Plan estratégico de ideación y producción de contenidos con inteligencia artificial para Farmacias Mía

Abstract

Abstract: This degree project addresses the creation and dissemination of Farmacias Mia content; ist current strategy focuses more on promotional content. The main objective was to design a strategic communication and content production plan through the use of artificial intelligence tools, to optimize creative processes and strengthen the digital positioning of the brand. Under a mixed methodology, a situational diagnosis of the organization was carried out than included internal and external analysis, digital audit, semi-structured interviews and web analytics to define strategic audiences. The contribution of this research focuses on the transition for a one-way digital communication model to a two-way, omnichannel and value-based model, based on content marketing and the use of strategic insights. The results of ideation, creation and production of content with artificial intelligence show that the integration of AI makes it possible to automate processes and generate persuasive narratives that humanize the brand. Indeed, this approach not only improves operational efficiency, but algo fosters a strong and engaged digital community.