Análisis de la aplicación de IA en el desarrollo de estrategias de marketing en la cuidad de Guayaquil.

Abstract

The present research analyzes the application of artificial intelligence (AI) in the development of marketing strategies in commercial SMEs in Guayaquil, considering the conditions for technological adoption, the main barriers, and the opportunities for integrating these tools into business processes. The study was conducted using a mixed-methods approach, combining surveys administered to 370 commercial companies with an interview conducted with a representative of COMANDATO S.A., which made it possible to obtain quantitative and qualitative information on the current use of digital technologies and artificial intelligence. The results revealed a still limited level of adoption, particularly in activities related to customer segmentation, predictive analysis, automated customer service, and campaign personalization, as well as a low availability of centralized systems for managing commercial information. Implementation cost was identified as one of the main barriers, although companies also showed a favorable willingness to make future investments in AI-based solutions. Based on these findings, a Strategic Plan for Operational Marketing and AI-Based Business Intelligence, aimed at the progressive integration of these technologies through digital maturity assessment, sales funnel organization, improvement of the customer experience, performance indicator measurement, training, and responsible data management. The proposal seeks to facilitate adoption in accordance with the capabilities and needs of each company.