Plan Estratégico de ideación y producción de contenidos con inteligencia artificial para la Empresa Pública Municipal de Agua Potable, Alcantarillado y Saneamiento Ambiental del Cantón Azogues (EMAPAL-EP)

Abstract

Abstract: This study develops a strategic plan for content ideation and production using artificial intelligence, applied to the Empresa Pública Municipal de Agua Potable, Alcantarillado y Saneamiento Ambiental del Cantón Azogues (EMAPAL-EP), with the aim of strengthening its communication management and its relationship with citizens. Based on a comprehensive diagnosis that incorporates tools such as PESTEL and SWOT analyses, digital auditing, audience definition, buyer persona, empathy mapping, user experience, and the value ladder, the study identifies communication gaps and opportunities for improvement within the digital environment. The research adopts a mixed methodological approach, combining a literature review, digital auditing, and social media analytics, which supports the development of a strategic proposal oriented toward public value, transparency, and citizen trust. As its main contribution, the study demonstrates that artificial intelligence, when used ethically and strategically, can optimize content ideation and production processes in public organizations, contributing to more efficient, approachable, and audience-centered communication without undermining the social nature of public services.