Percepciones sobre la implementación de la inteligencia artificial en los emprendimientos estudiantiles de la fundación universitaria compensar

Abstract

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.