Plan estratégico de ideación y producción de contenidos con inteligencia artificial para Verssato.

Abstract

Abstract: The present research addresses the digital transformation gap in the footwear retail sector in Ecuador, analyzing the case of the company Verssato. The main objective was to design a strategic plan integrating Artificial Intelligence tools to optimize the ideation and production of communication assets, overcoming the limitations of traditional marketing. Using a mixedmethods approach, the brand's situation was diagnosed, and a creative proposal was developed and validated through a hybrid workflow and the audiovisual prototype "Paso Maestro." The results demonstrated that the Digital Strategy assisted by generative technologies significantly reduces operational times and costs, allowing the visualization of complex solutions such as augmented reality virtual try-ons. The study concludes that innovation in Content Production is viable and essential to improve competitiveness and user experience in the current market.