Plan estratégico de ideación y producción de contenidos con inteligencia artificial para Comisariato Frigo Carnes Aguilar

Abstract

Abstract: This paper develops a Strategic Plan for Content Ideation and Production using Artificial Intelligence, applied to the case study of Frigo Carnes Aguilar, a supermarket located in the Huaquillas canton of Ecuador. The research begins with an analysis of the challenges organizations face in a digital environment marked by audience fragmentation, technological transformation, and the need for strategic communication. A mixed-methods approach is adopted, integrating quantitative and qualitative techniques, including a literature review, social and web analytics, semi-structured interviews, benchmarking, and strategic diagnosis. This approach allows for the identification of both operational and communication gaps. The results demonstrate that the planned application of artificial intelligence (AI) can achieve outcomes such as strengthening narrative coherence, optimizing creative processes, and enhancing the organization's digital positioning. As its main contribution, the study proposes a structured model that is articulated in pillars such as: ideation, production and analysis of content with AI support, which are oriented towards the loyalty and growth of the community, offering a replicable guide for organizations in the retail sector that seek to innovate in their organizational communication.