LA INTELIGENCIA ARTIFICIAL (IA) Y SU APORTE A LA MERCADOTECNIA; PRIMEROS HALLAZGOS
DOI:
https://doi.org/10.22370/riace.2023.12.1.3823Keywords:
marketing, Consumer behavior, Artificial intelligenceAbstract
Propose of the study is to find the areas of interest that are currently working in conjunction with artificial intelligence and marketing. The applied method was technical bibliometric analysis belonging to scientometrics that gives the opportunity to analyze the scientific activity in a certain time in different search engines, the information was collected and analyzed in the Vosviewer software. Results The databases implemented were Scopus, Web of Science and Dimensions, finding 2,438 documents that met the refinement criteria established in the methodology. The documents are classified into 1,263 articles, 132 book chapters, 62 books, 157 conference proceedings, 94 literature reviews, and 9 editorials, with the most cited document being “How artificial intelligence will change the future of marketing” with 1,581. Limitations The documents analyzed are only from the areas of administration and business. Findings; In its early days, AI was considered cold, untrustworthy and insensitive by users, but Covid-19 increased its acceptance. AI has managed to replicate some human actions, feeding on users based on teaching, AI creates its intelligence from information provided by users and consumers of products and services that use AI to meet consumer demand, it can also help in operational activities in companies, even with very high risk, in addition, it will make new professions emerge that have not yet been discovered but that, over time, will emerge to supply many job applications with AI.
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