Percepción del consumidor mexicano sobre la implementación de la inteligencia artificial en el marketing
La implementación de la Inteligencia Artificial (IA) ha transformado radicalmente el panorama del marketing, ofreciendo ventajas como la personalización, la eficiencia operativa y una mejor atención al cliente. Sin embargo, persiste cierta incertidumbre respecto al uso de datos personales y la transparencia en sus aplicaciones. Esta investigación busca analizar la percepción de los consumidores de La Laguna respecto a la incorporación de la IA en las estrategias de marketing, considerando tanto sus beneficios como sus implicaciones éticas y emocionales. El estudio se realizó con un enfoque descriptivo y transversal, y la información se obtuvo a partir del diseño de un cuestionario aplicado a 150 residentes de la Zona Metropolitana de La Laguna, México, de entre 18 y 40 años. Los resultados muestran que, si bien la mayoría de los consumidores reconoce que la IA ha mejorado su experiencia en términos de velocidad, personalización y servicio, también expresan preocupación por el análisis algorítmico de sus preferencias y la falta de claridad respecto al uso de cookies y términos legales. La publicidad personalizada se percibe como relevante, pero emocionalmente neutral, y si bien las recomendaciones de IA influyen en algunas compras, no superan la confianza depositada en círculos sociales cercanos. La conclusión es que, si bien la IA agrega valor al marketing, su adopción total depende de la confianza del consumidor, que solo puede construirse mediante prácticas transparentes, éticas y centradas en el usuario.
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