Análisis de los Avances de la Gestión del Marketing en la Era de la Inteligencia Artificial: Estudio de Caso en Empresas de la Industria Cosmética

Abstract

This monograph analyzes the advances in marketing management through the use of artificial intelligence (AI) as a strategic tool in transforming the cosmetics industry. The study aims to examine the progress in AI implementation for marketing management and to identify the challenges companies face in this sector. A qualitative methodology was used, based on an extensive literature review on AI applied to marketing, including case studies and relevant articles. Given the scarcity of specific cases in academic literature, a sample of five globally recognized companies that have implemented AI in their marketing management strategies was selected and evaluated using a rubric in five key categories: cost and operational efficiency, decision-making optimization, digital platforms and channels, staff training and management, and customer experience. Finally, based on the information gathered, recommendations are provided to support the adoption and management of AI in the cosmetics industry, fostering growth in an automated digital environment. The main finding highlights that, although AI enables personalization and process optimization, there are areas for improvement in staff training and management. Additionally, in luxury brands such as Lancôme and Estée Lauder, automation may be less effective due to the high value placed on exclusive and personalized in-person service in these segments.