Aplicación de IA para Estrategias de Marketing Digital en la Industria de la Moda Latinoamericana

Abstract

Artificial intelligence is revolutionizing digital marketing in Latin American fashion, transforming processes from segmentation and personalization to trend prediction and campaign automation. All of this in a context where sustainability and the use of data in marketing are increasingly relevant. This research answers the question "How can the application of AI tools optimize digital marketing strategies in the Latin American fashion industry, taking into account its cultural, economic, and technological particularities?" Through a qualitative and interpretive approach, we combine a systematic review of academic literature (2019–2024) with the analysis of case studies in Europe, the US, Asia, Africa, and Latin America. The main objective is to evaluate the potential impact of AI on the digital strategies of fashion MSMEs in the region. The results, obtained through thematic coding, show that AI improves personalization, process automation, and helps predict trends, increasing sales and improving brand recognition. However, it faces challenges such as limited technological infrastructure and lack of training. The importance of developing cultural algorithms and ethical strategies that promote sustainability and regional expectations is also highlighted. In conclusion, AI offers significant opportunities for fashion MSMEs in the region, but its success depends on overcoming technical and ethical barriers through training, data protection, and cross-sector partnerships.