Plan estratégico de ideación y producción de contenidos con inteligencia artificial para la empresa Innovación en Marketing Inventiva Cia. Ltda.

Abstract

Abstract: This master s thesis presents the design and development of a strategic plan for ideation and content production supported by artificial intelligence, applied to the company Innovación en Marketing Inventiva Cía. Ltda., with the purpose of strengthening its digital positioning, optimizing communication processes, and consolidating its value proposition within the B2B corporate events market. Using a mixed methodological approach, the study integrates digital audience analysis, data mining, narrative trends, digital culture, digital marketing, and business models, supported by artificial intelligence and automation tools. Strategic frameworks such as SWOT, PESTEL, benchmarking, and the Business Model Canvas are articulated alongside the production of audiovisual and narrative content tailored to different levels of audience awareness. The main contribution of this research lies in demonstrating how artificial intelligence, when applied ethically and strategically, enhances creativity, decision-making, and operational efficiency without replacing human judgment, offering a replicable model for organizations in the communication and events sector.