El rol de la inteligencia artificial en las estrategias de comunicación de marketing digital para empresas del sector de La Floresta, Distrito Metropolitano De Quito

Abstract

This academic article examines the integration of artificial intelligence (AI) in digital marketing strategies within businesses in the La Floresta sector of Quito. Grounded in a robust theoretical framework highlighting the growing significance of digital marketing in a competitive, digitalized business environment, a mixed-methods approach was employed, combining literature review and structured surveys of digital marketing professionals. Findings reveal significant AI adoption, with notable applications such as chatbots for customer service and content personalization. Perceptions regarding AI effectiveness were positive, with observed benefits including operational efficiency improvements and responsiveness to customer needs. However, barriers such as high costs and organizational resistance to change were identified. Despite these challenges, AI implementation has markedly enhanced business competitiveness, enabling more agile adaptation to market demands and delivery of personalized services. In conclusion, this study underscores AI as a critical tool for optimizing digital marketing communication strategies, emphasizing the need to overcome obstacles to maximize its potential in a dynamic and competitive business environment.