PDF (Español (España))
FLIP
EPUB (Español (España))
Abstract
The objective of this article was to examine the implementation of artificial intelligence (AI) in advertising media, exploring its effect on the adaptation, improvement and effectiveness of campaigns. An approach was applied that showed data analysis, programmatic advertising, content generation, campaign optimization, user interaction, content transformation, personalization and segmentation, and digital strategies. The results showed a limited use in the local sector in Panama filled with a future of opportunities, however, the findings revealed that the application of AI faces challenges such as regulation and perception in the application of intelligent automation. Similarly revealed in the local advertising sector with difficulties in increased competition, professional vision and effectiveness through intelligent cognitive systems. The research concluded that despite this transformation of new developments, it is important to take full advantage of artificial intelligence in advertising media.
Keywords
References
BRANDEMIA. (15 de mayo de 2023). brandemia.org. Obtenido de brandemia.org: https://brandemia.org/herramientas-ia-diseno-grafico-amenaza-oportunidad
FUNDACIONGABO.ORG. (4 de enero de 2023). laboratorios-periodismo-innovador.com. Obtenido de laboratorios-periodismo-innovador.com: https://fundaciongabo.org/es/blog/laboratorios-periodismo-innovador/la-inteligencia-artificial-en-los-medios-que-se-enfrentan-los
GROUP, L. (s.f.). liftingroup.com. Obtenido de liftingroup.com: https://www.liftingroup.com/expertise/impacto-inteligencia-artificial-en-el-diseno-grafico/
IBM. (17 de mayo de 2024). ibm.com. Obtenido de ibm.com: https://www.ibm.com/mx-es/think/topics/ai-in-ecommerce
INTELATER. (15 de septiembre de 2023). intelarter.com. Obtenido de intelarter.com: https://intelarter.com/inteligencia-artificial-aplicada-al-diseno-grafico/
MARKETING, H. (30 de abril de 2024). hayasmarketing.com. Obtenido de hayasmarketing.com: https://hayasmarketing.com/es/la-inteligencia-artificial-ia-y-su-aplicacion-en-marketing
MULTIMEDIA, M. (10 de febrero de 2024). mediummultimedia.com. Obtenido de mediummultimedia.com: https://www.mediummultimedia.com/diseno/esta-el-diseno-grafico-amenazado-por-la-ia/
NCYT. (9 de abril de 2024). noticiasdelaciencia.com. Obtenido de noticiasdelaciencia.com: https://noticiasdelaciencia.com/art/50193/la-revolucion-de-la-inteligencia-artificial-en-la-publicidad
NUNTIUM. (22 de julio de 2022). nuntiumcomunicacion.com. Obtenido de nuntiumcomunicacion.com: https://www.nuntiumcomunicacion.com/campana-publicitaria-exitosa/
PAIS, E. (2024 de febrero de 2024). elpais.com. Obtenido del pais.com: https://elpais.com/economia/formacion/2024-02-02/la-ia-y-las-estrategias-digitales-marcan-las-tendencias-en-marketing-y-publicidad-para-2024.html
Panamá, M. F. (14 de agosto de 2023). Martes Financiero La Revista Financiera de Panamá. Obtenido de Martes Financiero La Revista Financiera de Panamá: https://www.martesfinanciero.com/portada/panama-rezagada-en-uso-regulacion-y-talento-para-aprovechar-la-inteligencia-artificial/
PROPOCICION, L. D. (16 de febrero de 2021). /ladivinaproporcion.es. Obtenido de /ladivinaproporcion.es: https://ladivinaproporcion.es/el-papel-del-diseno-grafico-en-una-campana-publicitaria-exitosa/
Serrano, I. B.-L. (1 de agosto de 2024). informabtl.com. Obtenido de informabtl.com: https://www.informabtl.com/como-la-ia-gestiona-y-optimiza-tus-promociones/
Publication Facts
Reviewer profiles N/A
Author statements
Indexed in
- Editor & editorial board
- profiles
- Academic society
- Universidad Metropolitana de Educación, Ciencia y Tecnología
- Publisher
- Universidad Metropolitana de Educación, Ciencia y Tecnología
To learn about these publication facts, click 
PF is maintained by the Public Knowledge Project
