Plan estratégico de ideación y producción de contenidos con inteligencia artificial para el fortalecimiento de la marca empleadora Seguros del Pichincha

Abstract

Abstract: This thesis proposes a strategic plan for content ideation and production using artificial intelligence, aimed at strengthening the employer brand of Seguros del Pichincha. Based on a mixed-methods approach, the study develops a process of research and strategic analysis of the organizational and communicational context, considering both potential talent and internal talent. This analysis enables the identification of relevant insights that guide communicational decision-making and the development of a proposal aligned with talent needs and organizational objectives. Based on these findings, a strategy is designed that integrates research, creativity, and the ethical use of artificial intelligence in the generation of content consistent with the institution s purpose and culture. The results show that artificial intelligence, when applied from a strategic and human-centered perspective, increases ideation accuracy, optimizes communicational management, and strengthens the employer branding narrative. The main contribution of this study lies in presenting a replicable model that integrates technology, strategic communication, and talent experience, contributing to both academic and professional fields of organizational communication.