The The artificial intelligence in digital marketing in Latin America 2020-2023

The digital intelligence in marketing

Abstract

This study aims to explore the impact of artificial intelligence (AI) in the field of digital marketing in Latin America during the period between 2020 and 2023. Using a methodology based on the review of scientific literature published in Scopus and Web of Science . , a qualitative search was carried out to identify trends, advances and changes in the use of AI in digital marketing strategies. Through the Prism Statement method, 31 relevant research articles addressing the role of AI were selected and analyzed. in digital marketing. The results obtained indicate that AI has a significant impact on the optimization of processes and the improvement of operations in the field of Latin American digital marketing. AI-powered information management stands out as a key factor for this improvement. In addition, it is observed that AI fosters a greater flow of collaboration between the different actors in digital marketing, helping to overcome common challenges in the region. The construction of a digitalized, integrative and innovative vision emerges as an additional benefit, positively affecting the technological structure and management throughout digital marketing activities.