Estado del arte de la inteligencia artificial en marketing y el comportamiento del consumidor
State of the art of Artificial Intelligence in marketing and consumer behavior
DOI:
https://doi.org/10.37767/2468-9785(2022)005Palabras clave:
inteligencia artificial, marketing, comportamiento del consumidor, artificial intelligence, consumer behaviorResumen
Estamos en la era del desarrollo de la Inteligencia Artificial. Aunque veamos en los inicios apenas una incipiente muestra de su eficiencia, seremos partícipes de un cambio profundamente disruptivo en todas las disciplinas donde se aplique este nuevo grupo de tecnologías, en este caso hablaremos del marketing, el comportamiento del consumidor y en la relación empresa-consumidor. En este artículo se hace una revisión de la literatura sistemática entre los años 2010 y 2022, seleccionando los artículos científicos más relevantes en donde confluyen las tres disciplinas: La inteligencia artificial, en adelante IA, el marketing y comportamiento del consumidor. Se expondrán los últimos resultados de las investigaciones realizadas y los posibles caminos de investigación futura.
Abstract
We are in the era of the development of Artificial Intelligence. Although we see in the beginning just an incipient sample of its efficiency, we will be participants in a huge disruptive change in all the disciplines where this new group of technologies is applied, in this case we will talk about marketing, consumer behavior and the changes in the consumer´s company relationship. In this article, a review of the systematic literature between the years 2010 and 2022 is made, selecting the most relevant scientific articles where the three disciplines converge: Artificial intelligence, hereinafter AI, marketing and consumer behavior. The latest results of the research carried out and the possible directions of future research will be presented.
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