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How do new ventures use AI to enhace creative marketing?

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dc.contributor.advisorSchneckenberg, Dirk
dc.creatorGuerra Forero, Valeria
dc.creator.degreeAdministrador de Negocios Internacionalesspa
dc.creator.degreeLevelPregrado
dc.creator.degreetypeFull time
dc.date.accessioned2023-02-24T14:02:13Z
dc.date.available2023-02-24T14:02:13Z
dc.date.created2022-08-30
dc.descriptionEn la última década, el desarrollo de las tecnologías digitales ha dado a las empresas entre industrias muchas oportunidades para crecer y ser más eficientes y eficaces. La Inteligencia Artificial está revolucionando la naturaleza de la creación de nuevas empresas, las operaciones de las organizaciones y todas las áreas inherentes a ellas (Nambisan, Wright y Feldman, 2019). De ese modo, también fomenta un modelo cambiante para perseguir el marketing. Dado que, en su esencia, es la sinergia entre el análisis de datos y la creatividad, la adaptación de la IA como herramienta de estrategia de marketing se está convirtiendo en clave para alcanzar el éxito y mayores ingresos (Thiraviyam, 2018). Este trabajo tiene como objetivo analizar cómo se pueden impulsar las actividades de marketing de los emprendimientos mediante la implementación de la IA como un asistente inteligente; al mismo tiempo, presenta una serie de softwares que demostraron aportar valor a los esfuerzos de marketing.
dc.description.abstractIn the last decade, the development of digital technologies has given companies between industries many opportunities to grow and be more efficient and effective. Artificial Intelligence is revolutionizing the nature of new venture creation, the operations of organizations, and every area inherent to them (Nambisan, Wright, & Feldman, 2019). In that way, it also encourages a shifting model to pursue marketing. Since, at its essence, it is the synergy between data analysis and creativity, adapting AI as a marketing strategy tool is becoming key to achieving success and higher revenues (Thiraviyam, 2018). This paper aims to analyze how new ventures' marketing activities can be boosted by implementing AI as an intelligent assistant; at the same time, it presents a series of softwares that proved to bring value to marketing endeavors.
dc.format.extent83 pp
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.48713/10336_38143
dc.identifier.urihttps://repository.urosario.edu.co/handle/10336/38143
dc.language.isospa
dc.publisherUniversidad del Rosario
dc.publisher.departmentEscuela de Administración
dc.publisher.programAdministración de Negocios Internacionales
dc.rightsAttribution-NoDerivatives 4.0 International*
dc.rights.accesRightsinfo:eu-repo/semantics/openAccess
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dc.source.instnameinstname:Universidad del Rosario
dc.source.reponamereponame:Repositorio Institucional EdocUR
dc.subjectMarketing
dc.subjectAI
dc.subjectEmprendimiento
dc.subjectMercadeo
dc.subjectCreatividad
dc.subject.keywordEntrepreneurship
dc.subject.keywordMarketing
dc.subject.keywordArtificial Intelligence
dc.subject.keywordCreativity
dc.titleHow do new ventures use AI to enhace creative marketing?
dc.title.TranslatedTitle¿Cómo los emprendimientos utilizan la Inteligencia Artificial para generar Marketing creativo?
dc.typebachelorThesis
dc.type.documentTrabajo de grado
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersion
dc.type.spaTrabajo de grado
local.department.reportEscuela de Administración
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