Inteligencia artificial en la personalización del marketing

Maritza Núñez

doi:10.48204/j.saberes.v8n1.a6797

Submitted January 21, 2025

Published 2025-01-23

Artículos

Vol. 8 No. 1 (2025): Revista saberes APUDEP

Artificial intelligence in marketing personalization

Maritza Núñez⁺⁻

DOI https://doi.org/10.48204/j.saberes.v8n1.a6797

PDF (Español (España))

References

DOI: 10.48204/j.saberes.v8n1.a6797

Published: 2025-01-23

How to Cite

Núñez, M. (2025). Artificial intelligence in marketing personalization. Revista Saberes APUDEP, 8(1), 160–174. https://doi.org/10.48204/j.saberes.v8n1.a6797

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Abstract

This study explores how artificial intelligence is transforming personalization in marketing. The main objective was to develop guidelines for the design of machine learning algorithms that analyze consumer behavior and preferences in real time. With a documentary, descriptive, mixed and exploratory study, the main result showed that the implementation of AI in marketing improves the user experience and increases the conversion rate by allowing dynamic and adaptive personalization. However, it also showed the ethical and privacy considerations to ensure that consumer data is used responsibly and transparently, concluding that to use AI in marketing, technological innovation must be balanced with ethical responsibility, strengthening the relationship between brands and consumers.

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