{"id":192248,"date":"2024-04-26T09:21:34","date_gmt":"2024-04-26T07:21:34","guid":{"rendered":"https:\/\/ipmark.com\/?p=192248"},"modified":"2024-04-26T14:24:07","modified_gmt":"2024-04-26T12:24:07","slug":"el-67-marketinianos-muestran-optimismo-ia-generativa","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=192248","title":{"rendered":"El 67% de los marketinianos muestran su optimismo con la IA generativa"},"content":{"rendered":"<p><span style=\"font-family: georgia, palatino, serif;\"><strong>En un contexto en el que la inteligencia artificial est\u00e1 en pleno auge y apunta a que ha venido para quedarse, el 28% de las organizaciones espa\u00f1olas ya hace uso de ella para sus negocios y de \u00e9stas, casi la mitad tiene planteamiento de aumentar su inversi\u00f3n tecnol\u00f3gica.<\/strong><\/span><\/p>\n<p><span style=\"font-family: georgia, palatino, serif;\">Estos datos han sido extra\u00eddos de<strong><em> IBM Global AI Adoption Index- Enterprise Report.<\/em><\/strong> En esta l\u00ednea, la IA se acerca de una manera hiperpersonalizada al consumidor en tiempo real durante la experiencia de compra. Por otra parte, un estudio de<strong><em> Kantar Media Marketing Trend<\/em><\/strong>s <strong><em>2024<\/em> <\/strong>afirma que <strong>el 67% de los especialistas de marketing se muestran optimistas con la IA generativa<\/strong> y trabaja las posibles oportunidades que esta tecnolog\u00eda les brinda para implementarlas en sus tareas y personalizar las acciones de sus consumidores.<\/span><\/p>\n<p style=\"font-weight: 400;\"><span style=\"font-family: georgia, palatino, serif;\"><strong>\u201cLa IA permite a los retailers conocer el comportamiento de los usuarios y hacer un mejor an\u00e1lisis y uso de la informaci\u00f3n recogida.<\/strong> El cruce de datos y tecnolog\u00eda contribuye a dar un paso m\u00e1s en el an\u00e1lisis de acciones reales y, para ello, el uso de algoritmos avanzados hace que los eCommerce puedan conocer y analizar el historial de compras, lo que posibilita la creaci\u00f3n de campa\u00f1as personalizadas para cada perfil de cliente. Adem\u00e1s, podr\u00e1n adelantarse a las necesidades individuales, llevando a cabo una segmentaci\u00f3n de audiencias y ofrecer recomendaciones adhoc [&#8230;]\u201d, comenta Paula Rodr\u00edguez, <em>business development senior director<\/em> de <strong>Webloyalty Iberia.<\/strong><\/span><\/p>\n<h2><span style=\"font-family: georgia, palatino, serif;\">La IA en el Retail Media<\/span><\/h2>\n<p style=\"font-weight: 400;\"><span style=\"font-family: georgia, palatino, serif;\">Los datos de Kantar Connet se\u00f1alan que\u00a0<strong>el 75% de la construcci\u00f3n de marca se genera con los momentos de contacto con el cliente que generan experiencias<\/strong>. Cada vez m\u00e1s ecommerce invierten en establecer sistemas de <strong>Retail Media<\/strong> para generar estas experiencias \u00fanicas. \u201cEl uso de los datos y la aplicaci\u00f3n de la tecnolog\u00eda son las verdaderas claves para impulsar las posibilidades y dar recorrido al sector, ofreciendo al cliente una experiencia memorable\u201d, comenta Rodr\u00edguez.<\/span><\/p>\n<p style=\"font-weight: 400;\"><span style=\"font-family: georgia, palatino, serif;\">La inteligencia artificial es un apoyo para la vertiente generativa de las acciones d<strong>e Retail Media<\/strong>, as\u00ed como para el an\u00e1lisis de datos. \u201cLa automatizaci\u00f3n de todo el proceso del <em>customer journey<\/em> ser\u00e1 una tendencia que ir\u00e1 creciendo, para que los ecommerce puedan trabajar de un modo \u00e1gil, pero preciso al mismo tiempo, impactando al cliente id\u00f3neo o potencial consumidor durante toda la experiencia [&#8230;]\u00bb, concluye <strong>Paula Rodr\u00edguez<\/strong>, <em>business development senior director<\/em> de <strong>Webloyalty Iberia.<\/strong><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Por su parte, el 28% de las organizaciones espa\u00f1olas la utiliza para mejorar sus negocios y conocer el comportamiento de los usuarios.<\/p>\n","protected":false},"author":10966,"featured_media":192251,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[2077],"class_list":["post-192248","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-inteligencia-artificial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El 67% de los marketinianos muestran su optimismo con la IA generativa<\/title>\n<meta name=\"description\" content=\"Por 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