{"id":16049,"date":"2024-07-25T14:08:46","date_gmt":"2024-07-25T21:08:46","guid":{"rendered":"https:\/\/www.couchbase.com\/blog\/?p=16049"},"modified":"2025-06-13T16:36:49","modified_gmt":"2025-06-13T23:36:49","slug":"unlock-hyper-personalization-with-ai-driven-adaptive-apps","status":"publish","type":"post","link":"https:\/\/www.couchbase.com\/blog\/pt\/unlock-hyper-personalization-with-ai-driven-adaptive-apps\/","title":{"rendered":"Desbloqueie a hiperpersonaliza\u00e7\u00e3o com aplicativos adapt\u00e1veis orientados por IA"},"content":{"rendered":"

Desde muito antes da pandemia, o \"digital-first\" tem sido a dire\u00e7\u00e3o da viagem para organiza\u00e7\u00f5es ambiciosas. Mas fechar a lacuna com gigantes americanos de grande porte, como Amazon e Netflix, pode parecer uma tarefa imposs\u00edvel. Ent\u00e3o, como as empresas podem competir? A resposta \u00e9 dar aos clientes o que eles querem: experi\u00eancias hiperpersonalizadas entregues diretamente em seus dispositivos. Cada vez mais, isso significa aplicativos adapt\u00e1veis capazes de ajustar o comportamento e os recursos em tempo real, com base nas prefer\u00eancias do usu\u00e1rio e em outros fatores.<\/span><\/p>\n

No entanto, esse tipo de experi\u00eancia din\u00e2mica, ultrarresponsiva e centrada no usu\u00e1rio tem um pre\u00e7o. Ela s\u00f3 pode ser alcan\u00e7ada se, primeiro, for implementada a arquitetura de dados correta.<\/span><\/p>\n

A promessa dos aplicativos adapt\u00e1veis<\/h2>\n

Como a Deloitte <\/span>explica<\/span><\/a>Na atualidade, n\u00e3o se espera que as empresas apenas atendam \u00e0s necessidades dos clientes - cada vez mais elas devem \"antecip\u00e1-las e super\u00e1-las\". Isso se manifesta em uma nova corrida pela hiperpersonaliza\u00e7\u00e3o: servi\u00e7os que usam dados em tempo real, aprendizado de m\u00e1quina e an\u00e1lise de IA para fornecer dinamicamente funcionalidades que atendem \u00e0s necessidades espec\u00edficas e ao contexto atual do usu\u00e1rio. O caso comercial para fazer isso \u00e9 bastante s\u00f3lido: as empresas que se destacam em personaliza\u00e7\u00e3o podem gerar 40% mais receita do que as demais, de acordo com <\/span>McKinsey<\/span><\/a>.<\/span><\/p>\n

Situados na porta de entrada para o mundo digital, os aplicativos adapt\u00e1veis s\u00e3o absolutamente essenciais para essa proposta. Eles se ajustam e se reajustam com base nas prefer\u00eancias do usu\u00e1rio, nas condi\u00e7\u00f5es ambientais, nas entradas de dados ou nas circunst\u00e2ncias que mudam rapidamente. Eles s\u00e3o sens\u00edveis ao contexto, personaliz\u00e1veis, situacionais e adapt\u00e1veis. E tamb\u00e9m s\u00e3o inteligentes, incorporando aprendizado de m\u00e1quina preditivo, IA, c\u00e1lculos em tempo real e conversas geradoras de IA para se adaptarem.<\/span><\/p>\n

Eles prometem redefinir a forma como as marcas interagem com seus clientes, mesmo que os grandes inovadores continuem a perturbar e inovar. Considere um servi\u00e7o de streaming que sugere conte\u00fado para assistir com base no hist\u00f3rico de exibi\u00e7\u00e3o e nas prefer\u00eancias do usu\u00e1rio. Um aplicativo adapt\u00e1vel iria al\u00e9m: agendando sess\u00f5es personalizadas de exibi\u00e7\u00e3o de TV, pausando automaticamente quando o espectador precisa de uma bebida e at\u00e9 mesmo exibindo notifica\u00e7\u00f5es relevantes de outros servi\u00e7os de streaming. De maneira semelhante, enquanto os sistemas dom\u00e9sticos inteligentes atuais podem ajustar as configura\u00e7\u00f5es de ilumina\u00e7\u00e3o, temperatura e seguran\u00e7a com base na ocupa\u00e7\u00e3o e na hora do dia, um aplicativo adapt\u00e1vel ajustaria as configura\u00e7\u00f5es com base em quem est\u00e1 em casa e em que c\u00f4modo est\u00e1 localizado.<\/span><\/p>\n

A arquitetura de dados correta<\/h2>\n

As marcas que desejam oferecer esse tipo de experi\u00eancia devem primeiro considerar sua arquitetura de dados de back-end. Os dados devem ser disponibilizados em formatos flex\u00edveis, como JSON, para criar ou modificar entradas de dados imprevistas. Isso pode incluir o aprimoramento de perfis de contas com novos atributos de personaliza\u00e7\u00e3o ou o armazenamento de prompts e respostas de conversas com grandes modelos de linguagem (LLMs).\u00a0<\/span><\/p>\n

A arquitetura de dados tamb\u00e9m deve oferecer um desempenho excepcional para que os aplicativos possam reagir em tempo real e evitar perder uma oportunidade de resposta. Por esse motivo, os aplicativos adapt\u00e1veis precisar\u00e3o estar localizados na borda da rede. E eles precisam fazer a conex\u00e3o cruzada das informa\u00e7\u00f5es de personaliza\u00e7\u00e3o da conta com outros servi\u00e7os opcionais para aprimorar a experi\u00eancia do usu\u00e1rio. Dessa forma, um banco, uma companhia a\u00e9rea e um programa de fidelidade de hotel poderiam coordenar o upgrade do usu\u00e1rio em tempo real quando ele passasse para o status platinum, por exemplo.<\/span><\/p>\n

Infelizmente, h\u00e1 muitas barreiras a serem superadas. Os silos de dados s\u00e3o comuns nas empresas modernas, complicando e retardando o acesso \u00e0s informa\u00e7\u00f5es e aumentando a probabilidade de que os dados n\u00e3o estejam armazenados no formato ou na linguagem corretos. <\/span>Expans\u00e3o do banco de dados<\/span><\/a> \u00e9 outro desafio comum, pois os bancos de dados operacionais, transacionais e anal\u00edticos geralmente trabalham em idiomas, m\u00e9todos de gerenciamento e processos diferentes. Isso tamb\u00e9m pode ser um obst\u00e1culo \u00e0 an\u00e1lise em tempo real e \u00e0 tomada de decis\u00f5es precisas, al\u00e9m de aumentar os custos.<\/span><\/p>\n

Como chegar<\/h2>\n

Para transformar a vis\u00e3o de aplicativos adapt\u00e1veis em realidade, as organiza\u00e7\u00f5es precisam enfrentar esses e outros desafios cr\u00edticos simultaneamente. O desempenho do aplicativo precisa ser extremamente r\u00e1pido em escala. O JSON \u00e9 necess\u00e1rio para alimentar os prompts de IA com dados confi\u00e1veis. \u00c9 necess\u00e1rio um desenvolvimento refinado de prompts, com diversas vari\u00e1veis, incluindo atributos de personaliza\u00e7\u00e3o, localiza\u00e7\u00e3o, atividade e c\u00e1lculos em tempo real, realizados simultaneamente com o aplicativo em execu\u00e7\u00e3o.\u00a0<\/span><\/p>\n

E \u00e9 absolutamente fundamental que os resultados anal\u00edticos possam ser gravados no banco de dados operacional e nos aplicativos que ele executa. A verdade \u00e9 que a maioria dos sistemas anal\u00edticos n\u00e3o grava de volta os valores de dados derivados que eles calculam nos sistemas operacionais - em vez disso, apenas apresenta os resultados como pain\u00e9is, o que \u00e9 uma barreira para agir rapidamente. A capacidade de executar c\u00e1lculos anal\u00edticos em larga escala e em tempo real, que podem ser usados como novos dados nos aplicativos, \u00e9 um divisor de \u00e1guas na busca por aplicativos adapt\u00e1veis.<\/span><\/p>\n

Pela primeira vez, isso agora \u00e9 uma realidade em uma \u00fanica plataforma de banco de dados, que suporta intera\u00e7\u00f5es nos dispositivos m\u00f3veis dos usu\u00e1rios. Uma nova era est\u00e1 surgindo para experi\u00eancias hiperpersonalizadas. E as organiza\u00e7\u00f5es prontas para adotar essas arquiteturas de dados de ponta estar\u00e3o no banco do motorista na corrida pelos cora\u00e7\u00f5es, mentes e carteiras dos consumidores.<\/span><\/p>\n

Um banco de dados flex\u00edvel e multifuncional \u00e9 fundamental para o alto desempenho em escala global e para a cria\u00e7\u00e3o de um banco de dados com tecnologia de IA. <\/span>aplicativos adapt\u00e1veis<\/span><\/a> que oferecem experi\u00eancias premium aos clientes. Saiba mais sobre como <\/span>Pesquisa vetorial do Couchbase na borda<\/span><\/a> e an\u00e1lises em tempo real com <\/span>Colunar do Couchbase<\/span><\/a> pode ajudar as organiza\u00e7\u00f5es a desenvolver uma nova classe de aplicativos adaptativos com tecnologia de IA que envolvem os clientes de forma hiperpersonalizada e contextualizada.<\/span><\/p>\n



<\/p>","protected":false},"excerpt":{"rendered":"

Since long before the pandemic, \u201cdigital-first\u201d has been the direction of travel for ambitious organizations. But closing the gap with big-pocketed U.S. giants like Amazon and Netflix can seem like an impossible task. So how can businesses compete? The answer […]<\/p>","protected":false},"author":77912,"featured_media":16050,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1814,10122,1815,1821],"tags":[9908,9998,9870],"ppma_author":[9311],"class_list":["post-16049","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-application-design","category-artificial-intelligence-ai","category-best-practices-and-tutorials","category-couchbase-architecture","tag-adaptive-applications","tag-data-sprawl","tag-llms"],"acf":[],"yoast_head":"\nUnlock Hyper-personalization With AI-Driven Adaptive Apps - The Couchbase Blog<\/title>\n<meta name=\"description\" content=\"To create personal, ultra-responsive experiences that users expect, your data architecture must be able to adapt dynamically to their preferences.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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