{"id":52592,"date":"2026-10-23T10:37:00","date_gmt":"2026-10-23T03:37:00","guid":{"rendered":"https:\/\/saigonbiz.com\/vn\/?p=52592"},"modified":"2026-10-24T07:25:16","modified_gmt":"2026-10-24T00:25:16","slug":"khi-tac-nhan-ai-dinh-hinh-lai-viec-mua-sam-appier-gioi-thieu-chien-luoc-marketing-kep-cho-ky-nguyen-agentic-commerce","status":"publish","type":"post","link":"https:\/\/saigonbiz.com\/vn\/khi-tac-nhan-ai-dinh-hinh-lai-viec-mua-sam-appier-gioi-thieu-chien-luoc-marketing-kep-cho-ky-nguyen-agentic-commerce\/","title":{"rendered":"Khi t\u00e1c nh\u00e2n AI \u0111\u1ecbnh h\u00ecnh l\u1ea1i vi\u1ec7c mua s\u1eafm, Appier gi\u1edbi thi\u1ec7u chi\u1ebfn l\u01b0\u1ee3c marketing k\u00e9p cho k\u1ef7 nguy\u00ean Agentic Commerce"},"content":{"rendered":"\n\n\n
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Th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n k\u1ebft h\u1ee3p d\u1eef li\u1ec7u \u0111a kênh và kh\u1ea3 n\u0103ng ra quy\u1ebft \u0111\u1ecbnh theo th\u1eddi gian th\u1ef1c \u0111\u1ec3 \u0111\u01b0\u1ee3c AI l\u1ef1a ch\u1ecdn<\/i><\/b><\/p>\n

H\u1ed2 CHÍ MINH, Vi\u1ec7t Nam<\/span>, ngày 23 tháng 10 n\u0103m 2026<\/span> \/PRNewswire\/ — Khi AI chuy\u1ec3n t\u1eeb tr\u1ea3 l\u1eddi câu h\u1ecfi sang t\u1ef1 th\u1ef1c thi nhi\u1ec7m v\u1ee5, công ngh\u1ec7 này \u0111ang tr\u1edf thành m\u1ed9t "ng\u01b0\u1eddi tham gia" ch\u1ee7 \u0111\u1ed9ng trong hành trình mua s\u1eafm, t\u1eeb khám phá, so sánh s\u1ea3n ph\u1ea9m \u0111\u1ebfn \u0111\u1ec1 xu\u1ea5t và thanh toán. V\u1edbi các nhà bán l\u1ebb, thách th\u1ee9c không còn là thu hút s\u1ef1 chú ý. \u0110i\u1ec1u quan tr\u1ecdng là làm sao \u0111\u1ec3 th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c nhìn th\u1ea5y, \u0111\u01b0\u1ee3c hi\u1ec3u \u0111úng và cu\u1ed1i cùng \u0111\u01b0\u1ee3c l\u1ef1a ch\u1ecdn, khi tác nhân AI ngày càng chi ph\u1ed1i quy\u1ebft \u0111\u1ecbnh mua hàng.<\/p>\n

<\/div>\n

Appier, công ty thu\u1ea7n AI cung c\u1ea5p gi\u1ea3i pháp Agentic AI d\u01b0\u1edbi d\u1ea1ng d\u1ecbch v\u1ee5 (AaaS), cho r\u1eb1ng Agentic Commerce, t\u1ee9c th\u01b0\u01a1ng m\u1ea1i do tác nhân AI d\u1eabn d\u1eaft, \u0111ang thay \u0111\u1ed5i c\u0103n b\u1ea3n cách ng\u01b0\u1eddi tiêu dùng tìm ki\u1ebfm và mua s\u1eafm. \u0110\u1ec3 gi\u1eef v\u1eefng l\u1ee3i th\u1ebf c\u1ea1nh tranh, th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n k\u1ebft h\u1ee3p Agentic AI, n\u0103ng l\u1ef1c th\u1ea5u hi\u1ec3u khách hàng \u0111a kênh và kh\u1ea3 n\u0103ng ra quy\u1ebft \u0111\u1ecbnh theo th\u1eddi gian th\u1ef1c. S\u1ef1 k\u1ebft h\u1ee3p này giúp th\u01b0\u01a1ng hi\u1ec7u n\u1eafm b\u1eaft ý \u0111\u1ecbnh khách hàng và t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng.<\/p>\n

T\u1eeb tìm ki\u1ebfm \u0111\u1ebfn mua s\u1eafm cùng AI: S\u1ef1 tr\u1ed7i d\u1eady c\u1ee7a hành trình khách hàng lai<\/b>
Theo Zebbie Tran, Qu\u1ea3n lý S\u1ea3n ph\u1ea9m C\u1ea5p cao t\u1ea1i Appier, tìm ki\u1ebfm b\u1eb1ng AI và các tác nhân AI t\u1ef1 v\u1eadn hành \u0111ang \u0111\u1ecbnh hình l\u1ea1i \u0111i\u1ec3m kh\u1edfi \u0111\u1ea7u c\u1ee7a hành trình khám phá s\u1ea3n ph\u1ea9m. Tr\u01b0\u1edbc \u0111ây, ng\u01b0\u1eddi tiêu dùng th\u01b0\u1eddng tìm hi\u1ec3u s\u1ea3n ph\u1ea9m qua công c\u1ee5 tìm ki\u1ebfm ho\u1eb7c qu\u1ea3ng cáo, r\u1ed3i truy c\u1eadp website th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 mua hàng. Ngày nay, h\u1ecd có th\u1ec3 nh\u1edd AI làm rõ nhu c\u1ea7u và tham kh\u1ea3o các l\u1ef1a ch\u1ecdn tr\u01b0\u1edbc khi ti\u1ebfp t\u1ee5c hành trình qua các kênh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. Hành trình lai này k\u1ebft h\u1ee3p s\u1ef1 d\u1eabn d\u1eaft c\u1ee7a AI v\u1edbi t\u01b0\u01a1ng tác tr\u1ef1c ti\u1ebfp cùng th\u01b0\u01a1ng hi\u1ec7u. Câu h\u1ecfi kh\u1edfi \u0111\u1ea7u vì th\u1ebf c\u0169ng thay \u0111\u1ed5i, t\u1eeb "Tôi nên mua gì?" sang "Làm sao \u0111\u1ec3 tôi gi\u1ea3i quy\u1ebft vi\u1ec7c này?"<\/p>\n

AI hi\u1ec7n \u0111\u01b0a ra g\u1ee3i ý cá nhân hóa theo b\u1ed1i c\u1ea3nh, ngân sách và s\u1edf thích c\u1ee7a t\u1eebng ng\u01b0\u1eddi, r\u1ed3i m\u1edbi \u0111i\u1ec1u h\u01b0\u1edbng h\u1ecd \u0111\u1ebfn website ho\u1eb7c c\u1eeda hàng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 mua hàng. Khi khám phá, \u0111ánh giá và chuy\u1ec3n \u0111\u1ed5i b\u1ecb phân tán qua nhi\u1ec1u \u0111i\u1ec3m ch\u1ea1m, th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n luôn ph\u1ea3i \u0111\u01b0\u1ee3c hi\u1ec7n di\u1ec7n, \u0111\u01b0\u1ee3c hi\u1ec3u rõ và \u0111\u01b0\u1ee3c \u01b0u tiên \u1edf m\u1ecdi giai \u0111o\u1ea1n.<\/p>\n

Theo McKinsey<\/a>, 50% ng\u01b0\u1eddi tiêu dùng \u0111ã dùng tìm ki\u1ebfm b\u1eb1ng AI khi mua s\u1eafm, và 44% coi AI là ngu\u1ed3n thông tin s\u1ea3n ph\u1ea9m chính, v\u01b0\u1ee3t qua công c\u1ee5 tìm ki\u1ebfm truy\u1ec1n th\u1ed1ng (31%). Trong khi \u0111ó, Morgan Stanley Research<\/a> \u01b0\u1edbc tính th\u01b0\u01a1ng m\u1ea1i do tác nhân AI th\u1ef1c hi\u1ec7n s\u1ebd chi\u1ebfm kho\u1ea3ng 1% giao d\u1ecbch bán l\u1ebb n\u0103m 2026, và con s\u1ed1 này có th\u1ec3 \u0111\u1ea1t 10\u201320% trong vòng 5 n\u0103m.<\/p>\n

Marketing b\u01b0\u1edbc vào k\u1ef7 nguyên chi\u1ebfn l\u01b0\u1ee3c kép<\/b>
Khi con ng\u01b0\u1eddi và tác nhân AI cùng tham gia vào hành trình khách hàng, Appier khuy\u1ebfn ngh\u1ecb các nhà bán l\u1ebb áp d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c marketing kép. M\u1ed9t m\u1eb7t, th\u01b0\u01a1ng hi\u1ec7u ti\u1ebfp t\u1ee5c \u0111\u1ea7u t\u01b0 vào k\u1ec3 chuy\u1ec7n (storytelling), n\u1ed9i dung sáng t\u1ea1o và tr\u1ea3i nghi\u1ec7m \u0111áng nh\u1edb cho ng\u01b0\u1eddi tiêu dùng. M\u1eb7t khác, th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n t\u1ed1i \u01b0u n\u1ed9i dung có c\u1ea5u trúc mà máy có th\u1ec3 \u0111\u1ecdc \u0111\u01b0\u1ee3c (machine-readable), nh\u01b0 siêu d\u1eef li\u1ec7u s\u1ea3n ph\u1ea9m (metadata), FAQ, thông s\u1ed1 k\u1ef9 thu\u1eadt, t\u1ed3n kho, \u0111ánh giá và tín hi\u1ec7u chuy\u1ec3n \u0111\u1ed5i. Nh\u1edd \u0111ó, tác nhân AI có th\u1ec3 hi\u1ec3u, \u0111ánh giá và \u0111\u1ec1 xu\u1ea5t s\u1ea3n ph\u1ea9m m\u1ed9t cách chính xác.<\/p>\n

Marketing \u0111ang chuy\u1ec3n t\u1eeb N\u1ec1n kinh t\u1ebf Chú ý (Attention Economy) sang N\u1ec1n kinh t\u1ebf Ý \u0111\u1ecbnh mua s\u1eafm (Intent Economy), và chu k\u1ef3 mua hàng \u0111ã rút ng\u1eafn t\u1eeb 7\u201314 ngày xu\u1ed1ng ch\u1ec9 còn 1 gi\u1edd \u0111\u1ebfn 3 ngày. Vì v\u1eady, th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i kích ho\u1ea1t d\u1eef li\u1ec7u bên th\u1ee9 nh\u1ea5t theo th\u1eddi gian th\u1ef1c, bi\u1ebfn insight thành hành \u0111\u1ed9ng tr\u01b0\u1edbc khi ý \u0111\u1ecbnh mua hàng ngu\u1ed9i l\u1ea1nh.<\/p>\n

Cá nhân hóa, LTV và tích h\u1ee3p d\u1eef li\u1ec7u: Ba thách th\u1ee9c l\u1edbn nh\u1ea5t c\u1ee7a ngành bán l\u1ebb<\/b>
Theo Appier, marketer ngành bán l\u1ebb \u0111ang \u0111\u1ed1i m\u1eb7t v\u1edbi ba thách th\u1ee9c l\u1edbn: cá nhân hóa trên quy mô l\u1edbn, gia t\u0103ng t\u1ef7 l\u1ec7 mua l\u1eb7p l\u1ea1i và giá tr\u1ecb vòng \u0111\u1eddi khách hàng (LTV), c\u0169ng nh\u01b0 tích h\u1ee3p d\u1eef li\u1ec7u tr\u1ef1c tuy\u1ebfn và ngo\u1ea1i tuy\u1ebfn. Dù \u0111ã tri\u1ec3n khai CRM và CDP, nhi\u1ec1u doanh nghi\u1ec7p v\u1eabn g\u1eb7p tình tr\u1ea1ng d\u1eef li\u1ec7u khách hàng phân m\u1ea3nh trên website, \u1ee9ng d\u1ee5ng, Zalo, h\u1ec7 th\u1ed1ng POS, sàn th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed và c\u1eeda hàng. \u0110i\u1ec1u này khi\u1ebfn vi\u1ec7c cá nhân hóa theo th\u1eddi gian th\u1ef1c b\u1ecb h\u1ea1n ch\u1ebf.<\/p>\n

N\u1ec1n t\u1ea3ng Agentic AI c\u1ee7a Appier gi\u1ea3i quy\u1ebft bài toán này b\u1eb1ng ki\u1ebfn trúc d\u1eef li\u1ec7u h\u1ee3p nh\u1ea5t, giúp th\u01b0\u01a1ng hi\u1ec7u làm ch\u1ee7 và liên t\u1ee5c khai thác d\u1eef li\u1ec7u khách hàng. N\u1ec1n t\u1ea3ng d\u1ef1a trên l\u1edbp d\u1eef li\u1ec7u dùng chung, k\u1ebft n\u1ed1i N\u1ec1n t\u1ea3ng D\u1eef li\u1ec7u Khách hàng (CDP), n\u1ec1n t\u1ea3ng T\u1ef1 \u0111\u1ed9ng hóa Marketing và n\u1ec1n t\u1ea3ng AI h\u1ed9i tho\u1ea1i. Trên l\u1edbp d\u1eef li\u1ec7u này, các tác nhân AI c\u1ee7a Appier h\u1ee3p nh\u1ea5t thông tin khách hàng vào m\u1ed9t công c\u1ee5 ra quy\u1ebft \u0111\u1ecbnh duy nh\u1ea5t. Toàn b\u1ed9 quy trình \u0111\u01b0\u1ee3c tinh g\u1ecdn, t\u1eeb phân tích t\u1ec7p khách hàng, \u0111i\u1ec1u ph\u1ed1i hành trình khách hàng, l\u1eadp k\u1ebf ho\u1ea1ch ngân sách, t\u1ea1o n\u1ed9i dung sáng t\u1ea1o \u0111\u1ebfn t\u1ed1i \u01b0u A\/B testing.<\/p>\n

Gi\u1ea3i pháp Data Quality Booster chuy\u1ec3n \u0111\u1ed5i các tr\u01b0\u1eddng d\u1eef li\u1ec7u k\u1ef9 thu\u1eadt r\u1eddi r\u1ea1c thành thông tin chu\u1ea9n hóa, d\u1ec5 hi\u1ec3u v\u1edbi ng\u01b0\u1eddi làm marketing, giúp gi\u1ea3m thi\u1ec3u sai l\u1ec7ch và r\u1ee7i ro \u1ea2o giác AI (hallucination). Nh\u1edd \u0111ó, marketer có th\u1ec3 dùng ngôn ng\u1eef t\u1ef1 nhiên \u0111\u1ec3 xây d\u1ef1ng t\u1ec7p khách hàng, tri\u1ec3n khai chi\u1ebfn d\u1ecbch và kích ho\u1ea1t hành trình khách hàng mà không c\u1ea7n ph\u1ee5 thu\u1ed9c nhi\u1ec1u vào b\u1ed9 ph\u1eadn IT.<\/p>\n

Giá tr\u1ecb c\u1ee7a Agentic AI: H\u1ecdc h\u1ecfi, ghi nh\u1edb và hành \u0111\u1ed9ng theo th\u1eddi gian th\u1ef1c<\/b><\/p>\n

\u0110\u1ec3 chu\u1ea9n b\u1ecb cho k\u1ef7 nguyên Agentic Commerce, Appier khuy\u1ebfn ngh\u1ecb các nhà bán l\u1ebb t\u1eadp trung vào ba \u01b0u tiên: h\u1ee3p nh\u1ea5t d\u1eef li\u1ec7u tr\u1ef1c tuy\u1ebfn và ngo\u1ea1i tuy\u1ebfn, xây d\u1ef1ng n\u0103ng l\u1ef1c ra quy\u1ebft \u0111\u1ecbnh theo th\u1eddi gian th\u1ef1c, và gìn gi\u1eef nh\u1eefng tr\u1ea3i nghi\u1ec7m mang tính con ng\u01b0\u1eddi, n\u1ec1n t\u1ea3ng c\u1ee7a m\u1ed1i quan h\u1ec7 khách hàng b\u1ec1n ch\u1eb7t. Khi tác nhân AI \u0111\u1ea3m nh\u1eadn các t\u01b0\u01a1ng tác l\u1eb7p l\u1ea1i và có ý \u0111\u1ecbnh mua cao, marketer có th\u1ec3 d\u1ed3n s\u1ee9c cho k\u1ec3 chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, g\u1eafn k\u1ebft khách hàng và các quy\u1ebft \u0111\u1ecbnh ph\u1ee9c t\u1ea1p. Nh\u1edd \u0111ó, m\u1ed7i t\u01b0\u01a1ng tác \u0111\u1ec1u tr\u1edf thành \u0111\u1ed9ng l\u1ef1c t\u0103ng tr\u01b0\u1edfng dài h\u1ea1n.
 <\/p>\n

Gi\u1edbi thi\u1ec7u v\u1ec1 Appier<\/b>
<\/span>Appier (TSE: 4180) là m\u1ed9t công ty cung c\u1ea5p tác nhân AI nh\u01b0 m\u1ed9t d\u1ecbch v\u1ee5, AI-native Agentic AI as a Service (AaaS), giúp các doanh nghi\u1ec7p t\u1ea1o ra giá tr\u1ecb \u0111\u1ed9t phá thông qua các gi\u1ea3i pháp công ngh\u1ec7 qu\u1ea3ng cáo (AdTech) và marketing (MarTech) tiên ti\u1ebfn. \u0110\u01b0\u1ee3c thành l\u1eadp n\u0103m 2012 v\u1edbi t\u1ea7m nhìn "\u0110\u01a1n gi\u1ea3n hóa AI b\u1eb1ng cách la\u0300m cho ph\u1ea7n m\u1ec1m tr\u1edf nên thông minh", Appier h\u1ed7 tr\u1ee3 doanh nghi\u1ec7p chuy\u1ec3n hóa AI thành ROI thông qua Ad Cloud, Personalization Cloud và Data Cloud – t\u1ea5t c\u1ea3 \u0111\u1ec1u \u0111\u01b0\u1ee3c v\u1eadn hành b\u1edfi Tác nhân AI (Agentic AI), cho phép ra quy\u1ebft \u0111\u1ecbnh t\u1ef1 \u0111\u1ed9ng, thích \u1ee9ng và theo th\u1eddi gian th\u1ef1c. Hi\u1ec7n nay, Appier vâ\u0323n ha\u0300nh 17 v\u0103n phòng trên kh\u1eafp khu v\u01b0\u0323c châu Á – Thái Bình D\u01b0\u01a1ng, Hoa Ky\u0300 và châu Âu, Trung \u0110ông, châu Phi, và \u0111\u01b0\u1ee3c niêm y\u1ebft trên Sàn Giao d\u1ecbch Ch\u1ee9ng khoán Tokyo. Tìm hi\u1ec3u thêm t\u1ea1i www.appier.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n k\u1ebft h\u1ee3p d\u1eef li\u1ec7u \u0111a kênh và kh\u1ea3 n\u0103ng ra quy\u1ebft \u0111\u1ecbnh theo th\u1eddi gian th\u1ef1c \u0111\u1ec3 \u0111\u01b0\u1ee3c AI l\u1ef1a ch\u1ecdn H\u1ed2 CHÍ MINH, Vi\u1ec7t Nam, ngày 23 tháng 10 n\u0103m 2026 \/PRNewswire\/ — Khi AI chuy\u1ec3n t\u1eeb tr\u1ea3 l\u1eddi câu h\u1ecfi sang t\u1ef1 th\u1ef1c thi nhi\u1ec7m v\u1ee5, công ngh\u1ec7 này \u0111ang […]\n","protected":false},"author":2604,"featured_media":52593,"comment_status":"open","ping_status":"closed","sticky":false,"template":"Default","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2293],"tags":[],"class_list":["post-52592","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-newswire"],"yoast_head":"\nKhi t\u00e1c nh\u00e2n AI \u0111\u1ecbnh h\u00ecnh l\u1ea1i vi\u1ec7c mua s\u1eafm, Appier gi\u1edbi thi\u1ec7u 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