, ned\u016fv\u011bryhodn\u00fdch nebo nepravdiv\u00fdch AI p\u0159ehled\u016f. N\u011bkdy jsou to chyby vtipn\u00e9, jako kdy\u017e um\u011bl\u00e1 inteligence radila lidem<\/a>, aby jedli alespo\u0148 jeden k\u00e1men denn\u011b. Jindy p\u0159ekvapiv\u011b vytrval\u00e9: AI p\u0159ehledy (i mnoh\u00e9 chatboty) dlouhodob\u011b tvrd\u00ed, \u017ee na pra\u017esk\u00e9m leti\u0161ti je otev\u0159en\u00e1 po\u0161ta, p\u0159esto\u017ee u\u017e tam n\u011bkolik let nen\u00ed<\/a>.<\/p>\n

Souvis\u00ed to se zn\u00e1mou charakteristikou generativn\u00ed AI, takzvan\u00fdmi halucinacemi, tedy schopnost\u00ed um\u011bl\u00e9 inteligence generovat v\u011brohodn\u011b zn\u011bj\u00edc\u00ed texty bez ohledu na realitu.<\/p>\n

<\/a><\/p>\n

N\u011bkter\u00e9 studie nazna\u010duj\u00ed<\/a>, \u017ee halucinace byly je\u0161t\u011b v\u00a0roce 2025\u00a0p\u0159ekvapiv\u011b \u010dast\u00e9, u\u00a0zpr\u00e1v chatboty chybovaly ve v\u00edce ne\u017e polovin\u011b p\u0159\u00edpad\u016f: pou\u017e\u00edvaly neexistuj\u00edc\u00ed re\u00e1lie, p\u0159ipisovaly citace jin\u00fdm zdroj\u016fm, nebo pou\u017e\u00edvaly zastaral\u00e9 \u010di ned\u016fv\u011bryhodn\u00e9 weby. Studie z\u00a0dubna 2026\u00a0<\/a>ukazuje, \u017ee konkr\u00e9tn\u011b Google AI p\u0159ehledy obsahovaly chybu v\u00a0dev\u00edti procentech p\u0159\u00edpad\u016f a\u00a0v dal\u0161\u00edch 52\u00a0% p\u0159\u00edpad\u016f neuvedly zdroje ke v\u0161em tvrzen\u00edm. <\/p>\n

Ne v\u017edy je odpov\u011b\u010f od AI p\u0159esn\u00e1 nebo spolehliv\u00e1. Je ale pravda, \u017ee ani proklik\u00e1v\u00e1n\u00ed odkaz\u016f v \u201eklasick\u00e9m vyhled\u00e1v\u00e1n\u00ed\u201c nemuselo lidi v\u017edy dov\u00e9st k\u00a0pravdiv\u00e9mu a\u00a0spolehliv\u011b ov\u011b\u0159en\u00e9mu v\u00fdsledku. \u0158ada u\u017eivatel\u016f tak zjevn\u011b vn\u00edm\u00e1 \u010dasovou \u00fasporu\u00a0\u2013 alespo\u0148 u\u00a0n\u011bkter\u00fdch typ\u016f dotaz\u016f\u00a0\u2013 jako dostate\u010dn\u011b l\u00e1kavou a\u00a0spokoj\u00ed se se zobrazen\u00fdmi v\u00fdsledky, ani\u017e na n\u011bco klik\u00e1.<\/p>\n

\u201eNakupov\u00e1n\u00ed s\u00a0AI je z\u00e1bavn\u011bj\u0161\u00ed\u201c<\/p>\n

N\u00e1kupy na internetu pat\u0159\u00ed k\u00a0popul\u00e1rn\u00ed \u010dinnosti nejen v\u00a0USA, ale po cel\u00e9m sv\u011bt\u011b. Lid\u00e9 obvykle oce\u0148uj\u00ed, \u017ee mohou rychle porovnat velk\u00e9 mno\u017estv\u00ed nab\u00eddek. Jen\u017ee takov\u00e9 porovn\u00e1v\u00e1n\u00ed je pom\u011brn\u011b n\u00e1ro\u010dn\u00e9 na \u010das. U\u017e nyn\u00ed lid\u00e9 \u010dasto hled\u00e1n\u00ed konzultuj\u00ed s\u00a0r\u016fzn\u00fdmi chatboty. Zvl\u00e1\u0161t\u011b pokud p\u0159esn\u011b nev\u00edte, co chcete koupit, uv\u00edt\u00e1te mo\u017en\u00e1, kdy\u017e chatbot rozhodne za v\u00e1s. Pr\u00e1v\u011b to slibuj\u00ed \u201enakupuj\u00edc\u00ed agenti\u201c.<\/p>\n

\u201eU\u017e nyn\u00ed je v\u00a0katalogu Google Shopping Graph p\u0159es 60\u00a0miliard r\u016fzn\u00fdch produkt\u016f,\u201c p\u0159ipomn\u011bla Vidhya Srinivasanov\u00e1, viceprezidentka Google pro reklamy a\u00a0obchod. \u201eUm\u011bl\u00e1 inteligence Gemini pak p\u0159in\u00e1\u0161\u00ed \u00fapln\u011b nov\u00e9 zp\u016fsoby nakupov\u00e1n\u00ed. Bude to v\u00fdkonn\u011bj\u0161\u00ed, inteligentn\u011bj\u0161\u00ed a\u00a0z\u00e1bavn\u011bj\u0161\u00ed,\u201c sl\u00edbila. <\/p>\n

Foto: Google<\/p>\n

Google slibuje \u201e\u00fapln\u011b nov\u00e9 zp\u016fsoby nakupov\u00e1n\u00ed\u201c d\u00edky AI agent\u016fm.<\/p>\n

P\u0159\u00edkladem takov\u00e9ho z\u00e1bavn\u00e9ho nakupov\u00e1n\u00ed m\u016f\u017ee b\u00fdt zakrou\u017ekov\u00e1n\u00ed bot nebo slune\u010dn\u00edch br\u00fdl\u00ed, kter\u00e9 vid\u00edte na videu, p\u0159\u00edmo na obrazovce telefonu. Nov\u011b by mohla b\u00fdt koup\u011b t\u011bchto dopl\u0148k\u016f ot\u00e1zkou doslova n\u011bkolika sekund a\u00a0jednoho povelu chatbotu. <\/p>\n

Jin\u00fd p\u0159\u00edklad uk\u00e1zal Google u\u017e p\u0159ed m\u011bs\u00edcem v\u00a0r\u00e1mci prezentace novinek v\u00a0mobiln\u00edm syst\u00e9mu Android<\/a>. U\u017eivatel pr\u00fd bude moci vyfotit plak\u00e1t s\u00a0koncertem, nadiktovat p\u0159\u00edkaz \u201ekup mi dv\u011b m\u00edsta na tento koncert\u201c a\u00a0AI agent se o\u00a0to postar\u00e1. <\/p>\n

\u201eTakhle to p\u0159ece nem\u016f\u017ee fungovat,\u201c kritizoval<\/a> uk\u00e1zku Marques Brownlee. \u201eNemysl\u00edm si, \u017ee bych v\u011b\u0159il, \u017ee to v\u0161echno AI vybere tak, jak bych cht\u011bl. Co kdy\u017e vybere nevhodn\u00e1 m\u00edsta, nebo jin\u00e9 datum, ne\u017e jsem cht\u011bl, nebo budou dra\u017e\u0161\u00ed, ne\u017e by se mi l\u00edbilo.\u201c Tak\u00e9 jeho fanou\u0161ci v\u00a0neform\u00e1ln\u00ed anket\u011b pov\u011bt\u0161inou potvrzovali<\/a>, \u017ee takov\u00e9 automatick\u00e9 \u201eagentsk\u00e9\u201c n\u00e1kupy necht\u011bj\u00ed.<\/p>\n

Nechali byste za sebe nakoupit chatbot?<\/p>\n

Anketa<\/p>\n

Nechali byste AI agenta, aby za v\u00e1s nakupoval?<\/p>\n

Nech\u00e1m si poradit, ale koup\u00edm s\u00e1m\/sama<\/p>\n

Z\u00e1le\u017e\u00ed na tom, o co by \u0161lo<\/p>\n

Celkem
\n\t\t\t\thlasovalo
\n\t\t\t\t30
\n\t\t\t\t\u010dten\u00e1\u0159\u016f.<\/p>\n

Srinivasanov\u00e1 v\u00ed, \u017ee kdy\u017e jde o\u00a0pen\u00edze, jsou lid\u00e9 pochopiteln\u011b opatrn\u00ed. Zd\u016fraznila proto, \u017ee nakupuj\u00edc\u00ed agent je zabezpe\u010den pomoc\u00ed nov\u00e9ho protokolu pro agentsk\u00e9 nakupov\u00e1n\u00ed (AP2), aby by bylo zachov\u00e1no soukrom\u00ed z\u00e1kazn\u00edka i\u00a0jednozna\u010dn\u00e1 stopa mezi z\u00e1kazn\u00edkem i\u00a0obchodem. Agent tak nem\u016f\u017ee nap\u0159\u00edklad p\u0159ekro\u010dit v\u00e1mi nastaven\u00fd rozpo\u010det. Nevysv\u011btlila ale p\u0159esn\u011b, kdo by byl zodpov\u011bdn\u00fd za p\u0159\u00edpadn\u00e9 omyly, ke kter\u00fdm jist\u011b ob\u010das dojde.<\/p>\n

D\u00e1valo by smysl, aby na sebe vzal zodpov\u011bdnost provozovatel slu\u017eby. Tak se ostatn\u011b sv\u00e9ho \u010dasu v\u00a0USA prosadily kreditn\u00ed karty: nab\u00eddly lidem tak \u0161t\u011bdrou z\u00e1ruku vr\u00e1cen\u00ed pen\u011bz v\u00a0p\u0159\u00edpad\u011b podvod\u016f, \u017ee se jich lid\u00e9 u\u00a0t\u00e9to kdysi nov\u00e9 technologie p\u0159estali b\u00e1t.<\/p>\n

Probl\u00e9m\u016f, ke kter\u00fdm by mohlo doj\u00edt u\u00a0AI n\u00e1kupu, je cel\u00e1 \u0159ada. Mo\u017en\u00e1 agent \u0161patn\u011b pochop\u00ed, co jste m\u011bli na mysli, a\u00a0m\u00edsto mobilu v\u00e1m koup\u00ed jen obal na mobil, proto\u017ee je levn\u011bj\u0161\u00ed a\u00a0na obr\u00e1zku vypadal podobn\u011b. Nebo v\u00e1m objedn\u00e1 n\u011bco, co u\u017e d\u00e1vno nechcete, ale agent si bude v\u00e1\u0161 p\u0159\u00edkaz pamatovat, i\u00a0kdy\u017e vy u\u017e na n\u011bj d\u00e1vno zapomenete. <\/p>\n

Foto: Google<\/p>\n

\u201eA\u017e vyjde nov\u00e1 v\u016fn\u011b od zna\u010dky Pura na b\u00e1zi santalov\u00e9ho d\u0159eva, kter\u00e1 bude st\u00e1t pod 15\u00a0dolar\u016f, objednej mi ji,\u201c uv\u00e1d\u00ed viceprezidentka p\u0159\u00edklad p\u0159\u00edkazu AI agentovi. <\/p>\n

Z pohledu provozovatel\u016f je samoz\u0159ejm\u011b takov\u00fd n\u00e1kup velmi cenn\u00fd. Je to typ n\u00e1kupu, ke kter\u00e9mu by jinak nedo\u0161lo. Dnes firmy investuj\u00ed velk\u00e9 pen\u00edze do \u201eremarketingu\u201c, kdy v\u00e1s po webu pron\u00e1sleduje reklama na v\u011bci, kter\u00e9 jste si dali do ko\u0161\u00edku a\u00a0pak jste ko\u0161\u00edk opustili. Google te\u010f ale v\u00a0podstat\u011b uk\u00e1zal n\u00e1kupn\u00ed ko\u0161\u00edk, kter\u00fd jezd\u00ed v\u0161ude s\u00a0v\u00e1mi.<\/p>\n

\u0158\u00edk\u00e1 mu \u201eUniversal Cart\u201c a\u00a0pro za\u010d\u00e1tek bude dostupn\u00fd ve slu\u017eb\u00e1ch Google, Gemini, YouTube a\u00a0Gmail. Znamen\u00e1 to, \u017ee p\u0159\u00edmo v\u00a0r\u00e1mci t\u011bchto slu\u017eeb (zat\u00edm pouze v\u00a0USA) byste mohli nakoupit cokoli v\u00a0obchodech, kter\u00e9 danou technologii implementuj\u00ed, ani\u017e byste opustili p\u0159\u00edslu\u0161nou aplikaci.<\/p>\n

Univerz\u00e1ln\u00ed ko\u0161\u00edk si s\u00a0v\u00e1mi nav\u00edc bude pov\u00eddat, m\u00e1 v\u00a0sob\u011b \u201eintegrovanou inteligenci Gemini\u201c. Jak viceprezidentka p\u0159ipomn\u011bla: \u201ePokud m\u00e1te v\u00edce r\u016fzn\u00fdch v\u011brnostn\u00edch karti\u010dek a\u00a0kup\u00f3n\u016f, univerz\u00e1ln\u00ed ko\u0161\u00edk s\u00e1m najde ty, kter\u00e9 se v\u00e1m vyplat\u00ed pou\u017e\u00edt. Je to jako nakupovat se superschopnostmi.\u201c <\/p>\n

Jako uk\u00e1zku pou\u017eila p\u0159\u00edklad s\u00a0n\u00e1kupem sou\u010d\u00e1stek pro nov\u00fd po\u010d\u00edta\u010d: \u201eV\u00e1\u0161 ko\u0161\u00edk detekuje, \u017ee z\u00e1kladn\u00ed deska, kterou jste do n\u011bj vlo\u017eili, nen\u00ed kompatibiln\u00ed s\u00a0procesorem, kter\u00fd jste p\u0159idali. Upozorn\u00ed v\u00e1s na to a\u00a0nab\u00eddne alternativu, \u010d\u00edm\u017e v\u00e1m pom\u016f\u017ee vyhnout se probl\u00e9mu, kter\u00e9ho byste si jinak nev\u0161imli.\u201c<\/p>\n

V Evrop\u011b zat\u00edm ne<\/p>\n

Google spou\u0161t\u00ed sv\u00e9 n\u00e1kupn\u00ed aktivity nejprve v\u00a0USA, nap\u0159\u00edklad Universal Cart startuje v\u00a0USA v\u00a0l\u00e9t\u011b 2026.\u00a0Universal Commerce Protokol se m\u00e1 letos spustit v\u00a0USA, Kanad\u011b, Austr\u00e1lii a\u00a0pot\u00e9 i\u00a0Velk\u00e9 Brit\u00e1nii.<\/p>\n

Evropsk\u00e1 unie zat\u00edm na po\u0159adu dne nen\u00ed. Google neuvedl d\u016fvod, lze ale spekulovat, \u017ee to souvis\u00ed s\u00a0p\u0159\u00edsn\u011bj\u0161\u00edmi pravidly ohledn\u011b propagace vlastn\u00edch slu\u017eeb, kter\u00e1 v\u00a0EU panuj\u00ed. <\/p>\n

Google dostal u\u017e v\u00a0roce 2017\u00a0od Evropsk\u00e9 komise vysokou pokutu 2,42\u00a0miliard eur<\/a> za to, \u017ee nef\u00e9rov\u011b prosazoval sv\u016fj n\u00e1stroj na srovn\u00e1v\u00e1n\u00ed zbo\u017e\u00ed. Od t\u00e9 doby vstoupily v\u00a0platnost dal\u0161\u00ed p\u0159edpisy, p\u0159edev\u0161\u00edm Z\u00e1kon o\u00a0digit\u00e1ln\u00edch trz\u00edch<\/a> (DMA), kter\u00e9 je\u0161t\u011b p\u0159\u00edsn\u011bji vymezuj\u00ed, jak platformy (ne)mohou vyu\u017e\u00edvat sv\u00e9ho postaven\u00ed k\u00a0propagaci dal\u0161\u00edch slu\u017eeb. <\/p>\n

Googlu se nav\u00edc poda\u0159ilo shrom\u00e1\u017edit p\u0159ekvapiv\u011b \u0161irokou koalici firem, kter\u00e1 podporuje jejich obecn\u00fd protokol pro nakupov\u00e1n\u00ed na internetu: Universal Commerce Protocol<\/a> (UCP). Mezi spolupracuj\u00edc\u00edmi jsou velik\u00e1ni jako Amazon, Meta, Shopify, Target nebo Walmart.<\/p>\n

Foto: Google<\/p>\n

Vidhya Srinivasanov\u00e1 p\u0159edstavila nov\u00e9 v\u00fdznamn\u00e9 partnery pro Universal Commerce Protocol: Amazon, Meta, Microsoft, Salesforce a\u00a0Stripe.<\/p>\n

Firm\u00e1m nab\u00edz\u00ed p\u0159edev\u0161\u00edm to, \u017ee nebudou p\u0159i n\u00e1kupu jen prost\u0159edn\u00edky, ale skute\u010dn\u00fdmi prod\u00e1vaj\u00edc\u00edmi. To znovu zopakovala i\u00a0Srinivasanov\u00e1: \u201eMy (Google\u00a0\u2013 pozn. red.) nechceme b\u00fdt t\u00edm, kdo je u\u00a0transakce veden\u00fd jako prodejce (v origin\u00e1le: merchant of record).\u201c<\/p>\n

Pro prodejce zcela zdarma, ale\u2026<\/p>\n

T\u00edm se Google pravd\u011bpodobn\u011b sna\u017e\u00ed rozpt\u00fdlit obavy, \u017ee by firm\u00e1m cht\u011bl vz\u00edt jejich z\u00e1kazn\u00edky. Samotn\u00fd projekt UCP<\/a> je open source a\u00a0za jeho pou\u017e\u00edv\u00e1n\u00ed nemus\u00ed nikdo Googlu platit \u017e\u00e1dn\u00e9 poplatky.<\/p>\n

T\u00edm se li\u0161\u00ed od lo\u0148sk\u00e9ho ne\u00fasp\u011b\u0161n\u00e9ho<\/a> pokusu OpenAI o\u00a0zaveden\u00ed n\u00e1kup\u016f p\u0159\u00edmo v\u00a0ChatGPT. OpenAI si brala \u010dty\u0159procentn\u00ed provizi<\/a> za zprost\u0159edkov\u00e1n\u00ed n\u00e1kupu. Google\u00a0\u2013 alespo\u0148 zat\u00edm\u00a0\u2013 o\u00a0\u017e\u00e1dn\u00e9 provizi nemluv\u00ed. Slibuje tak obchod\u016fm, \u017ee \u201emohou nal\u00e1kat nov\u00e9 z\u00e1kazn\u00edky v\u00a0moment\u011b, kdy je\u0161t\u011b nev\u011bd\u00ed, co koupit\u201c, co\u017e je pochopiteln\u011b pro obchodn\u00edky d\u016fle\u017eit\u00e9. <\/p>\n

Tak\u00e9 kdy\u017e vid\u00ed, \u017ee by u\u00a0nich mohl nakoupit agent, m\u016f\u017ee to zn\u00edt velmi l\u00e1kav\u011b. Takov\u00fd AI agent toti\u017e\u00a0(mo\u017en\u00e1, proto\u017ee zat\u00edm to nikdo nem\u00e1 po\u0159\u00e1dn\u011b vyzkou\u0161en\u00e9) koup\u00ed i\u00a0v\u011bci, kter\u00e9 z\u00e1kazn\u00edka napadly d\u00e1vno a\u00a0od t\u00e9 doby si je u\u017e rozmyslel. Pokud n\u011bkdo \u0159ekne asistentovi \u201ekup mi ty boty, a\u017e cena klesne pod dva tis\u00edce korun\u201c, m\u016f\u017ee asistent s\u00a0t\u00edmto pokynem trp\u011bliv\u011b \u010dekat t\u0159eba rok a\u00a0p\u016fl, zat\u00edmco \u010dlov\u011bk by na takovou koupi d\u00e1vno zapomn\u011bl. Kdykoli je pro z\u00e1kazn\u00edka n\u011bjak\u00e9 nakupov\u00e1n\u00ed \u201ejednodu\u0161\u0161\u00ed\u201c, znamen\u00e1 to tak\u00e9, \u017ee je jednodu\u0161\u0161\u00ed utratit v\u00edce pen\u011bz, co\u017e je op\u011bt dobr\u00e1 zpr\u00e1va pro obchodn\u00edky.<\/p>\n

N\u011bkte\u0159\u00ed prodejci jsou ale skepti\u010dt\u00ed ohledn\u011b toho, zda se nestanou p\u0159\u00edli\u0161 z\u00e1visl\u00fdmi na platform\u011b, kterou nemaj\u00ed zcela pod kontrolou. V\u011bd\u00ed ostatn\u011b, jak se v\u00a0minulosti sp\u00e1lila velk\u00e1 m\u00e9dia: kdysi jim Google pos\u00edlal \u201ezadarmo\u201c ohromn\u00e9 mno\u017estv\u00ed \u010dten\u00e1\u0159\u016f. A\u00a0pak postupn\u011b tento zdroj vysychal, a\u00a0n\u011bkte\u0159\u00ed vydavatel\u00e9 <\/a>dokonce mluv\u00ed o\u00a0tom, \u017ee se p\u0159ipravuj\u00ed na moment, kdy jim vyhled\u00e1va\u010d lidi p\u0159estane pos\u00edlat \u00fapln\u011b (\u0161\u00e9f Googlu v\u00a0ned\u00e1vn\u00e9m rozhovoru pro The Verge zd\u016fraz\u0148uje<\/a>, \u017ee to nen\u00ed jejich c\u00edl).<\/p>\n

Google nav\u00edc nen\u00ed v\u00a0nakupov\u00e1n\u00ed v\u00a0dominantn\u00ed pozici. Ta u\u017e deset let pat\u0159\u00ed Amazonu, kter\u00fd online n\u00e1kup\u016fm v\u00a0USA celkem p\u0159esv\u011bd\u010div\u011b vl\u00e1dne. <\/p>\n

Je ale logick\u00e9, \u017ee se obchodn\u00edci ptaj\u00ed, co z\u00a0toho budou m\u00edt a\u00a0jak\u00e1 jsou rizika. Maj\u00ed nap\u0159\u00edklad obavy<\/a>, zda se v \u201e\u00e9\u0159e nakupov\u00e1n\u00ed se superschopnostmi\u201c nevzd\u00e1vaj\u00ed d\u016fle\u017eit\u00fdch p\u00e1k, kter\u00fdmi nyn\u00ed mohou z\u00e1kazn\u00edka povzbudit, aby se k\u00a0nim vr\u00e1til. Jsou to r\u016fzn\u00e9 slevov\u00e9 akce, marketingov\u00e9 e-maily, extra kroky v\u00a0ko\u0161\u00edku vedouc\u00ed k\u00a0impulzivn\u00edm n\u00e1kup\u016fm na posledn\u00ed chv\u00edli. Kdybyste poslali kolegu, aby v\u00e1m n\u011bco nakoupil v\u00a0supermarketu, nejsp\u00ed\u0161 v\u00e1m koup\u00ed p\u0159esn\u011b to, o\u00a0co jste si \u0159ekli. Ale nenakoup\u00ed v\u00e1m nav\u00edc v\u011bci, kter\u00e9 byste si pro sebe mo\u017en\u00e1 koupili, kdybyste kolem nich \u0161li. Nenech\u00e1 se zl\u00e1kat na ochutn\u00e1vku a\u00a0nekoup\u00ed v\u00e1m jinou v\u011bc jen proto, \u017ee byla ve slev\u011b. Obchodn\u00edci by tak m\u011bli o\u00a0n\u011bco m\u00e9n\u011b zp\u016fsob\u016f, jak z\u00e1kazn\u00edka z\u00edskat a\u00a0udr\u017eet. P\u0159esn\u011b t\u00edm ostatn\u011b v\u00a0minulosti pro\u0161ly weby: n\u00e1v\u0161t\u011bvnost z\u00a0vyhled\u00e1va\u010d\u016f k\u00a0nim p\u0159inesla nov\u00e9 lidi, ale je t\u011b\u017ek\u00e9 tyto jednor\u00e1zov\u00e9 n\u00e1v\u0161t\u011bvn\u00edky prom\u011bnit v\u00a0pravideln\u00e9 \u010dten\u00e1\u0159e.<\/p>\n

V sou\u010dasn\u00e9 dob\u011b se zd\u00e1, \u017ee je segment \u201eAI n\u00e1kup\u016f\u201c p\u0159\u00edli\u0161 mal\u00fd na to, aby m\u011blo cenu to v\u016fbec \u0159e\u0161it. Lid\u00e9 \u010dasto pou\u017e\u00edvaj\u00ed chatboty<\/a> k\u00a0tomu, aby s\u00a0nimi probrali, co koupit. Ale jsou zat\u00edm velmi skepti\u010dt\u00ed ohledn\u011b toho, \u017ee by AI agenta poslali \u201esamotn\u00e9ho\u201c a\u00a0dali mu p\u0159\u00edstup ke sv\u00fdm pen\u011bz\u016fm. Ostatn\u011b v\u00a0minulosti takovou funkci integroval gigant Amazon\u00a0\u2013 lid\u00e9 mohli digit\u00e1ln\u00edmu asistentovi \u0159\u00edci, aby jim n\u011bco objednal\u00a0\u2013 a\u00a0vy\u00fastilo to v\u00a0\u010dasto absurdn\u00ed situace, kdy Amazon Echo za\u010dalo hromadn\u011b objedn\u00e1vat dome\u010dek pro panenky lidem, kte\u0159\u00ed sledovali televizn\u00ed report\u00e1\u017e. <\/p>\n

Je pochopiteln\u00e9, \u017ee se firmy u\u017e nyn\u00ed chystaj\u00ed na chv\u00edli, kdy lid\u00e9 za\u010dnou na inteligentn\u00ed agenty v\u00edce spol\u00e9hat. A\u017e u\u017eivatel\u00e9 kreditn\u00ed kartu \u201esv\u00e9\u201c AI sv\u011b\u0159\u00ed, cht\u011bj\u00ed b\u00fdt prodejci p\u0159ipraveni. Podle \u010deho se ale bude robot p\u0159i n\u00e1kupu rozhodovat\u00a0\u2013 a\u00a0jak\u00e9 triky budou m\u00edt velc\u00ed i\u00a0mal\u00ed hr\u00e1\u010di pro jeho nal\u00e1k\u00e1n\u00ed\u00a0\u2013 je zat\u00edm otev\u0159en\u00e1 ot\u00e1zka.<\/p>\n","protected":false},"excerpt":{"rendered":"\u201eRe\u017eim AI je naprost\u00e9 zjeven\u00ed. Je to nejv\u011bt\u0161\u00ed zm\u011bna na\u0161eho hled\u00e1n\u00ed v\u00a0historii. A\u00a0lid\u00e9 jej miluj\u00ed,\u201c uvedl Sundar Pichai,…\n","protected":false},"author":2,"featured_media":108040,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[13],"tags":[8152,891,2234,466,825,10083,74,73,78,75,126,77,76],"class_list":["post-108039","post","type-post","status-publish","format-standard","has-post-thumbnail","category-veda-a-technika","tag-ai-gemini","tag-amazon","tag-chatbot","tag-google","tag-internet","tag-nakupovani","tag-science","tag-science-technology","tag-technika","tag-technology","tag-umela-inteligence-ai","tag-veda","tag-veda-a-technika"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@cz\/116696679111408989","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/108039","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/comments?post=108039"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/108039\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media\/108040"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media?parent=108039"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/categories?post=108039"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/tags?post=108039"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}