Análisis de herramientas de inteligencia artificial en el marketing estratégico

Abstract

Problem: In an increasingly digitalized business environment, companies participating in international markets face the challenge of growing their competitiveness through the implementation of technological tools that allow them to have a better relationship with their customers, optimize decision-making, and respond more quickly to market developments. In this context, artificial intelligence becomes important due to its applications in digital marketing and its characteristics and opportunities to create competitive advantages. Objective: To analyze the use of artificial intelligence in digital marketing strategies used to strengthen the competitiveness of companies that are part of the international market. Method: The research was conducted through a documentary review of academic literature related to artificial intelligence, digital marketing, and business competitiveness, with the purpose of identifying the main theoretical contributions and applications of these technologies in the business environment. Results: The documentary review of the academic literature showed that artificial intelligence provides tools that facilitate the analysis of large volumes of information, market segmentation, content personalization, and the automation of marketing processes, thus achieving more efficient management of the strategies of companies operating in global environments. Discussion: It was determined that the adoption of artificial intelligence tools in companies' marketing strategies can become a crucial factor in strengthening productivity and competitiveness, especially in organizations that seek to consolidate their participation in international markets and adapt to the demands of digital transformation.