La inteligencia artificial en la publicidad: una revisión sistemática de la década 2020-2024
DOI:
https://doi.org/10.47058/joa11.4Palabras clave:
Aprendizaje automático, Personalización de anuncios, Comunicación, Ética algorítmica, Estrategias publicitariasResumen
Este estudio tiene como objetivo explorar el impacto de la inteligencia artificial en la publicidad aplicada en empresas durante el periodo 2020 - 2024. Se utilizó una metodología basada en la revisión de la literatura científica publicada en Scopus y Web of Science en relación al tema, en donde se buscó identificar tendencias, avances y cambios en el uso de la inteligencia artificial para llevar a cabo estrategias de publicidad. Por medio de la metodología PRISMA, se seleccionaron y analizaron 20 artículos de investigación relevantes que abordan el papel de la inteligencia artificial en la publicidad. Los resultados obtenidos indican que la inteligencia artificial tiene un impacto significativo en la publicidad al permitir una comunicación más precisa y personalizada con los consumidores. Los avances en aprendizaje automático y redes neuronales han mejorado la efectividad de las campañas publicitarias. Sin embargo, persisten desafíos relacionados con la percepción y aceptación de la inteligencia artificial por parte de los consumidores, destacando la necesidad de abordar cuestiones éticas y de privacidad. Los hallazgos subrayan la importancia de adaptar las estrategias de inteligencia artificial a las necesidades emocionales y niveles de conciencia de los consumidores para maximizar su efectividad
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Derechos de autor 2024 Reli Gabriel Blanco Sanguineti, Carlos Daniel Cárdenas Córdova, Ariana Torpoco Baltazar
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