{"id":2425,"date":"2025-12-09T11:16:02","date_gmt":"2025-12-09T11:16:02","guid":{"rendered":"https:\/\/www.iforbes.cz\/?p=2425"},"modified":"2025-12-09T11:16:02","modified_gmt":"2025-12-09T11:16:02","slug":"ai-asistence-a-zmeny-spotrebitelskeho-chovani-co-prinesl-black-friday-2025","status":"publish","type":"post","link":"https:\/\/www.iforbes.cz\/index.php\/2025\/12\/09\/ai-asistence-a-zmeny-spotrebitelskeho-chovani-co-prinesl-black-friday-2025\/","title":{"rendered":"AI asistence a zm\u011bny spot\u0159ebitelsk\u00e9ho chov\u00e1n\u00ed. Co p\u0159inesl Black Friday 2025?"},"content":{"rendered":"\n<p><strong>Listopadov\u00e1 n\u00e1kupn\u00ed hore\u010dka zn\u00e1m\u00e1 jako Black Friday podle p\u0159edb\u011b\u017en\u00fdch \u00fadaj\u016f dos\u00e1hla nov\u00fdch rekord\u016f. Dominance online prodeje, v\u00fdrazn\u00fd n\u00e1stup um\u011bl\u00e9 inteligence (AI) a zm\u011bny n\u00e1kupn\u00edho chov\u00e1n\u00ed p\u0159inesly odli\u0161n\u00e9 v\u00fdsledky v e<\/strong><strong>\u2011<\/strong><strong>commerce a kamenn\u00fdch prodejn\u00e1ch. Pro investory je v\u0161ak d\u016fle\u017eit\u011bj\u0161\u00ed, jak\u00e9 sign\u00e1ly Black Friday vys\u00edl\u00e1 pro celoro\u010dn\u00ed tr\u017eby a potenci\u00e1ln\u00ed v\u00fdvoj akci\u00ed maloobchodn\u00edch a technologicko<\/strong><strong>\u2011<\/strong><strong>retailov\u00fdch spole\u010dnost\u00ed v roce 2026.<\/strong><\/p>\n\n\n\n<p><strong>Online prodej je st\u00e1le dominantn\u011bj\u0161\u00ed<\/strong><\/p>\n\n\n\n<p>Tr\u017eby zde rostly rychleji ne\u017e v kamenn\u00fdch prodejn\u00e1ch a Adobe Analytics uv\u00e1d\u00ed, \u017ee pro online platformy byl leto\u0161n\u00ed Black Friday nejv\u011bt\u0161\u00ed v historii. Ameri\u010dt\u00ed spot\u0159ebitel\u00e9 utratili online 11,8 miliardy USD, meziro\u010dn\u011b o 9,1 % v\u00edce. Mastercard SpendingPulse hl\u00e1s\u00ed r\u016fst celkov\u00fdch maloobchodn\u00edch tr\u017eeb o 4,1 %, p\u0159i\u010dem\u017e podle jejich \u00fadaj\u016f t\u00e1hne cel\u00fd sektor nahoru pr\u00e1v\u011b e\u2011commerce. Vy\u0161\u0161\u00ed n\u00e1v\u0161t\u011bvnost zaznamenaly i kamenn\u00e9 obchody, obvykle tam, kde maloobchodn\u00edci kombinovali slevy s bonusy nebo d\u00e1rky. St\u00e1le v\u0161ak zaost\u00e1valy za tempem r\u016fstu online segmentu.<\/p>\n\n\n\n<p><strong>Do prodeje se st\u00e1le v\u00edce integruje AI<\/strong><\/p>\n\n\n\n<p>Nejv\u011bt\u0161\u00edmi \u201ev\u00edt\u011bzi\u201c podle p\u0159edb\u011b\u017en\u00fdch \u00fadaj\u016f jsou platformy, kter\u00e9 implementovaly AI asistenci, personalizovan\u00e9 nab\u00eddky \u010di automatizovan\u00e1 doporu\u010den\u00ed produkt\u016f. Anal\u00fdza RetailDive uv\u00e1d\u00ed, \u017ee p\u0159enosy z AI kan\u00e1l\u016f rostly p\u0159ibli\u017en\u011b o 805 %, p\u0159i\u010dem\u017e jejich n\u00e1v\u0161t\u011bvn\u00edci m\u011bli o 38 % vy\u0161\u0161\u00ed pravd\u011bpodobnost konverze. To m\u00e1 okam\u017eit\u00fd dopad na spole\u010dnosti jako Amazon, Shopify nebo technologick\u00e9 firmy podporuj\u00edc\u00ed AI marketingov\u00e9 n\u00e1stroje.<\/p>\n\n\n\n<p><strong>Shopify<\/strong><\/p>\n\n\n\n<p>Shopify je kanadsk\u00e1 e\u2011commerce platforma, kter\u00e1 umo\u017e\u0148uje milion\u016fm mal\u00fdch a st\u0159edn\u00edch firem provozovat vlastn\u00ed internetov\u00e9 obchody a p\u0159ij\u00edmat online platby. Poskytovatel ozn\u00e1mil, \u017ee obchodn\u00edci na jeho platform\u011b b\u011bhem Black Friday dos\u00e1hli rekordn\u00edho hrub\u00e9ho objemu zbo\u017e\u00ed (GMV) ve v\u00fd\u0161i 6,2 miliardy USD, co\u017e p\u0159edstavuje 25% meziro\u010dn\u00ed n\u00e1r\u016fst. V nejru\u0161n\u011bj\u0161\u00edch hodin\u00e1ch z\u00e1kazn\u00edci utr\u00e1celi v\u00edce ne\u017e 5 milion\u016f USD za minutu. Jde o jasn\u00fd sign\u00e1l, \u017ee \u0161irok\u00e1 \u0161k\u00e1la nez\u00e1visl\u00fdch zna\u010dek na Shopify dok\u00e1zala z n\u00e1kupn\u00ed hore\u010dky vyt\u011b\u017eit maximum. Podle Deutsche Bank tento jednodenn\u00ed GMV p\u0159edstavuje zhruba 5 % \u010dtvrtletn\u00edho objemu, co\u017e odpov\u00edd\u00e1 historick\u00e9mu vzorci. Nejde tedy o jednor\u00e1zov\u00fd v\u00fdkyv, ale o potvrzen\u00ed rostouc\u00edho trendu. Siln\u00fd Black Friday tak podporuje argument, \u017ee Shopify pat\u0159\u00ed mezi hlavn\u00ed spole\u010dnosti t\u011b\u017e\u00edc\u00ed z rostouc\u00ed popularity online prodeje. V pond\u011bl\u00ed 1. prosince klesly akcie Shopify o t\u00e9m\u011b\u0159 6 %, co\u017e v\u0161ak bylo zp\u016fsobeno kr\u00e1tk\u00fdm v\u00fdpadkem jejich platformy.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"576\" height=\"163\" src=\"https:\/\/www.iforbes.cz\/wp-content\/uploads\/2025\/12\/image-3.png\" alt=\"Obr\u00e1zok, na ktorom je v\u00fdvoj, diagram, rad, sn\u00edmka obrazovky\n\nObsah vygenerovan\u00fd pomocou AI m\u00f4\u017ee by\u0165 nespr\u00e1vny.\" class=\"wp-image-2426\" srcset=\"https:\/\/www.iforbes.cz\/wp-content\/uploads\/2025\/12\/image-3.png 576w, https:\/\/www.iforbes.cz\/wp-content\/uploads\/2025\/12\/image-3-300x85.png 300w\" sizes=\"(max-width: 576px) 100vw, 576px\" \/><figcaption><em>V\u00fdvoj ceny akci\u00ed spole\u010dnosti Shopify za posledn\u00edch 5 let. <\/em>* <em>(Zdroj: tradingview.com)<\/em><\/figcaption><\/figure><\/div>\n\n\n\n<p><strong>Walmart<\/strong><\/p>\n\n\n\n<p>Walmart uvedl, \u017ee b\u011bhem Black Friday t\u00fddne (od 25. listopadu do 1. prosince 2025) zaznamenal oproti p\u0159edchoz\u00edmu roku 57% n\u00e1r\u016fst objedn\u00e1vek. Z\u00e1rove\u0148 informoval, \u017ee jeho marketplace (online sekce s prodejci t\u0159et\u00edch stran) dos\u00e1hl nov\u00e9ho jednodenn\u00edho rekordu v po\u010dtu vy\u0159\u00edzen\u00fdch objedn\u00e1vek. Firma tak\u00e9 upozornila, \u017ee z\u00e1kazn\u00edci, kte\u0159\u00ed b\u011bhem Black Friday pou\u017e\u00edvali mobiln\u00ed aplikaci Walmart v kamenn\u00fdch prodejn\u00e1ch, utratili v pr\u016fm\u011bru o 25 % v\u00edce ne\u017e ti, kte\u0159\u00ed aplikaci nepou\u017eili.<\/p>\n\n\n\n<p><strong>Co o\u010dek\u00e1vat ve v\u00fdsledc\u00edch dal\u0161\u00edch maloobchodn\u00edch l\u00eddr\u016f?<\/strong><\/p>\n\n\n\n<p>Jednou ze spole\u010dnost\u00ed, kter\u00e1 b\u011bhem tohoto n\u00e1kupn\u00edho \u0161\u00edlenstv\u00ed nejv\u00edce dominuje, zejm\u00e9na vzhledem k enormn\u00edmu r\u016fstu online nakupov\u00e1n\u00ed, je Amazon. P\u0159esto\u017ee sv\u00e9 v\u00fdsledky dosud nezve\u0159ejnil, podle obecn\u011b dostupn\u00fdch p\u0159edb\u011b\u017en\u00fdch \u00fadaj\u016f byl i leto\u0161n\u00ed Black Friday s nejv\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed rekordn\u00ed. Vzhledem k tomu, \u017ee firma v\u00fdrazn\u011b investuje do automatizace logistick\u00fdch center a AI personalizace vyhled\u00e1v\u00e1n\u00ed, vy\u0161\u0161\u00ed objem online prodeje zlep\u0161uje jej\u00ed provozn\u00ed mar\u017ei. Pro investory je to pozitivn\u00ed sign\u00e1l pro ro\u010dn\u00ed v\u00fdsledky, jeliko\u017e \u010dtvrt\u00fd kvart\u00e1l u Amazonu tradi\u010dn\u011b tvo\u0159\u00ed v\u00edce ne\u017e t\u0159etinu tr\u017eeb.<\/p>\n\n\n\n<p>Pro firmy, kter\u00e9 se prim\u00e1rn\u011b spol\u00e9haj\u00ed na kamenn\u00e9 prodejny, jako Walmart, Target nebo Costco, p\u0159edstavuje Black Friday v\u011bt\u0161\u00ed v\u00fdzvu, jeliko\u017e boj o z\u00e1kazn\u00edka se p\u0159esouv\u00e1 online a konkuren\u010dn\u00ed tlak p\u016fsob\u00ed na jejich mar\u017ee. Online segment sice posiluj\u00ed, ale vysok\u00e9 logistick\u00e9 n\u00e1klady a n\u00e1sledky pandemie \u2013 kdy se masivn\u011b investovalo do omnichannel \u0159e\u0161en\u00ed \u2013 sni\u017euj\u00ed ziskovost. Vysok\u00e1 inflace nav\u00edc zp\u016fsobila, \u017ee z\u00e1kazn\u00edci nakupovali m\u00e9n\u011b pr\u00e9miov\u00e9 zbo\u017e\u00ed, p\u0159esto\u017ee celkov\u00e9 v\u00fddaje rostly. Zisky tak nemus\u00ed r\u016fst tempem, kter\u00e9 by odpov\u00eddalo rekordn\u00edm tr\u017eb\u00e1m.<\/p>\n\n\n\n<p><strong>Z\u00e1v\u011br<\/strong><\/p>\n\n\n\n<p>Black Friday 2025 jednozna\u010dn\u011b uk\u00e1zal, \u017ee maloobchod v roce 2026 poroste d\u00edky digitalizaci, personalizaci n\u00e1kupn\u00edho procesu a schopnosti \u0161k\u00e1lovat online prodej. Firmy, kter\u00e9 se t\u011bchto trend\u016f chopily, vych\u00e1zej\u00ed z Black Friday jako v\u00edt\u011bzov\u00e9 a jejich akcie mohou z\u00edskat nejv\u00edce. Na druhou stranu tradi\u010dn\u00ed maloobchod \u00fapln\u011b nezaost\u00e1v\u00e1, ale ot\u00e1zkou pro investory je, zda dok\u00e1\u017ee dr\u017eet krok.<\/p>\n\n\n\n<p><strong>Adam Austera, analytik <\/strong><a href=\"https:\/\/ozios.com\/cs\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Ozios<\/strong><\/a><\/p>\n\n\n\n<p><em>Foto: AdobeStock<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n","protected":false},"excerpt":{"rendered":"<p>Listopadov\u00e1 n\u00e1kupn\u00ed hore\u010dka zn\u00e1m\u00e1 jako Black Friday podle p\u0159edb\u011b\u017en\u00fdch \u00fadaj\u016f dos\u00e1hla nov\u00fdch rekord\u016f. Dominance online prodeje, v\u00fdrazn\u00fd n\u00e1stup um\u011bl\u00e9 inteligence<\/p>\n","protected":false},"author":1,"featured_media":2427,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"colormag_page_container_layout":"default_layout","colormag_page_sidebar_layout":"default_layout"},"categories":[58],"tags":[350,116,118,190,267,93],"_links":{"self":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts\/2425"}],"collection":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/comments?post=2425"}],"version-history":[{"count":1,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts\/2425\/revisions"}],"predecessor-version":[{"id":2428,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts\/2425\/revisions\/2428"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/media\/2427"}],"wp:attachment":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/media?parent=2425"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/categories?post=2425"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/tags?post=2425"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}