Inteligencia artificial generativa y su impacto en el marketing y las ventas

Victor Alfonso Landeo Julcarima; Pedro Zoilo Morales Del Pozo; Roger River Vilca Rodriguez; Martha Luz Lopez Miguel; Wild Franz Cerron Leon

doi:10.47186/visct.v8i2.136

Generative artificial intelligence and its impact on marketing and sales

Authors

Victor Alfonso Landeo Julcarima Universidad Privada de Huancayo Franklin Roosevelt. Lima, Perú. https://orcid.org/0000-0002-7904-6604 (unauthenticated)
Pedro Zoilo Morales Del Pozo Universidad Privada de Huancayo Franklin Roosevelt. Lima, Perú. https://orcid.org/0000-0002-6218-7347 (unauthenticated)
Roger River Vilca Rodriguez Universidad Privada de Huancayo Franklin Roosevelt. Lima, Perú. https://orcid.org/0000-0002-0460-4341 (unauthenticated)
Martha Luz Lopez Miguel Universidad Privada de Huancayo Franklin Roosevelt. Lima, Perú. https://orcid.org/0000-0003-2028-3469 (unauthenticated)
Wild Franz Cerron Leon Universidad Privada de Huancayo Franklin Roosevelt. Lima, Perú. https://orcid.org/0000-0002-3637-6670 (unauthenticated)

DOI:

https://doi.org/10.47186/visct.v8i2.136

Abstract

The objective was to evaluate the impact of the implementation of generative artificial intelligence techniques on marketing and sales strategies. The research method was scientific, type and level of basic relational research, with a population of 100 companies from the Province of Huancayo and sample of 79. There is a significant relationship between generative artificial intelligence and the impact on marketing and sales with a correlational results (r=0.726,p<0.05), for the verification of specific hypothesis 1 the result was that the degree of significance between generative artificial intelligence and brand positioning was (r=0.531,p, 0.05) and finally the results of the to test the specific hypothesis 2 obtaining the result on whether there is a significant relationship between generative artificial intelligence and sales technologies was (r=0.358, p<0.05), in conclusion, there is a significant relationship between intelligence generative artificial and marketing and sales, generating competitive advantage in companies that use it unlike their competitors.

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Published

2024-05-06

Issue

Vol. 8 No. 2 (2023): July - December

Section

ARTICULOS

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