La Inteligencia Artificial está transformando el marketing digital en Ecuador. Análisis de caso: Cervecería Nacional

Abstract

Abstract: It is based on the analysis of how the digital marketing of Ecuador has been changing thanks to Artificial Intelligence, taking the case of Cervecería Nacional. This paper analyzes the adoption and utilization of Artificial Intelligence technologies in digital marketing strategies, by identifying specific challenges and opportunities for Ecuadorian companies. Qualitative Method: Semi-structured conversations with the director and specialists in charge of marketing promising technologies, as well as observation of the Bees tool among the local companies, this allows for findings to describe the obtainment of deep insight into the adoption of these technologies. This study aims for academic advancement of the influence of AI on the market, with practical propositions to augment the corporate capability, because it tries to contribute to the understanding of the influence of AI on marketing and to offer viable suggestions that justify the market presence of power.It is important to develop the academic knowledge of the impact that AI will have on society and specifically in marketing. Understanding the effects of socioeconomic and regulatory aspects on enhanced adoption of emerging technologies is crucial if companies are to fully capitalize on AI innovations and optimize customer experience personalization.