El Impacto de la Inteligencia Artificial en el Branding de las Empresas Boyacenses Ubicadas en la Ciudad de Tunja: Oportunidades y Beneficios Para su Competitividad

Abstract

Artificial intelligence (AI) has significantly transformed the way organizations develop their marketing and branding strategies, becoming a key tool for improving business competitiveness. The objective of this study was to analyze the influence of artificial intelligence on branding and its impact on the competitiveness of companies in the city of Tunja, Boyacá. To this end, a mixed methods study was conducted, combining quantitative and qualitative techniques. In the quantitative phase, a survey was administered to companies in various economic sectors in the city, while in the qualitative phase, semi structured interviews were conducted with two academic experts from the Santo Tomás University, Tunja Campus. The results revealed a favorable perception toward the implementation of artificial intelligence in branding strategies, highlighting benefits such as resource optimization, improved decision-making, personalization of the customer experience, and strengthening of brand positioning. Furthermore, the study identified that the main barriers to its adoption are related to a lack of knowledge, a shortage of trained personnel, and resistance to organizational change. Similarly, the findings showed that AI constitutes a competitive advantage for organizations when it is implemented strategically and aligned with business objectives. It is concluded that artificial intelligence represents an opportunity to strengthen corporate branding and improve the competitiveness of companies in Tunja, provided there is an appropriate balance between technological automation and the human element in brand management.