La personalización de UX mediante IA en el marketing digital en Latinoamérica (2018-2024).

Abstract

Between 2018 and 2024, artificial intelligence (AI) has transformed digital marketing in Latin America, standing out for its ability to personalize consumer experiences in a diverse region. This manuscript examines how AI-based personalization has influenced customer perception and satisfaction during this period. Through a systematic review conducted using the PRISMA methodology, 27 relevant articles from databases such as Scopus, Scielo, ProQuest, and Dialnet were analyzed. The findings reveal that AI implementation enables tailored offers and messages aligned with individual preferences, enhancing campaign effectiveness, customer loyalty, and satisfaction. It is concluded that AI-driven personalization strengthens consumer connections, improves user experience, and serves as an essential tool for success in digital markets across the region.