Plan estratégico de ideación y producción de contenidos con inteligencia artificial para la Cooperativa de Ahorro y Crédito Tulcán

Abstract

Abstract: This research develops a Strategic Plan for Content Creation and Production using Artificial Intelligence (AI) for the "Cooperativa de Ahorro y Crédito Tulcán", a credit union in Ecuador. The primary objective was to design a communication plan that integrates AI tools throughout the planning, analysis, and production stages of digital content, specifically aimed at strengthening engagement and emotional connection with social media followers. The study was conducted in the city of Tulcán, focusing on the institutional digital content and active audiences of the credit union across Meta platforms. A mixed-methods approach was applied, combining data mining, digital audience analysis, and engagement metrics with digital marketing strategies and Design Thinking. Research instruments included data analysis, interaction observation, AI implementation, social media metrics, and the Business Model Canvas. The results indicate that content rooted in testimonial narratives, authenticity, and emotional connection generates significantly higher engagement than traditional institutional communication. This study validates the strategic and institutional value of artificial intelligence in modern communication.