Maestría Inteligencia de Negocios

URI permanente para esta colecciónhttp://hdl.handle.net/11634/70187

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Análisis estratégico de un modelo de inteligencia de negocios para el fortalecimiento de la gestión administrativa del seguimiento y cierre de proyectos en empresas de servicios públicos de acueducto y alcantarillado en la costa Caribe Colombiana
(Universidad Santo Tomás, 2026-10-07) Hernandez Ramos, Maria Stella; Cueto Fuentes, Eduardo Nicolas; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000860930; https://scholar.google.com/citations?hl=es&user=WnQLGoUAAAAJ; https://orcid.org/0000-0002-2125-6828
This study examines a recurring administrative problem in water supply and sewerage projects: the information required to control execution and complete project closure is scattered across applications, files, and organizational units that do not always exchange data. As a result, teams rely on manual reconciliation, reporting takes longer, and it becomes difficult to obtain a consistent view of project status. A qualitative, exploratory-descriptive design was used. Semi-structured interviews and an Internal Factor Evaluation (IFE) matrix were combined to characterize current practices and identify the most relevant gaps. The diagnostic findings were then contrasted with data architecture, data governance, and analytics approaches in order to develop a conceptual business intelligence proposal. The evidence indicates that the central challenge is not a shortage of data, but the limited ability to connect sources, standardize criteria, and transform available records into useful management information. The proposed model combines source integration, an analytical repository, data governance and quality rules, performance metrics, analytics, and monitoring dashboards. Its intended contribution is to improve traceability, reduce repetitive reconciliation work, and provide timely evidence for administrative decision-making.
Análisis estratégico de un modelo de inteligencia de negocios basado en inteligencia artificial para el fortalecimiento de la gestión de cobro en empresas de servicios públicos de acueducto y alcantarillado en la costa Caribe Colombiana
(Universidad Santo Tomás, 2026-10-05) Caro Cabarcas, Angelica Maria; Cueto Fuentes, Eduardo Nicolas; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000860930; https://scholar.google.com/citations?hl=es&user=WnQLGoUAAAAJ; https://orcid.org/0000-0002-2125-6828
Water supply and sewerage utility companies in the Colombian Caribbean region face significant challenges in revenue collection and accounts receivable recovery, affecting their financial sustainability and the efficiency of their commercial operations. These challenges arise from both internal and external factors. Internally, organizations rely heavily on manual processes supported by Excel spreadsheets, fragmented commercial databases across different organizational units, and a strong dependence on the Information and Communications Technology (ICT) department to retrieve historical data. Externally, outdated customer contact information, payment resistance, duplicate property records, and high levels of socioeconomic and labor informality which account for 55% of the variance in payment default reduce the effectiveness of traditional mass debt collection strategies while increasing their operational costs. This research adopted a mixed-methods approach with a qualitative emphasis, using an exploratory-descriptive scope and a cross-sectional, non-experimental research design. The study was guided by the CRISP-DM methodology, specifically the Data Understanding phase, to analyze the organizational context and assess the information available for debt collection management. Data were collected through an extensive literature review, the application of the Internal Factor Evaluation (IFE) Matrix, and semi-structured interviews with ten senior managers and subject-matter experts from public utility companies in the Colombian Caribbean region. The findings reveal that, although 80% of the organizations have established a formal sequential debt collection process, the transition between its different stages generates operational delays and information loss. In addition, the analytical maturity of these organizations remains predominantly descriptive, as 60% still depend on traditional information systems and Excel-based analyses to support decision-making. Nevertheless, the results also indicate a strong institutional willingness to embrace digital transformation. Specifically, 60% of the participants identified a hybrid strategy based on Business Intelligence (BI) and Artificial Intelligence (AI) as a strategic priority, according to the experts interviewed, predictive analytics would enable more accurate customer segmentation by distinguishing between users experiencing financial hardship, occasional late payers, and customers who postpone payments, furthermore, these technologies would facilitate automated customer contact processes in compliance with Colombian Law 2300 of 2023 and personal data protection regulations (Habeas Data), while supporting autonomous cadastral data cleansing. Ultimately, their implementation would contribute to improving revenue collection, strengthening accounts receivable recovery, and enhancing the financial sustainability of public utility companies.
Implementación de estrategias de inteligencia de negocios en procesos de mrtgage, caso mercado EE. UU.
(Universidad Santo Tomás, 2026-10-05) Caraballo Wright, Greyci Shalon; Cueto Fuentes, Eduardo Nicolás; Universidad Santo Tomás; https://scholar.google.com/citations?user=WnQLGoUAAAAJ&hl=es&oi=ao; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000860930; https://orcid.org/0000-0002-2125-6828
This research addressed the implementation of business intelligence (BI) strategies within mortgage processes in the United States market, using Zlivio S.A.S.—a Colombian back-office company specializing in mortgage processing for the U.S. Latino market—as the case study. The study began with a review of prior research and a theoretical framework encompassing the foundations of business intelligence, data storage and management, decision-oriented analytics, and competitive benchmarking as an organizational comparison technique, complemented by a legal framework centered on commercial competition and data-use regulations applicable to the mortgage sector. Building on this framework, a mixed-methods methodology was defined, structured around the technique of competitive benchmarking, through which Zlivio S.A.S. was compared against two representative benchmarks in the U.S. mortgage market: Rocket Mortgage and United Wholesale Mortgage (UWM). This comparison was supported by a database constructed from technological, operational, data-and-analytics, and customer-relationship variables, and enabled the identification of concrete gaps relative to these benchmarks, particularly in technological integration, process standardization, and closing times. On this basis, an organizational diagnosis was also developed, prioritizing issues related to the fragmentation of internal and external communication channels, the lack of standardization in origination, verification, and closing processes, the disintegration between the CRM and Encompass systems, dependence on manual reporting, and the absence of predictive analytics. In response to this diagnosis, three solution alternatives were formulated and analyzed—a corporate data warehouse with ETL integration, robotic process automation (RPA), and a centralized tracking template with lightweight (low-code) automation—each grounded in specialized literature and evaluated against criteria of cost, technical complexity, implementation time, and required organizational capacity. From this comparative analysis, the alternative of lowest cost and complexity, executable by a single responsible party, was selected as the immediate intervention action, as it best matched the resources available to Zlivio S.A.S. at the time of the consultancy. This document specifically records the intervention process developed on the basis of the selected alternative: its structuring into six sequential phases—diagnosis and readiness, design, construction, controlled pilot, deployment and training, and monitoring with transition toward the subsequent alternative—translated into a thirty-three-step operational guide with verifiable checkpoints; a risk matrix with corresponding mitigation measures; an explanation of four operational support annexes; and a client-directed closing statement outlining the achievements of the consultancy and the importance of its effective implementation, without adopting the format of formally signed closure documents, given the time constraints inherent to the scope of the research. Taken together, the findings demonstrate that concrete operational challenges within a resource-constrained organization can be addressed through self-service technological solutions grounded in business intelligence literature (Imhoff & White, 2011; Waszkowski, 2019), without this substituting the medium-term need to advance toward the higher-analytical-scope alternatives identified in comparative analysis. The chapter concludes with eight conclusions and eight recommendations, differentiated between operational implementation at Zlivio S.A.S. and the continuity of the research process.
Percepciones sobre la implementación de la inteligencia artificial en los emprendimientos estudiantiles de la fundación universitaria compensar
(Universidad Santo Tomás, 2026-10-05) Linares Aldana, Carolina; Cueto Fuentes, Eduardo Nicolás; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000860930; https://orcid.org/0000-0002-2125-6828
This research strategically analyzes the perceptions of entrepreneurship students at Fundación Universitaria Compensar regarding the implementation of artificial intelligence in their businesses. Its purpose was to characterize their level of knowledge, uses, and assessments of this technology; identify the main barriers and opportunities associated with its incorporation into entrepreneurial projects; and formulate institutional recommendations to strengthen its curricular integration and entrepreneurship support. The study followed a mixed, applied, descriptive, and exploratory approach, using an intentional sample of 24 students with businesses in development, operation, or consolidation. Data was collected through a structured survey and analyzed using frequencies, relationships between variables, and categories associated with knowledge, perceived usefulness, intention to use, limitations, and ethical considerations. The findings revealed a broadly favorable perception of artificial intelligence. Most participants use it in their daily activities, recognize its potential to improve business performance, and express willingness to incorporate it into their ventures. However, low and intermediate levels of knowledge predominate, even among students who have received previous training. The main barriers identified were insufficient knowledge, limited training, lack of time, access costs, and distrust of digital tools. The study concludes that positive technological acceptance represents an institutional opportunity, but its effective use requires practical, progressive, and ethically oriented education. Accordingly, it recommends the development of workshops, laboratories, and training pathways focused on market analysis, process automation, digital marketing, financial management, content creation, and data-driven decision-making. These actions could strengthen innovation, competitiveness, sustainability, and strategic management of student ventures within a digital business environment.
Análisis estratégico de la inteligencia de negocios como herramienta para la sostenibilidad, el crecimiento y la escalabilidad de las tiendas de barrio y minimercados en la localidad de Kennedy, Bogotá
(Universidad Santo Tomás, 2026-10-01) Ríos Moreno, Jorge Alejandro; Cueto Fuentes, Eduardo Nicolás; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000860930; https://scholar.google.com/citations?user=WnQLGoUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-2125-6828
The expansion of hard discount retailers has intensified the competitive pressure faced by neighborhood stores and small grocery retailers in Colombia, highlighting the need to strengthen management practices that support their continuity and growth. Within this context, the purpose of this study was to examine how Business Intelligence tools can contribute to the competitiveness, sustainability, and scalability of businesses located in the Kennedy district of Bogotá. The research followed a quantitative approach, with a descriptive-correlational scope and a non-experimental, cross-sectional design. Data were collected through a survey administered to 232 owners and managers of neighborhood stores and small grocery retailers. The information was then analyzed using descriptive statistics and bivariate comparisons to explore relationships among administrative management practices, information handling, and the level of technology adoption. The findings indicate that the challenges faced by the traditional retail channel are not explained solely by limited access to technology. They are also related to weaknesses in the way business information is recorded, organized, and used. Favorable relationships were observed between systematic data management, financial planning, awareness of profit margins, and the implementation of management improvements. In addition, participants showed interest in adopting digital tools, although this willingness is mainly limited by a lack of technical knowledge and by the need for training and support. Based on these results, the study suggests that basic Business Intelligence tools, adapted to the economic and operational conditions of small retailers, can help strengthen the traditional retail channel by turning everyday operational data into useful information for management and decision-making.
Diagnóstico estratégico e implementación de un plan de digitalización comercial de bajo costo para el fortalecimiento competitivo y la participación de mercado de la ferretería Construtodo en Guacarí, Valle del Cauca.
(Universidad Santo Tomás, 2026-09-25) Orozco Jaramillo, José Fernando; Cueto Fuente, Eduardo Nicolás; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000860930; https://scholar.google.com/citations?user=WnQLGoUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-2125-6828
CONSTRUTODO, a microenterprise with three years of operation in Guacarí, faces the challenge of managing its internal limitations and capitalizing on external factors to consolidate its competitive position and expand its market share by 2026. This occurs in a sector characterized by high rivalry, similar products, and low bargaining power with suppliers. The research was conducted using a mixed-methods approach, at a descriptive-propositive level, and with a cross-sectional design. Data was collected through a SERVPERF survey administered to 144 customers (non-probabilistic convenience sampling from a population of 230) and direct observation. This was complemented by the EFI, PESTEL, Porter's Five Forces, EFE, MPC, IE, and SWOT matrices (David, 2017). The findings revealed a moderately strong internal position (EFI = 2.61), based on personalized service and business acumen, in contrast to a weak external position (EFE = 2.08), placing the company in Quadrant V (Retain and Maintain) of the IE Matrix. The MPC revealed a competitive third place (2.80), below Ferretería Los Paisas GV S.A.S. (3.18) and Ferretería Froy (3.08), with the lack of a digital presence being a critical gap. Based on the SWOT analysis, a low-cost business digitization alternative was selected and implemented, executed without financial outlay, achieving positioning on Google Maps, along with the creation and redesign of social media profiles.
Análisis sobre el proceso de transformación de los datos en inteligencia de negocios: disponibilidad, unificación, automatización y su integración con la inteligencia artificial, en el departamento data, analítica e inteligencia artificial
(Universidad Santo Tomás, 2026-09-25) Fierro Castellanos, Johan Sebastián; Cueto Fuentes, Eduardo Nicolás; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000860930; https://scholar.google.com/citations?user=WnQLGoUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-2125-6828
Today, data has become a strategic asset for organizations, as it enables them to measure, control, and optimize processes. For this reason, the centralization and cleansing of information are essential to support planning and decision-making. In this sense, it is imperative that the data available within a company be clear, structured, timely, and — above all — reliable. Likewise, the democratization of data, underpinned by adequate centralization, fosters the existence of single, certified sources of information, allowing users to work from a "single version of the truth" and to have a clearer strategic vision at the moment of making decisions. With the implementation of artificial intelligence, data takes on even greater relevance, as it constitutes its primary input. To the extent that information is reliable and properly structured, the quality of responses and process automation will improve accordingly, enabling artificial intelligence to contribute meaningfully to the optimization of manual and repetitive tasks. For this reason, it is essential that companies implement data centralization and democratization strategies in order to achieve more agile and efficient information flows. Building on the above, opportunities for improvement can be identified through data centralization, data democratization, and process automation. Within the organization — where multiple business units and varying Business Intelligence practices coexist — it becomes indispensable to understand the perceptions of both internal and external clients regarding the information they consume: its quality, timeliness, consistency, and ease of access. These inputs make it possible to guide a comprehensive process of data centralization, governance, and exposure, with the aim of consolidating a reliable, standardized source for the entire company. In this way, the foundations are laid for scaling advanced analytics and enabling artificial intelligence use cases with higher-quality data — an aspect of particular relevance in a context where AI adoption still presents maturity gaps in Colombia.
Aplicación de inteligencia artificial en la atención al cliente de empresas de telecomunicaciones: enfoque estratégico en Antioquia
(Universidad Santo Tomás, 2026-09-24) Alzate Botero, Juan Camilo; Cueto Fuentes, Eduardo Nicolás; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000860930; https://scholar.google.com/citations?user=WnQLGoUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-2125-6828
This research examines the potential and strategies for incorporating Artificial Intelligence (AI) solutions into customer service processes within telecommunications companies in Antioquia. The study responds to the need to optimize operational efficiency, reduce response times, improve service quality, and enhance the user experience in a sector marked by strong competition and growing demand for connectivity. Methodologically, the research was developed under a quantitative approach with a descriptive scope. It was based on a review of background literature at the international, national, and regional levels, complemented by an analysis of the relevant theoretical and regulatory framework, along with data collection through a survey applied to telecommunications users in the Valle de Aburrá. This process made it possible to identify the main difficulties faced by users, as well as to assess their willingness to accept tools such as chatbots, virtual assistants, Natural Language Processing systems, and predictive analytics. The findings point to a favorable perception regarding the adoption of AI as a means of enhancing customer service and anticipating potential issues. These technologies can shorten response times, automate repetitive requests, personalize customer interactions, optimize resource allocation, and strengthen companies' preventive capabilities. However, implementation faces challenges related to costs, technological integration, specialized talent, data management, privacy, security, and ethics. These findings suggest that AI can serve as a strategic driver for enhancing competitiveness as well as service quality, provided that its adoption integrates technology, processes, human talent, data governance, and regulatory compliance.
Análisis estratégico sobre la implementación de la inteligencia artificial en la gestión eficiente de las cuentas por cobrar: estudio de caso en la organización Corona
(Universidad Santo Tomás, 2026-09-21) Caro Hernández, Isabel Cristina; Cueto Fuentes, Eduardo Nicolás; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000860930; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002330576; https://scholar.google.com/citations?user=WnQLGoUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-2125-6828
This study examines, from a strategic perspective, the adoption of artificial intelligence in Organización Corona's accounts receivable operations. A mixed research design was used, integrating quantitative and qualitative evidence from employee and distributor surveys with an interview conducted with an internal artificial intelligence specialist. The findings indicate that many activities still depend on manual execution, which increases workload and creates opportunities for errors and rework. Differences were also found in the speed of payment posting, with consequences for available credit and distributor experience. The technological assessment suggests that artificial intelligence can feasibly support paymentdocument extraction, reconciliation, and allocation. The study therefore frames artificial intelligence as a strategic path for process evolution rather than as a remedy for financial deterioration: it can raise productivity, improve the use of working capital, and provide a better customer experience.
Análisis estratégico sobre el benchmarking para el BBVA frente a los principales neobancos que operan en Colombia en 2026: estudio de caso en Neiva
(Universidad Santo Tomás, 2026-09-21) Rivera Marin , Lucero Jazmin; Cueto Fuentes , Eduardo Nicolas; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000860930; https://scholar.google.com/citations?user=WnQLGoUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-2125-6828
The central problem of this study is to review the features most valued by financial sector users regarding services and products, user experience, security and regulation, and costs and fees. The purpose is to adopt strategies into BBVA’s business model to learn and improve its own offering, thereby achieving a competitive advantage over the country's main neobanks: Lulobank and Nubank. The research was conducted using a mixed-methods approach, applying a survey to a sample of 380 of the institution's users and 19 employees, thus providing a more comprehensive view of the current situation. The results reveal that users maintain a bond with the bank built purely on economic and convenience bases, lacking a real emotional connection with the entity. Likewise, there is a stark contradiction regarding the perception held by employees on the institution's use of technology, evidencing an operational bottleneck in internal processes that are not homogeneous. Based on these findings, an alternative is proposed that seeks to transform transactional loyalty into sustainable, long-term emotional loyalty, impacting key indicators at BBVA by leveraging human potential, which is difficult to replicate in the digital models of neobanks.
Análisis estratégico sobre la implementación de la IA en los procesos de I+D+I de la empresa SS&D ingeniería SAS
(Universidad Santo Tomás, 2026-09-20) Suarez Cárdenas, Daniel Fernando; Cueto Fuentes , Eduardo Nicolás; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000860930; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002001199; https://scholar.google.com/citations?user=WnQLGoUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-2125-6828
The integration of artificial intelligence (AI) into business processes has become a strategic element for improving competitiveness and innovation; however, companies like SS&D Ingeniería S.A.S. will face constraints related to specialized talent, technological infrastructure, data management, and organizational capabilities for its implementation. The purpose of this study was to create a strategic plan to integrate artificial intelligence into the research, development, and innovation (R&D&I) processes of SS&D Ingeniería S.A.S. The consulting work was carried out using a mixed-methods, exploratory-descriptive approach, focusing on applied research and employing methods such as strategic analysis through the Internal Factor Evaluation (IFE) Matrix, as well as document review and unstructured interviews, in order to identify organizational opportunities, weaknesses, and capabilities. The IFE Matrix revealed that the company's readiness to implement artificial intelligence immediately was insufficient, with a score of 2.10. Technical expertise in industrial automation was the most notable strength, while the lack of analytical capacity and specialized talent was the greatest weakness. Therefore, a phased strategic plan was developed focusing on data governance, internal skills development, specialized training, and the creation of pilot projects. The results indicate that the phased implementation of artificial intelligence is a viable, long-term alternative for strengthening competitiveness and innovation processes in companies.
Gestión del cambio para la adopción de tecnologías emergentes en Colsubsidio
(Universidad Santo Tomás, 2026-09-16) Oda Melo, Stephanie; Cueto Fuentes, Eduardo Nicolás; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000860930; https://scholar.google.com/citations?user=WnQLGoUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-2125-6828
The digital transformation undertaken by Colsubsidio since 2023 encountered significant difficulties in the adoption of artificial intelligence (AI), mainly due to human and organizational barriers. The research addressed this problem by analyzing how organizational change management influences the adoption of emerging technologies (AI) at Colsubsidio during the period 2023–2026. Methodologically, a mixed approach was chosen, combining qualitative analysis (documentary review and open-ended surveys of leaders and users) with a quantitative study based on a structured survey of 82 employees from various areas. The results reveal that only one quarter of the employees perceived a formal change management strategy in the AI projects, while approximately half of the sample did not identify clear support actions, reflecting a significant gap in support for staff. This deficit in change management was associated with high levels of initial resistance and low adoption of the new tools. Among the main barriers identified were cultural resistance to change (approximately 30% of mentions) and lack of training/digital literacy (approximately 16%). At the same time, training emerged as the most valued change initiative: about 47% of respondents acknowledged that the training they received helped them understand the impact of AI on their roles. In summary, the study confirms the critical role of change management in the sustainable adoption of emerging technologies: when robust change strategies (communication, training, and participation) are in place, AI adoption increases substantially, whereas their absence slows or compromises the success of the digital transformation.
Análisis estratégico del proceso de compra y venta de vehículos usados en Segundautos Boyacá, usando herramientas de inteligencia artificial para la proyección de tendencias de mercado
(Universidad Santo Tomás, 2026-05-05) Pineda Pérez, Omar Andrés; Cueto Fuentes, Eduardo Nicolás; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000860930; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000081087; https://scholar.google.com/citations?user=WnQLGoUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-2125-6828
The used vehicle market in Colombia has experienced sustained growth over the years, driven by economic factors and by the continued advancement of digitalization in the automotive trade, which has helped optimize the development of related processes. In this context, this study focuses on strategically analyzing the used vehicle buying and selling process at Segundautos Boyacá, with the aim of identifying opportunities for improvement using artificial intelligence tools, given the significant impact AI has had in recent years across various economic sectors. To this end, the research adopts a mixed-methods approach, combining documentary analysis with surveys applied to customers and suppliers. The results show a positive assessment of the commercial process in terms of customer service and pricing since the company’s inception; however, they also reveal weaknesses in the use of digital platforms or similar tools that could improve the overall process, due to an excessive reliance on the owner’s direct management. Based on these findings, various AI tools currently available are identified, and feasible digitalization strategies are proposed, aimed at strengthening competitiveness and data-driven decision-making for Segundautos Boyacá.
Análisis socioeconómico sobre la cultura en los microempresarios del sector calzado y textil de la ciudad de Cúcuta: Estrategias para la toma de decisiones en el proceso de apalancamiento financiero
(Universidad Santo Tomás, 2026-01-23) Chinchilla Ruedas, Liceth; Cueto Fuentes, Eduardo Nicolás; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000860930; https://scholar.google.com/citations?user=WnQLGoUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-2125-6828
The master's thesis titled “Socioeconomic Analysis of Financial Culture among Microentrepreneurs in the Footwear and Textile Sectors in the City of Cúcuta” aims to analyze the influence of financial culture on formal financial leverage decision-making among microentrepreneurs in Cúcuta’s footwear and textile industries — a vital sector representing approximately 18% of the local workforce. The research is justified by the persistent limitations faced by these microentrepreneurs in accessing adequate and formal financing, with low levels of financial literacy identified as the most significant weakness. This deficiency often leads to uninformed financial decisions and dependence on informal lenders such as “gota a gota” (loan sharks). The methodology adopted follows a mixed approach, integrating quantitative and qualitative components to achieve a broader and more contextualized understanding of the phenomenon. Structured surveys were applied to a sample of 244 microentrepreneurs, complemented by semi-structured interviews that contrasted statistical findings with real perceptions and experiences within the sector. This non-experimental, cross-sectional, and correlational design ensured methodological rigor and the validity of the results. Preliminary diagnoses and quantitative findings revealed critical gaps in financial knowledge and behavior: 81.1% of respondents were unsure about the cost differences between formal and informal credit; only 27.5% correctly identified financial risk; and most lacked systematic planning — just 40.2% consistently kept formal income and expense records, and only 25.8% conducted detailed planning before taking a loan. Therefore, this study goes beyond diagnosis to propose adapted and practical financial education strategies, aimed at transforming cultural perceptions, strengthening administrative management (such as financial planning and accounting practices), and enhancing access to formal credit and business sustainability — a factor proven to increase business survival rates by up to 40%.
Análisis de la implementación de la inteligencia artificial en los emprendedores de la Universidad del Valle
(Universidad Santo Tomás, 2026-02-09) Cueto Fuentes, Eduardo Nicolás; Universidad Santo Tomas; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000860930; https://scholar.google.com/citations?user=WnQLGoUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-2125-6828
This research analyzes the implementation of artificial intelligence (AI) in university entrepreneurship, using Universidad del Valle as a case study. A mixed-method approach was employed, with a predominant quantitative descriptive design, complemented by interpretative analysis of results. The study followed a non-experimental, cross-sectional design, and the sample consisted of 108 entrepreneurs affiliated with the university, selected through non-probabilistic convenience sampling. The main instrument was a structured survey, validated by expert judgment and administered virtually. Findings reveal that although only 10% of participants have implemented AI in their ventures, 80% express future willingness to adopt it, and 82% are interested in receiving specific training. Entrepreneurs who already use AI report tangible benefits such as time reduction (55%), cost savings (45%), and service personalization (36%), highlighting its transformative potential in entrepreneurial contexts. The main barriers identified include lack of technical knowledge, associated costs, and limited access to institutional resources. These results support the development of pilot programs, multimodal training strategies, and institutional actions to promote responsible and effective AI adoption within the university's entrepreneurial ecosystem.
Análisis de la influencia de la inteligencia artificial (ia) en los procesos de aprendizaje de los estudiantes de pregrado de la facultad de ciencias de la administración de la Universidad del valle sede san Fernando Cali.
(Universidad Santo Tomás, 2026-02-05) Yusti Montero, Jorge Orley; Cueto Fuentes, Eduardo Nicolás; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000860930; https://scholar.google.com/citations?user=WnQLGoUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-2125-6828
This research is based on the analysis of the influence of the use of Artificial Intelligence (AI) in the learning processes of undergraduate students of the Faculty of Business Sciences of the Universidad del Valle, San Fernando Campus. A mixed methodology was used, with a cross-sectional design and correlational scope, using Likert scale surveys to a proportional stratified sample of (321) students from different careers and semesters. The central problem addresses the growing dependence on AI, which, although it facilitates the completion of tasks and access to information, could weaken autonomy and critical thinking. The results show that 100% of students have used AI tools, mainly ChatGPT and automatic translators, highlighting the improvement in comprehension and academic feedback. However, weaknesses corresponding to excessive use and lack of ethical training are identified. In conclusion, AI is established as a valuable resource for optimizing learning, provided its integration is carried out in a thoughtful, responsible, and pedagogical manner, strengthening autonomy and critical thinking in university education.
Uso estratégico de la IA y robots (agentes) en la Institución de Educación superior CUR en Medellín
(Universidad Santo Tomás, 2026-01-15) Restrepo Arias , Juan Felipe; Cueto Fuentes, Eduardo Nicolas; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000860930; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000146209; https://scholar.google.com/citations?user=WnQLGoUAAAAJ&hl=es&oi=ao; https://scholar.google.com/citations?user=tIhFXzgAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-2125-6828
This research explores the issue of limited knowledge and adoption of artificial intelligence (AI) and educational robotics within private higher education institutions in Medellín, despite their proven potential to transform teaching, learning, and administrative processes. The study arises from the need to understand how different university stakeholders perceive these emerging technologies and to identify the institutional conditions that enable or constrain their sustainable integration. A mixed-methods approach with a concurrent triangulated design was employed, combining quantitative surveys administered to students, teachers, and administrative personnel with semi-structured interviews involving experts in education, technology, and ethics. This methodological convergence allowed for a comprehensive analysis that integrated statistical trends and interpretative insights, contrasting acceptance levels with the underlying arguments supporting such perceptions. The findings indicate a positive but cautious attitude toward AI. However, several structural and cultural challenges persist, including insufficient technological infrastructure, high implementation costs, resistance to change, and the lack of institutional policies guiding its ethical use. Conversely, the research identified significant opportunities such as personalized learning, immediate feedback, administrative efficiency, and the promotion of institutional innovation. Overall, the results depict an optimistic yet prudent scenario, emphasizing that the effective and responsible adoption of AI and educational robotics depends on clear institutional strategies, interdisciplinary training programs, and mechanisms for ethical and technological oversight that guarantee sustainability, relevance, and social responsibility.
Identificación de técnicas emergentes de inteligencia artificial para gestión de fricciones en experiencia del cliente en canales digitales del sector Bancario Colombiano
(Universidad Santo Tomás, 2026-01-20) Posso Gallego, Juan David; Cueto Fuentes, Eduardo Nicolas; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000860930; https://scholar.google.com/citations?user=WnQLGoUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-2125-6828; https://orcid.org/0000-0002-7651-015X
This research project explores mechanisms for artificial intelligence (AI) to improve the customer experience in the digital channels of the Colombian banking sector. The study stems from a common problem in financial institutions: digital friction. This friction manifests as difficulties navigating digital channels, long wait times, problems understanding or distrust of automated processes, and presumably negatively impacts customer satisfaction and loyalty. Using a quantitative approach, a structured survey with a five-point Likert scale was conducted with actual users of digital banking services. The results were analyzed using frequencies, cross-tabulations, interpretive graphs, and 3D visualizations to identify patterns for consideration. Among the most important findings, it was demonstrated that the perception of automation, user age, interaction with chatbots, and the ease and frequency of use of digital channels are directly related to the level of customer satisfaction. The discussion was further enriched by referencing frameworks such as Google's HEART model, which allowed for the evaluation of key elements such as user happiness, customer engagement or effort, adoption, retention, and friction indicators (transactional error rate). Based on this analysis, guidelines and ideas are proposed to optimize the digital experience, such as improving empathy in automated channels, implementing more human-centered metrics to measure the experience, and advancing AI learning within the Colombian banking context. In conclusion, this study not only provides practical evidence on user behavior in relation to digital channels but also offers methodological and strategic tools for banks to reduce friction, increase satisfaction, and build stronger relationships with their customers through technology.
Incidencia de la confiabilidad de las plataformas bancarias sobre la percepción del servicio actual en los usuarios del Valle de Aburrá
(Universidad Santo Tomás, 2025-10-17) Palacio Giraldo, Ana María; Cueto Fuentes, Eduardo Nicolás; Álvarez Roja, Vladimir; Universidad Santo Tomás; https://scholar.google.com/citations?user=WnQLGoUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-2125-6828
This study analyzes the impact of the reliability of digital banking platforms on users’ perception of service in the Aburrá Valley. In a context of increasing digitalization of banking services, digital channels have become essential means of customer interaction; however, technical failures and security issues can adversely affect users’ trust and their assessment of the service. The objective, therefore, is to determine the extent to which reliability influences that perception. The research adopts a mixed-methods methodological approach with an exploratory scope and a cross-sectional, non-experimental design. A structured survey was administered to 396 active users of digital banking platforms in the Aburrá Valley to measure perceptions of reliability, ease of use, security, availability, and customer service received; using these data, a descriptive statistical analysis was conducted to explore significant relationships among variables. The results show that 94.9% of respondents consider digital services important in their daily lives, while 75.5% report high levels of satisfaction. A positive correlation was identified between perceived reliability and overall satisfaction, confirming that technical stability and security are key factors. It is concluded that a favorable perception of reliability increases the willingness to use digital channels as the primary means of banking interaction. Nevertheless, technical and security incidents, although infrequent, have a significant negative impact, underscoring the need to strengthen technological infrastructure and support systems.

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