Imikhiqizo ayisekho izithombe ezingashintshi. Kuzinhlelo zokusebenza zeselula, amapulatifomu okusakaza, namawebhusayithi, ama-logo avela ngokushintshashintsha, izinkinobho ziyaphendula, futhi izixhumi ziqondisa umsebenzisi. Ukushicilela ukunyakaza sekungene empilweni yansuku zonke cishe kungaqashelwa, kodwa kwakheka indlela esibona ngayo umkhiqizo.
Lolu shintsho alugcini nje ngobuhle. Ubunikazi obubonakalayo abusekho ku-logo, ukuthayipha, kanye nombala: manje, indlela umkhiqizo oziphatha ngayo esikrinini nayo ibalulekile. Umbuzo usushintshile kusukela endleleni umkhiqizo obukeka ngayo kuya endleleni ohamba ngayo futhi osabela ngayo kuzo zonke izindawo zokuthinta.
Kusukela kulogo eqondile kuya ohlelweni lokunyakaza
Sekungamashumi eminyaka, ukwakheka kobunikazi bomkhiqizo kwaklanywa ngemidiya ephrintiwe. Incwadi yemiyalelo yomkhiqizo yasebenza ngoba iphepha alizange lihambe . Ngokushintshashintsha kwedijithali, imidiya manje inama-interface, amavidiyo, amanethiwekhi, kanye nokuhlangenwe nakho okusebenzisanayo, ngakho ukunyakaza akusekho ukuhlobisa nje futhi sekuyingxenye ebalulekile yesistimu.
Imifanekiso enyakazayo inezimpande zasendulo. Kumafilimu, abaklami abanjengoSaul Bass, uPablo Ferro, noMaurice Binder basebenzise ukuthayipha, izithombe, kanye nezithombe ezinyakazayo ekuqaleni. Kuthelevishini, ilogo ye-BBC eyadalwa ngu-Abram Games ngo-1953, eyaziwa ngokuthi ama-Bat's Wings, isivele ifake izingcezu ezijikelezayo kanye nezibani ezihambayo. Izithombe ezinyakazayo zinomlando omude, kodwa indawo yedijithali iyikhulisile.
Amathuluzi afana ne-Macromedia Flash, i-Adobe After Effects, kanye ne-Cinema 4D enze kwaba nokwenzeka ukwenza ama-compositions abe ngokoqobo ngedijithali futhi afake isigqi, ukuphumula, ama-loop, ubude besikhathi, nomsindo. Namuhla, ama-studio afana ne-DIA kanye ne-Studio Dunbar/DEPT® athuthukisa izinhlelo zobunikazi be-kinetic zemikhiqizo efana ne-Mailchimp kanye ne-Instagram. Umgomo akukhona nje ukwenza ama-animation abe ngokoqobo , kodwa ukuchaza indlela yokuziphatha ehlanganyelwe.
Ku-interface, ukunyakaza kusebenza cishe ku-incognito: inkinobho ishintsha isimo, imenyu iyavuleka, isaziso siyavela, noma isondo liyajikeleza ngenkathi kulayishwa okuqukethwe. Uhlelo lwe-Carbon lwe-IBM luhlukanisa phakathi kokunyakaza okukhiqizayo, okusheshayo, nokuyimfihlo, kanye nokunyakaza okubonakalayo, okugcinelwe izikhathi ezivelele kakhulu. Uhlelo lokunyakaza luwuhlelo lolimi, hhayi iqoqo lemiphumela.
Isu, ukupakisha kanye nama-ejensi: i-pulse yokukhiqiza uphawu eSpain
ESpain, umkhakha wokuthengisa imikhiqizo uyanda. Ama-ejensi kanye nabeluleki bayavuma ukuthi isu lomkhiqizo kumele liqale ukusebenza. Engqungqutheleni ye-IPMARK ebibanjelwe eMadrid, abamele ama-ejensi baveze ukuthi ukupakisha kuwumphumela wesu elihambisana kahle ne-R&D, izithameli eziqondiwe, kanye nomkhiqizo.
Uhlaka lwemithetho yaseYurophu lokupakisha luye lwashukumisela izinkampani kanye nezitudiyo zokuklama ukuthi zisebenzisane ezintweni zokwakha kanye nezinhlelo zokunyathelisa. Isizathu akusikho nje kuphela emvelweni: ukukhetha into eyodwa kunenye kungakhuphula kakhulu izindleko. Ukuklama, ukusimama, kanye nokuphila kahle kwezimboni manje kuyahambisana.
Ochwepheshe nabo bayaqaphela ukungezwani. Kukhona izidingo zesikhathi esincane sokwakha izinhlobo, imiphumela yebhizinisi esheshayo, kanye nombono wesikhathi esimaphakathi ongekhe wenzeke ngezinye izikhathi. Ababekhona abaningana bagxeke indlela "eqhutshwa yizindondo" yabanye abaphathi bezinhlobo abasebasha, egxile kakhulu ekufezeni okusheshayo kunokuvikela uhlobo. I-ejensi iyaqhubeka nokuba ngumqaphi wesu.
Okungeziwe kulokhu ukuthuthuka kobuhlakani bokwenziwa. Amaklayenti kanye nama-ejensi ayisebenzisela imidwebo yokuqala kanye nemibono, yize ukuqaliswa kwemakethe kusadinga ukuthuthukiswa kobungcweti. Kuma-ejensi, isihluthulelo sisemakhono alabo abasebenzisa ithuluzi kanye nasekwakheni amaqembu akwazi ukulisebenzisa ngokuhlakanipha. I-AI iyasheshisa, kodwa ayithathi indawo, isiqondiso samasu.
Inkampani yokubonisana yaseSpain iBrandFor iyisibonelo salokhu kukhula. Le nkampani ithi isiphinde kabili isabelo sayo semakethe phakathi kuka-2022 no-2025, yaletha izinhloso zayo zika-2026 ngonyaka, futhi isiphinde kabili inani lamakhasimende ayo. Isuke kumaphrojekthi angaba ngu-20 ngonyaka yaya cishe ku-40. Ibhizinisi lokuthengisa imikhiqizo liya ngokuya liba ngochwepheshe futhi lithola ukuthandwa eSpain.
I-BrandFor, eyasungulwa nguPatricia Arias no-Ismael Merlo, isebenza nezinkampani nezikhungo ezingaphezu kuka-200. Amaklayenti ayo afaka phakathi i-Indra Group, i-Cabify, i-Ifema Madrid, i-Naturgy, i-Santander, i-Ibercaja, i-ITP Aero, i-Cofares, i-Pelayo, i-Urbaser, i-UNICEF, kanye ne-Grupo Iskaypet. Ezinyangeni zakamuva, ihlanganyele ku-IndraMind, ukwenziwa kabusha kwe-Ibercaja, kanye ne-Comillas Onexed. Ukubonisana ngamasu kuhlanganiswa nobuciko, ukwenziwa kwedijithali, kanye ne-AI.
Kukhona futhi impikiswano mayelana nokuhlanganiswa kwe-homogenization. Ochwepheshe abaxoxiswane nabo engqungqutheleni ye-IPMARK bakholelwa ukuthi i-AI ivame ukulinganisa izinto futhi ingasheshisa inkinga ekhona: ukungafuni ubungozi kanye nokwesaba kwamanye amaklayenti ukuzihlukanisa. Inani lomuntu kanye nesibindi sokuphonsela inselelo iklayenti kusalokhu kuyisici esihlukanisayo.
I-AI, ukwethembana nokufaneleka: izinhlaka ezintsha zomkhiqizo
Ukwethembana sekuyinto ebalulekile ekukhiqizeni uphawu. Umbiko we-Media Branding, osekelwe ezingxoxweni ezingu-24 ezisezingeni eliphezulu nabaholi bokuhlela, abaphathi bezindaba, kanye nezifundiswa ezivela eLatin America, eYurophu nase-United States, uhlaziya indlela ukuhlonza uphawu kungasiza ngayo ubuntatheli esikhathini se-AI. Ukuthembeka nakho kuklanywe futhi kudluliselwe kwabanye.
Ezweni lezinkampani, inkampani yokubonisana i-INFINITO igcizelela ukuthi ukukhiqiza uphawu kanye nokusebenza akuzona izindlela ezihlukene . Ngenkathi umkhiqizo ukhiqiza ukuthengisa, umkhiqizo wakha inani lesikhathi eside. USandra Dongo, iNhloko yoKhula kwa-INFINITO, ugcizelela ukuqonda umthengi kanye nokulinganisela isu lomhlaba wonke nokuzivumelanisa nezimo zendawo. Umkhiqizo kumele wazi ukuthi yini okufanele uyekethise kuyo nokuthi yini okufanele uyishintshe.
I-AI iphinde iphoqe imikhiqizo ukuthi isebenze emazingeni amabili: elokuzwela ngokomzwelo, ukuxhumana nabantu, kanye nelokunengqondo, ukunikeza ukubonakala kanye nedatha ecacile kuma-ejenti e-AI ancoma imikhiqizo noma izinsizakalo. Abanye ochwepheshe banezela ngokuthi ubuchwepheshe busebenza ngezingxoxo nokuthi konke okushiwoyo ngomkhiqizo kubalulekile. Idumela manje lijikeleza phakathi kwama-algorithms nabasizi.
Okwamanje, ukwakheka kobunikazi bomkhiqizo kuyaqhubeka nokucindezela imingcele yawo. Ukunyakaza, umsindo, isigqi, kanye nokuguquka kuhlanganiswe ezinhlelweni eziguquguqukayo okumele zisebenze kunoma yisiphi isikrini. Akukhona konke ukudansa ngaphandle kwenhloso, njengoba i-Studio Dunbar/DEPT® isho, kodwa kunalokho mayelana nesenzo ngasinye esinenjongo futhi siqinisa ubuntu bomkhiqizo. Ukuvumelana kuye kwaba yinselele kakhulu futhi kubaluleke kakhulu.
Ukwakha uphawu lwesimanje kusebenza ngezindlela eziningi: isu elisekela uphawu, ukwakheka okwenza lubonakale, ubuchwepheshe obusheshisa ukukhiqizwa kwalo, kanye nokwethembana okwakhayo ngezilaleli ezihlukahlukene. ESpain, ama-ejensi kanye nezinkampani zokubonisana ziyaphikisana ngokuthi zingakhula kanjani ngaphandle kokushintshashintsha; endaweni yedijithali, ukunyakaza kanye ne-AI kushintsha kabusha ulwazi. Lokho okwakuyisithombe esingaguquki manje sekuyisenzo somkhiqizo esishintshashintshayo esishukumisayo, esivumelana nezimo, futhi esifuna ukuzihlukanisa.
