EL Impacto de la inteligencia artificial en el marketing digital: revisión sistemática de la literatura
DOI:
https://doi.org/10.57063/ricay.v4i2.154Palabras clave:
inteligencia artificial, marketing digital, CRM, privacidad de datos, éticaResumen
La inteligencia artificial se ha convertido en una tecnología transformadora en el marketing digital por sus distintos beneficios que trae consigo. Es por ello que la presente investigación tiene como objetivo analizar los principales efectos positivos y negativos que surgen tras la incorporación de tecnologías emergentes como la inteligencia artificial en el campo del marketing digital. Esta revisión sistemática siguió las directrices del método PRISMA en donde se logró identificar 39 artículos pertinentes para nuestra investigación de entre los más de 10,000 estudios encontrados en distintas bases de datos como Scopus, Dimension, Web of Science y Google Académico. Además, mediante un exhaustivo análisis bibliométrico se hallaron distintos grupos tales como la inteligencia artificial, marketing digital, redes sociales, comportamiento del consumidor, adopción de tecnologías, toma de decisiones, CMR, ética. Estas palabras nos ayudaron a entender las distintas tendencias existentes referentes al campo en estudio. La conclusión a la que se llegó tras los hallazgos es que la IA influye fuertemente en el comportamiento del consumidor gracias a la personalización; sin embargo, hay ciertos desafíos en cuanto a la privacidad de datos, transparencia y éticas en las que se debe trabajar para no vulnerar la privacidad de los consumidores.
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