Maestría en Administración - MBA · 2026

Transformación digital : usos, desafíos y contribución de la inteligencia artificial en la toma de decisiones de mercadeo en pymes colombianas

This study analyzed the contribution of artificial intelligence to digital transformation processes associated with marketing in Colombian SMEs, a sector that represents 99% of the country’s business fabric and faces challenges related to competitiveness and volatile environments. Through a qualitative methodological analysis of 15 SMEs, the study explored how the implementation of AI contributes to the transition from intuitive, human-driven models toward data-driven models, as well as how levels of digital transformation maturity and context-specific determining factors—such as adoption conditions, challenges, and opportunities—influence the contribution of AI tools to decision-making. The study concluded that AI transcends its role as a technical tool and becomes a strategic imperative that optimizes the customer lifecycle, democratizes access to analytical capabilities, personalizes and refines segmentation processes, and has the potential to generate strategic layers within organizations. However, its appropriation depends on leadership, cultural management, and the quality and availability of data. The efficiency of implementation and the maximization of value are directly related to the enhancement of hybrid models, in which AI addresses repetitive tasks while brand orientation can focus on empathy, consumer understanding, and relationship management.

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