Plan estratégico de ideación y producción de contenidos con inteligencia artificial para Mall del Río

Abstract

Abstract: This graduation project, entitled Strategic Plan for Content Ideation and Production through Artificial Intelligence for Mall del Río, aims to address the gap between the shopping mall s strong physical presence and its comparatively low performance in digital interaction. The research proposes a transition from purely transactional communication toward experiential storytelling, centered on safety and a sense of belonging as the core values of the shopping center. This shift is achieved through a methodological approach that integrates in-depth insight analysis and the WPV narrative model (Virality, Qualification, Sales). The main contribution of the project lies in the implementation of AI-assisted workflows supported by cutting-edge tools, which enable the optimization of omnichannel positioning and foster audience loyalty through highly personalized and dynamic content. Consequently, the proposal establishes a scalable operational framework that enhances customer lifetime value and consolidates the brand identity as a benchmark of modernity in Ecuador s southern region.