Hacia un marketing digital inteligente: Propuestas para la formación y la ética en el uso de IA

Freddy Giovanni Zúñiga Vásquez; Diego Alejandro Mora Poveda; Edison Manuel Arroba; Darío Javier Lescano Guerrero

doi:10.37431/conectividad.v7i1.330

Autores/as

Freddy Giovanni Zúñiga Vásquez Instituto Superior Tecnológico España https://orcid.org/0000-0001-6081-9382
Diego Alejandro Mora Poveda Instituto Superior Tecnológico España https://orcid.org/0000-0001-8614-4600
Edison Manuel Arroba Instituto Superior Tecnológico España https://orcid.org/0000-0002-7196-0784
Darío Javier Lescano Guerrero Instituto Superior Tecnológico España https://orcid.org/0009-0002-6233-3970

DOI:

https://doi.org/10.37431/conectividad.v7i1.330

Palabras clave:

Inteligencia Artificial, Marketing Digital, Ética, Educación, Herramientas de IA

Resumen

Este artículo explora los desafíos éticos y educativos asociados con la integración de la inteligencia artificial (IA) en el marketing digital. Se enfatiza la necesidad crítica de una formación integral que combine habilidades técnicas con una comprensión profunda de las implicaciones éticas. La discusión resalta la importancia de la transparencia, la privacidad de los datos y la equidad en las estrategias de marketing impulsadas por IA. El artículo también examina el papel de las instituciones educativas en la preparación de futuros profesionales para enfrentar estos desafíos, abogando por un currículo que incluya tanto la alfabetización en IA como las consideraciones éticas. Las recomendaciones clave incluyen la adopción de principios éticos claros, la supervisión continua y el uso de herramientas de IA como generadores de imágenes y videos, chatbots y asistentes virtuales, asegurando una implementación responsable y equitativa. El análisis subraya la necesidad de un enfoque dinámico y adaptable en la gobernanza de la IA, reconociendo los rápidos avances tecnológicos y su impacto en las prácticas de marketing global. Finalmente, el artículo hace un llamado a un esfuerzo colaborativo entre las instituciones educativas y las empresas para asegurar que la IA se utilice de manera innovadora y éticamente sólida, fomentando la confianza y promoviendo beneficios sociales a largo plazo.

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