Comunicación estratégica potenciada con inteligencia artificial y marketing multisensorial en la Fundación Guayasamín

Abstract

Abstract: This research analyzes strategic communication enhanced by artificial intelligence and multisensory marketing at the Guayasamín Foundation. The primary contribution lies in a hybrid co-creation process between human expertise and generative tools to design immersive experiences that transcend passive contemplation. The study demonstrates that while technology optimizes content production, artificial intelligence alone tends to yield generic outputs; thus, the communicator's presence and judgment remain indispensable for providing ethical depth and emotional narrative to museological spaces. Furthermore, the research proposes the integration of tactile memory devices and sound resonance environments that activate visitors' neurocognitive systems throughout the tour. It concludes that the strategic incorporation of these technologies transforms artistic and cultural heritage into a transcendent sensory experience, validating the professional's role as a critical guide and primary filter in the curation of technological experiences applied to cultural and social spheres.