Plan estratégico de ideación y producción de contenidos con inteligencia artificial para el Club Rotario los Zarzas Loja

Abstract

Abstract: Based on Manuel Castle's digital culture and network society, this research accepts Artificial Intelligence as part of everyday life and, therefore, of how today's industries operate. Thus, in line with the theoretical foundations of strategic communication and content marketing, a content strategy was proposed for the Loja Los Zarzas Rotary Club, a non-profit organization whose objective is not to exchange a product or service for monetary value, but rather to build a reputation for corporate responsibility among its members. Thus, the goal was to determine the status of the foundation, devise a strategic plan, and produce content with Artificial Intelligence. To this end, a theoretical framework was established that integrates generative AI, design thinking, storytelling, etc. Methodologically, we worked with document review, digital auditing, competitive analysis, audience segmentation, and funnel design. As a result, it was determined that the abandonment of its social networks is not solved by publishing more, but by managing content that makes emotional connections with the club's actions. Therefore, it was concluded that AI is not only useful for content generation, but also for research and strategy planning, so it is recommended to continue optimizing resources and time with these technologies.