Mexican consumer perception of the implementation of artificial intelligence in marketing
The implementation of Artificial Intelligence (AI) has fundamentally transformed the marketing landscape, offering significant advantages such as enhanced personalization, operational efficiency, and improved customer service. Nevertheless, some uncertainty remains regarding the use of personal data and transparency in AI applications. This research aims to analyze consumer perceptions in La Laguna concerning the integration of AI in marketing strategies, taking into account both its benefits and its ethical and emotional implications. The study employed a descriptive and cross-sectional design, gathering data through a questionnaire administered to 150 residents of the Metropolitan Area of La Laguna, Mexico, aged between 18 and 40. Results indicate that while a majority of consumers acknowledge that AI has enhanced their experience in terms of speed, personalization, and service quality, concerns persist about the algorithmic analysis of their preferences and a lack of clarity regarding the use of cookies and legal terms. Personalized advertising is generally perceived as relevant yet emotionally neutral. Although AI-driven recommendations influence certain purchasing decisions, they do not surpass the trust consumers place in recommendations from close social circles. The study concludes that, although AI adds considerable value to marketing efforts, its widespread adoption depends largely on consumer trust, which can only be fostered through transparent, ethical, and user-centric practices.
How to Cite
License
Copyright (c) 2025 Ingeniería Solidaria
This work is licensed under a Creative Commons Attribution 4.0 International License.
Cession of rights and ethical commitment
As the author of the article, I declare that is an original unpublished work exclusively created by me, that it has not been submitted for simultaneous evaluation by another publication and that there is no impediment of any kind for concession of the rights provided for in this contract.
In this sense, I am committed to await the result of the evaluation by the journal Ingeniería Solidaría before considering its submission to another medium; in case the response by that publication is positive, additionally, I am committed to respond for any action involving claims, plagiarism or any other kind of claim that could be made by third parties.
At the same time, as the author or co-author, I declare that I am completely in agreement with the conditions presented in this work and that I cede all patrimonial rights, in other words, regarding reproduction, public communication, distribution, dissemination, transformation, making it available and all forms of exploitation of the work using any medium or procedure, during the term of the legal protection of the work and in every country in the world, to the Universidad Cooperativa de Colombia Press.
[1] G. Overgoor, M. Chica, W. Rand, and A. Weishampel, “Letting the computers take over: Using AI to solve,” California Management Review, vol. 61, no. 4, pp. 156–185, 2019.
[2] G. Mazurek, “Network Value Creation through Marketing, Management & Business,” Central Europe, vol. 22, no. 4, pp. 70–77, 2014.
[3] C. A. Cuervo Sánchez, “Effects of Artificial Intelligence on Marketing Strategies: A Literature Review,” International Journal of Communication Research aDResearch ESIC, vol. 24, no. 24, pp. 26–41, 2021.
[4] M. Huang and R. T. Rust, “A strategic framework for artificial intelligence in marketing,” Journal of the Academy of Marketing Science, vol. 49, pp. 30–50, 2021.
[5] S. I. Khan, “Role of Entrepreneur in the 21st Century in Economic Growth and Development,” Research Journal, 2010.
[6] S. Murugan and M. Kumar, “Unveiling the evolution: Impact of artificial intelligence on consumer buying behaviors in online retail purchase,” Educational Administration: Theory and Practice, vol. 30, no. 5, pp. 1072–1078, 2024.
[7] M. Chui, J. Manyika, M. Miremadi, N. Henke, R. Chung, P. Nel, and S. Malhotra, “Notes from the AI frontier: Applications and value of deep learning,” Apr. 17, 2018. [Online]. Available: https://www.mckinsey.com/featured-insights/artificial-intelligence/notes-from-the-ai-frontier-applications-and-value-of-deep-learning
.
[8] J. Paschen, J. Kietzmann, and T. Kietzmann, “Artificial intelligence (AI) and its implications for market knowledge in B2B marketing,” Journal of Business & Industrial Marketing, vol. 34, no. 7, pp. 1410–1419, 2019.
[9] C. Longoni, A. Bonezzi, and C. K. Morewedge, “Resistance to medical artificial intelligence,” Journal of Consumer Research, 2019.
[10] P. Wang, “What do you mean by ‘AI’?,” AGI, vol. 171, pp. 362–373, 2008.
[11] A. Kaplan and M. Haenlein, “Siri, Siri, in my hand: Who’s the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence,” Business Horizons, vol. 62, no. 1, pp. 15–25, 2019.
[12] N. Syam and A. Sharma, “Waiting for a sales renaissance in the fourth industrial revolution: Machine learning and artificial intelligence in sales research and practice,” Industrial Marketing Management, vol. 69, pp. 135–146, 2018.
[13] V. Dhar, “The future of artificial intelligence,” Big Data, vol. 4, no. 1, pp. 5–9, 2016.
[14] T. Shanahan, The Technological Singularity, Cambridge, MA: MIT Press, 2015.
[15] J. Sterne, Artificial Intelligence in Marketing: Practical Applications, 2017.
[16] S. Dimitrieska, A. Stankovska, and T. Efremova, “Artificial intelligence and marketing,” Entrepreneurship, vol. 6, no. 2, pp. 298–304, 2018.
[17] K. Jarek and G. Mazurek, “Marketing and artificial intelligence,” Central European Business Review, vol. 8, no. 2, pp. 46–56, 2019.
[18] E. Alpaydin, Machine Learning, Cambridge, MA: MIT Press, 2016.
[19] H. Conick, “The past, present and future of AI in marketing,” Jan. 12, 2017. [Online]. Available: https://www.ama.org/marketing-news/the-past-present-and-future-of-ai-in-marketing/
.
[20] P. Kotler and G. Armstrong, Marketing Fundamentals, Mexico: Pearson, 2013.
[21] P. Mercadé-Mele, S. Molinillo, and A. Fernández-Morales, “The influence of the types of media on the formation of perceived CSR,” Spanish Journal of Marketing-ESIC, vol. 21, no. 1, pp. 54–64, 2017.
[22] E. Bartolomé, The Impact of AI and Data on Digital Marketing, Madrid, 2020.
[23] P. Kannan and A. Li, “Digital marketing: A framework, review and research agenda,” International Journal of Research in Marketing, 2017.
[24] M. Ianenko, D. Huhlaev, and O. Martynenko, “Digital transformation of trade: Problems and prospects of marketing,” in IOP Conference Series: Materials Science and Engineering, 2018.
[25] M. Johnston and G. Marshall, Contemporary Selling: Building Relationships, Creating Value, New York: Routledge, 2016.
[26] P. Kotler, H. Kartajaya, and I. Setiawan, Marketing 5.0: Technology for Humanity, Mexico: LID Editorial, 2021.
[27] P. Correia, “Applications of artificial intelligence to Marketing 5.0,” Ferrol, 2023.
[28] V. Tejedor, “What is context marketing and how to get the most out of it?,” Jan. 18, 2019. [Online]. Available: https://neoattack.com/blog/contextmarketing/
.
[29] R. Kozinets and U. Gretzel, “Commentary: Artificial intelligence: The marketer’s dilemma,” Journal of Marketing, vol. 85, no. 1, pp. 156–159, 2021.
[30] M. Stone, E. Aravopoulou, Y. Ekinci, G. Evans, M. Hobbs, A. Labib, and P. Laughlin, “Artificial intelligence (AI) in strategic marketing decision-making: A research agenda,” The Bottom Line, vol. 33, no. 2, pp. 183–200, 2020.
[31] A. Martínez and R. Medina, “Artificial intelligence technologies for marketing: A literature review,” Journal of Production, Sciences and Research, vol. 4, no. 30, pp. 36–47, 2020.
[32] P. Roetzer, “The 5Ps of marketing artificial intelligence,” Sep. 30, 2017. [Online]. Available: https://www.marketingaiinstitute.com/blog/the-5ps-of-marketing-artificial-intelligence
.
[33] M. Geru, A. E. Micu, A. Capatina, and A. Micu, “Using artificial intelligence on social media’s user generated content for disruptive marketing strategies in eCommerce,” Annals of Dunarea de Jos University. Economics and Applied Informatics, vol. 1, no. 3, pp. 5–11, 2018.
[34] V. Kumar, B. Rajan, R. Venkatesan, and J. Lecinski, “Understanding the role of artificial intelligence in personalized engagement marketing,” California Management Review, vol. 61, no. 4, pp. 135–155, 2019.
[35] S. Bag, G. Srivastava, M. Al Bashir, S. Kumari, M. Giannakis, and A. Chowdhury, “Journey of customers in this digital era: Understanding the role of artificial intelligence technologies in user engagement and conversion,” Benchmarking: An International Journal, vol. 29, no. 7, pp. 2074–2098, 2022.
[36] F. Olan, J. Suklan, E. Arakpogun, and A. Robson, “Advancing consumer behavior: The role of artificial intelligence technologies and knowledge sharing,” IEEE Transactions on Engineering Management, 2021.
[37] S. Chen et al., “When more is less: The other side of artificial intelligence recommendation,” Journal of Management Science and Engineering, vol. 7, no. 2, pp. 213–232, 2022.
[38] S. Rohden and D. Zeferino, “Recommendation agents: An analysis of consumers’ risk perceptions toward artificial intelligence,” Electronic Commerce Research, vol. 23, no. 4, pp. 2035–2050, 2023.
[39] V. Manzanal, Artificial Intelligence and Marketing, Gijón, 2021.
[40] K. Gray, “AI can be a troublesome teammate,” Jul. 20, 2017. [Online]. Available: https://hbr.org/2017/07/ai-can-be-a-troublesome-teammate
.
[41] S. Botti and S. Sheena, “The dark side of choice: When choice impairs social welfare,” Journal of Public Policy & Marketing, vol. 25, no. 1, pp. 24–38, 2006.
[42] C. Tucker, “Privacy, algorithms, and artificial intelligence,” in The Economics of Artificial Intelligence: An Agenda, Chicago, IL: University of Chicago Press, 2017, pp. 423–437.
[43] S. Puntoni, R. Walker, M. Giesler, and S. Botti, “Consumers and artificial intelligence: An experimental perspective,” Journal of Marketing, vol. 85, no. 1, pp. 131–151, 2021.
[44] J. Brakus, B. Schmitt, and L. Zarantonello, “Brand experience: What is it? How is it measured? Does it affect loyalty?,” Journal of Marketing, vol. 73, no. 3, pp. 52–68, 2009.
[45] K. Lemon and P. Verhoef, “Understanding customer experience throughout the customer journey,” Journal of Marketing, vol. 80, no. 6, pp. 69–96, 2016.
[46] T. Davenport, A. Guha, D. Grewal, and T. Bressgott, “How artificial intelligence will change the future,” Journal of the Academy of Marketing Science, 2019.
