Plan estratégico de ideación y producción de contenidos con inteligencia artificial para la Empresa Metropolitana de Movilidad y Obras Públicas (Epmmop)

Abstract

Abstract: This degree project designs a strategic communication and content production plan using artificial intelligence for the Empresa Pública Metropolitana de Movilidad y Obras Públicas (Epmmop) of Quito. The main objective is to optimize creative processes and strengthen institutional positioning through innovation in the generation of digital content. The research employs a mixed methodology, with a qualitative approach for the organizational diagnosis and a quantitative approach for audience analysis through digital ethnography. The plan proposes an inbound marketing strategy structured into three narrative speeds: virality, qualification, and participation; these integrate artificial intelligence tools for script creation and the automation of citizen service through Obras Bot. The results establish a roadmap to humanize public works and improve transparency, transforming citizen perception and fostering co-responsibility in the maintenance of urban space.