LA INTELIGENCIA ARTIFICIAL (IA) Y SU APORTE A LA MERCADOTECNIA; PRIMEROS HALLAZGOS

Autores/as

DOI:

https://doi.org/10.22370/riace.2023.12.1.3823

Palabras clave:

Mercadotecnia, Comportamiento del consumidor, Inteligencia artificial

Resumen

El objetivo del estudio es encontrar las áreas de interés que actualmente están trabajando en conjunto con la inteligencia artificial y la mercadotecnia. El método aplicado fue análisis bibliométrico técnica perteneciente a la cienciometría que da la oportunidad de analizar la actividad científica en determinado tiempo en diferentes motores de búsqueda, la información fue recolectada y analizada en el software Vosviewer. Resultados las bases de datos implementadas fueron Scopus, Web of Science y Dimensions encontrando 2,438 documentos que cumplieron con los criterios de refinamientos establecidos en la metodología. Los documentos están clasificados en 1,263 artículos, 132 capítulos de libro, 62 libros, 157 memorias de congresos, 94 revisiones de literatura y 9 editoriales, siendo el documento más citado “How artificial intelligence will change the future of marketing” con 1,581. Limitaciones los documentos analizados son solamente del áreas de administración y negocios. Hallazgos; en sus inicios la IA fue considerada fría, de baja confianza e insensible por los usuarios, pero el Covid-19 incremento su aceptación. La IA ha logrado replicar algunas acciones humanas, nutriéndose de los usuarios a base de enseñanza, la IA crea su inteligencia a partir de información proporcionada por los usuarios y consumidores de los productos y servicios que usan IA para atender la demanda de consumo, asimismo puede ayudar en actividades operativas en las empresas incluso de muy alto riesgo, además, hará emerger nuevas profesiones que aún no son descubiertas pero que, con el pasar del tiempo, irán surgiendo para abastecer muchas de aplicaciones de trabajos con IA.

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Publicado

2023-11-27

Cómo citar

Lara Felix, J. H., Lara Salazar, J. R., & Mizquiz Reyes, V. M. . (2023). LA INTELIGENCIA ARTIFICIAL (IA) Y SU APORTE A LA MERCADOTECNIA; PRIMEROS HALLAZGOS. Revista De Investigación Aplicada En Ciencias Empresariales, 12(1). https://doi.org/10.22370/riace.2023.12.1.3823

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