Aportes de la inteligencia artificial a los modelos de negocios sostenibles en la economía digital

Abstract

This research analyzes how AI is transforming sustainable business structures in the digital economy, focusing on its application in the city of Guayaquil. AI-based platforms have become essential for improving resources, driving better decisions, and fostering innovation, although their adoption still faces limitations, especially among entrepreneurs with limited technical knowledge, limited economic resources, and little institutional support. The main objective is to observe how digital technology fosters innovation in sustainable business models, considering the level of use, perceived benefits, and existing barriers. In this analysis, a mixed-method approach was used, combining quantitative tools through surveys and qualitative tools through interviews, which provided a broader view of the phenomenon. Among the most relevant findings, there was evidence of growing interest in AI despite the lack of technical training and clear regulations. The main obstacles identified were poor technological infrastructure, operational ignorance, and the absence of regulations. However, AI's ability to optimize processes, reduce environmental impacts, and increase efficiency, especially in logistics sectors, was confirmed. In conclusion, the results showed that, although the implementation of AI is still in its early stages, it is already generating concrete positive impacts on business sustainability in the city of Guayaquil.