Inteligencia artificial como impulsora de la transformación digital en el marketing de PYMES latinoamericanas (Avance investigativo)
Digital transformation has positioned Artificial Intelligence (AI) as a key disruptive factor in global digital marketing, redefining traditional interactions between brands and consumers. In the Latin American context, small and medium-sized enterprises (SMEs) face both opportunities and challenges...
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| Main Authors: | , |
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| Format: | Online |
| Sprog: | spansk |
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High Rate Consulting
2025
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| Fag: | |
| Online adgang: | https://directory.doabooks.org/handle/20.500.12854/166580 |
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| Summary: | Digital transformation has positioned Artificial Intelligence (AI) as a key disruptive factor in global digital marketing, redefining traditional interactions between brands and consumers. In the Latin American context, small and medium-sized enterprises (SMEs) face both opportunities and challenges in this new technological era. While AI serves as a strategic resource to enhance operational efficiency, audience segmentation, and data-driven decision-making, its full integration is hindered by significant barriers. The main challenges include a shortage of human talent trained in AI tools and budgetary constraints that limit investment in advanced technological solutions. This study analyzed the impact of AI-driven digital transformation on the digital marketing strategies of SMEs in Latin America. The research adopted a descriptive-exploratory approach with a qualitative methodology grounded in the hermeneutic method. The findings reflect a growing adoption of AI-based solutions, particularly in customer experience personalization, campaign automation, and budget optimization through predictive analytics. Relevant theoretical contributions and practical proposals are offered to strengthen business competitiveness in emerging economies. The study concludes that technological innovation in marketing for SMEs in emerging markets provides valuable guidance for decision-makers and business leaders in the region, and that a strong theoretical framework is essential to support every applied decision within this discipline. |
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