Kuphephile ukusho, inkundla yezokuxhumana ayiseyona nje i-hangout yedijithali, isiyinjini yokuphendula eyinhloko yase-UK. Yilapho izethameli zakho eziya khona ukuze zihlole inkinga, ziqinisekise isinqumo sokuthenga futhi zenze amabhizinisi aziphendulele. Njengabakhangisi bezenhlalo base-UK, siyaphumelela ngemvelo esheshayo yomkhakha wethu. Kodwa masithembeke ngesihluku: ukuhlala phambili akubi lula. Phakathi kokukhomba ngqo lapho izethameli zakho ozihlosile zisebenzisa khona isikhathi sazo nokuthola ukunyathela kwakho esikhathini “somhleli we-AI yomuntu”, ingcindezi iyabonakala. Ukuze uthuthukise ukukhula okunenjongo kulo nyaka, isu lakho lenkundla yezokuxhumana kufanele liphumelele esigabeni sokuhlola se-AI nevidiyo yefomu elifushane. Igunya elisha lakhelwe phezu kwezeluleko eziwusizo ezivela kochwepheshe, i-niche community building kanye nokubeka izinto obala. "Ukuxhumana kwabathengi bomkhiqizo kulezi zinsuku kushesha kakhulu, kusobala futhi kuqhutshwa umphakathi kunanini ngaphambili. Kubaluleke ngempela ukuthi imikhiqizo ivumelane nalezi zinguquko. Uma kungenjalo, basengozini yokulahlekelwa ukwethenjwa yizithameli zabo," kusho u-Kikora Mason, iPhini Likamongameli, I-Social Media + Community Management e-Chase, ekuhloleni kwakamuva kwe-Sprout Social yesiko ledijithali. Ngokujabulisayo, ukuphikisana okukhathazayo kwesikhashana segciwane esidlulayo sekuphelile ngokusemthethweni. Abaholi bemakethe banamuhla bahweba okukodwa kokuthunyelwe ukuze bathole ubuqotho besikhathi eside, bagxile ekuxoxeni izindaba eziyisiqephu nokuthuthukisa ukusesha komphakathi. Ukhathazekile ngokuthulula ibhajethi yakho kanye nomkhawulokudonsa eziteshini ezingalungile? Awuwedwa. Kodwa ngaphandle kwesisekelo esiqinile sedatha, isu lakho aliboni kahle, lishiya umnyango uvulekele ukuze izimbangi ezishesha zingene zibambe ukunaka kwezithameli zakho. Ake sinqamule umsindo. Zitholele kahle ukuthi yini oyidingayo ukuze ubeke phambili kulo nyaka ngemininingwane ethathwe Kumbiko Wesu Lokuqukethwe Kwezindaba Zomphakathi we-Sprout. Yiziphi izitayela zamanje zenkundla yezokuxhumana e-UK? Ngaphambi kokuba singene esiphethweni esijulile, ake sibheke isithombe esikhulu. Nakhu ukuhlukaniswa okusheshayo kwamaqhinga amafa abathengisi base-UK okudingeka bawashiye ngemuva, namasu ezinkundla zokuxhumana aqhuba ukukhula kulo nyaka.
Isu Eliphelelwe yisikhathi Isitayela sase-UK sango-2026 Kungani?
Ukujaha igciwane Uchungechunge lweziqephu Ama-algorithms aklomelisa ukugcinwa kwesibukeli.
Ikhophi ye-AI kuphela I-AI yokuhlaziya idatha Ikhophi yerobhothi ejwayelekile yehlisa ukwethenjwa.
Okuphakelayo kosekelo lomphakathi I-Dark Social (WhatsApp) Abasebenzisi balangazelela okuyimfihlo, ukusekelwa okungu-1:1.
Ubushoshovu obusebenzayo Ubushoshovu obuqhutshwa izindinganiso Abathengi bafuna isenzo somhlaba wangempela.
Sakaza izifunzo Ilungiselela Ukusesha Komphakathi Abathengi bafuna ubufakazi bontanga obubonakalayo.
Manje njengoba usunesifinyezo, ake singene emininingwaneni: 1. Ukusebenzisa i-AI ekukhangiseni kwezokuxhumana (ngaphandle kokulahlekelwa ukuthintwa komuntu) Ngenkathi ingxoxo yomhlaba wonke ihlezi igxile emandleni e-AI okukhiqiza okuqukethwe, abakhangisi base-UK babhekene nokunqanyulwa okubalulekile. Ucwaningo lwethu lubonisa ukuthi nakuba u-69% wabakhangisi base-UK bebheka isu labo njengelisebenza ngempumelelo , abathengi bacacile: bafuna okuqukethwe okukhiqizwe abantu njengento eza kuqala kubo. Ngaleso sikhathi, abakhangisi base-UK benza okuqukethwe okukhiqizwe yi-AI kube yinto ehamba phambili yabo engu-#1 ka-2026.
Kungani kunqanyulwa? Abakhangisi bavamise ukuntula izinsiza ezincane futhi bafuna isikali sokulwa nezingqinamba zomkhawulokudonsa. Kodwa-ke, ukukhipha okuqukethwe okujwayelekile, okugunyazwe yi-AI kwehlisa ukwethenjwa. Isixazululo akukhona ukushiya i-AI, kodwa ukushintsha isimo sayo sokusetshenziswa. Njengamanje, ama-40% kuphela abadayisi abasebenzisa amathuluzi e-AI ekubikeni kokusebenza nokuhlaziya. Amandla wangempela we-AI kubakhangisi akukhona ukudalwa kokuqukethwe, kodwa ukuhlaziya okuqukethwe ukuze kuqoqwe imininingwane yezithameli ezifika ngesikhathi. I-UK AI ekukhanyeni kwezokuxhumana: I-Octopus Energy I-Octopus Energy isebenzisa i-AI ukuze icubungule idatha yamandla eyinkimbinkimbi, kodwa igcina izwi leBrithani “elingahlangene” ngokusobala ngokucwengisiswa okuholwa ngumuntu.
Ngokuqinisekisa ukuthi ubuchwepheshe busekela esikhundleni sokungena esikhundleni sokuxhumana kwabantu, bakha ukwethembana kwangempela. Izinyathelo ezingathathwa:
Beka kuqala "imbondela yomuntu": Sebenzisa i-AI ukuze uhlaziye idatha noma wakhe izinhlaka zeskripthi, kodwa qinisekisa ukuthi umhleli wendawo wase-UK ucwengisa ikhophi yokugcina ukuze ulondoloze izisho nethoni yaseBrithani. Ukwamukela izinto obala: U-43% wabathengi ulinganisela amabhrendi "njengalungile noma ampofu" kuphela ekushicileleni okuqukethwe kwangempela. Gcina ukwethenjwa ngokubhala ngokucacile imidiya ethuthukisiwe ye-AI. Cwenga ukugeleza komsebenzi wakho: Xhuma i-AI ekugelezeni komsebenzi mathupha njengokuhlaziya idatha ukuze unikeze iqembu lakho isikhathi sokubuyela ekwenzeni okuqukethwe okunamandla okukhiqizwe umuntu.
2. Ukugcinwa okufanele kakhulu: Ukunyuka kochungechunge lwenkundla yezokuxhumana Masithembeke: nakuba ukumaketha ngegciwane kusekhona, kumabhrendi amaningi kunakhokuthathelwe indawo ukuxoxa kwezindaba okuthembekile. Ikleliswe njengendawo yesibili ephezulu kakhulu kubakhangisi base-UK ngo-2026, ukudala uchungechunge lwezindaba zokuxhumana lwe-episodic kuvumela imikhiqizo ukuthi yakhe izinjini ezifanele, "ezifaneleka ngokweqile". Kodwa kungani ukushintsha? Uma sibheka umsuka, ukuzama njalo ukusungula kabusha isondo lakho konke okuthunyelwe kuholela ekukhathaleni kobuciko kanye nolwazi lwezethameli olungahlangani. Esikhundleni salokho, ividiyo enefomu elifushane (ngaphansi kwamasekhondi angama-60), inkosi engaphikiswa yamafomethi kuyo yonke i-Facebook, Instagram, TikTok kanye ne-X, ifaneleka ngokuphelele emibonweni yobukhulu, ephindaphindayo. Kucabange njengohlelo lwakho lwe-TV oluthandayo; isakhiwo sesiqephu sinikeza izethameli zakho isizathu esinamandla sokunamathela esitolimendeni esilandelayo. Iguqula ngempumelelo iziskroli ezingenzi lutho zibe umphakathi othembekile, otshaliwe. Okubalulekile, ama-algorithms enkundla yezokuxhumana ahlanganisa lokhu. Ngoba amanethiwekhi omphakathi alangazelela ukugcina abasebenzisi kuzinhlelo zabo zokusebenza isikhathi eside ngangokunokwenzeka, ama-algorithms abo avuza ukugcinwa. Ngokuhlala ubuyisela izethameli ezibuyela kuphrofayela yakho, ubonisa inani eliphezulu endaweni yesikhulumi, okukuholela ekufinyeleleni okungcono kakhulu kwemvelo yonkana. Ukugqama kochungechunge lwemithombo yezokuxhumana yase-UK: I-M&S Food Uhlelo lwe-M&S Food's Insider Programme luguqula abasebenzi babo babe abagqugquzeli bomkhiqizo ngokwenza uchungechunge lweTikTok lwesiqephu olufana nokuthi “Yini Okusha ku-Foodhall.”
Ngokwenza ifomethi ephindaphindayo abalandeli abayibheke ngabomvu, bakhe umphakathi obuyisela abalingisi njengemikhiqizo. Izinyathelo ezingathathwa:
Sakaza ithalenta lakho langaphakathi: Yisikhathi sokuyeka ukusakazwa kwebhizinisi. Kungani? Ngoba abantu baxhumana nabantu, hhayi ama-logo. Ngokuhlala ubonisa ubuso obujwayelekile bethimba lakho, wakha ukuxhumana kwangempela nezibukeli zakho. Lapho izethameli zakho zibona ubuso, ziyama kancane ukuskrola kwazo, ziguqule amathemba abandayo zibe umphakathi ofudumele, otshaliwe ofuna ukuzwa ukuthi uthini. Khulisa ukulingana kwabadali: Ungagcini ngokukhokhela umuntu onethonya ngokumemeza kanye nje. Izithameli zase-UK zinolwazi; bangakwazi ukubona imali yokuthenga ngekhilomitha ukusuka, futhi ayenzi lutho ekugcineni kwakho isikhathi eside. Kunalokho, mema abadali abafanelekile ukuthi bafake izihambeli ezivela njalo ochungechungeni lwakho. Lokhu kushintsha okuguquguqukayo ukusuka esikhangisweni esivamile esixhasiwe kuya kubambiswano bangempela, okukuvumela ukuthi uboleke kalula ukwethenjwa kwabo okuzuzwe kanzima. Uma uzimisele ukukala lobu budlelwano ngendlela efanele, ngena kumhlahlandlela wethu obanzi wokwakha isu lokumaketha labanomthelela.
3. Ukushintsha ukusuka kokuphakelayo komphakathi kuye ekusesheni komphakathi Ugcine nini ukusebenzisa i-Google isincomo somkhiqizo futhi wethemba ikhasi lokuqala lemiphumela? Abathengi base-UK baya ngokuya besuka ezinjinini zokusesha zendabuko bevuna amanethiwekhi omphakathi ukuze bathole izimpendulo eziyiqiniso, eziqinisekiswe umuntu. Inkundla yezokuxhumana ayiyona nje indawo yokuskrola ngokungapheli; isiguquke ngokusemthethweni yaba “Injini Yokuphendula” yesimanje. Abathengi besimanje bayangabaza kakhulu ama-athikili acwebezelwe ngokweqile, angenabuso. Bafuna ubufakazi obubonakalayo kanye nokuqinisekiswa kontanga. Bafuna ukubona umkhiqizo usebenza, osetshenziswa umuntu wangempela, ukuze bathole iqiniso elingahlungiwe ngaphambi kokuhlukana nemali abayisebenzele kanzima. Uma ucabanga ukuthi lena imfashini ye-Gen Z edlulayo, idatha ixoxa indaba ehlukile. Yize kuyiqiniso ukuthi ku-Gen Z, i-TikTok iyinjini yokusesha kanye nesiteshi esiphezulu sokutholwa komkhiqizo (abathengi abangama-49% beGen Z abaphendukela endaweni yesikhulumi), izibalo zabantu abadala zifuna ngenkuthalo kwenye indawo. I-Facebook empeleni iyinethiwekhi engu-#1 yokutholwa komkhiqizo, cishe i-40% yabasebenzisi bokuxhumana nabantu abayisebenzisayo ukuthola imikhiqizo emisha. Ngaleso sikhathi, i-YouTube isiziqinise njengendawo ekhulayo yokufundisa ngemikhiqizo, lapho abasebenzisi abangu-24% bathola imikhiqizo emisha. Indawo yokusesha kwezenhlalo yase-UK: Gymshark I-Gymshark iyazi ukuthi izethameli zayo zisebenzisa izinkundla zokuxhumana njengeNjini yokuphendula. Esikhundleni sokuvele bathumele izikhangiso eziphucuzeke kakhulu, bathuthukisa okuqukethwe kwabo kanye nokusebenzisana nabadali ukuze kuseshwe. Uma uwafuna ku-TikTok, imiphumela igcwaliswa ngamavidiyo acaciswe kakhulu, anamagama angukhiye afana ne-“Gymshark Everyday Hold review,” “Ongakuthenga ekuthengisweni kwe-Gymshark,” kanye “Ukujima kwabaqalayo be-Gymshark.” Baqinisekisa ukuthi amagama-ncazo abo, umbhalo osesikrinini, nama-hashtag agcwele imigomo efunwa umphakathi wabo. Izinyathelo ezingathathwa:
Lungiselela Usesho kanye ne-GEO (Ukuthuthukiswa Kwenjini Ekhiqizayo): Phatha okuthunyelwe kwakho komphakathi ngendlela obungenza ngayo.ikhasi lokufika elinenani eliphezulu. Qinisekisa ukuthi amagama-ncazo akho, umbhalo osesikrinini, nokulotshiwe kwevidiyo kugcwele amagama angukhiye emvelo, engxoxo. Ama-algorithms omphakathi nama-chatbots e-AI akhuhla lo mbhalo ngqo ukuze anikeze izimpendulo zemibuzo yabasebenzisi. I-Pivot kuya kokuqukethwe kokuqala: Yeka ukusakaza uhlu lwezici zomkhiqizo wakho. Esikhundleni salokho, sebenzisa amathuluzi okulalela komphakathi ukuze uthole imibuzo eqondile, ecacile kakhulu ebuzwa yizithameli zakho zase-UK, futhi udale okuqukethwe okusebenza njengempendulo eqondile, ewusizo.
4. Ukwanda Komphakathi Omnyama: Ukwakha imiphakathi ku-WhatsApp kanye nama-DM Izinsuku zokuthembela kuphela ekudleni komphakathi ukuze kwakhiwe umphakathi ziya ngokuya zishabalala. Ngokufinyelela kwezinto eziphilayo okubonakala kuba nzima ukuvikeleka, abakhangisi abanolwazi base-UK bashintsha ngokusemthethweni ukugxila kwabo ezindaweni ezincane, eziyimfihlo zedijithali, ezivame ukubizwa ngokuthi I-Dark Social. Idatha izikhulumela yona. E-UK, abasebenzisi abangu-85% baxhumana nemikhiqizo ku-WhatsApp okungenani kanye ngeviki—izinga eliphezulu lokuzibandakanya kuzo zonke izifunda ezihloliwe. Ngaphezu kwalokho, i-31% yabathengi base-UK batshalwe imali kangangokuthi baxhumana nemikhiqizo izikhathi eziningi ngosuku kunethiwekhi. Kungani ubuyela ezinhlelweni zokusebenza zemiyalezo eyimfihlo? Njengoba okuphakelayo komphakathi kugcwala kakhulu izincomo ze-algorithmic nezikhangiso ezixhasiwe, abasebenzisi bahlangabezana nokukhathala okukhulu kokuqukethwe. Izithameli zaseBrithani ngokwemvelo zidonsela ezindaweni ezizizwa zikhethiwe, zisondelene futhi zikhululekile ngokuphelele emsindweni. Iziteshi eziyimfihlo zinikeza indawo ethembeke kakhulu, enezingxabano eziphansi. Uma ikhasimende linombuzo mayelana nokulethwa noma lifuna isincomo somkhiqizo womuntu siqu, lifuna ingxoxo eqondile, yomuntu oyedwa kunokushiya amazwana omphakathi futhi lithemba okungcono kakhulu. Ukukhanya komphakathi okumnyama kwase-UK: ASOS
I-ASOS ihlakulela i-niche resonance ngokusebenzisa izikhala eziyimfihlo zedijithali njengeziteshi Zokusakaza ze-Instagram ukuze ilethe amakhodi okufinyelela ngaphambi kwesikhathi akhethekile kanye nezibuyekezo ze-“lo-fi”, okugqugquzela ukwethembeka kude nomsindo wokuphakelayo komphakathi. Izinyathelo ezingathathwa:
Yethula Isiteshi Se-WhatsApp Sokunakekelwa: Abasebenzisi abangu-40% bathi bafuna izinkampani zivele ku-WhatsApp ukuze zinikeze isevisi yamakhasimende nokusekelwa. Phatha lokhu njengesandiso esiqondile sethimba lakho lokunakekela amakhasimende kunesinye isiteshi sokusakaza. Yamukela "lo-fi" isakhiwo somphakathi: Shintshela ukwesekwa kwakho kuma-DM namaqembu angasese. Abasebenzisi bafuna ukubuyekezwa okungaphekiwe, okuxoxayo kanye nezingxoxo eziqondile kulezi zikhala, okwakha ukwethenjwa okukhulu kunezikhangiso ezipholishelwe kakhulu, zebhizinisi.
5. Inkundla yezokuxhumana eshayelwa inhloso: ubushoshovu bomkhiqizo bokuzulazula e-UK Izinsuku zemikhiqizo ehlezi ngokunethezeka ocingweni seziphelile futhi ngempela. Abathengi base-UK babambe amabhizinisi ukuthi aziphendulele, bangenise kulokho esingakuchaza nje njengokuvuselelwa kabusha kwebhrendi okufanele. Imininingwane iveza isithombe esicacile: Amaphesenti angu-63 e-Gen Z kanye nama-57% eMinyaka Eyinkulungwane manje athi maningi amathuba okuthi athenge ezinkampanini ezikhuluma ngezimbangela ezithile noma izindaba zamanje ezihambisana nokuziphatha kwazo. Abathengi besimanje abafuni nje umkhiqizo owusizo; bafuna ukuthi ukuthenga kwabo kubonise izindinganiso zabo zomuntu siqu. Kodwa-ke, lapho abakhangisi begxumela ku-hashtag ethrendayo ngaphandle komlando wokukhathalela ngodaba, izethameli zase-UK zivele ziyibambe njengeyenza kahle. Ukuhlehla okuwumphumela kuvame ukuba kubi kunokungasho lutho nhlobo. Ukuzwakala kweqiniso kwenzeka kuphela lapho ukuma komkhiqizo kugxiliswe ngokujulile kumanani akhona ayinhloko futhi kusekelwe isenzo sesikhathi eside, esibambekayo. Inhloso yase-UK eqhutshwa yizinkundla zokuxhumana: I-RSPB I-Royal Society for the Protection of Birds (RSPB) I-RSPB ilinganisela kahle injongo nobuntu. Basebenzisa i-Bluesky ukwazisa abalandeli babo abangu-60,000 mayelana nemizamo ebalulekile yokongiwa kwezinyoni, kodwa ngobuhlakani baluka ama-memes ahlobene, ahlekisayo aphefumulelwe izinyoni ukuze ahlanganise umshado.
Bafakazela ukuthi okuqukethwe okugqugquzelwa yinhloso, okuyisishoshovu akufanele kube yinhlekelele futhi kumnyama, kusengajabulisa kakhulu futhi kwabelwane ngokwemvelo. Izinyathelo ezingathathwa:
Lalela ngaphambi kokuthi ukhulume: Imikhiqizo ephumelela kakhulu isebenzisa ubuhlakani bezenhlalo ukuze uqonde ukuthi izethameli zakho ezithize zikukhathalela ngani kuqala. Uma umagange ukumba ujule kulokhu, thola ukuthi ungathwebula futhi uhlaziye kanjani imizwa yezethameli zangempela ngomhlahlandlela wethu ophelele wokulalela komphakathi. Namathela emalini yomkhiqizo wakho: Khuluma kuphela ngezindaba ezihambisana nefa lomkhiqizo wakho noma umkhondo wokusebenza. Uma ungakwazi ukwenza ikhophi yasenqolobaneni yokuthunyelwe kwenkundla yezokuxhumana ngesenzo noma inqubomgomo yenkampani yomhlaba wangempela,kuhlale kungcono ukuzibamba futhi ugxile ekunikeleni kwakho okubalulekile.
6. Amanethiwekhi omphakathi ahamba phambili amabhizinisi ase-UK ngo-2026 (Ungayitshala kuphi ibhajethi yakho) Kukhona ukunqanyulwa okusobala phakathi lapho amabhrendi ase-UK echitha khona isabelomali sawo senkundla yezokuxhumana nalapho izethameli zabo ziblomele khona. Njengamanje, abathengisi base-UK babeka wonke amaqanda abo kubhasikidi wezitayela, bahlela ukutshala imali yabo kakhulu ku-TikTok (73%), Instagram (69%) naku-Facebook (64%) ngo-2026. Kodwa-ke, abathengi base-UK baxoxa indaba ehluke kakhulu. Lapho bebuzwa ukuthi empeleni bahlela ukuchitha isikhathi sabo esiningi kuphi, ama-34% akhombe ku-Facebook, ama-29% ku-TikTok naku-WhatsApp, kanye nama-25% aqinile ku-YouTube. Abakhangisi bangase bazithole bememeza bekhala esikhaleni kumanethiwekhi izethameli zabo ezidlula kuwo.
Kungani sikuthola kungalungile? Ekugcineni ifinyelela egumbini le-echo yomthengisi. Sichitha izinsuku zethu sifunda izingcezu zokucabanga mayelana nokukhula kwe-TikTok, ngakho-ke sicabanga ukuthi kufanele sibe lapho. Sihlala sijaha ithoyizi elisha elicwebezelayo futhi sicabanga ngamanga ukuthi izinkundla zefa zifile noma azipholile. Kodwa idatha ayinandaba nokuthi yini epholile; inendaba nokuthi ukunakwa kuphi ngempela. Ngokuvumela ukwenzelela kwethu kanye ne-FOMO yemboni ilawule isu lethu lesiteshi, sishiya igebe elikhulu, elinenzuzo ukuze izimbangi zethu zithutheleke zibambe abathengi bethu bangempela. Izinyathelo ezingathathwa:
Ungalali ku-Facebook naku-YouTube: Kungase kungezwakali njengokukhetha ocansini kakhulu, kepha ukumaketha kwe-Facebook kuhlala kunamandla aphelele. Okwamanje iyinethiwekhi engu-#1 yokutholwa komkhiqizo, cishe cishe u-40% wabasebenzisi bokuxhumana nabantu abayisebenzisa ngokuzimisela ukuze bathole imikhiqizo emisha. Ngokufanayo, ukumaketha kwe-YouTube kubusa buthule njengendawo yemfundo yomkhiqizo omude, ngabasebenzisi abangu-24% abakusebenzisayo ukuqinisekisa ukuthenga kwabo. Hlola isu lesiteshi sakho: Yeka ukuncika ekuzizweleni amathumbu noma ukukopisha okwenziwa imboni ebanzi. Udinga ukukhomba ngokuqinile ukutshalwa kwezimali kwesiteshi sakho ngedatha eqinile, eqondiswe kubabukeli. Uma uthela amahora wensiza ku-Instagram Reels kodwa abathengi bakho abayinhloko bafuna okokufundisa ku-YouTube, sekuyisikhathi sokwaba kabusha lesi sabelomali ngesihluku.
Ukuphatha igunya elisha Impumelelo kulo nyaka idinga ukushintshwa komqondo. Akusekho mayelana nokuthi bangaki abantu ababone okuthunyelwe kwakho, kodwa ukuthi bangaki abantu ababekwazisa. Ngokwamukela i-AI njengesilondolozi sesikhathi sokuhlaziya, ukutshala imali ekulandiseni kwezindaba eziyisiqephu nokuthuthukisa imiphakathi yangasese, umkhiqizo wakho ngeke uvele uqhubeke, uzohola. Usulungele ukufunda okwengeziwe? Landa umbiko ogcwele we-UK Social Media Strategy wango-2026 ukuze uthole idatha eningilizayo nezinhlaka zamasu. Okuthunyelwe Okuthrendayo kwezokuxhumana e-UK (2026): Umhlahlandlela wamasu wabakhangisi uvele kuqala ku-Sprout Social.
