Marketing global y personalización digital: estrategias impulsadas por IA para llegar a mercados diversos y fidelizar a los clientes
Global marketing and digital personalization: AI-driven strategies for reaching diverse markets and building customer loyalty
Abstract (en)
Market globalization has required organizations to develop smarter, more personalized marketing strategies that can adapt to diverse cultural contexts. In this scenario, artificial intelligence (AI) has emerged as a key resource for transforming traditional digital marketing practices. This article analyzes how AI-supported digital strategies enable organizations to reach and retain global audiences through automated personalization processes, predictive analytics, and advanced segmentation. Using a mixed-methods approach, including semi-structured interviews with Colombian experts and structured surveys based on a Likert scale, the study identified the most commonly used tools, such as personalized expert systems, message automation, applications designed to simulate human conversations, and sentiment analysis, among others, as well as their effects on customer loyalty. The findings reveal a high level of adoption of artificial intelligence solutions in medium-sized and large companies, along with a positive perception of their effectiveness in building strong relationships with consumers. However, significant challenges related to the technology gap, the cultural adaptation of algorithms, and the ethical implications of data management were also identified. It is concluded that the success of these strategies depends on organizations’ ability to integrate technology, cultural understanding, and user experience in global digital environments. This study provides a contextualized perspective from Colombia, with practical implications for companies seeking to expand into international markets through emerging technologies focused on personalization and the customer experience, which offer new opportunities while also posing challenges for their implementation and management.
Abstract (es)
La globalización de los mercados ha exigido a las organizaciones desarrollar estrategias de marketing más inteligentes y personalizadas capaces de adaptarse a diversos contextos culturales. En este escenario, la inteligencia artificial (IA) ha surgido como un recurso clave para transformar las prácticas tradicionales del marketing digital. Este artículo analiza cómo las estrategias digitales respaldadas por IA permiten a las organizaciones alcanzar y retener audiencias globales mediante procesos automatizados de personalización, analítica predictiva y segmentación avanzada. Mediante un enfoque de métodos mixtos, que incluyó entrevistas semiestructuradas con expertos colombianos y encuestas estructuradas basadas en una escala Likert, el estudio identificó las herramientas más utilizadas, como los sistemas expertos personalizados, la automatización de mensajes, las aplicaciones diseñadas para simular conversaciones humanas y el análisis de sentimientos, entre otras, así como sus efectos en la fidelización de los clientes. Los hallazgos revelan un alto nivel de adopción de soluciones de inteligencia artificial en empresas medianas y grandes, junto con una percepción positiva de su eficacia para construir relaciones sólidas con los consumidores. Sin embargo, también se identificaron desafíos significativos relacionados con la brecha tecnológica, la adaptación cultural de los algoritmos y las implicaciones éticas de la gestión de datos. Se concluye que el éxito de estas estrategias depende de la capacidad de las organizaciones para integrar tecnología, comprensión cultural y experiencia del usuario en entornos digitales globales. Este estudio ofrece una perspectiva contextualizada desde Colombia, con implicaciones prácticas para las empresas que buscan expandirse a mercados internacionales mediante tecnologías emergentes centradas en la personalización y la experiencia del cliente, las cuales ofrecen nuevas oportunidades, pero también plantean desafíos para su implementación y gestión.
References
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