Impact of predictive marketing based on Artificial Intelligence
Transforming communication and sales strategies in SM
DOI:
https://doi.org/10.62161/revvisual.v17.5394Keywords:
Predictive marketing, Artificial Intelligence, Startups, SMEs, Communication strategies, SalesAbstract
This article analyzes the impact of predictive marketing based on Artificial Intelligence (AI) in startups and SMEs, emphasizing its role in optimizing communication and sales strategies. Using a mixed-methodological approach that includes semi-structured interviews and questionnaires, significant improvements are identified in the personalization of customer interactions, as well as an average increase of 25,4% in conversion rates. The results indicate that companies adopting AI not only optimize resources and enhance their strategic capacity but also achieve a competitive advantage in an ever-evolving digital environment. Despite the benefits, ethical and organizational challenges are presented, such as the lack of skilled personnel and data management, necessitating solutions that promote ethical and effective implementation.
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