Plan estratégico de ideación y producción de contenidos con inteligencia artificial para fortalecer la identidad institucional alineada al lema Decide Ser Más de la UTPL

Abstract

Abstract: Digital transformation and the evolution of Artificial Intelligence (AI) have generated a radical shift in how people communicate and interact. This advancement gives rise to new narratives and communication forms that reconfigure how information is generated, consumed, and transmitted. Therefore, this paper aims to design a strategic Content Ideation and Production plan using Artificial Intelligence, analyzing how AI optimizes value generation and the prosumer's active role. A mixed-methods approach is employed: qualitative, through strategic diagnostics (PESTEL, SWOT, CANVAS) and a narrative study to define content pillars; and quantitative, through digital auditing, audience analytics, and digital ethnography to identify consumption patterns. As a result, a transmedia architecture is developed, including detailed buyer persona segmentation, the design of a value ladder, and the implementation of a specialized marketing funnel. Furthermore, the study highlights AI-driven content ideation and production, enabling the creation of personalized automated scripts and narratives. The research concludes that the convergence between strategic diagnostics and AI-powered ideation allows for more efficient, measurable communication tailored to the demands of contemporary audiences.