Impacto de la inteligencia artificial (IA) en la efectividad de las estrategias de marketing personalizado

Abstract

With the advent of technological advancement, AI has emerged as a powerful tool to gather and analyze vast amounts of data, allowing companies to offer highly personalized marketing experiences. By reviewing the literature, this scientific article examines how AI has transformed how companies collect information about their customers, analyze it, and use those results to develop personalized marketing strategies. In addition, it investigates how AI has improved the effectiveness of these strategies by providing a deeper understanding of consumer tastes, preferences, and behavior. The paper presents an example of companies that have successfully implemented AI-based personalized marketing strategies and the implications of these findings for organizations seeking to take full advantage of this technology in the marketing arena are discussed.