Tecnologías en la inteligencia artificial para el Marketing: una revisión de la literatura

At present, creating added value and reaching new experiences for the consumer, enhanced with artificial intelligence (AI) has become a determinant that It can lead to competitive business advantage. In this way, the objective of this study is the review of the literature regarding AI technologies applied to marketing, which will benefit both of them the scientific community and enterprise for making strategic decisions to advertising aimed at customer tastes. In this sense, the main theoretical contributions, emergence, development, trend, perspectives, components, and contributions of AI technologies in marketing are described. To this end, documents in Spanish and English were evaluated in databases such as: Google Scholar and Microsoft Academic Search, using the Perish tool for searching. Finally, it stands out among others, machine learning technology and natural language processing (NLP), capable of enhancing the loyalty of selected target markets. In this way the proposal resulting of this scientific article was the construction of a chronological matrix with its respective time line, where the theoretical contributions in artificial intelligence are evidenced, also a table with a tendency, perspectives and components of AI was also structured. Finally, the main contributions of AI technologies in marketing were defined.