EFECTIVIDAD DE LA IA EN EL MARKETING PARA MEJORAR PROCESOS INTERNOS EN LAS PYMES DE CHIMBORAZO

Abstract

This research focused on the problem of low adoption of artificial intelligence (AI) in SMEs in Chimborazo, which limited the optimization of internal marketing processes. Therefore, the study aimed to analyze the effectiveness of AI in marketing to optimize internal processes in small and medium-sized enterprises (SMEs). A quantitative, correlational approach was used, employing a survey as the primary data collection method, administered to a sample of 333 SMEs. The instrument demonstrated a high level of reliability (0.941). The results showed that more than 80% of the participants perceive AI as a useful and easy-to-use tool, highlighting its role in simplifying tasks, facilitating decision-making, and enabling agile customer response. Factor analysis confirmed four main components, explaining 76% of the variance, while the SEM model revealed significant relationships, particularly the influence of adoption intention on process digitalization (β = 0.50; R² = 0.18) and the positive impact of digitalization on profitability (β = 0.52; R² = 0.37). The study concludes that the effectiveness of AI depends on the interaction between technological perceptions, internal capabilities, and strategic decisions, which strengthen both internal processes and overall business performance.