{"id":25912,"date":"2026-03-16T11:10:12","date_gmt":"2026-03-16T11:10:12","guid":{"rendered":"https:\/\/www.europesays.com\/cz\/25912\/"},"modified":"2026-03-16T11:10:12","modified_gmt":"2026-03-16T11:10:12","slug":"ai-jako-novy-prodejni-kanal-e-shopy-i-google-resi-co-dal","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/cz\/25912\/","title":{"rendered":"AI jako nov\u00fd prodejn\u00ed kan\u00e1l. E-shopy i\u00a0Google \u0159e\u0161\u00ed, co d\u00e1l"},"content":{"rendered":"

\u010cl\u00e1nek si tak\u00e9 m\u016f\u017eete poslechnout v\u00a0audioverzi.<\/p>\n

AI asistent ChatGPT za\u010dal v\u00a0minul\u00e9m roce testovat slu\u017ebu n\u00e1kup\u016f p\u0159\u00edmo z\u00a0aplikace. Podle n\u011bkter\u00fdch expert\u016f p\u0159itom vyu\u017e\u00edv\u00e1n\u00ed um\u011bl\u00e9 inteligence k\u00a0n\u00e1kup\u016fm zcela zm\u011bn\u00ed trh. ChatGPT m\u00e1 podle \u00fadaj\u016f z\u00a0\u00fanora 2026\u00a0na cel\u00e9m sv\u011bt\u011b 900\u00a0milion\u016f aktivn\u00edch u\u017eivatel\u016f t\u00fddn\u011b.<\/p>\n

Slu\u017eba nazvan\u00e1 Instant Checkout se zat\u00edm testuje v\u00a0USA, ale u\u017e i\u00a0\u010desk\u00e9 e-shopy se zab\u00fdvaj\u00ed mo\u017enost\u00ed p\u0159izp\u016fsoben\u00ed sv\u00e9ho webu funkcionalit\u00e1m budouc\u00edch n\u00e1kup\u016f prost\u0159ednictv\u00edm aplikac\u00ed s\u00a0um\u011blou inteligenc\u00ed.<\/p>\n

\u201eDost to m\u016f\u017ee zm\u011bnit zp\u016fsob, jak v\u016fbec e-commerce funguje, proto\u017ee najednou z\u00e1kazn\u00edk v\u016fbec nemus\u00ed na e-shop. Tak\u017ee front-end e-shopu (z\u00e1kazn\u00edky viditeln\u00e1 \u010d\u00e1st) trochu ztrat\u00ed v\u00fdznam,\u201c uv\u00e1d\u00ed Jan Hospodka, nov\u00fd \u0159editel spole\u010dnosti Shoptet, kter\u00e1 na m\u00edru vyv\u00edj\u00ed a\u00a0provozuje tis\u00edce e-shop\u016f v\u00a0\u010cesku, na Slovensku a\u00a0v Ma\u010farsku.<\/p>\n

\u201e\u0158ekl bych, \u017ee do ur\u010dit\u00e9 m\u00edry je to ohro\u017een\u00ed naprosto monopoln\u00edho postaven\u00ed Googlu. Je ov\u0161em ot\u00e1zka, zda se OpenAI poda\u0159\u00ed tento monopol rozb\u00edt, proto\u017ee Google s\u00a0podobnou slu\u017ebou tak\u00e9 pl\u00e1nuje p\u0159ij\u00edt,\u201c dodal v\u00a0rozhovoru pro Seznam Zpr\u00e1vy Byznys.<\/p>\n

Google ji\u017e na kroky OpenAI odpov\u00edd\u00e1. Zav\u00e1d\u00ed vlastn\u00ed AI n\u00e1kupn\u00ed infrastrukturu p\u0159\u00edmo do vyhled\u00e1v\u00e1n\u00ed i\u00a0do sv\u00e9ho jazykov\u00e9ho modelu\u00a0Gemini, v\u010detn\u011b mo\u017enosti placen\u00ed p\u0159es Google Pay, aby se cel\u00fd obchod mohl uskute\u010dnit p\u0159es konverza\u010dn\u00ed aplikace s\u00a0um\u011blou inteligenc\u00ed bez nutnosti pos\u00edlat u\u017eivatele na klasick\u00fd e-shop. Funkce se rozj\u00ed\u017ed\u011bj\u00ed zat\u00edm jen v\u00a0USA.<\/p>\n

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

V\u00fdhodou Googlu je\u00a0\u0161irok\u00e1 distribuce jeho produkt\u016f, kter\u00e9 jsou celosv\u011btov\u011b sou\u010d\u00e1st\u00ed telefon\u016f, po\u010d\u00edta\u010d\u016f a\u00a0dal\u0161\u00edch za\u0159\u00edzen\u00ed. \u201eGoogle m\u00e1 brut\u00e1ln\u011b ziskov\u00fd byznys model, naproti tomu je OpenAI ztr\u00e1tov\u00fd a\u00a0pod tlakem investor\u016f. Tak\u017ee tuto hru klidn\u011b m\u016f\u017ee vyhr\u00e1t Google,\u201c mysl\u00ed si Hospodka.<\/p>\n

Je ot\u00e1zka, do jak\u00e9 m\u00edry budouc\u00ed trend nakupov\u00e1n\u00ed pomoc\u00ed AI p\u0159esune pozornost online prodejc\u016f k\u00a0nov\u00e9mu prodejn\u00edmu kan\u00e1lu na \u00fakor samotn\u00fdch e-shop\u016f.<\/p>\n

\u201eO n\u00e1\u0161 byznys se neboj\u00edme. Bude to dal\u0161\u00ed prodejn\u00ed kan\u00e1l pro z\u00e1kazn\u00edky, podobn\u011b jako je e-shop, fyzick\u00e1 prodejna nebo marketplace. Jsme na to p\u0159ipraveni, jen \u010dek\u00e1me, a\u017e se slu\u017eba spust\u00ed v\u00a0Evrop\u011b,\u201c \u0159\u00edk\u00e1 Hospodka.<\/p>\n

E-shop, kter\u00fd se zal\u00edb\u00ed um\u011bl\u00e9 inteligenci<\/p>\n

Pro e-shopy je d\u016fle\u017eit\u00e9, aby se v\u00a0AI aplikac\u00edch objevily na prvn\u00edch t\u0159ech m\u00edstech. K\u00a0tomu pot\u0159ebuj\u00ed m\u00edt e-shop p\u0159izp\u016fsoben\u00fd tak, aby byl pro AI relevantn\u00ed. \u201eZnamen\u00e1 to tak\u00e9 nem\u00edt negativn\u00ed z\u00e1kaznickou zku\u0161enost na webu, Redditu, na r\u016fzn\u00fdch f\u00f3rech a\u00a0tak\u00e9 m\u00edt kvalitn\u00ed soci\u00e1ln\u00ed s\u00edt\u011b. To v\u0161e AI posuzuje a\u00a0m\u00e1 to vliv na prioritu zobrazen\u00ed. Je to velk\u00e9 t\u00e9ma, kter\u00e9 dnes e-shopa\u0159i \u0159e\u0161\u00ed,\u201c popsal.<\/p>\n

Podle jin\u00fdch n\u00e1zor\u016f p\u0159inese nakupov\u00e1n\u00ed v\u00a0AI aplikac\u00edch revoluci. Ji\u0159\u00ed \u010ci\u017emarik, zakladatel \u010desk\u00e9ho startupu Zantra, kter\u00fd vyv\u00edj\u00ed AI asistenta, m\u00e1 za to, \u017ee nov\u00e1 technologie p\u0159inese konec klasick\u00e9ho nakupov\u00e1n\u00ed na internetu. \u201eRozhodn\u011b to bude game changer. AI odfiltruje tis\u00edce nerelevantn\u00edch v\u00fdsledk\u016f a\u00a0zkr\u00e1t\u00ed rozhodov\u00e1n\u00ed. Pro z\u00e1kazn\u00edky to bude znamenat v\u011bt\u0161\u00ed komfort, pro zna\u010dky kritick\u00fd moment. Pokud va\u0161e zbo\u017e\u00ed AI nedoporu\u010d\u00ed, pro z\u00e1kazn\u00edka v\u00a0tu chv\u00edli prakticky nebudete existovat,\u201c soud\u00ed.<\/p>\n

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

Spole\u010dnost tvrd\u00ed, \u017ee ve sv\u00e9 platform\u011b Zantra AI vyu\u017e\u00edv\u00e1 kontextovou reklamu se siln\u00fdm zac\u00edlen\u00edm. \u201eFirmy oslov\u00ed z\u00e1kazn\u00edka p\u0159esn\u011b v\u00a0moment\u011b, kdy n\u00e1kup zva\u017euje. To jim v\u00fdznamn\u011b sn\u00ed\u017e\u00ed n\u00e1klady na reklamu,\u201c p\u0159edj\u00edm\u00e1.<\/p>\n

Podle n\u011bj se z\u00a0e-shop\u016f stanou datov\u00e9 sady pro um\u011blou inteligenci. \u201eP\u0159e\u017eij\u00ed jen ty, kter\u00e9 dok\u00e1\u017eou um\u011bl\u00e9 inteligenci \u0159\u00edct: m\u00e1me to skladem za tuhle cenu. Z\u00e1kazn\u00edk u\u017e nebude v\u011brn\u00fd konkr\u00e9tn\u00edmu e-shopu, ale sv\u00e9mu AI asistentovi, kter\u00fd mu n\u00e1kup zprost\u0159edkoval,\u201c \u0159ekl.<\/p>\n

Klasick\u00e9 vyhled\u00e1va\u010de, jejich\u017e model je zalo\u017een\u00fd na prokliku na web, postupn\u011b ztr\u00e1cej\u00ed sv\u016fj v\u00fdznam. \u010ci\u017emarik tvrd\u00ed, \u017ee firmy u\u017e nebudou optimalizovat weby pro kl\u00ed\u010dov\u00e1 slova, ale pro um\u011blou inteligenci, a\u00a0lid\u00e9 p\u0159estanou pou\u017e\u00edvat internetov\u00e9 vyhled\u00e1va\u010de, ale za\u010dnou se pt\u00e1t sv\u00fdch asistent\u016f.<\/p>\n

AI z\u00e1kazn\u00edka pou\u010d\u00ed<\/p>\n

Vlastn\u00edho asistenta vyv\u00edj\u00ed tak\u00e9 Seznam.cz. V\u00a0nakupov\u00e1n\u00ed bude fungovat jako osobn\u00ed n\u00e1kupn\u00ed asistent, kter\u00fd u\u017eivateli porad\u00ed, pom\u016f\u017ee vyhledat relevantn\u00ed mo\u017enosti, doporu\u010d\u00ed nejlep\u0161\u00ed produkty a\u00a0uk\u00e1\u017ee, kde nakoupit.<\/p>\n

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

\u201eTv\u016frci AI produkt\u016f se budou sna\u017eit n\u00e1kup zprost\u0159edkovat a\u00a0z\u00edskat pod\u00edl z\u00a0transakce. P\u0159\u00edm\u00fd checkout v\u00a0AI asistentovi je proto logick\u00fdm a\u00a0do budoucna potenci\u00e1ln\u011b siln\u00fdm sc\u00e9n\u00e1\u0159em,\u201c \u0159\u00edk\u00e1 Peter Pekarovi\u010d, mana\u017eer produktov\u00e9ho t\u00fdmu Vyhled\u00e1v\u00e1n\u00ed a\u00a0Seznam Asistenta. Tvrd\u00ed, \u017ee asistenti mohou pos\u00edlat e-shop\u016fm l\u00e9pe rozhodnut\u00e9 z\u00e1kazn\u00edky s\u00a0vy\u0161\u0161\u00ed pravd\u011bpodobnost\u00ed n\u00e1kupu.<\/p>\n

Spoluzakladatel poradensk\u00e9 spole\u010dnosti Eshop booster Ruslan Skopal, kter\u00fd d\u0159\u00edve \u0159\u00eddil online prodejce Tren\u00fdrk\u00e1rna.cz, nevn\u00edm\u00e1 n\u00e1kupy s\u00a0AI jako hrozbu, kter\u00e1 vyma\u017ee e-shopy z\u00a0digit\u00e1ln\u00ed mapy, ale jako dal\u0161\u00ed prodejn\u00ed kan\u00e1l.<\/p>\n

Na druhou stranu podle n\u011bj m\u016f\u017ee zes\u00edlit tlak na efektivitu i\u00a0kvalitu nab\u00eddky e-shop\u016f. \u201eV prost\u0159ed\u00ed, kde z\u00e1kazn\u00edk neuvid\u00ed des\u00edtky banner\u016f a\u00a0kategori\u00ed, ale jen n\u011bkolik doporu\u010den\u00fdch variant, bude je\u0161t\u011b v\u00edc rozhodovat cena, dostupnost, kvalita dat a\u00a0d\u016fv\u011bryhodnost zna\u010dky,\u201c domn\u00edv\u00e1 se.<\/p>\n","protected":false},"excerpt":{"rendered":"\u010cl\u00e1nek si tak\u00e9 m\u016f\u017eete poslechnout v\u00a0audioverzi. AI asistent ChatGPT za\u010dal v\u00a0minul\u00e9m roce testovat slu\u017ebu n\u00e1kup\u016f p\u0159\u00edmo z\u00a0aplikace. Podle…\n","protected":false},"author":2,"featured_media":25913,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[67,68,5102,466,12022,465,126],"class_list":{"0":"post-25912","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-byznys","8":"tag-business","9":"tag-byznys","10":"tag-e-shopy","11":"tag-google","12":"tag-nakupy-na-internetu","13":"tag-openai","14":"tag-umela-inteligence-ai"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@cz\/116238550505166325","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/25912","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=25912"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/25912\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media\/25913"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media?parent=25912"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/categories?post=25912"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/tags?post=25912"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}