Las Ventajas competitivas y eficiencia en marketing digital: perspectiva estudiantil sobre IA
DOI:
https://doi.org/10.29076/issn.2528-7737vol18iss48.2025pp125-131pKeywords:
Inteligencia artificial, IA, marketing digital, capacitación formalAbstract
This article explores how artificial intelligence (AI) can maximize competitive advantages and efficiency in digital marketing from the perspective of students. The need for additional training in AI is highlighted, as well as the positive perception of its benefits in personalizing communication with customers and creating competitive advantages. Challenges related to trust in technology and ethical considerations around data use are also addressed. The findings underscore the importance of integrating AI training into educational curricula and adopting ethical practices in its implementation.
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