{"id":68621,"date":"2026-04-28T01:45:17","date_gmt":"2026-04-28T01:45:17","guid":{"rendered":"https:\/\/www.europesays.com\/cz\/68621\/"},"modified":"2026-04-28T01:45:17","modified_gmt":"2026-04-28T01:45:17","slug":"nova-doba-i-algoritmus-firmy-si-museji-k-udrzeni-prodeju-udobrit-umelou-inteligenci","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/cz\/68621\/","title":{"rendered":"Nov\u00e1 doba i algoritmus. Firmy si musej\u00ed k udr\u017een\u00ed prodej\u016f udob\u0159it um\u011blou inteligenci"},"content":{"rendered":"

\u010ce\u0161i st\u00e1le \u010dast\u011bji vyu\u017e\u00edvaj\u00ed p\u0159i nakupov\u00e1n\u00ed um\u011blou inteligenci. Podle ned\u00e1vn\u00e9ho pr\u016fzkumu spole\u010dnosti NMS<\/a>\u00a0m\u00e1 v\u00edce ne\u017e 80 procent lid\u00ed, kte\u0159\u00ed objedn\u00e1vaj\u00ed online alespo\u0148 jednou t\u00fddn\u011b, zku\u0161enost s AI chatbotem. To je v\u00edce ne\u017e v \u010desk\u00e9 populaci celkov\u011b, kde m\u00e1 s t\u011bmito n\u00e1stroji zku\u0161enost 67 procent lid\u00ed. P\u0159i nakupov\u00e1n\u00ed pak t\u00e9m\u011b\u0159 dv\u011b t\u0159etiny lid\u00ed vyu\u017e\u00edvaj\u00ed AI k z\u00edsk\u00e1v\u00e1n\u00ed informac\u00ed o konkr\u00e9tn\u00edch produktech, polovina pak k inspiraci a n\u00e1pad\u016fm, co koupit.\u00a0<\/p>\n

Na rostouc\u00ed roli um\u011bl\u00e9 inteligence musej\u00ed reagovat i jednotliv\u00e9\u00a0internetov\u00e9 obchody<\/a>\u00a0a zna\u010dky. Viditelnost v odpov\u011bd\u00edch AI jim m\u016f\u017ee p\u0159in\u00e1\u0161et potenci\u00e1ln\u00ed z\u00e1kazn\u00edky. \u201eZna\u010dky u\u017e nesleduj\u00ed jen lid\u00e9, ale tak\u00e9 algoritmy, kter\u00e9 analyzuj\u00ed jejich obsah a doporu\u010duj\u00ed ho kone\u010dn\u00fdm z\u00e1kazn\u00edk\u016fm. Optimalizace pro vyhled\u00e1va\u010de proto u\u017e nesta\u010d\u00ed. Firmy musej\u00ed za\u010d\u00edt p\u0159em\u00fd\u0161let i o tom, jak o nich \u201amluv\u00ed\u2018 um\u011bl\u00e1 inteligence,\u201c \u0159\u00edk\u00e1 Jana Svobodov\u00e1 z NMS.\u00a0<\/p>\n

Pr\u016fzkum spole\u010dnosti\u00a0Marketing Miner<\/a>\u00a0zalo\u017een\u00fd na 400 tis\u00edc\u00edch m\u011b\u0159en\u00ed nap\u0159\u00ed\u010d r\u016fzn\u00fdmi AI n\u00e1stroji ukazuje, jak jsou v jejich vyhled\u00e1v\u00e1n\u00ed aktu\u00e1ln\u011b vid\u011bt \u010desk\u00e9 zna\u010dky v jednotliv\u00fdch segmentech. Nap\u0159\u00edklad v p\u0159\u00edpad\u011b mobiln\u00edch oper\u00e1tor\u016f<\/a>,\u00a0kde maj\u00ed dominantn\u00ed postaven\u00ed na trhu T-Mobile, Vodafone a O2, zobrazovali AI chatboti v\u0161echny z t\u00e9to trojice ve v\u00edce ne\u017e 80 procentech odpov\u011bd\u00ed. Naopak ostatn\u00ed zna\u010dky byly v\u00fdrazn\u011b upozad\u011bny.\u00a0<\/p>\n

\"D\u0159\u00edv<\/a>D\u0159\u00edv p\u00e1r milion\u016f, dnes pades\u00e1t. \u010cesk\u00fd trh drt\u00ed nedostatek pam\u011bt\u00ed, dodavatel\u00e9 ru\u0161\u00ed objedn\u00e1vky<\/a><\/p>\n

V jin\u00fdch oblastech zna\u010dky nemaj\u00ed tak dominantn\u00ed postaven\u00ed. Nap\u0159\u00edklad u elektroniky AI nej\u010dast\u011bji odkazuje na srovn\u00e1va\u010d Heureka a prodejce\u00a0Alza.cz<\/a>,\u00a0a to p\u0159ibli\u017en\u011b v 18, respektive 16 procentech p\u0159\u00edpad\u016f, n\u00e1sleduje Datart s necel\u00fdmi sedmi procenty. V segmentu automotive je viditelnost vyrovnan\u011bj\u0161\u00ed, dominuj\u00ed zde hlavn\u011b Toyota, \u0160koda<\/a> a Hyundai.\u00a0<\/p>\n

T\u011b\u017eit budou p\u0159ipraven\u00ed<\/p>\n

V\u00edcem\u00e9n\u011b plat\u00ed, \u017ee um\u011bl\u00e9 inteligence se ve sv\u00fdch odpov\u011bd\u00edch soust\u0159ed\u00ed p\u0159ev\u00e1\u017en\u011b na zaveden\u00e9 a zn\u00e1m\u00e9 zna\u010dky, co\u017e pramen\u00ed z jejich v\u011bt\u0161\u00edho zastoupen\u00ed ve zdroj\u00edch, z nich\u017e AI \u010derp\u00e1. Nicm\u00e9n\u011b ne v\u017edy tr\u017en\u00ed pod\u00edl koresponduje s m\u00edrou zobrazov\u00e1n\u00ed v AI odpov\u011bd\u00edch.\u00a0<\/p>\n

\u201eFirmy, kter\u00e9 dlouhodob\u011b investuj\u00ed do optimalizace pro vyhled\u00e1va\u010de a nyn\u00ed i do optimalizace pro AI, dok\u00e1\u017eou svou tr\u017en\u00ed pozici v AI viditelnosti v\u00fdrazn\u011b p\u0159ekonat. P\u0159\u00edkladem je\u00a0MONETA Bank<\/a>,\u00a0kter\u00e1 je tr\u017en\u00edm pod\u00edlem zhruba na \u0161est\u00e9m m\u00edst\u011b, ale d\u00edky dlouhodob\u00e9 pr\u00e1ci s online viditelnost\u00ed je v AI na druh\u00e9 pozici,\u201c popisuje \u0159editel Marketing Miner Tom\u00e1\u0161 Nov\u00e1k.\u00a0<\/p>\n

Dostat se do okruhu zna\u010dek, kter\u00e9 AI zobrazuje, pova\u017euje za d\u016fle\u017eit\u00e9 i Ivo Mrena, marketingov\u00fd \u0159editel spole\u010dnosti Shoptet<\/a>,\u00a0na jej\u00ed\u017e platform\u011b b\u011b\u017e\u00ed asi 40 procent \u010desk\u00fdch e-shop\u016f. \u201eAI odpov\u011bdi \u010dasto soust\u0159ed\u00ed doporu\u010den\u00ed do p\u00e1r zna\u010dek \u2013 kdo se do nich dostane, m\u016f\u017ee t\u011b\u017eit, kdo ne, m\u016f\u017ee ztr\u00e1cet \u010d\u00e1st popt\u00e1vky hlavn\u011b u dotaz\u016f \u201aco koupit\u2018,\u201c vysv\u011btluje.\u00a0<\/p>\n

\"AI<\/a>AI jako sou\u010d\u00e1st reklamy budoucnosti. \u010cesk\u00e9 firmy ji za\u010d\u00ednaj\u00ed v\u00edce zkou\u0161et, z\u00e1kazn\u00edci hledaj\u00ed kvalitu<\/a><\/p>\n

Nov\u00e1k zmi\u0148uje, \u017ee AI u\u017e dnes ovliv\u0148uje, kter\u00e9 zna\u010dky se dostanou do u\u017e\u0161\u00edho v\u00fdb\u011bru z\u00e1kazn\u00edka a ve fin\u00e1le i to, kde nakoup\u00ed. Podle n\u011bj se nav\u00edc se zv\u011bt\u0161uj\u00edc\u00edm vlivem um\u011bl\u00e9 inteligence budou rozev\u00edrat n\u016f\u017eky mezi firmami, kter\u00e9 v odpov\u011bd\u00edch vid\u011bt jsou, a t\u011bmi, kter\u00e9 ne. Se zlep\u0161ov\u00e1n\u00edm AI viditelnosti proto doporu\u010duje za\u010d\u00edt co nejd\u0159\u00edve. \u201eStejn\u011b jako u ostatn\u00edch novinek plat\u00ed, \u017ee kdo se touto oblast\u00ed za\u010dne zab\u00fdvat d\u0159\u00edve, bude m\u00edt oproti konkurenci v\u00fdhodu,\u201c \u0159\u00edk\u00e1.\u00a0<\/p>\n

Jak se zviditelnit?<\/p>\n

Neplat\u00ed v\u0161ak, \u017ee by t\u0159eba i mal\u00e1 zna\u010dka nemohla b\u00fdt v odpov\u011bd\u00edch um\u011bl\u00e9 inteligence vid\u011bt. \u201eProstor pro vybudov\u00e1n\u00ed pozice v AI modelech je tady pro v\u0161echny. Existuj\u00ed rady a pokyny, co dodr\u017eovat, aby si AI obsah a zna\u010dku obl\u00edbila,\u201c uv\u00e1d\u00ed Michal Benatzky, marketingov\u00fd mana\u017eer spole\u010dnosti Upgates, kter\u00e1 vyv\u00edj\u00ed e-shopov\u00e1 \u0159e\u0161en\u00ed.\u00a0<\/p>\n

Podle SEO (Search Engine Optimization \u2013 optimalizace vyhled\u00e1v\u00e1n\u00ed, pozn. aut.) specialisty Pavla Ungra existuje n\u011bkolik z\u00e1kladn\u00edch v\u011bc\u00ed, kter\u00e9 by zna\u010dky m\u011bly d\u011blat, aby byly vid\u011bt. Prvn\u00ed z nich je \u201evyl\u00e9zt z vlastn\u00ed bubliny\u201c a z\u00edsk\u00e1vat zm\u00ednky u t\u0159et\u00edch stran. Dal\u0161\u00ed podm\u00ednkou je relevantn\u00ed materi\u00e1l. \u201eTvo\u0159te obsah, kter\u00fd odpov\u00edd\u00e1 na skute\u010dn\u00e9 lidsk\u00e9 ot\u00e1zky, nikoliv jen na to, co m\u00e1 zrovna nejv\u011bt\u0161\u00ed hledanost v SEO n\u00e1stroji,\u201c popisuje. Kl\u00ed\u010dov\u00e9 je podle n\u011bj tak\u00e9 uk\u00e1zat expertizu v oboru.\u00a0<\/p>\n

Za d\u016fle\u017eit\u00e9 pova\u017euje tak\u00e9 nezakazovat AI bot\u016fm proch\u00e1zet webovou str\u00e1nku, pokud se firma vylo\u017een\u011b neboj\u00ed o autorsk\u00e1 pr\u00e1va z pohledu tr\u00e9ninku. \u201eZak\u00e1zat AI p\u0159\u00edstup k va\u0161im dat\u016fm a pak si st\u011b\u017eovat, \u017ee v\u00e1s\u00a0ChatGPT<\/a>\u00a0nikomu nedoporu\u010duje, je jako zamknout zevnit\u0159 obchod a divit se, \u017ee nem\u00e1te tr\u017eby,\u201c vysv\u011btluje Ungr.\u00a0<\/p>\n

\"Sandberg<\/a>Sandberg a ARX vstupuj\u00ed do It\u00e1lie. Kupuj\u00ed firmu, kter\u00e1 digitalizuje kempy na jednom z nejsiln\u011bj\u0161\u00edch trh\u016f<\/a><\/p>\n

Nap\u0159\u00edklad Shoptet tak nyn\u00ed p\u0159ipravuje mo\u017enost p\u0159\u00edm\u00e9ho napojen\u00ed AI chatbot\u016f na e-shopy, kter\u00e9 b\u011b\u017e\u00ed na jeho platform\u011b. \u201eTypicky p\u016fjde o to, \u017ee chatbot bude m\u00edt p\u0159\u00edstup k aktu\u00e1ln\u00edm dat\u016fm e-shopu. Pro z\u00e1kazn\u00edky rychlej\u0161\u00ed a p\u0159esn\u011bj\u0161\u00ed odpov\u011bdi, pro e-shop m\u00e9n\u011b dotaz\u016f na podporu a vy\u0161\u0161\u00ed \u0161anci dov\u00e9st z\u00e1kazn\u00edka k n\u00e1kupu,\u201c komentuje Mrena.\u00a0<\/p>\n

Podle Ungra v\u0161ak firmy nesm\u011bj\u00ed zapom\u00ednat ani na klasickou optimalizaci pro vyhled\u00e1va\u010de, kter\u00e1 pln\u00ed odli\u0161nou funkci a s AI se z\u00e1rove\u0148 dopl\u0148uje. Zat\u00edmco vyhled\u00e1va\u010de funguj\u00ed dob\u0159e na to, pokud ji\u017e z\u00e1kazn\u00edk v\u00ed, co chce typov\u011b koupit, um\u011bl\u00e1 inteligence hraje d\u016fle\u017eitou roli, pokud m\u00e1 \u010dlov\u011bk zat\u00edm jen r\u00e1mcovou p\u0159edstavu.\u00a0<\/p>\n

Nejen r\u00e1dce, ale rovnou n\u00e1kup\u010d\u00ed<\/p>\n

Zat\u00edmco v sou\u010dasn\u00e9 dob\u011b slou\u017e\u00ed chatboti p\u0159ev\u00e1\u017en\u011b jako n\u00e1kupn\u00ed r\u00e1dci, v budoucnu se p\u0159edpokl\u00e1d\u00e1 roz\u0161\u00ed\u0159en\u00ed\u00a0AI agent\u016f<\/a>,\u00a0kte\u0159\u00ed budou schopni cel\u00fd n\u00e1kup prov\u00e9st sami. \u201eJe to velmi bl\u00edzk\u00e1 budoucnost. Technicky se na to u\u017e nyn\u00ed v\u0161echny z\u00fa\u010dastn\u011bn\u00e9 strany aktivn\u011b p\u0159ipravuj\u00ed. Bude to tak sp\u00ed\u0161e o zvyku lid\u00ed, kte\u0159\u00ed se pom\u011brn\u011b rychle nau\u010dili AI vyu\u017e\u00edvat jako n\u00e1kupn\u00edho r\u00e1dce, zda mu budou d\u016fv\u011b\u0159ovat i se samotn\u00fdm nakupov\u00e1n\u00edm,\u201c mysl\u00ed si Benatzky z Upgates.\u00a0<\/p>\n

Za re\u00e1ln\u00fd trend pova\u017euje agentn\u00ed nakupov\u00e1n\u00ed i Mrena, bude ale podle n\u011bj p\u0159ich\u00e1zet postupn\u011b. \u201eNejbl\u00ed\u017e je u standardn\u00edch n\u00e1kup\u016f, kde lid\u00e9 cht\u011bj\u00ed u\u0161et\u0159it \u010das; u slo\u017eit\u011bj\u0161\u00edch n\u00e1kup\u016f bude d\u00e1l rozhodovat d\u016fv\u011bra, zna\u010dka a servis,\u201c p\u0159edpokl\u00e1d\u00e1.\u00a0<\/p>\n

OpenAI nap\u0159\u00edklad v minul\u00fdch m\u011bs\u00edc\u00edch testovala v USA mo\u017enost, kdy si lid\u00e9 mohli objednat zbo\u017e\u00ed z vybran\u00fdch web\u016f p\u0159\u00edmo v ChatGPT. Ned\u00e1vno v\u0161ak tuto funkci\u00a0ukon\u010dila<\/a>\u00a0a pracuje na zm\u011bn\u011b fungov\u00e1n\u00ed tohoto n\u00e1stroje.\u00a0<\/p>\n

\"V\u011bt\u0161inu<\/a>V\u011bt\u0161inu her si kv\u016fli \u0161patn\u00e9 reklam\u011b nikdo nest\u00e1hne. Slovensk\u00fd startup stav\u00ed \u0159e\u0161en\u00ed na jej\u00ed automatizaci<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"\u010ce\u0161i st\u00e1le \u010dast\u011bji vyu\u017e\u00edvaj\u00ed p\u0159i nakupov\u00e1n\u00ed um\u011blou inteligenci. Podle ned\u00e1vn\u00e9ho pr\u016fzkumu spole\u010dnosti NMS\u00a0m\u00e1 v\u00edce ne\u017e 80 procent lid\u00ed,…\n","protected":false},"author":2,"featured_media":68622,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[842,67,68,3120,12530,5102,334,22937,22940,10083,465,22938,1208,845,22939,6649,818],"class_list":{"0":"post-68621","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-byznys","8":"tag-ai","9":"tag-business","10":"tag-byznys","11":"tag-chatgpt","12":"tag-e-shop","13":"tag-e-shopy","14":"tag-hyundai","15":"tag-internetovy-obchod","16":"tag-jana-marasova","17":"tag-nakupovani","18":"tag-openai","19":"tag-shoptet","20":"tag-toyota","21":"tag-umela-inteligence","22":"tag-viditelnost","23":"tag-vodafone","24":"tag-znacky"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@cz\/116479808269292878","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/68621","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=68621"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/68621\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media\/68622"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media?parent=68621"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/categories?post=68621"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/tags?post=68621"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}