Translated from Spanish to English - www.onlinedoctranslator.com
UNIVERSITY OF SAN ANDRES
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
COURSE OF BUSINESS ADMINISTRATION
INSTITUTE OF RESEARCH AND TRAINING IN
ADMINISTRATIVE SCIENCES (IICCA)
IMPACT OF THE APPLICATION OF ARTIFICIAL
INTELLIGENCE ON SERVICE COMPANIES IN
MARKETING PACEÑAS
Directed work presented to obtain the Bachelor's Degree
AUTHORS:
MIRIAM FLORES QUISPE
MARTHA GUTIERREZ CATARI
TUTORACADEMIC:
MSC. CLAUDIA CARMEN MERCADO
ROSALES
INSTITUTIONAL GUARDIAN:MSC. GUADALUPE RIERA CLAURE
LA PAZ-BOLIVIA
2022
DEDICATION
I dedicate this work to my parents for their love and unconditional support throughout
this journey, to my daughter for being my strength and inspiration, to my family and
friends for giving me words of encouragement.
MIRIAM FLORES QUISPE
GRATITUDE
Firstly, I thank God for all his blessings: to our Higher Education House, Universidad
Mayor de San Andrés, Faculty of Economic and Financial Sciences, Business
Administration Degree, and to the Institute for Research and Training in Administrative
Sciences (IICCA), for all the support provided during the development of this project: to
Msc. Claudia Carmen Mercado Rosales, academic tutor, for providing me with her
knowledge and the teachers who were part of my academic training.
MIRIAM FLORES QUISPE
DEDICATION
This directed work is specially dedicated to my mother: Carmela Catari Chura, for her
unconditional support that she constantly gives me in the good and especially the bad
moments of my life, a fundamental pillar for the achievement of all my proposed goals; to
my brothers for their constant motivation and moral support towards me; and last but not
least to my brother who in life was Oscar Alejandro Gutierrez Catari (+) for all his advice
and always believing in me.
MARTHA GUTIERREZ CATARI
GRATITUDE
Firstly, I thank God for his unconditional love, protection and guidance in achieving this
work; to the Universidad Mayor de San Andrés, Faculty of Economic and Financial
Sciences, Business Administration Career through the Institute for Research and Training
in Administrative Sciences-IICCA for having allowed me to train professionally; to my
academic tutor Msc. Claudia Carmen Mercado Rosales, for her valuable guidance and
patience, who, through her experience, knew how to provide me with all the necessary
tools for the achievement and completion of this project.
MARTHA GUTIERREZ CATARI
EXECUTIVE SUMMARY
Intelligent technologies today have become a fundamental tool for business
growth, automating repetitive tasks, optimizing time and improving business processes or
procedures, which has led to facilitating the development of complex tasks in each field.
of application. Currently, marketing companies have been forced to adapt to technological
changes, brought about by the use of new intelligent technologies.
Based on the above, the objective of this research aims to determine how the
application of Artificial Intelligence technologies impacts companies that provide
marketing services, in order to know the positive and negative effects that its application
implies in the different operations. of the companies, for this primary information was
used, through surveys and interviews with marketing companies. The development of the
research is based on a type of exploratory-descriptive research, under a mixed research
method, since quantitative and qualitative data are analyzed that provide precise
information through the application of techniques, such as questionnaires and interviews
with 30 companies. of marketing.
The findings indicate that the use of Artificial Intelligence in these companies has
caused significant impacts, since it helped optimize different operations, improve the
service offered and increase new services to companies, as well as generating an increase
in their profits and an increase in staff productivity, in short, Artificial Intelligence has
been and will be a great ally for business growth.
Keywords: Artificial Intelligence, Technology, Automation, Optimization, Marketing,
Impact, Service, business growth.
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF THE
APPLICATION OF ARTIFICIAL INTELLIGENCE IN
PACEÑAS MARKETING SERVICE COMPANIES”
TABLE OF CONTENTS
INTRODUCTION1 ..........................................................................................................
CHAPTER I:GENERAL ASPECTS4 ...........................................................................
1.1
BACKGROUND4 .............................................................................................
1.2
APPROACH OF THEPROBLEM7 ...................................................................
1.3
OBJECTIVES OF THERESEARCH10 ..........................................................
1.3.1
Aimgeneral10 .............................................................................................
1.3.2
Goalsspecific10 ..........................................................................................
1.4
RESULTSEXPECTED10 ................................................................................
1.5
SCOPES OF THERESEARCH11 ...................................................................
1.5.1
Scopetheme11 ............................................................................................
1.5.2
Scopeinstitutional11 ...................................................................................
1.5.3
Scopetemporary11......................................................................................
1.5.4
Scopegeographic11 ....................................................................................
CHAPTER II: THEORETICAL REFERENCESAND ORGANIZATIONAL12...
2.1
REFERENCESTHEORETICAL-CONCEPTUAL12 .....................................
2.1.1
IntelligenceArtificial12 ..............................................................................
2.1.1.1
Algorithms13 ......................................................................................
2.1.1.2
Intelligence typesArtificial13 .............................................................
2.1.1.3
Branches of theArtificial Intelligence15 .............................................
2.1.1.4
Technologies associated with IntelligenceArtificial18 .......................
2.1.1.5
Advantages and risks of the implementation of Intelligence
Artificial23 ............................................................................................................
2.1.2
Marketing25 ...............................................................................................
2.1.2.1
2.1.3
Marketingdigital26 .............................................................................
Impact27 .....................................................................................................
2.1.3.1
2.2
Impactorganizational28 ......................................................................
REFERENCESORGANIZATIONAL30 .........................................................
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF THE
APPLICATION OF ARTIFICIAL INTELLIGENCE IN
PACEÑAS MARKETING SERVICE COMPANIES”
2.2.1
Marketingin Bolivia30 ...................................................................................
2.2.2
Service companies inmarketing31 .................................................................
CHAPTER III: METHODOLOGY OF THEINTERVENTION33 ..............................
3.1
DESIGN OF THERESEARCH33 .......................................................................
3.2
KIND OFRESEARCH34 .....................................................................................
3.3
KIND OFINTERVENTION35 ............................................................................
3.4
UNIVERSE ORSTUDY POPULATION36 ........................................................
3.5
DETERMINATION OF THE SIZE AND DESIGN OF THESAMPLE38 ........
3.6
SELECTION OFMETHODS AND TECHNIQUES40 .......................................
3.6.1
Survey40 ........................................................................................................
3.6.2
Interview42 ....................................................................................................
3.7
SURVEY INSTRUMENTSINFORMATION44 .................................................
3.7.1
Informationprimary44 ....................................................................................
3.7.2
InformationSecondary45 ................................................................................
3.7.3
Reliability of the instrumentresearch45 .........................................................
3.8
PROCESSING OFDATA47 ................................................................................
3.8.1
Variables and survey instrumentsinformation47 ...........................................
CHAPTER IV:RESULTS50 .............................................................................................
4.1
RESULTSAND INTERPRETATION51 .............................................................
4.1.1
Datageneral51 ................................................................................................
4.1.2
Intelligence ManagementArtificial55 ............................................................
4.1.3
Impact of Artificial Intelligence oncompany61 .............................................
4.1.3.1
Impactin the processes62 ........................................................................
4.1.3.2
Impactin services65 ................................................................................
4.1.3.3
Impactcommercial68 ..............................................................................
4.1.3.4
Impacteconomic71 ..................................................................................
4.1.3.5
Impacton staff72 .....................................................................................
4.1.4
Interview with managers or heads of companiesmarketing77 .......................
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF THE
APPLICATION OF ARTIFICIAL INTELLIGENCE IN
PACEÑAS MARKETING SERVICE COMPANIES”
4.1.5
Crossingvariables78 ...................................................................................
4.1.6
Findings ofthe investigation85 ...................................................................
4.1.7
Statistical analysis of the relationship between the independent variables
and dependent ........................................................................................................... 89
CHAPTER V:PROPOSAL92 .......................................................................................
5.1
INTRODUCTION92 .......................................................................................
5.2
OBJECTIVES OF THEPROPOSAL92 ...........................................................
5.2.1
Aimgeneral92 .............................................................................................
5.2.2
Goalsspecific92 ..........................................................................................
5.3
DEVELOPMENT OFTHE PROPOSAL93 .....................................................
5.4
BUDGET OF THEPROPOSAL111 ..............................................................
CHAPTER VI: CONCLUSIONS ANDRECOMMENDATIONS113 ....................
6.1
CONCLUSIONS113 ......................................................................................
6.2
RECOMMENDATIONS115 .........................................................................
BIBLIOGRAPHY116 ..................................................................................................
ANNEXES122...............................................................................................................
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF THE
APPLICATION OF ARTIFICIAL INTELLIGENCE IN
PACEÑAS MARKETING SERVICE COMPANIES”
INDEX OF FIGURES
Figure1.Types ..................................................................................................................
ofmachine learning21 .......................................................................................................
Figure2.Size ofthe company51 .......................................................................................
Figure3.Time of the company in themarket52 .................................................................
Figure4.Quantity .............................................................................................................. of
the personnel of the companiesmarketing53 ....................................................................
Figure5.Services ...............................................................................................................
offered by companiesmarketing54 ...................................................................................
Figure6.Regime ................................................................................................................
legal of companiesstudio55 ..............................................................................................
Figure7.Types of ..............................................................................................................
technologies and timeuse56 .............................................................................................
Figure8.
Types of technologiesused in the services of marketing companies
.................................................. .................................................. ................ 57
Figure9.Benefits ............................................................................................................... of
Intelligence technologiesArtificial59 ...............................................................................
Figure10.Disadvantages ................................................................................................... in
the use of Intelligence TechnologiesArtificial60 .............................................................
Figure11.Optimization ..................................................................................................... of
time in the processes of the services ofthe company62 ...................................................
Figure12.Disposal ............................................................................................................ of
activities in the processes of thecompany63 ....................................................................
Figure13.Increment .......................................................................................................... of
activities or tasks in the processes of thecompany64 .......................................................
Figure14.Improvement .....................................................................................................
of the company's services due to the use of IntelligenceArtificial ............. 65
Figure15.Quality .............................................................................................................. of
the services offered by thecompany66 .............................................................................
Figure16.Impact ...............................................................................................................
commercial due to the application of IntelligenceArtificial69 ........................................
Figure17.Reduction
in the company's costs due to the use of Artificial Intelligence
.................................................. .................................................. ................ 71
Figure18.Training............................................................................................................. of
staff in the management of technologiessmart72 .............................................................
Figure19.Evaluation .........................................................................................................
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF THE
APPLICATION OF ARTIFICIAL INTELLIGENCE IN
PACEÑAS MARKETING SERVICE COMPANIES”
of the work environment since the implementation of IntelligenceArtificial
.................................................................................................................... 73
Figure20.Handling ........................................................................................................... of
Artificial Intelligence technologies bystaff74 ..................................................................
Figure21.Increase ............................................................................................................. of
productivity due to the use ofsmart technologies75 .........................................................
Figure22.Analysis ............................................................................................................
of the inconveniences caused by the application of Artificial Intelligence in
relation to the life cycle ofthe companies .................................................. 82
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF THE
APPLICATION OF ARTIFICIAL INTELLIGENCE IN
PACEÑAS MARKETING SERVICE COMPANIES”
Figure23.Analysis ............................................................................................................
of the improvement of services as a result of the application of
IntelligenceArtificial .................................................................................. 83
Figure24.Analysis ............................................................................................................
of activities eliminated in service processes due to the use of
IntelligenceArtificial .................................................................................. 84
TABLE INDEX
Board1.Advantages .......................................................................................................... and
disadvantages of IntelligenceArtificial23 ........................................................................
Board2.Companies ...........................................................................................................
national marketingand departmental31 ............................................................................
Board3.Companies ...........................................................................................................
nationally recognized marketing anddepartmental32 ......................................................
Board4.Types ...................................................................................................................
work interventiondirected35 ............................................................................................
Board5.Unit analysis37 ..................................................................................................
Board6.Values ..................................................................................................................
reliability46
Board7.Processing............................................................................................................
ofdata46
Board8.Matrix .................................................................................................................. of
the independent variable: IntelligenceArtificial48 ...........................................................
Board9.Matrix .................................................................................................................. of
the dependent variable: Impactorganizational48 .............................................................
Board10.Frequency .......................................................................................................... and
percentage of companies in relation to thesize51 ............................................................
Board11.Frequency .......................................................................................................... and
percentage in relation to the time of thecompanies52 ......................................................
Board12.Frequency .......................................................................................................... and
percentage in relation to the time of thecompanies53 ......................................................
Board13.Frequency .......................................................................................................... and
percentage in relation to the services of thecompanies54 ................................................
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF THE
APPLICATION OF ARTIFICIAL INTELLIGENCE IN
PACEÑAS MARKETING SERVICE COMPANIES”
Board14.Frequency .......................................................................................................... and
percentage on the legal regime of thecompany55 ............................................................
Board15.Frequency
and percentage on the type of technology used by the company
.................................................. .................................................. ................ 56
Board16.Frequency .......................................................................................................... and
percentage of technologies used inservices57 .................................................................
Board17.Frequency
and percentage of the benefits of smart technologies
.................................................. .................................................. ................ 59
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF THE
APPLICATION OF ARTIFICIAL INTELLIGENCE IN
PACEÑAS MARKETING SERVICE COMPANIES”
Board18.Frequency ..........................................................................................................
and percentage of the problems presented in thecompanies ...................... 61
Board19.Frequency
and percentage on the optimization of time in the processes
.................................................. .................................................. ................ 62
Board20.Frequency .......................................................................................................... and
percentage on the degree of elimination ofactivities63....................................................
Board21.Frequency .......................................................................................................... and
percentage on the degree of increase ofactivities64 .........................................................
Board22.Frequency .......................................................................................................... and
percentage of improvement in the services of thecompany66 .........................................
Board23.Frequency .......................................................................................................... and
percentage of quality complaintsof the service67 ............................................................
Board24.Frequency .......................................................................................................... and
percentage of reductionof costs71 ....................................................................................
Board25.Frequency .......................................................................................................... and
percentage of trainingstaff73............................................................................................
Board26.Frequency .......................................................................................................... and
percentage of climate evaluationlabor74 .........................................................................
Board27.Frequency .......................................................................................................... and
percentage on the management of technologies bythe staff75.........................................
Board28.
Frequencyand percentage of the increase in labor productivity. 76
Table29.Analysis ........................................................................................ of the use of
Big data in relation to the size and life cycle of thecompany78 ................
Board30.Analysis .............................................................................................................
of the use of Machine learning in relation to the size and life cycle ofthe
company ..................................................................................................... 79
Board31.Analysis .............................................................................................................
of the use of data mining technology in relation to the size and life cycle of
thecompany ................................................................................................ 80
Board32.Analysis .............................................................................................................
of the use of Virtual Assistants in marketing companies in relation to the
size and life cycle of thecompany .............................................................. 81
Board33.Measurements ....................................................................................................
statistics of variablesresearch90 .......................................................................................
Board34.Relationship .......................................................................................................
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF THE
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PACEÑAS MARKETING SERVICE COMPANIES”
between Artificial Intelligenceand impact90 ...................................................................
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
INTRODUCTION
This directed work is carried out at the Institute for Research and Training in
Administrative Sciences-IICCA, a decentralized unit of the Universidad Mayor de San
Andrés, a higher education institution that promotes research development in different
areas. This institution aims to contribute knowledge in scientific research topics with the
purpose of proposing optimal solutions for the different identified needs and thus
contribute to the progress of society.
In order to provide information for the growth of the business sector, this research
is carried out on “Impact of the application of Artificial Intelligence in marketing service
companies in La Paz”, since in the process of the study it will allow us to understand the
effects caused by the application of Artificial Intelligence technologies, causing different
changes in the organizational processes of marketing companies, optimizing different
processes, excluding repetitive tasks that make business development impossible, as well
as the restructuring that the use of intelligent technologies may cause. by eliminating jobs.
On the other hand, the use of intelligent technologies in which marketing companies
operate and the benefits acquired through the management of Artificial Intelligence in the
processes.
The development of this research arises as a response to the state of marketing
companies regarding the use of intelligent technologies, since through this it makes it
easier to know the impact caused by the application of Artificial Intelligence, and thus
determine the factors that cause it to generate significant changes in marketing companies,
as well as the inconveniences that make their positive influence on these companies
impossible.
The chapters contained in this research are described below, said study is
composed as follows:
P.1
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
In the first chapter there are research prior to the study, that is, the background
regarding the use of Artificial Intelligence and the effects caused by this application, there
is also the existing problem in marketing service companies, the objectives of the research
that respond to the problem of the study, as well as the scope and results of this research
work.
The second chapter presents the theoretical and organizational references on which
the research is based, with theoretical information from different authors, related to
Artificial Intelligence, the types and intelligent technologies, as well as theoretical
contributions in marketing, the impact and its assessment. In addition, the characteristics
of the marketing companies, the object of the research, are mentioned.
In the third chapter, the research methodology was established, taking into account
its mixed approach, an investigation was carried out according to the descriptiveexploratory scope, the universe was marketing service companies, the sample was
developed under the sampling method. probabilistic. The instruments through which the
information was collected were through primary information (surveys and interviews) and
secondary, different programs such as Excel, SPSS and QuestionPro were used for data
processing.
The fourth chapter presents the results of the field work carried out in the
marketing services companies of the municipality of La Paz. All the information
processed, systematized and analyzed is shown with their respective statistical graphs,
followed by an analysis of the results and findings obtained, detailing the application of
intelligent technologies and the effects caused in the different processes of marketing
companies.
In the fifth chapter, considering the results obtained, for the benefit of the
companies in the studied sector, a proposal is presented for the benefit of the business
sector, responding to the needs and problems faced by marketing service companies.
P.2
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
Finally, in the last chapter, the conclusions reached in the study are developed,
regarding the impact obtained in marketing companies by the use of intelligent
technologies, responding to the objectives of the research, as well as the recommendations
for marketing companies regarding how beneficial the use of Artificial Intelligence
technologies can be and how it can influence their growth.
P.3
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
CHAPTER I: GENERAL ASPECTS
1.1 BACKGROUND
Since ancient times, human capacity has developed tools that facilitate different
tasks such as survival, communication, domestic tasks, transportation, among others, so it
has been quite a challenge, which gradually became more complicated as the years went
by. Just as different instruments emerged, initially for agriculture and today the challenge
of imitating human intelligence in all its magnitude, however, the closest thing we have
to reaching that purpose is Artificial Intelligence.
The use of Artificial Intelligence technological tools in recent times has generated
significant impacts in different sectors, thus automating intellectual activities, simulating
human intelligence processes, which allows you to carry out different activities in different
areas, thus achieving positive effects on your business. organizational processes and in the
development of customer segmentation to generate greater effectiveness in different
activities.
Different investigations identified the effects that occurred as a result of the
application of Artificial Intelligence, as reflected in the research by Daza, Orjuela,
Paredes, Salamanca and San Martin (2021) prepared in Bogotá entitled “Impact of
Artificial Intelligence in manufacturing companies in Colombia”, where it is mentioned
that the use of Artificial Intelligence in the different processes of companies generates a
positive impact on the realization of their production and automation processes, which
implies greater productivity, performance and optimization of time.
Likewise, the application of Artificial Intelligence has contributed greatly to
repetitive processes and tasks, generating economic benefits and efficient relationships
with customers. Likewise, this research identified that depending on the size of a
company, whether large or SME Artificial Intelligence generates different
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UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
positive effects, through intelligent automation, increasing productivity in the
development of products and services, reducing costs to make them more competitive.
On the other hand, in the research “Impact of Artificial Intelligence in companies
with a global approach” carried out by Pérez and Rojas (2019), in which it was identified
that Artificial Intelligence shows immense progress in different business sectors by
supplying processes and tasks by expert systems, it has also been possible to identify that
applying Artificial Intelligence in organizational processes has generated positive impacts,
generating an increase in profits, reduction of costs, as well as efficiency in the different
processes of the company, in the same way it is identified that Artificial Intelligence also
has negative effects on companies such as replacing labor or jobs, thus generating
controversy.
Artificial Intelligence contributes to business growth, for this reason today, more
than an option it has become a necessity for companies, the digitalization that has been
applied has generated positive effects, since it has become useful to have information
Valuable for cost analysis, processes and organizational decision making, becoming a
valuable tool to increase productivity.
In fact, in this scientific contribution it is mentioned that the application of
Artificial Intelligence is beneficial for companies to a greater or lesser extent, depending
on the economic sector, it was determined that the impact of Artificial Intelligence will be
in broad strokes, but still There are doubts whether society is prepared for technological
advancement, or what companies should consider so that Artificial Intelligence improves
their processes in a certain way and thus have business growth within a competitive
market.
Likewise, in the study carried out by Armas (2021), called “Artificial Intelligence
in Peruvian companies and labor impacts on workers” it is mentioned that Artificial
Intelligence is becoming the new era of
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UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
21st century, since it causes different effects in terms of the application of intelligent
technologies, this research indicates that Artificial Intelligence greatly benefits both
companies and countries.
Likewise, the use of Artificial Intelligence has been contributing greatly to
business productivity and profitability, generating new jobs in technological areas,
influencing the updating of people and companies. On the other hand, they have not
Leaving aside the effect that it may have on jobs by causing them to disappear, this effect
has managed to negatively impact workers who cannot adapt to technological changes.
The application of Artificial Intelligence has always been a great ally for business growth,
contributing to increased productivity, profitability and recognition in the market.
Likewise, the application of intelligent technologies over time has generated
significant effects in different areas and sectors, as shown in the research “Impact of
Artificial Intelligence on selection processes in international human resources” prepared
by Montoya (2021 ) in which it is demonstrated that the use of Artificial Intelligence has
a positive impact on the selection processes, since it is incorporated in this area due to the
technological changes that constantly occur, this use has implied that times are optimized
in the selection processes. recruitment.
Artificial IntelligenceIn this area it has provided great benefits and satisfaction due
to its programming, solving repetitive and complex tasks more quickly and efficiently.
Likewise, the application of these technologies has been optimizing times in searching
and filtering suitable candidates, thus helping to be able to make better decisions. selection
decisions.
Currently, there is a wide range of technological applications in which intelligent
technologies play a fundamental role, both in scientific and educational areas, as well as
in production businesses, customer service, among others. So
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UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
These also include use in the areas of production, control, marketing and administration
of organizations. Therefore, the applications of smart technologies are very valuable for
economic development and generate a great impact on companies and society.
1.2 PROBLEM STATEMENT
Currently, companies have been forced to adapt to the technological advance that
the world is facing, since this new era has significantly marked humanity, causing different
impacts in the cultural, social, scientific and economic spheres, each advance has
transformed the way of carrying out certain activities, because of this many organizations
have changed their strategies and the way of carrying out their operations. Such has been
the technological development that today we can talk about Artificial Intelligence.
In Latin America, some countries do not yet recognize the importance of the use
of this new technology, only a small percentage is becoming aware of this advance, since
the study by the Latam Digital Center (2019) indicates that, in some Latin American
countries , starting in 2019, forums and workshops were held with the purpose of
publicizing the positive effects that the use of Artificial Intelligence can cause, and only a
limited number of countries developed national policies related to different intelligent
technologies.
Due to this advance, different sectors and industries are being affected by this
progress, including marketing companies, since they have had to adapt to this change and
meet the expectations of a demanding market. According to Alejandro Bianchi, president
of Liveware, he alludes that in some Latin American countries the use of Artificial
Intelligence in marketing has generated positive effects that have allowed companies to
grow and develop their operations efficiently, which is especially impacting companies.
companies that carry out market research.
P.7
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
At the local level, according to the Government Al Readiness Index (2020) report,
it indicates that Bolivia ranks 122 out of 172 countries in relation to the use of smart
technologies worldwide, and it also ranks 22 out of 32 in the region. Latin America and
the Caribbean, that is, according to this report, Bolivia has made minimal progress when
it comes to the application of Artificial Intelligence.
An important factor that has been affecting the development of companies in the
country has been technological growth, causing changes in organizational processes,
based on the automation of processes in different tasks or activities, these changes are
increasingly recurrent and this results a challenge for organizations to stay at the forefront.
According to Collarana (2021), director of the UPB Institute of Computational
Intelligence, he alludes that this technological advance seems distant in Bolivia, since few
sectors are applying it in their operations, so it has not yet been taken into account. the
importance and significant impact that the use of Artificial Intelligence can bring with it
in the business sector, that is, if it generates an increase in profits, reduction of costs, or
efficiency in the different processes of the company or, on the contrary, effects negative
ones such as replacing labor or jobs, thus generating controversy.
In this sense, there has not been a good understanding about the use of Artificial
Intelligence in the business sector; it is there that there is a need for companies to recognize
the impact that the application of these technologies brings, as a result of the development
Technologically, organizational processes and structure are modified, allowing the
optimization of resources and the elimination of repetitive tasks, which makes them more
efficient in a competitive market.
Another factor that has made it impossible for Artificial Intelligence to have a
significant impact on Bolivian companies is the lack of support from the government,
since, according to the director of the Institute of Computational Intelligence of the UPB,
it indicates that it is not has funds to carry out programs and innovations
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UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
technological, since unlike other countries where they are being carried out and Artificial
Intelligence plays a fundamental role in them.
According to what was mentioned above, not only the business sector must take
into account the importance and positive effects that the use of these new technologies can
bring, but also the government, since through this advance it can be achieved.
strengthening the productive development of the country and the business sector, so that
its implementation or, failing that, its non-implementation is considered.
Although artificial intelligence has played a fundamental role in business growth,
in Bolivia there are not many studies regarding the importance and impact that the
application of intelligent technologies can have in different sectors, particularly those
companies that offer services. in marketing, in addition to its impact on the organizational
processes that these may generate. For this reason, it is important and necessary that the
Bolivian business sector recognizes the significant impact that the implementation of
Artificial Intelligence can cause in organizational processes, since it can lead to positive
changes in terms of the realization of its objectives. processes and automation, which
implies greater productivity, performance and optimization of time, giving it a greater
presence in the market.
As a result of this situation, marketing companies in the municipality of La Paz
have been forced to adapt to technological advances and the use of different Artificial
Intelligence technologies, since they are a means by which different sectors are betting to
have growth. positive, for this reason it is important to know the effect caused by the
implementation of these technologies in these companies, which is why we seek to answer
the following question:
How does the application of technologies related to Artificial Intelligence
impact companies that provide marketing services in the municipality of
La Paz?
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UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
1.3 RESEARCH OBJECTIVES
1.3.1
General objective
Evaluate how the application of technologies associated with Artificial
Intelligence impacts companies that offer marketing services in the municipality of La
Paz.
1.3.2
Specific objectives
 Identify the trend that marketing companies have regarding the different
technologies related to Artificial Intelligence according to the size of the company.
 Recognize the benefits achieved by marketing companies as a result of the use of
Artificial Intelligence technologies.
 Discover the drawbacks presented by the use of Artificial Intelligence, according
to the life cycle of marketing companies.
 Identify the effects that have occurred in the different processes of marketing
companies due to the application of Artificial Intelligence.
 Determine the influence that Artificial Intelligence has on the development of the
different activities and processes of marketing companies.
1.4 EXPECTED RESULTS
This research aims to know the impact of the use of technologies related to
Artificial Intelligence in companies that provide marketing services, and it is also
expected:
 Knowledge about the familiarization and use that marketing companies have of
Artificial Intelligence technologies, that is, to which technologies marketing
companies are most inclined.
 The aim is to know the different benefits that marketing companies have achieved
throughout the process of Artificial Intelligence technologies.
 We want to know if the time that companies are in the market is a factor that may
cause them to have some inconveniences due to the use of Artificial Intelligence.
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UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
 Description of the effects that occurred in the different processes of marketing
service companies, due to the use of intelligent technologies.
 We want to know the influence that Artificial Intelligence had on the
development of processes and activities carried out by marketing companies.
1.5 SCOPE OF THE RESEARCH
1.5.1
Thematic scope
The research is mainly oriented to the use of intelligent technologies in the
marketing area, since a study was carried out on the impact of the application of Artificial
Intelligence in companies that provide marketing services, whose concepts are analyzed
in said study.
1.5.2
Institutional reach
This work was developed through the Institute for Research and Training in
Administrative Sciences (IICCA), a decentralized unit of the Universidad Mayor de San
Andrés (UMSA).
1.5.3
Temporal scope
The preparation of this work covered a period of approximately 12 months, from
July 2021 to the second half of 2022, beginning with the study of all the information
collected in relation to the research topic, and then presenting a proposal as a solution to
the problem. posed.
1.5.4
Geographic reach
The core of this research work focuses on marketing service companies in the
different areas of the municipality of La Paz.
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UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
CHAPTER II: THEORETICAL AND ORGANIZATIONAL REFERENCES
2.1 THEORETICAL-CONCEPTUAL REFERENCES
In this chapter, important concepts are developed from different points of view of
authors that facilitate the understanding of the different points of the research work, in this
way a clearer picture of what we want to investigate will be obtained.
2.1.1
Artificial intelligence
Artificial Intelligence is undoubtedly a tool that has had a great impact on both the
business sector and society, either through different technologies that have contributed
positively to different sectors, which is why Artificial Intelligence can be defined. such as
the ability given to machines or programs to perform different tasks, just as people would
do, but through algorithms and/or data that help streamline and optimize activities.
To have a clear definition of what Artificial Intelligence is, some authors mention
the following:
According to Rouhiainen (2018) “Artificial Intelligence is the ability of machines
to use algorithms, learn from data and use what they learn in making decisions just as a
human being would” (p. 17). Likewise, Artificial Intelligence can also be understood as
“a discipline belonging to computer science, which proposes computational learning
models based on human biological neural networks” (Márquez, 2020, p. 319).
On the other hand, López (2007) mentions that Artificial Intelligence “is a branch
of computer sciences in charge of studying computing models capable of carrying out
activities typical of human beings based on two of their primary characteristics: reasoning
and behavior” ( p. 1).
Consequently, Artificial Intelligence imitates human intelligence processes and
greatly benefits companies as it helps optimize repetitive tasks.
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UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
It also automates the different processes within the company, this implies that
organizations are more efficient, obtain business growth and a competitive advantage over
others, which is why they must always be at the forefront of technology.
2.1.1.1 Algorithms
Algorithms are part of people's daily lives and in the course of this they have been
involved in a series of difficulties that need an efficient solution. In this sense, specific
definitions regarding what is meant by algorithms are shown below.
For (Mancilla, Capacho, & Ebratt, 2015) an algorithm is a finite set of well-defined
rules in its control logic that allow the solution of a problem in a finite amount of time. In
solving the problem with the aforementioned rules, the algorithm carries out a set of steps
whose execution to solve the problem can be carried out manually, mechanically or using
an electronic data processing machine.
Algorithms are the essence of computing; They are one of the centers of interest
in many, if not all, areas of computing.
Many interesting algorithms involve complicated methods of organizing data in
the calculation. (Robert Sedgewick, 1995), likewise (Rodriguez and Ziviani, 2007)
mention that an algorithm can be seen as a sequence of actions that must be carried out to
obtain the solution to a certain problem.
In short, an algorithm is a set of ordered steps to solve a problem following
processes and rules defined within this set. Also, an algorithm can be applied by tangible
or digital means.
2.1.1.2 Types of Artificial Intelligence
Artificial IntelligenceCurrently it is a very important digital instrument for the
growth and competitiveness of companies, there are different types of
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UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
Artificial Intelligence that helps to better understand the use and implementation that the
management of each of these entails, which is why among the types of Artificial
Intelligence, strong Artificial Intelligence and weak Artificial Intelligence are mentioned.
a) Strong Artificial Intelligence
Strong Artificial Intelligence is one that has human mental capabilities, that is,
here the machine can already think and reason on its own, in addition to demonstrating
emotions like people do. Likewise, Barrera (2012) mentions that strong Artificial
Intelligence “seeks to implement cognitive processes similar to how they are carried out
in humans, that is, providing machines with consciousness” (p. 88).
Using the words ofTeigens (2011), strong Artificial Intelligence is capable of
thinking and having an independent mind, however the aforementioned is considered a
hypothesis, and also states that the reasons that lengthen the research and progress of
strong Artificial Intelligence is because of Since there is no complete understanding of the
human brain, nor of psychology, neurophysiology also limited several researchers to
imitating the function of the human brain in computer hardware. (p. 10)
In conclusion, strong Artificial Intelligence refers to systems or programs that have
different intellectual abilities like people, for this reason here this type of intelligence can
find solutions by reasoning independently as any human being would do.
b) Weak Artificial Intelligence
Weak Artificial Intelligence is the capacity given to systems or computers to
perform specific tasks, that is, here this type of intelligence does not have its own
consciousness. Some authors define weak Artificial Intelligence as follows:
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BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
“Weak Artificial Intelligence is creating systems with the ability to successfully
fulfill some complex human functions and trying to simulate human behavior, but without
reaching it, much less surpassing it. (Paredes and Quinde, 2020). Likewise, Porcelli (2020)
mentions that in this type of intelligence “the most important advances are currently being
carried out. In practical terms, it is the science that is responsible for making computers
perform actions without the need for explicit programming” (p. 66).
Another author mentions the following:
Weak Artificial Intelligence considers that computers can only simulate and can
only act intelligently. Researchers of weak Artificial Intelligence consider that it
will never be possible to build conscious computers and that a program is a
simulation of a cognitive process, but not a cognitive process in itself. (Vidal,
Madruga and Valdés, 2019).
Therefore, weak Artificial Intelligence indicates that machines or systems perform
specific functions, that is, they only focus on a single task. This type of intelligence also
helps to accelerate and improve different processes within the company, in this
intelligence People continue to intervene in some way either in the programming or the
control of the different functions they perform.
In short, so far only weak Artificial Intelligence has been implemented, since there
are still no machines or systems that work with strong Artificial Intelligence.
2.1.1.3 Branches of Artificial Intelligence
Artificial Intelligence covers different branches that intervene in the different
technologies that implement Artificial Intelligence, these branches are: expert systems,
computerized perception and natural language processing.
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BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
a) Expert systems
Expert systems refer to systems that use human knowledge to make decisions and
solve different problems that are generally carried out by people. To have a clearer idea
of what expert systems are, some authors define them as follows:
According to Pino and Gómez (2001) they state that an expert system “is that
computer program that contains the erudition of a human specialist versed in a certain
field of application” (p. 10).
Likewise, Cusi (2009) mentions that expert systems “are programs that reproduce
the intellectual process of a human expert in a specific domain, improving their
productivity, saving time and money, preserving their valuable knowledge and
disseminating it more easily.” Likewise, these expert systems “collect and simulate the
thinking of human experts in a specific area of knowledge; these systems are capable of
processing and memorizing information, learning and reasoning in deterministic and
uncertain situations” (Sosa Sierra, 2007).
In short, expert systems greatly help companies to solve different problems that
would normally be solved by someone who understands the subject more quickly and
efficiently, and they also facilitate decision making since generally in organizations they
cover a wide range of problems. amount of data and information and this would make it
difficult for human experts to make decisions that are not as efficient, which is why these
systems help make said decision-making more accurate.
b) Natural language processing
Natural language processing refers to the management of natural language
between machines and people, that is, with this branch it is intended that machines or
systems understand and manage human language, in addition “natural language
processing deals with the capabilities of Communication between computers and humans
using their own language is an area whose applications are multiple and
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BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
varied, such as automatic translation or the recognition and understanding of human
language. (García Serrano, 2012)
Likewise (Vilares Ferro, 2005) mentions that natural language processing “is part
of the branch of Artificial Intelligence that is responsible for the design and
implementation of the software and hardware elements necessary for the computational
treatment of natural language, understanding as such all human language.”
On the other hand, natural language processing can be seen as “a way of
abstracting the text to be processed into a more concrete internal representation that
facilitates its management within an application or when understanding its meaning”
(Escolano, Cazorla and Galipienso, 2003, p. 201).
For all of the above, natural language processing greatly helps systems or
machines perform different tasks such as text summaries through the web, translators of
different languages and so on, natural language processing makes it more efficient. the
understanding of human language between man and machine.
c) Neural networks
The objective of neural networks is to try to emulate the biological learning process
that occurs in human beings through processors that operate simultaneously, originating
through stimuli in the network, local processing and connections made by means of neural
nodes. It should be clarified that these systems cannot be programmed, they are trained
through noise to be able to recognize objects (Paredes and Quinde, 2020, p. 32).
Similarly, Redondo (2016) indicates that “they are thematic models that theorize
the functioning of the brain. They also refer to artificial neural networks, Neurocomputers” (p. 17).
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BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
Neural networks “are presented as an appropriate tool to treat certain types of
problems that present a set of common and differentiating characteristics Title
Introduction to artificial intelligence: expert systems, artificial neural networks and
evolutionary computing” (Pino and Gómez, 2001, p . 35).
In this sense, neural networks are defined as a simulation model of the learning
processes of the human brain applied to machines, which is why the branches of Artificial
Intelligence mentioned above are very important for the different technologies that are
used. with Artificial Intelligence.
2.1.1.4 Technologies associated with Artificial Intelligence
Within the field of intelligent technologies, there is a wide set of technologies
supported by Artificial Intelligence, which have the purpose of optimizing processes,
reducing repetitive tasks and helping to make better decisions. These are given through
the different technologies it covers. Artificial Intelligence such as: Machine learning, Big
data, Data mining, and Virtual assistants, which will be defined below.
a) Machine learning
Machine learning, better known as automatic learning, is a technology that is part
of Artificial Intelligence where algorithms are used to program machines or systems which
allow them to optimize their operations. Likewise, this technology through these
algorithms learn based on their experience. automatically, perfecting their performance as
their experience increases, that is, they learn without having to be programmed.
For Nocetti (2019), machine learning refers to a “method for designing a sequence
of actions to solve a problem, known as algorithms that optimize automatically through
experience and with limited human intervention” (p. 33), from Likewise, this technology
helps “give the machine a feedback loop that allows it to learn from experience” (Norman,
2022).
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IN PACEÑAS MARKETING SERVICE COMPANIES”
On the other hand (Sandoval, 2018) mentions that machine learning:
It is responsible for generating algorithms that have learning capabilities without
explicit programming, taking into account all possible situations or all possible
exceptions, developers do not have to spend hours sitting and programming. All
you have to do is provide a large amount of data to the algorithm so that it learns
and knows what to do in each situation.
Therefore,Machine learning is of great support, due to the large volumes of data
that companies generate, since with this technology models are created automatically,
where the data obtained is transformed into useful information for the company, allowing
the systems to learn. in itself, which helps to optimize different organizational processes.
Within Machine learning there are different types of learning which are noted below:
I.
Supervised
Supervised learning refers to:
Trained system where it has a database that has been previously labeled with the
correct results to evaluate the performance of the system and correct the error.
Likewise, this type of learning is used in image recognition tasks, behavior
prediction, among others. (Sepúlvera, Vega and Portilla, 2019, p. 1).
Likewise, Rouhiainen (2018) mentions that in supervised learning “the algorithms
use data that has already been previously organized to indicate how the new information
should be characterized, likewise in this type of learning human intervention is required
to provide feedback” (p. 21).
On the other hand, supervised learning is the most common, since it is used to
address estimation, forecasting, regression or classification tasks. in learning
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IN PACEÑAS MARKETING SERVICE COMPANIES”
supervised, a set of example learning algorithms is provided. This will compare the output
obtained by the network with the expected output (Mathivet, 2017, p. 424).
II.
Unsupervised
In unsupervised learning “unlabeled data or data of unknown structure are used.
With this type of learning, the structure of the data can be explored to extract meaningful
information without the help of a known outcome variable” (Raschka and Mirjalili, 2019).
, p. 7).
Similarly, Sepúlvera, Vega Alvarado and Portilla (2019) state that in unsupervised
learning “the system generates a classification of the information into groups with
coincidences. This type of learning is used in pattern recognition tasks, data classification,
among others” (p. 1).
Likewise, unsupervised learning “can be carried out thanks to meta heuristics. In
effect, they allow functions to be optimized without knowing them a priori. However, the
most used technique is the use of genetic algorithms” (Mathivet, 2017, p. 424).
III.
Reinforced
According to Maisueche (2019), reinforcement learning is based on “a system of
rewards and punishments in which an agent seeks the most optimal decisions to obtain the
maximum reward in both the short and long term”, but unlike supervised learning, this
“he does not have a supervisor, but rather learns from his own experience through
interactions with his environment” (p. 50).
Reinforcement learning is “useful for systems or machines to learn how to act or
behave when occasional signals of reward or punishment are given” (Nocetti, 2019, p.
35).
In reinforcement learning, the algorithm indicates whether the decision made is
good or not. There is therefore a global response that is provided. In contrast, the algorithm
does not know exactly what it should have decided (Mathivet, 2017, p. 424).
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THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
Figure 1. Types
machine learning
Source: Rouhiainen (2018)
Machine learning is a technology of great importance for companies since the data
obtained turns it into useful information. To do this, you must choose the type of learning
that best suits the solution you want to find, in order to facilitate and make a decision.
efficient decision.
b) big data
Big Data is a technology that is part of Artificial Intelligence, whose main function
consists of collecting a large amount of structured and unstructured data, which can be
analyzed, therefore helping to make better organizational decisions. From the point of
view of the authors Flores, Gutierrez and Melendez (2019), Big Data “is large-volume,
high-speed and different variety information, which requires new forms of processing to
allow deeper understanding; improvement in decision making, and optimization of
processes” (p. 32).
Citing (Vivas, 2021), he states that Big data “is the process of data collection and
analysis of large amounts of information through interconnected technological elements.”
Therefore, it can be deduced that this technology serves to accumulate and analyze
enormous amounts of data, which are generated digitally, it can be highlighted
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IN PACEÑAS MARKETING SERVICE COMPANIES”
Also the speed with which it processes, this technology is fundamental for Artificial
Intelligence and even more so in companies because with each action data is generated.
c) Data mining
Data mining “is a discipline related to the development of methods to extract useful
information from the data generated in different environments, and it is also used to
improve said environment, the information thus obtained becomes the indispensable input.
for decision making” (Panizzi, 2019, p. 52).
In turn, Alves and Lima (2018) indicate that Data Mining “is the process of
exploring large amounts of data based on consistent procedures, such as association rules
or temporal sequences, for the systematic relationship between variables, detecting new
subsets of dice” (p. 591). That is, data mining makes use of specific algorithms to collect
patterns through data.
“Data mining can initially be defined as a process of discovering new and
significant relationships, patterns and trends by examining large amounts of data” (Perez
and Santin, 2007, p. 1).
This function in the field of advertising is widely used, since it contains too much
data, both structured and unstructured. Its main function as part of Artificial Intelligence
is: to find patterns in the accumulation of data, to be able to predict and forecast. different
events.
d) Virtual assistants
Virtual assistants are tools that use Artificial Intelligence to have better
communication with users 24 hours a day. Just as Perez, Villalonga, Guillen and Baños
(2020) allude that virtual assistants with voice
They have multiple functionalities that are activated through voice commands, so
that the assistant user only has to ask for what they need using the
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IN PACEÑAS MARKETING SERVICE COMPANIES”
speaks. Among the various functionalities available, it is convenient to highlight
scheduling appointments on the calendar or setting alarms, playing music, making
purchases, controlling home automation, as well as resolving doubts and providing
information (p. 62).
Similarly, Gonzalez, Lopez and Hernadez (2019) mention that Virtual Assistants
are tools integrated with Artificial Intelligence, which help users obtain information from
databases and execute applications through natural language communication between the
user (p. 83).
A Virtual Assistant “is a software-based personal digital agent that helps carry out
daily activities such as setting the alarm clock, scheduling an appointment, making calls
or writing messages (Joyanes, 2021, p. 199).
What stands out most about this technology is the advance in natural language
processing and programming; in systems such as cell phones, you can even notice that
virtual assistants recognize voices, in fact they distinguish them, but At the moment, the
use that companies give it is limited to answering already structured queries.
2.1.1.5 Advantages and risks of the implementation of Artificial Intelligence
The implementation and use of Artificial Intelligence is very important for the
growth of companies, since it helps optimize different repetitive tasks in order to improve
organizational processes, but there are also risks involved in the use of Artificial
Intelligence which will be mentioned. next:
Board1.Advantages

ADVANTA
GES
Error reduction
Artificial Intelligence reduces the
margin of error and increases the
and disadvantages of Artificial Intelligence
DISADVANTAGES

High costs
The application of
IntelligenceArtificial involves
a large investment,
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IN PACEÑAS MARKETING SERVICE COMPANIES”




possibility of achieving a better
Since they are very complex systems,
degree of precision.
their maintenance or repair has a high
Difficult exploration
cost.
With this technology, systems or 
Without replicas human beings
programs carry out more complicated
Machines do not have reasoning or
jobs for people, that is, more
feelings, they only carry out activities
laborious and dangerous jobs.
for which they are programmed, they
Daily application
cannot differentiate what is right or
Learning, reasoning and automated
wrong, they cannot make decisions
perception
for themselves.
are
computerized
methods that have become a common 
There is no improvement with
everyday phenomenon, such as the
experienceUnlike people, systems
use of Siri, Alexa or Cortana, which
cannot improve through experience,
are voice assistants that facilitate
they are only capable of storing a lot
certain everyday tasks.
of information, but the way of
Repetitive jobs
accessing it is very different from
Another advantage is that it helps
people.
greatly in those tasks that are 
Unemployment
monotonous in nature and can be
One of people's biggest fears is that if
carried
Artificial Intelligence goes deeper, it
out
without
any
complications.
could
cause
large-scale
Without interruptions
unemployment, that is, depending
Unlike people, machines or systems
solely on machines would exclude
do not need breaks or refreshments,
several activities, which would mean
so
that people would not be required.
are scheduled to be in
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BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
24/7 operation without getting
distracted or tired.
Source: Own elaboration based on information from Paredes, C. and Quinde, G. (2019)
2.1.2
Marketing
Marketing represents the entire set of commercial activities that have the final
consumer as their core, whose main characteristic is the exchange of interests.
The American Marketing Association (AMA) defines Marketing as “the activity,
set of institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value to customers, clients, partners, and society in general” (American
Marketing Association, 2018).
Likewise for Philip Kotler, Marketing “is the philosophy according to which the
achievement of the organization's goals depends on knowing the needs and desires of the
target markets, as well as offering the desired satisfaction better than competitors.”
(Kotler, Kartajaya, & Setiawan, 2017), likewise, marketing is based on “building the
necessary techniques to place and sell products in the market” (Sixto, 2016).
According to (Mármol Sinclair & Ojeda Garcia, 2016) marketing has a specific
function which is to:
execute the exchange relationship, that is, the set of instruments, techniques and
activities aimed at anticipating, identifying and satisfying the consumer's needs,
which allow the execution of actions that lead to the fulfillment of the objective of
consumer satisfaction and facilitate the achievement of the company's objectives
profitably (p. 5).
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IN PACEÑAS MARKETING SERVICE COMPANIES”
Due to constant development, marketing can be understood as a set of strategies
to position a product or brand in the market and more specifically in the mind of the
consumer, in order to achieve greater utility for the company.
2.1.2.1 Digital marketing
With the scopeWith the internet becoming increasingly accessible, digital
marketing has become a requirement for a successful business strategy. However, before
drawing conclusions, different definitions are presented to better understand this concept:
According to Kotler, digital marketing “emerges in the current information age
based on information technologies. The informants are well documented and can compare
various offers of similar products, to do this the brand has to segment the market and
develop a product that satisfies the needs of the target audiences." (Kotler, Kartajaya, &
Setiawan, 2020)
The digital era has created a new concept of digital marketing, e-marketing or
internet marketing, which is “the process by which products or services can be offered on
the internet” (Selman, 2017).
Although it is repetitive, it is intended to highlight that digital marketing
It should not only be used to communicate, but also to sell any type of information,
product or service, since it presents a historic opportunity, which has caused such
important transformations as disintermediation, the empowerment of direct sales,
greater direct communication. with end customers, a growing use of loyalty
programs and the creation of communities (Sainz de Vicuña Ancín, 2015, page
44).
Therefore, it is understood that this type of marketing uses digital technology to
promote the marketing of products, as well as services to consumers virtually through
different platforms, commerce has evolved so much that commerce occurs virtually. .
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UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
 Artificial Intelligence in digital marketing
Artificial Intelligence as a tool for data collection, processing and analysis,
contributes greatly to the development of strategies that establish the brand in the
customer's mind.
The technology we will talk about here allows us to have the richness of the
qualitative approach plus the statistical certainty of the qualitative, and that means the
possibility of learning from the client with the best of both worlds, in a massive way, even
in real time. It also means breaking the paradigm that consisted of making clients give as
little opinion as possible, because large volumes of audio and text demanded many
resources, to move to a moment in which the task is to stimulate the client to tell us what
Tell us your experiences in a broad way, gaining a lot in spontaneity and clarity, creating
dialogues and conversations, more than a question and answer process (Martinez, 2021,
page 1).
Marketing integrates Artificial Intelligence to achieve commercial relationships
with customers through the exchange of information by the organization and customers.
Artificial Intelligence in digital marketing contributes to:
2.1.3

Increased user experience

Better return on investment

Easier search sessions

Sales forecast

Reach the right target audience

Better advertising
Impact
Impact is a very broad concept that covers different areas, which is why different
definitions from the following authors are used to better understand it:
P.27
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
From the point of view of (Tognola, 2022), impact is “the resulting state in
dimensions or variables of interest generated by an intervention whose specific
characteristics is the dimension that the impact is believed to be generated or that the
intervention seeks to impact”, the Impact can be social, environmental, economic,
political.
Likewise (Roche, 2004) alludes that impact is the significant or lasting change or
changes in people's lives, produced by a specific action or a series of actions. (p. 37).
In summary, it can be said that the impact is the result after the implementation of
some specific change that has an impact on the subject where the change occurred where
in the future different consequences are obtained, there are different types of impacts of
which the main ones are the following :

Intentional impact

Unintentional impact
2.1.3.1 Organizational impact
As mentioned above, impact refers to any change that occurs and has an impact in
the future. In this sense, the application of this concept to the organizational field will be
explained below.
According to (Roche, 2004), impact refers to a significant change in people's lives
produced by a given intervention. In this sense, the changes that could occur at the
organizational level are not an impact, but rather a means to achieve an impact (Page 293).
Organizational impact can be defined as "the evaluation or measurement of the
change generated in the organization by implementing an innovation", therefore, it
involves three critical areas of the organization such as the procedural area, the
technological area and the human area. (Álvarez, Guillermo, 1996).
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UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
In short, organizational impact is any change within the organization as a result of
an innovation whose impact pursues a common goal.
 Organizational Impact Assessment
To better understand impact as an evaluation indicator, you must first understand
how it is properly evaluated:
Impact evaluation “is the systematic analysis of the lasting or significant changes,
positive or negative, intentional or unintentional, in people's lives, produced by a specific
action or a series of actions” (Roche, 2004, p. 37 )
As indicated by (Gertler, Mrtinez, & Premand, 2017), evaluations are periodic and
objective assessments of a planned, ongoing or completed project, program or policy.
Evaluations are used to answer specific questions, often related to design, implementation,
and/or outcomes (p. 7).
The impact evaluation represents a study of any alteration, whatever it may be, in
an objective manner that aims to answer questions related to the change introduced. This
evaluation is carried out taking into account the changes that may occur in:

The processes

The organizational structure

The technology

People

Culture
As a result of them, companies can drastically change the different activities that
are carried out daily, through the measurement of the change generated in the company
due to an innovation.
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UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
2.2 ORGANIZATIONAL REFERENCES
This section is focused on determining the environment of the object of study of
this research, that is, the current situation of marketing companies at the national and local
level.
2.2.1
Marketing in Bolivia
The different changes to which the country is adapting have generated important
effects in the development of activities in the business sector, the existing needs in the
markets, modern companies, new technologies and the increase in the commercialization
of goods and services, all of this makes Marketing applied to the business sector helps to
be more competitive in a constantly changing market.
Thus, marketing in Bolivia has become a very important and fundamental tool for
distinction in the sale of products and services in different business sectors. Likewise,
Cabrera (2021) indicates that La Paz, Cochabamba and Santa Cruz present an advance
increase in investments in commercial and specifically advertising strategies, therefore,
the best marketing agencies are found in these departments, where there are greater
strategic advisory services. .
Marketing in Bolivia involves certain factors that help make this area of great
support for the business sector, these factors are mentioned below:

Market research

Market Segmentation

Commercial strategy

Analysis of consumer behavior

Competitive strategies

Others
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UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
2.2.2
Marketing service companies
According to the data obtained from the Fundempresa page, in the first half of the
2022 administration, at the national level there are 1,654 marketing service companies and
at the departmental level, La Paz has 339 marketing services companies, thus becoming
in the third department with the largest number of marketing companies.
Table 2. Companies
DEPARTMENT
marketing at national and departmental level
AMOUNT
PERCENTAGE
Santa Cruz
636
38.45%
Cochabamba
421
25.45%
Peace
339
20.50%
Tarija
85
5.14%
Chuquisaca
58
3.51%
Oruro
44
2.66%
Potosi
37
2.24%
Pando
19
1.15%
fiftee
n
1654
0.91%
Beni
Total
100%
Source: Own elaboration, based on data from Fundempresa, (2022)
Investments in commercial and communication strategies are mostly made in
Santa Cruz, Cochabamba and La Paz, respectively. Commercial investment applies to
both large, medium and small companies, where market research turns out to be a
competitive tool for collecting information for making strategic decisions.
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UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
 Marketing service companies recognized at the national and departmental
level
Marketing service companies are a great ally for business development, of which
a small part of the total marketing companies have managed to position themselves in the
consumer's mind, having recognition for the quality of their services they offer to the
market, Accordingly, the following table shows the recognized marketing companies in
Bolivia.
Board3.Companies
No.
marketing recognized at the national and departmental level
1
Adinasoft
DEPARTMENT
Peace
2
CONNAXIS
Cochabamba
3
DREWDEV
Cochabamba
4
ISO Creativity
Cochabamba
5
iDEUM SCZ
Santa Cruz
6
INDEXA Marketing Agency
Peace
7
TRITONCORP
Peace
8
Boumers Social
Cochabamba
9
Hemispheres Group
Santa Cruz
10
Digital Marketing Bolivia
Didi
Peace
Santa Cruz
Giro54
Santa Cruz
13
Major Tec
Tarija
14
Monkey Plus
Santa Cruz
fif
te
en
16
RedPlan Bolivia
Cochabamba
The Owner Sells
Santa Cruz
17
G. Advertising SRL
Santa Cruz
18
I am Digital Tech
Peace
19
Switch
Santa Cruz
tw
en
ty
tw
en
tyon
DeChaLi
Peace
Blue Design
Peace
ele
ve
n
12
NAME
P.32
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FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
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IN PACEÑAS MARKETING SERVICE COMPANIES”
e
22
Chill Out Advertising
Peace
Source: Own elaboration, based on data from the Branch page
P.33
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
CHAPTER III: INTERVENTION METHODOLOGY
This chapter explains the methodology that is applied throughout the study, that
is, the approach that the research addresses, the type of intervention to be used and the
techniques and instruments used to obtain information and process data. Through the
collection of information through the use of surveys and interviews, it is important to
correctly determine this methodological process, in order to obtain reliable and precise
data that contribute to the achievement of the established objectives, in order to obtain a
good development of the research.
3.1 DESIGN OF THE INVESTIGATION
The research design reflects the method in which the research is carried out, taking
into account the characteristics of the study, it is important to reaffirm that the guideline
of the present study is based on a mixed approach, as indicated by Campos (2014), the
Mixed approach means that “the researcher combines elements of qualitative and
quantitative research approaches, with the purpose of expanding and deepening
understanding and corroboration, for a better understanding of the study to be carried out.”
It is important to mention that using the mixed method “does not mean that
qualitative and quantitative approaches do not matter or are less, but rather that mixed
research uses the strengths of both, using mixed strategies to answer the research
questions” (Lara, 2013). .
Therefore, the research responds to the mixed research method, since it is based
on the combination of the quantitative and qualitative approach, since it involves the
collection of data from the object of study, in order to gather information, to test
hypotheses based on the statistical analysis, that is, with the results obtained from the
survey, numerical data is obtained regarding the application of Artificial Intelligence
technologies and the effects that the use of intelligent technologies can cause in marketing
companies and subsequently their respective analysis is carried out. , for
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UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
to be able to respond to the problems of research work, where the use and impact generated
by these technologies are identified.
Likewise, the study has a qualitative approach, since it determines the
characteristics of the object of study and explores the organizational areas, where it is
intended to analyze the numerical data obtained in order to describe the application and
the benefits achieved by the use of Artificial Intelligence , thus observing the effects
caused by this technological advance, as well as the changes that it can generate in
organizational processes due to the use of intelligent technologies.
In summary, it can be said that the mixed approach used adapts to data collection,
obtaining numerical figures for companies that use Artificial Intelligence technologies,
also identifying the processes where they have generated the most significant effects for
the study subjects. consequence of the use of Artificial Intelligence.
3.2 KIND OF INVESTIGATION
The type of research used in this study has an exploratory-descriptive scope, since
it expresses the perception of companies regarding the use of Artificial Intelligence and
the changes in the processes caused by new technologies, it also reflects that it is a little
addressed topic.
The exploratory type of research, as mentioned by Álvarez (2007), “consists of
obtaining information about people, groups or things for which there is no data regarding
the subject that one wants to investigate” (p. 834). In turn, descriptive research “seeks to
specify important properties and characteristics of any phenomenon that is analyzed,
writes trends of a group or population” (Sampieri, 2014, p. 92).
Similarly, Álvarez (2007) states that “descriptive research consists of quantifying
the characteristics that are considered of interest with respect to the research elements” (p.
834).
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FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
For this reason, it is important to reaffirm that this research is an exploratorydescriptive study, since, being a topic that is not widely addressed and little applied in
companies in the country, there is a need to collect information on the application of
Artificial Intelligence. , as well as the benefits and drawbacks involved in the use of new
technologies in organizational processes, in this way knowing the importance and impacts
that the use of new technologies may cause in the different organizational processes of
marketing companies, to determine its application or, on the contrary, its non-application.
Likewise, through research it is intended to document new experiences and data that serve
as support for the different sectors of the country.
3.3 TYPE OF INTERVENTION
The type of intervention taken into account in this study, according to the
Methodological Guide for the Preparation of Directed Work of the Business
Administration Degree of the Universidad Mayor de San Andrés is:
Board4.Types
targeted work intervention
No
.
TYPE OF INTERVENTION
1
Diagnosis
2
Diagnosis and proposal



Diagnosis, proposal and

3
4
SCOPE
implementation
Organizational evaluation

State of the art of unstudied situations.
Update of state of art.
Add to the diagnosis made a proposal for
solution to the problem.
After updating the diagnosis and proposed solution
that exists or is formulated around the problem,
this is put into practice.
Application of topic evaluation models
organization specific.
Source: Honorable CAE Career Council (2012)
This denotes that through the diagnosis a thorough analysis is carried out regarding
the application of Artificial Intelligence and the effects that its use brings in marketing
companies. The purpose of this diagnosis is to determine if the use of Artificial
Intelligence in organizational processes causes positive impacts or
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UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
negatives, in order to identify existing problems and subsequently propose a proposal
that contributes to the solution of the identified problem.
3.4 UNIVERSE OR POPULATION OF STUDY
Once the design and type of research have been defined, the next thing is to
determine the study population to which the research is directed in order to obtain the
necessary information for the research, which allows the achievement of the established
objectives, but first it is important to know What does this term refer to?
As Sampieri (2014) mentions, the universe “is the set of finite and infinite
elements, people, objects, systems, events, among others, of all cases that agree with
certain specifications” (p. 174).
Similarly, the study population is called “the group of elements of the same species
that present a certain characteristic or that correspond to the same definition, and whose
characteristics and relationships will be studied” (Lerma, 2016).
The study population of this research is made up of the following actors,
considered as the unit of analysis of the study:
 Service companies: Medium, small and micro companies that use some type of
technology associated with Artificial Intelligence and that are dedicated to
activities related to marketing.
 Manager or head of the company: Person responsible for the company who
provides the necessary information about the activities carried out regarding the
use of Artificial Intelligence.
 In charge of the technological area: Person who knows the technological operation
in the company.
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BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
Board5.Unity
ANALYSIS UNIT
analysis
RESEARCH SUBJECTS
Bosses, directors or
Companies that provide services
in marketing
manager of the
s
marketing companies
Personnel in charge of the technological
area
of marketing companies
Source: self made
The universe of marketing companies was supported by the information collected
from the Fundempresa page, in which the number of companies that provide marketing
services in the department of La Paz was announced.
To obtain the universe of marketing service companies, the information provided
by Fundempresa was used. In the first instance, the page of said institution was consulted,
where service companies with marketing activities were filtered, since they are companies
that are in a intermediate in terms of organizational structure and moderately significant
in terms of personnel, in order to know the number and names of marketing companies
that maintain a relationship with the topic of study. The information obtained includes a
total of 339 service companies located in the department of La Paz dedicated to the activity
of marketing services.
It is essential to emphasize the importance of the study in marketing service
companies, because they are a key piece for the growth of organizations, since through
them they can achieve recognition through strategies, have a better relationship with their
clients. and help the brand to be recognized, thus obtaining a positioning within a
competitive market. Likewise, there is a need to know how the use of Artificial
Intelligence has influenced the processes of marketing companies, which is the reason for
carrying out this study in this type of company.
It is important to clarify that not all marketing companies can meet the needs of
the study, for this purpose selection criteria were determined to establish with
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BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
precision those companies that meet the appropriate characteristics required in the study,
these criteria are the following:
 Companies that exclusively provide marketing services and are not
dedicated to other additional activities.
 Companies that are currently operating.
 Companies that use at least some type of Artificial Intelligence
technology that are considered in this study.
 Companies that are located only in the municipality of La Paz.
As a result of the previous selection criteria, the study population universe was
reduced to 32 companies that provide marketing services and that fully comply with the
aforementioned criteria, therefore, they are considered study subjects in the research.
3.5 DETERMINATION OF SAMPLE SIZE AND DESIGN
This section aims to explain the determination of the sample of this study,
according to the selected population in relation to the application of previously mentioned
selection criteria, but first it is important to make reference to what is meant when we talk
about sample size.
For Gómez (2006) the sample “is a part of the population or universe to be studied,
that is, to select a sample the first thing to do is define the population or universe of study”
(p. 109).
Similarly, Gomez (2012) defines the sample as “the means through which the
researcher selects the representative units to obtain the data that will allow him to obtain
information about the population to be investigated” (p. 34).
To obtain the size of the representative sample of companies that provide
marketing services, a probabilistic sample is chosen, since it is the appropriate sampling
design for the study. As for the universe, 32 companies were reached.
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FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
marketing according to the selection criteria, since they are companies that have at least
one type of technology related to Artificial Intelligence and that are currently in operation,
for this the following formula is applied:
𝑛=
𝑧2(𝑃 ∗ 𝑄)𝑁
𝑧2(𝑃 ∗ 𝑄) + 𝑁 ∗ 𝑒2
Where:
n= Sample size
z= Confidence level of 95% (1.96)
P= Probability of success 70% (0.7)
Q= Probability of failure 30% (0.3)
e= Estimation error (0.05)
N= Population size
𝑛=
1.962(0.7 ∗ 0.3)32
1.962(0.7 ∗ 0.3) + 32 ∗ 0.052
𝑛 =30
Therefore, after analysis and replacement of data in the formula, it was concluded
that the research sample size involves 30 service companies that have some activity related
to marketing and that meet all the criteria. selection mentioned. Through this number of
companies, information is obtained about the application of Artificial Intelligence and its
influence on the organizational processes of marketing companies in the established time,
through the use of tools such as surveys and interviews, it is worth clarifying that it was
reached to survey and interview all the companies involved in the sample in person and
virtually.
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UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
3.6 SELECTION OF METHODS AND TECHNIQUES
The techniques used to collect primary information for this study were the survey
through the research instrument, the questionnaire and the interview, from which the
required information was obtained, conducting a survey of all the marketing service
companies involved. in the sample size.
3.6.1
Survey
In the diagnosis process, the survey was used for the person in charge of the
technological area, to know the application, the benefits and drawbacks involved in using
intelligent technologies, as well as its influence and impact caused in the different
processes of marketing companies due to the use of Artificial Intelligence technologies,
likewise the technique that was used to collect information were online and in-person
surveys, before continuing with the process of this instrument it is essential to know the
definitions of this tool.
According to Torrez and Salazar (2019) they state that the survey “is a medium
between observation and experimentation, in which situations that can be observed can be
recorded and in the absence of being able to recreate an experiment, the participant is
questioned about it, that is, That is why it is said that the survey is a descriptive method
with which ideas, needs, preferences and others can be detected” (p. 21).
Likewise, Gomez (2012) mentions that “to achieve greater collection of
information, the survey can be a viable alternative, since it is based on the design and
application of certain unknowns aimed at obtaining certain data” (p. 58 ).
Questionnaire: the questionnaire is a main instrument of the survey, since “it
consists of a set of questions regarding one or more variables to be measured” (Sampieri,
2014, p. 217).
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BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
The instrument used has the following process that allows the achievement of the
objectives set for this study:
Survey process
 Search for nearby research such as theses and degree projects to verify the
different data collection instruments (survey) related to the topic of study.
 Preparation of the base questionnaire to carry out the pilot test, in order to
later structure it appropriately, according to the needs of the study.
 Execution of the test on a small part of companies with characteristics
similar to those of the sample, thus obtaining suggestions for modification
and incorporation into the measuring instrument. This test lasted around 3
to 4 days.
 Subsequently, a thorough review of the instrument was carried out by the
tutor, and then the recommended modifications were made.
 Lastly, data collection is carried out through online surveys (Questionpro)
and physical surveys of the research subjects (See Annex 2), thus obtaining
the information from the surveys in their entirety.
For the application of the survey, certain aspects related to the structure of the
information collection instrument are taken into account. This instrument is structured by
three sections, general aspects, management of artificial intelligence in companies and the
impact of Artificial Intelligence in companies, said structure is as follows:
 Presentation:description of the objective of the study, which reflects the
importance of the survey, as well as the request to marketing companies
for collaboration in the research.
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IN PACEÑAS MARKETING SERVICE COMPANIES”
 First section:It has around 6 multiple choice questions to obtain general
data and thus identify the profile of companies that provide marketing
services.
 Second section:It is made up of 4 double-entry matrix questions, the
purpose of which is to gain knowledge about the use of intelligent
technologies in processes and services, as well as the benefits and
drawbacks involved in the use of these intelligent technologies in
marketing service companies.
 Third section:It is focused on questions that allow us to identify the
influence and impact caused in the different processes of marketing
companies as a result of the application of intelligent technologies, it
consists of around 23 multiple-selection and open questions.
Based on everythingAs mentioned above, it was considered necessary to use the
survey to know the degree of use of intelligent technologies and the advantages of their
use, in order to identify through the application of Artificial Intelligence what effects and
changes it has caused in the processes, services, utility and in the staff of marketing
companies, and in this way make the business sector aware of the usefulness and benefits
of the application of Artificial Intelligence technologies for organizational growth.
3.6.2
Interview
Another fundamental and necessary instrument for collecting information for this
research is the interview, since through this instrument it is intended to obtain more precise
information from the study subjects about the impact generated in the processes of
marketing companies as a result. of the use of Artificial Intelligence, it can be said that
"the interview is the direct relationship established between the researcher and his object
of study through individuals and groups in order to obtain more specific and detailed
answers" (Gómez, 2012, p. 59).
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FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
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IN PACEÑAS MARKETING SERVICE COMPANIES”
Likewise, forma Sampieri (2014) indicates that the interview “involves a qualified
person asking a series of questions to the participants, the role of the interviewer is crucial
and is a kind of filter” (p. 233).
The interviews were carried out with the directors of the marketing companies,
these interviews lasted 15 minutes, where questions related to the effects brought about
by the application of Artificial Intelligence were asked, thus obtaining answers from
different points of view of the managers, as well as the projections that the company has
for the future. To carry out the interview, a series of steps were followed, which are
mentioned below:
Interview process
 A search for research prior to the topic of study was carried out to verify
the different data collection instruments (interview) related to the research.
 Through the information analyzed, the interview instrument is developed
to carry out the collection of information.
 Approach to marketing companies to establish with managers the interview
procedure, whether it will be in person or virtually.
 Subsequently, the interview is carried out (See Annex 3) with the different
managers of the marketing service companies to obtain more specific and
precise information.
 Finally, the interviews are carried out in their entirety periodically, due to
the limited time available to the managers of the marketing companies.
For the application of this instrument, the interview was developed according to
the following characteristics:
P.44
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
 The interview is aimed at directors, administrators and heads of the
different companies that provide marketing services.
 The interview is made up of 5 open questions that help contrast the
information obtained in the survey.
 The usefulness of this instrument involves identifying the perception of
bosses, directors and managers of marketing companies about the effects
caused in the different organizational processes due to Artificial
Intelligence, and also allows obtaining more concrete and precise
information.
In short, both instruments have been directed both to the person in charge of the
technological area, as well as to the manager, director or head of the marketing companies,
who through said instruments provide specific information regarding the application of
intelligent technologies in the different processes of companies, in order to determine their
influence and impact on the processes, services, customer relations, personnel and
usefulness of marketing companies, this information allows us to respond appropriately
to the objectives set out in this study.
3.7 INSTRUMENTS FOR COLLECTION OF INFORMATION
To collect data and information for this research, primary and secondary sources
were used, which helps in the preparation of all the analysis involved in this study.
3.7.1
Primary information
For the preparation of this study, it is essential to collect data and information
directly, this involves the use of the survey and the interview, through different techniques
mentioned below:
 Survey: according to this instrument, it was possible to collect information
required from the object of study regarding the type of technology applied
and the benefits obtained by marketing companies, in order to respond.
P.45
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
For the objectives of the research, this survey was directed to the personnel
in charge of managing intelligent technologies in marketing companies.
 Interview: Addressed to the director, boss, administrator or manager of
companies that provide marketing services, the information obtained
through this instrument was more precise and allows determining the
effects caused by the use of intelligent technologies.
3.7.2
Secondary Information
Unlike primary information, the secondary sources used in this research are not
necessarily direct to the object of study, since this information was obtained through a
documentary review that made it possible to analyze and select data and information of
interest for the study of the research work.
For the present studyDifferent secondary sources were used, which serve as
analysis for the diagnosis, such as:
 Books
 Scientific journal articles
 Academic works collected from libraries of different national and
international universities, obtained online.
 Documents recovered from different websites
 Digital files
 Others
In short, all the secondary information served as a reference for the research topic,
since it is of great help for the development of the background, theoretical and institutional
framework and thus having more precise data oriented to the topic of study.
3.7.3
Reliability of the research instrument
The instrument applied to collect information for this study, in this case the survey,
has been developed based on different questions to
P.46
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
identify the general aspects of marketing companies, the management of intelligent
technologies and the effects and impacts caused by the use of Artificial Intelligence in
different organizational processes, which was applied to 30 marketing companies.
It is important to demonstrate whether the instrument used is reliable or not, for
this the statistical analysis of the Cronbach's Alpha coefficient was used for a quarter of
the companies belonging to the sample, through the SPSS program, said analysis is shown
below.
To determine reliability, the following values are taken into account:
Board6.Values
reliability
VALUES
Alpha coefficient
>0.9
Alpha coefficient
>0.8
Alpha coefficient
>0.7
Alpha coefficient
>0.6
Alpha coefficient
>0.5
Alpha coefficient
<0.5
CRITERION
Excellent
Well
Acceptable
Questionable
Poor
Unstable
Source: Mallery and George (2003)
According to the data obtained in the SPSS program, the following can be
determined:
Board7.Processing
CASES
of data
NUMBER
PERCENTAGE
Valid
5
100%
Excluded
0
0
TOTAL
5
100%
Source: IBM SPSS Program
P.47
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
RELIABILITY STATISTICS
Cronbach's
alpha
0.82
No. of elements
16
According to the result obtained in the SPSS program on Cronbach's Alpha, a
result of 0.82 was obtained, where it can be seen that the research instrument is good
according to the reliability values, which means that the tool has an acceptable structure.
3.8 DATA PROCESSING
In order to analyze the information obtained from the data collection through the
survey and interview, the responses were systematized in the QuestionPro program,
analyzed by the Excel and SPSS programs, where the tables, figures, crosses and
corresponding statistical analysis that allows the analysis of this study, this processing was
carried out in a mixed way, since not only the data obtained through the survey and
interview was tabulated, but also the interpretation of each of the results obtained where
the degree of application, benefits and drawbacks are identified, in order to identify the
effects caused in the different processes of marketing companies.
3.8.1 Variables and instruments for collecting information
In order to optimally determine the questions of the tool, it is important to create a
matrix of variables to be able to identify the processing and indicators that allow the
variables to be measured. According to the nature of the study, Artificial Intelligence was
taken into account and its impact as study variables.
P.48
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
Board8.Matrix
VARIABLES
of the independent variable: Artificial Intelligence
DIMENSIONS
SUB-DIMENSIONS
IMPLEMENTATION
OF ARTIFICIAL
INTELLIGENCE
TECHNOLOGIE
SSMART
LIFECYCLE
INTELLIGENCE
ARTIFICIAL
BENEFITS OF ITS
USE
USE OF
ARTIFICIAL
INTELLIGENC
E
DISADVANTAGES OF
ITS USE
INDICATORS
MACHINE LEARNING
BIG DATA
DATA MINING
VIRTUAL ASSISTANTS
TIME ON MARKET
IMPROVE DECISION
MAKING
EXTRACTION AND ANALYSIS OF
DATA
KNOW BETTER THE
MARKET SEGMENTS
NEW BUSINESS
OPPORTUNITIES
PATTERN IDENTIFICATION
IMPROVEMENT IN SERVICE TO
THE
CUSTOMER
PREDICTIVE ANALYSIS
HUMAN ERRORS
MISUSE OF INFORMATION
EXTENSIVE TIME
ADAPTATION
WITHOUT INCONVENIENCE
Source: self made
Board9.Matrix
VARIABLES
DIMENSIONS
IMPACT ON
PROCESSES
of the dependent variable: Organizational impact
SUB-DIMENSIONS
OPTIMIZATION
IMPROVEMENTS IN THE
PROCESS
NEW SERVICES
ORGANIZATI
ONAL IMPACT
IMPACT ON
SERVICE
COMMER
CIAL
IMPACT
IMPROVEMENT IN
SERVICES
IMPACT ON THE PRICE
INCIDENCE IN ECOMMERCE
INDICATORS
TIME
INCREASE OF ACTIVITIES
DECREASE OF ACTIVITIES
CREATION OF SERVICES
NUMBER OF SERVICES
NEW
LEVEL OF IMPROVEMENT
IN SERVICES
GRADE OF
DISCONFORMITIES
VERY
LOWLOW
NEUTRAL
P.49
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
IMPACT ON
COMMUNICATIO
N
INCIDENCE ON THE
CUSTOMER ACQUISITION
IMPACT ON THE
RELATIONSHIP WITH THE
CUSTOMER
IMPACT ON
THE
ECONOMIC
AREA
COSTS
UTILITY
HIGH
VERY HIGH
DEGREE OF REDUCTION OF
COSTS
DEGREE OF INCREASE IN
UTILITY
DEGREE OF STAFF TRAINING
KNOWLEDGE
IMPACT ON
STAFF
WORKING ENVIRONMENT
PRODUCTIVITY
DEGREE OF
MANAGEMENT OF
TECHNOLOGIES BY THE
STAFF
DEGREE OF IMPROVEMENT IN
THE WORK ENVIRONMENT
DEGREE OF INCREASE OF THE
PRODUCTIVITY
DEGREE OF DECREASE IN
PRODUCTIVITY
Source: self made
P.50
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
CHAPTER IV: RESULTS
This chapter shows the results of the data acquired in the study called “Impact of
the application of Artificial Intelligence in marketing service companies in La Paz”, which
aims to identify the technological applications and the effects it causes on the different
processes of companies that offer marketing services, as well as some correlations
between variables. The aim is to identify those variables that significantly influence the
improvement of the companies under study.
For this purpose, a survey was carried out aimed at those in charge of the
technological part and an interview with managers, directors or heads of the marketing
companies, which were carried out physically or in person and digitally or virtually.
Regarding the questions, these refer to knowing in an introductory manner some
characteristics of the companies part of the sample, as well as what technologies are used
or are common in the sector, the benefits and disadvantages of their use, in the same way
if the application of these technologies generates positive or negative effects taking into
account a before and after the use of intelligent technologies.
The instrumentsused for the emptying and analysis of the information obtained in
the field work carried out at the marketing service companies, as well as the corresponding
crosses and the statistical analysis to determine the relationship of the research variables,
were:
 Traditional format (Excel and SPSS)
 Virtual format (QuetionPro)
Through the application of these programs, the respective statistical graphs,
crosses and results are shown below, a consequence of the collection of information
through the survey and interview applied to the research subjects of this study.
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UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
4.1 RESULTS AND INTERPRETATION
4.1.1
General data
This section allows us to identify the data obtained from marketing service
companies in order to know the demographic characteristics of the object of study. This
information allows us to demonstrate the profile of the companies to which the research
was directed.
Figure 2.Size
of the company
Indicate the size of the company according to the
category it belongs to.
50.00%
Large company
Medium company
Small company
30.00%
Micro company
0.00%
20.00%
Source: Own elaboration based on the data obtained in the survey
Table 10.Frequency and percentage of companies in relation to size
SIZE
Big company
Medium company
Small company
Micro business
TOTAL
FREQUENCY
0
6
fifteen
9
PERCENTAGE
0.0%
20.0%
50.0%
30.0%
30
100.0%
Source: Own elaboration based on the data obtained in the survey
The analysis of the size of the company is represented in figure 2 and table 10,
which shows that a large part of the companies surveyed are small with a participation of
50% corresponding to half of the companies in the sample, followed by the
microenterprises with a percentage of 30%, it is important to clarify that it was not reached
P.52
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
any companygreat due to the fact that these companies are mostly considered agencies.
Figure 3.Time
of the company in the market
How long has the company been operating in the market?
46.67%
13.33%
Less than 1 year
Between 1 to 3
6.67%
years
Between 4 to 7 years
Between 8 to 11 years
10.00%
Between 12 to 15
years old From 16
onwards
20.00%
3.33%
Source: Own elaboration based on the data obtained in the survey
Table 11.Frequency and percentage in relation to the time of the companies
TIME
Less than 1 year
Between 1 to 3 years
Between 4 to 7 years
Between 8 to 11 years
Between 12 to 15 years
From 16 onwards
TOTAL
FREQUENCY
1
6
14
4
2
3
PERCENTAGE
3.3%
20.0%
46.7%
13.3%
6.7%
10.0%
30
100.0%
Source: Own elaboration based on the data obtained in the survey
According to the results obtained, based on the life cycle of marketing companies,
in the previous graph it can be identified that the majority of the companies surveyed have
remained in the market in a range of 4 to 7 years, which reflects that there are 14
companies with a percentage of 47%, subsequently companies were found with a time in
the market of 1 to 3 years, with a participation percentage of 20%, which suggests that a
large part of the companies that were part of the study are marketing companies already
established in the market.
P.53
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
Figure 4. Quantity
of marketing company staff
How many staff does the company have?
Less than 10
73%
Between 10 to 20
Between 21 to 30
Between 31 to 40
24%
Between 41 to 50
0%
From 51 onwards
0%
0%
3%
Source: Own elaboration based on the data obtained in the survey
Table 12.Frequency and percentage in relation to the time of the companies
SIZE
Less than 10
Between 10 to 20 workers
Between 21 to 30 workers
Between 31 to 40 workers
Between 41 to 50 workers
From 51 onwards
TOTAL
FREQUENCY
22
7
0
1
0
0
PERCENTAGE
73.0%
23.3%
0.0%
3.3%
0.0%
0.0%
30
100.0%
Source: Own elaboration based on the data obtained in the survey
Regarding the number of workers, of the total number of companies surveyed,
73%, equivalent to 22 marketing companies, mentioned having a staff of less than 10, on
the other hand, 23% of the companies surveyed indicated having 10 to 10. 20 workers to
carry out the different processes of the services offered by the marketing companies, that
is, a large part of the companies that participated in the study are made up of a staff of no
more than 15 workers for the different operations of the company, which reflects that these
companies do not have enough staff due to the fact that they are small.
P.54
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
Figure 5.Services
what marketing companies offer
What services does the company
offer?
All
16%
Advertisin
g
14%
Studymarket
Web analysis and design
14%
Brand development and redesign8%
Product and brand positioning
Communicationcommer
5%
cial advertising spots
23%
Other
5%
10%
5%
Source: Own elaboration based on the data obtained in the survey
Board13.Frequency and
SIZE
Advertising
Market study
Web analysis and design
Brand development and redesign
Product and brand positioning
Commercial communication
Advertising spots
All
Other
TOTAL
percentage in relation to company services
FREQUENCY
25
9
fifteen
18
fifteen
6
eleven
6
6
PERCENTAGE
22.5%
8.1%
13.5%
16.2%
13.5%
5.4%
9.9%
5.4%
5.4%
111
100.0%
Source: Own elaboration based on the data obtained in the survey
Marketing companies offer a large number of services to the market, where in the
previous figure it can be seen that a large part of these companies offer more than the
entire advertising service, where there are 25 companies with a participation percentage
of 22%, as well as There are other services that are mostly offered by marketing
companies, where 16% carry out development and modification or readjustment activities
of the brand in order to update and perfect them, in the same way there are analysis and
web design services, as well as the positioning of products and brands, both with a
P.55
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
percentage equal to 14%. It is important to clarify that other new services are just being
incorporated into marketing companies.
P.56
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
Figure 6.Regime
legal study companies
What type of legal regime does the company belong to?
sole proprietorship
36.67%
Limited Liability
Company
Anonymous society
63.33%
0.00%
Other
0.00%
Source: Own elaboration based on the data obtained in the survey
Board14.Frequency
and percentage on the legal regime of the company
SIZE
Sole Proprietorship
Limited Liability Company
Anonymous society
Other
TOTAL
FREQUENCY
19
eleven
0
0
PERCENTAGE
63.3%
36.7%
0.0%
0.0%
30
100.0%
Source: Own elaboration based on the data obtained in the survey
According to the analysis of the survey carried out on marketing companies in
relation to their legal regime, it can be determined that a large part of the marketing
companies surveyed are Sole Proprietorships with a 63% participation followed by
Limited Liability Company companies. (37%). Likewise, no marketing company was
found whose legal status is a Public Limited Company since generally only marketing
agencies are in operation.
4.1.2
Management of Artificial Intelligence
In relation to this point, an analysis is carried out regarding the use of Artificial
Intelligence technologies in companies that provide marketing services, that is, the time
that companies have been using intelligent technologies is identified,
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UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
In the same way in which services are being applied, we also seek to know the benefits
and drawbacks that they obtained in the course of their application.
Figure 7. Types of technologies and time of use
What Artificial Intelligence technologies and how long has
the company been using?
18
16
14
12
10
8
6
4
2
0
machinelearning
Big data
Data mining Virtual
assistants
Less
From 2
to 4
1 year
year
s
From 5 to 7 From 8 to 10
From 11 to
year
s
year
s
14
years
From
15
years
onwards
Source: Own elaboration based on the data obtained in the survey
Board15.Frequency
SIZE
Machine learning
big data
Data mining
Virtual assistants
QUANTITY
AND
PERCENTAG
E
Frequency
Percentage
Frequency
Percentage
Frequency
Percentage
Frequency
Percentage
and percentage on the type of technology used by the company
Less
than 1
year
5
33.3%
9
34.6%
7
70.0%
7
26.9%
From 2
to 4
years
9
60.0%
fifteen
57.7%
2
20.0%
16
61.5%
5 to 7
years
1
6.7%
1
3.8%
1
10.0%
2
7.7%
From
8 to
10
years
0
0.0%
1
3.8%
0
0.0%
0
0.0%
From 15
From 11
years in
a.m. to
forward
14 years
0
0.0%
0
0.0%
0
0.0%
1
3.8%
0
0.0%
0
0.0%
0
0.0%
0
0.0%
TOTAL
fifteen
100.0%
26
100.0%
10
100.0%
26
100.0%
Source: Own elaboration based on the data obtained in the survey
It is relevant to know what type of intelligent technologies marketing companies
are applying in their operations. For this purpose, as highlighted in the figure and table
above, of the total number of marketing companies surveyed, 26 companies, equivalent to
87%, use Big data for analysis. large volumes of data through which these companies seek
to understand their customers in the best way and personalize the services they offer in
P.58
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
the market.
P.59
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
Another of the technologies that marketing companies most apply in their operations are
Virtual Assistants or better known as automatic messaging, with a participation percentage
of 87%, like Biga data, 26 companies indicated using this type of technology, for the ease
of use, since it helps to have a better relationship with your customers, operating 24 hours
a day and 7 days a week, both technologies are used the same time that marketing
companies are operating in the market.
In short, Machine learning and data mining technologies are not widely used by
marketing companies, since the way to apply them and the benefits that the use of said
technologies can generate are still unknown.
Figure 8. Types
of technologies used in the services of marketing companies
In the services offered by the company. What Artificial
Intelligence technologies are used?
25
twenty
fifteen
10
5
Machine learning
big data
Data mining
All
0
Source: Own elaboration based on the data obtained in the survey
Board16.Frequency
and percentage of technologies used in services
SERVICES
Advertising
Market studies
Web analysis and design
Brand development and redesign
Product and brand positioning
QUANTITY
AND
PERCENTAGE
Frequency
Percentage
Frequency
Percentage
Frequency
Percentage
Frequency
Percentage
Frequency
machine
Learning
big data
7
23.3%
5
29.4%
6
31.6%
6
37.5%
22
73.3%
9
52.9%
10
52.6%
7
43.8%
4
fifteen
Mining
of data
1
3.3%
2
11.8%
2
10.5%
2
12.5%
2
All
0
0.0%
1
5.9%
1
5.3%
1
6.2%
2
TOTAL
30
100.0%
17
100.0%
19
100.0%
16
100.0%
23
P.60
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
Commercial communication
Advertising spots
Digital marketing
Percentage
Frequency
Percentage
Frequency
Percentage
Frequency
Percentage
17.4%
4
28.6%
4
33.3%
6
23.1%
65.2%
8
57.1%
6
50.0%
17
65.4%
8.7%
1
7.1%
1
8.3%
2
7.7%
8.7%
1
7.1%
1
8.3%
1
3.8%
100.0%
14
100.0%
12
100.0%
26
100.0%
Source: Own elaboration based on the data obtained in the survey
According to the information collected, smart technologies have influenced to
some extent the services offered by marketing companies. The graph shows that a large
part of the companies surveyed (22) are using Big data for the development of advertising
with a percentage of 73%. Through this technology, marketing companies analyze and
process the data to determine the behavior of clients, it also optimizes the time it takes to
launch advertising by making it happen through digital media that allows the ads to be
more effective.
On the other hand, this intelligent technology is also being applied in digital
marketing services and positioning of products and brands in a percentage equal to 65%,
which helps to extract large volumes of data that allows analyzing the characteristics of
the brand. , to develop strategies that attract more customers and increase sales, in order
to obtain a position within a competitive market. Likewise, in market research services,
web analysis and design, brand development and redesign, commercial communication
and advertising spots, intelligent technologies are being used, but not in general terms.
It is important to clarify that marketing companies are not using other technologies
on a large scale due to the lack of information and the limited training that personnel have
to handle intelligent technologies.
P.61
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
Figure 9.Benefits
of Artificial Intelligence technologies
What benefits does using the following Artificial Intelligence
technologies generate for the company?
30
25
Machine learning
twenty
fifteen
10
big data
Data mining
5
0
Virtual assistants
Source: Own elaboration based on the data obtained in the survey
Board17.Frequency
BENEFITS
Improves decision making
Data extraction and analysis
Get to know the market
segments better
New business opportunities
Pattern Identification
Predictive analysis
Improvement in customer service
and percentage of the benefits of smart technologies
QUANTITY
machine
Learning
AND
PERCENTAGE
Frequency
9
Percentage
25.7%
Frequency
1
Percentage
2.8%
Frequency
5
Percentage
Frequency
Percentage
Frequency
Percentage
Frequency
Percentage
Frequency
Percentage
14.7%
2
7.4%
4
22.2%
5
27.8%
7
18.9%
big data
19
54.3%
24
66.7%
twentyone
61.8%
18
66.7%
9
50.0%
10
55.6%
10
27.0%
Mining
of data
2
5.7%
1
2.8%
4
11.8%
3
11.1%
2
11.1%
1
5.6%
1
2.7%
Assistants
virtual
TOTAL
5
35
14.3% 100.0%
10
36
27.8% 100.0%
4
3. 4
11.8%
4
14.8%
3
16.7%
2
11.1%
19
51.4%
100.0%
27
100.0%
18
100.0%
18
100.0%
37
100.0%
Source: Own elaboration based on the data obtained in the survey
Through the use of Artificial Intelligence technologies, marketing companies have
obtained great benefits. According to the results obtained from the 30 companies
surveyed, a large part (67%) indicate that the use of Big data benefits them when it comes
to easily extracting and analyzing the data obtained, since by digitizing the data through
Technological tools produce a work dynamic that is easier to develop. Likewise to another
percentage of marketing companies
P.62
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
equivalent to 62%, it allows them to better understand the market segments, since through
data it is possible to develop personalized marketing and create loyalty with customers,
closely and accurately monitoring them.
Likewise, 54% of the marketing companies surveyed were helped to make better
decisions in their operations with a greater possibility of success, thus reducing the risks
of a bad decision, by analyzing the information extracted from clients, employees or those
that produce information. The application of this technology by marketing service
companies has generated other benefits apart from those mentioned above. This shows
that the greater the use of new intelligent technologies, companies can benefit in different
aspects.
On the other hand, Big data is not the only technology that benefits marketing
companies, since the use of virtual assistants or automatic messaging brought advantages
for these companies since 51% indicated that through this technology they interacted
better. way with their clients, thus improving the service with them, both technologies are
of great support for the different activities or tasks of marketing companies, but not the
use of Data Mining and Machine learning, as they are technologies recently applied in the
companies.
Figure 10. Disadvantages
in the use of Artificial Intelligence Technologies
What are the disadvantages of applying
smart technologies to the company?
Extensive adaptation time to technologies
Misuse of information
Human errors (Lack of knowledge)
024681012141618
ElderlydisadvantageNeutralLittle
inconvenient
Source: Own elaboration based on the data obtained in the survey
P.63
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
Board18.Frequency and percentage of the problems presented in the companies
DISADVANTAGES
Human errors
Misuse of information
Extensive adaptation time to
technologies
QUANTITY
Bit
inconvenient
AND
PERCENTAGE
Frequency
eleven
Percentage
37.9%
Frequency
8
Percentage
29.6%
Frequency
7
Percentage
24.1%
Neutral
13
44.8%
16
59.3%
10
34.5%
Elderly
inconvenient
5
17.2%
3
11.1%
12
41.4%
TOTAL
29
100.0%
27
100.0%
29
100.0%
Source: Own elaboration based on the data obtained in the survey
The marketing companies that were part of the study mentioned that, just as they
obtained benefits through the use of smart technologies, they also encountered some
difficulties in managing them, where 41% of companies mention the extensive adaptation
time as a major drawback. For good management of intelligent technologies, given that
marketing companies indicated it takes from 3 months to half a year to learn how to use
them.
In the same way, another drawback that these companies perceived was the misuse
of the information they have due to the fact that there is mostly unstructured information,
this implies that the analysis is more complex, it should be noted that 59% remained
neutral regarding the degree of inconvenience that one has.
4.1.3
Impact of Artificial Intelligence in the company
At this point, an analysis is carried out on the effects and impact that the application
of Artificial Intelligence technologies has had on companies that provide marketing
services. Through the questions developed for this section, the aim is to demonstrate how
Artificial Intelligence has influenced in the different processes of the company, in the
services it offers, in the commercial and economic part, and also in the company's
personnel, in order to determine the impact caused on marketing companies.
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UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
4.1.3.1 Impact on processes
Through the questions asked for this point, we seek to identify the impact that
Artificial Intelligence had and how it has influenced the different processes of the
company, whether in services or business processes.
Figure 11.Optimization
of time in the processes of the company's services
How much does artificial intelligence affect the optimization of
time in the company's service processes?
30.00%
33.33%
Very
lowLow
Neutral
High
Very high
3.33%
30.00%
3.33%
Source: Own elaboration based on the data obtained in the survey
Board19.Frequency and
TIME OPTIMIZATION
Very low
Low
Neutral
High
Very high
TOTAL
percentage on the optimization of time in processes
FREQUENCY
1
1
9
10
9
PERCENTAGE
3.3%
3.3%
30.0%
33.3%
30.0%
30
100.0%
Source: Own elaboration based on the data obtained in the survey
The use of Artificial Intelligence technologies has generated different effects in
the different processes of marketing companies. As can be seen in the previous figure and
table, for 33% of the companies surveyed, the application of intelligent technologies has
optimized time to a high extent for different company processes, since the data extracted
by Artificial Intelligence is analyzed in real time, preventing the time spent on the
company's service processes from being wasted, thus managing to develop efficiently and
P.65
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
free of errors, the different services offered to the market. Due to the optimization of
time, staff can focus on developing creative functions.
On the other hand, for 3% of marketing companies, the use of intelligent
technologies did not greatly influence the company's service processes, since the
optimization of time was very low, due to the fact that they are companies that are just
starting their operations and therefore are just adapting to new technologies.
Figure 12. Elimination
of activities in the company processes
Since the implementation of artificial intelligence, to what
extent have activities been eliminated in the company's
processes?
43%
13%
Very
lowLow
Neutral
7%
High
Very high
17%
twe
nty
Source: Own elaboration based on the data obtained in the survey
Board20.Frequency
and percentage on the degree of elimination of activities
ELIMINATION OF ACTIVITIES
Very low
Low
Neutral
High
Very high
TOTAL
FREQUENCY
5
6
13
4
2
PERCENTAGE
16.7%
20.0%
43.3%
13.3%
6.7%
30
100.0%
Source: Own elaboration based on the data obtained in the survey
In relation to the elimination of activities or tasks due to Artificial Intelligence, 13
marketing companies, equivalent to 43%, indicated that there was no such elimination due
to the use of intelligent technologies, since the majority of these
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UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
Marketing companies have a digital nature, since they began their operations in the
market, since they implemented at least one type of intelligent technology. Being digital
in nature, the tasks carried out are mostly digitized.
But unlike 20%, which is equivalent to 6 marketing companies, they mentioned
that they did eliminate activities as a result of the application of Artificial Intelligence, but
to a low extent, since they replaced few routine activities that were due to automation,
thus The paperwork involved in offering services was also reduced.
Figure 13. Increase in activities
or tasks in the company processes
From the use of intelligent technologies, to what degree were
activities or tasks increased in the processes of
the company?
26.67%
16.67%
36.67%
Very
lowLow
Net High
Very high
10.00%
10.00%
Source: Own elaboration based on the data obtained in the survey
Board21.Frequency
and percentage of the degree of increase in activities
INCREASE IN ACTIVITIES
Very low
Low
Neutral
High
Very high
TOTAL
FREQUENCY
3
3
eleven
8
5
PERCENTAGE
10.0%
10.0%
36.7%
26.7%
16.7%
30
100.0%
Source: Own elaboration based on the data obtained in the survey
According to the analysis of figure 13 and table 21, it can be seen that a large part
of the companies surveyed (37%) remained in a neutral position regarding the increase in
activities or tasks due to Artificial Intelligence. This reflects that not
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UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
There was no increase in tasks in the processes, there were only improvements that
allowed them to be more efficient in the development of the services of the marketing
companies.
In summary, after the analysis of the previous graphs, it can be stated that Artificial
Intelligence has had a positive impact on marketing companies, since it greatly influenced
when it came to optimizing time in service processes, that is, it Distractions and excess
time were reduced so that the service was delivered in the appropriate time and to the
customers' perspective, thus generating recognition in a competitive market.
4.1.3.2 Impact on services
The questions in this section are focused exclusively on the services provided by
marketing companies, since the information collected allows us to identify the effects
caused as a result of the application of Artificial Intelligence in the services of the
companies that are part of the sample. analyzes the improvement and creation of new
services by marketing companies to determine whether the use of Artificial Intelligence
has caused a positive or negative impact on these companies.
Figure 14. Improvement of
the company's services due to the use of Artificial Intelligence
How much did the company's services improve with
the use of Artificial Intelligence technologies?
46.67%
50.00%
40.00%
40.00%
30.00%
20.00%
6.67%
10.00%
0.00%
6.67%
0.00%
VerylowLowNeutralHighVery
high
Source: Own elaboration based on the data obtained in the survey
P.68
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
Board22.Frequency and
percentage of improvement in company services
IMPROVEMENT IN SERVICES
Very low
Low
Neutral
High
Very high
FREQUENCY
TOTAL
0
2
2
14
12
PERCENTAGE
0.0%
6.7%
6.7%
46.7%
40.0%
30
100.0%
Source: Own elaboration based on the data obtained in the survey
The results regarding the improvement of the services of marketing companies,
through the use of Artificial Intelligence technologies, are shown in the figure and table
above, where 47% of the marketing companies alluded that their services improved to a
certain extent. high with the use of Artificial Intelligence, since services such as
advertising improved in terms of arrival time to users, which is done through digital media,
in market segmentation services, web design analysis, digital marketing , among others,
with the use of Artificial Intelligence they improved through the simple analysis of the
data obtained, as well as the application of intelligent technologies improved customer
service since it is carried out in a personalized way, through chatbots.
Figure 15. Quality
of the services offered by the company
To what degree did the company have complaints regarding
the quality of the service offered to the customer, after the
use of Artificial Intelligence?
50.00%
40.00%
43.33%
33.33%
30.00%
20.00%
13.33%
10.00%
10.00%
0.00%
0.00%
VerylowLowNeutralHighVery
high
Source: Own elaboration based on the data obtained in the survey
P.69
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
Board23.Frequency and percentage
QUALITY OF SERVICE
Very low
Low
Neutral
High
Very high
TOTAL
about complaints about the quality of service
FREQUENCY
13
10
4
3
0
PERCENTAGE
43.3%
33.3%
13.3%
10.0%
0.0%
30
100.0%
Source: Own elaboration based on the data obtained in the survey
According to the information collected by the surveys, in the previous analysis it
can be seen that a large part of the marketing companies surveyed (43%) mentioned that
they had no complaints regarding the services provided, this means that with the help of
Intelligence Artificially, marketing companies have managed to provide services in an
adequate time, without lowering the quality of said services, through a thorough analysis
of all the data extracted from customers, about the needs and perceptions they have about
the services they provide. they intend to acquire, which marketing companies have been
able to create loyalty with their customers.
Therefore, Artificial Intelligence has had a very positive influence in these aspects,
above all in the improvement of its services, since through intelligent technologies the
services of marketing companies have been improved and perfected, and thus I increase
the effectiveness of the service and its quality. It should be noted that in addition to
improving their services, they also created other new services to offer to the market, which
means that Artificial Intelligence did have a positive impact on the services of marketing
companies.
 Analysis of the impact generated by Artificial Intelligence on the completion
time of the company's services
The realization and fulfillment of the services of the companies surveyed after
implementing intelligent technologies in their processes on average was reduced by 58%.
It should be noted that the services are not standardized and are variable, in addition, each
service is different, since it requires different processes. Consequently, this
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UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
The calculation is approximate, however, it is agreed that time optimization is a common
factor in the marketing companies participating in this study.
 Analysis of the impact generated by Artificial Intelligence on the number of
services offered by marketing companies
The increase in relation to the number of services that were offered and are now
offered with the use of Artificial Intelligence technologies increased by 61% on average,
that is, with the use of intelligent technologies, a wide variety of services are currently
offered, so It can be seen that new technologies help in the creation of new needs regarding
marketing services. Among the new services offered by marketing companies are: Social
media management, social media marketing, digital platform management, 3D animation,
project development support, merchandising, digital marketing, consulting, advice and
software development.
4.1.3.3 Business impact
It is important that companies can ensure that the client is inclined towards the
services offered and that there is loyalty between both, which is why, based on the data
obtained, the aim is to identify the impact that has occurred in the commercial part of the
marketing companies. consequence of the use of Artificial Intelligence to differentiate
itself from the others.
P.71
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
Figure 16. Commercial impact
due to the application of Artificial Intelligence
With the use of intelligent technologies (virtual assistants), how
much
Did the relationship with customers improve?
To what extent do digital tools generate greater customer acquisition?
customers?
Very
high
High
Neutral
How much did Artificial Intelligence affect the strategies of
Communication with the customer?
Low Very
low
How much did Artificial Intelligence affect the distribution channel?
(Internet sale)?
How much did Artificial Intelligence affect the pricing strategy?
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Source: Own elaboration based on the data obtained in the survey
Page
69
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
The application of Artificial Intelligence plays a fundamental role in different areas
of companies, therefore according to the analysis of figure 16 it can be seen that Artificial
Intelligence greatly influenced communication with customers, since for 50 % of
marketing companies had a high impact, due to the immediate attention provided through
Virtual Assistants or chatbots, ensuring that the queries made by customers are answered
at the same moment of their doubt. These companies mentioned that through automatic
messaging they have 24/7 attention, in order to create loyalty with them.
Likewise, Artificial Intelligence had a high influence on customer acquisition for
the company, where the figure shows that for 47% of marketing companies, the use of
Artificial Intelligence has caused greater customer acquisition through obtaining and
analysis of big data on potential customers, which allows you to identify the needs and
preferences of your customers. Likewise, they have managed to attract new customers
through the optimization of campaigns or advertising carried out through digital platforms.
Another aspect where the use of Artificial Intelligence positively influenced was the
relationship with their clients, since for 38% the application of Artificial Intelligence
through automatic messaging improved the relationship with their clients to a very high
extent, making to have communication with the company at any time and without
interruptions.
On the other hand, theMarketing companies mentioned that Artificial Intelligence
did not have much influence on the price of the services offered and on e-commerce, since,
since these companies were digitalized, the majority already offered their services online
due to the fact that they did not have with a physical office. In short, through the analyzes
carried out it can be stated that, it did have a positive impact, above all in the acquisition,
communication and relationship with its clients, thus creating loyalty.
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UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
4.1.3.4 Economic impact
One part where the application of Artificial Intelligence can have the most effects
is economically, since the use of intelligent technologies can increase profitability and
also reduce costs, which in a certain way can benefit companies, for this purpose it is
carried out the following analysis.
Figure 17.Reduction
in the company's costs due to the use of Artificial Intelligence
Indicate the degree of reduction in the costs of the
company's processes after the use of Artificial Intelligence
technologies
46.67%
50.00%
40.00%
30.00%
20.00%
13.33%
16.67%
10.00%
10.00%
13.33%
0.00%
VerylowLowNeutralHighVery
high
Source: Own elaboration based on the data obtained in the survey
Board24.Frequency
REDUCTION IN COSTS
and percentage of cost reduction
FREQUENCY
PERCENTAGE
Very low
Low
Neutral
High
Very high
4
5
14
3
4
13.3%
16.7%
46.7%
10.0%
13.3%
TOTAL
30
100.0%
Source: Own elaboration based on the data obtained in the survey
In table 24 it can be seen that a greater percentage of 47% of the marketing
companies that participated in the study indicated that there was no cost reduction due to
intelligent technologies, since they remained neutral in relation to this point, while to a
small percentage of 17%, if costs were reduced in their processes, excluding unnecessary
salaries from non-automated and routine activities or tasks,
P.71
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
that waste time carrying out different processes of the companies studied in the
research.
It can be said that there was no significant impact on the costs of the marketing
companies, however, it did positively influence the company's profit, since, as a result of
the use of Artificial Intelligence, the marketing companies perceived favorable increases
in profits.
4.1.3.5 Impact on staff
It is true that Artificial Intelligence has caused great susceptibility in people, due
to the fact that it replaces certain activities and dispenses with jobs, which is why some
professionals are trained to handle intelligent technologies, so with the questions in this
section The aim is to identify the impact generated on the personnel of marketing
companies due to the application of Artificial Intelligence.
Figure 18.Training
of staff in the management of intelligent technologies
How would you rate the training of personnel for
the management of intelligent technologies?
36.67%
Very bad
Bad
Neutral
Good Very
good
40.00%
13.33%
6.67%
3.33%
Source: Own elaboration based on the data obtained in the survey
P.72
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
Board25.Frequency and
STAFF TRAINING
Very bad
Bad
Neutral
Well
Very good
percentage of staff training
FREQUENCY
TOTAL
1
2
12
eleven
4
PERCENTAGE
3.3%
6.7%
40.0%
36.7%
13.3%
30
100.0%
Source: Own elaboration based on the data obtained in the survey
Regarding staff training, of the total number of companies surveyed, 40% of the
marketing companies indicated that staff training in technological issues is neither good
nor bad, maintaining a neutral position, while for the 37% indicated that training in
technological issues is good since they do not necessarily train within the company, on
the contrary, they learn by themselves by researching, reading books and taking different
classes that allow them to update themselves in relation to new technologies by acquiring
new ones. knowledge and skills to carry out their work efficiently and thus differentiate
themselves in a competitive labor market.
Figure 19.Evaluation
of the work environment since the implementation of Artificial Intelligence
How do you evaluate the work environment in the
company since the implementation of artificial
intelligence?
40.00%
Very bad
Bad
Neutral
30.00%
Good Very
good
3.33%
20.00%
6.67%
Source: Own elaboration based on the data obtained in the survey
P.73
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
Board26.Frequency
and percentage of the evaluation of the work environment
Very bad
Bad
Neutral
Well
Very good
WORKING ENVIRONMENT
FREQUENCY
2
6
9
12
1
PERCENTAGE
6.67%
20.00%
30.00%
40.00%
3.33%
TOTAL
30
100.0%
Source: Own elaboration based on the data obtained in the survey
Regarding the work environment, 40% of the marketing companies surveyed
mention having a good work environment, which suggests that Artificial Intelligence has
not created susceptibility in the staff, since rather than replacing their jobs, Artificial
Intelligence supports the performance of complex activities that waste time, making staff
more innovative, improving the performance of their activities and providing different
ideas that will make them feel more valued within the company.
While for 30% of the marketing companies, which were participants in the study,
regarding the work environment they remained in a neutral position, but they also affirmed
the comfort that the staff has with the application of Artificial Intelligence, since it helps
them. to make your activities more efficient.
Figure 20.Management
of Artificial Intelligence technologies by staff
How do you rate the management of artificial intelligence
technologies by staff in the company's processes?
13.33%
0.00%
53.33%
Very bad
Bad
3.33%
Neutral
Good Very
good
30.00%
Source: Own elaboration based on the data obtained in the survey
P.74
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
Board27.Frequency and
percentage on the management of technologies by staff
MANAGEMENT OF INTELLIGENT
TECHNOLOGIES
Very bad
Bad
Neutral
Well
Very good
TOTAL
FREQUENCY
PERCENTAGE
0
1
9
16
4
0.0%
3.3%
30.0%
53.3%
13.3%
30
100.0%
Source: Own elaboration based on the data obtained in the survey
Regarding the management of intelligent technologies, a large part of the
marketing companies surveyed (53%) indicated that their staff had good management of
Artificial Intelligence technologies, since the majority of marketing companies were born
digital and therefore hired personnel with technological knowledge, as well as the same
personnel are trained in the use of intelligent technologies through information search and
research.
In the same way, 30% of marketing companies mentioned that the management of
new technologies is regular, only for a small percentage (13%), the use that staff makes
of intelligent technologies is very good.
Figure 21.Increase of productivity through the use of smart technologies
To what extent do I increase productivity through the
use of smart technologies?
20.00%
Very low
43.33%
0.00%
Low
Neutral
10.00%
High
Very high
26.67%
Source: Own elaboration based on the data obtained in the survey
P.75
UNIVERSIDAD MAYOR DE SAN ANDRÉS
FACULTY OF ECONOMIC AND FINANCIAL SCIENCES
BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
Board28.Frequency and
percentage of the increase in labor productivity
PRODUCTIVITY INCREASE
Very low
Low
Neutral
High
Very high
TOTAL
FREQUENCY
0
3
8
13
6
PERCENTAGE
0.0%
10.0%
26.7%
43.3%
20.0%
30
100.0%
Source: Own elaboration based on the data obtained in the survey
Regarding the increase in productivity, of the total marketing companies surveyed,
43% claim to have an increase in the performance of the activities carried out by the staff
to a high extent, since through intelligent technologies the Staff makes better use of their
time, making the tasks performed more efficient. Being able to have great information
allows them to have a more focused approach to their work, increasing their productivity
and the quality of their activities carried out.
Therefore, through the data obtained, it can be seen that the application of
Artificial Intelligence technologies has had a positive impact on the staff of marketing
companies, creating a good work environment and increasing the productivity of their
tasks. carried out.
 Analysis of the impact generated by Artificial Intelligence on the company's
personnel
Regarding the number of personnel, after the use of intelligent technologies, this
had an average increase of 43%, the companies under study mention that some marketing
services require additional assistants, due to the application of new technologies, this is In
addition, marketing companies were already using Artificial Intelligence in their
beginnings, since they entered the market recently, consequently, there were no significant
increases.
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BUSINESS ADMINISTRATION CAREER “IMPACT OF
THE APPLICATION OF ARTIFICIAL INTELLIGENCE
IN PACEÑAS MARKETING SERVICE COMPANIES”
4.1.4
Interview with managers or heads of marketing companies
According to the interviews carried out with the different Managers, bosses or
administrators of the companies that provide marketing services, different points of view
were identified in relation to the application of Artificial Intelligence technologies in their
operations, for which an analysis is carried out. of all the interviews carried out with the
managers of the companies participating in the study in order to identify the salient points
and determine the impact that occurred as a result of the application of intelligent
technologies.
It has been shown that the use of Artificial Intelligence technologies has generated
a positive impact on the processes of marketing companies, since there were
improvements in the activities in the processes, since response time was optimized in
customer service. by having auto responders such as Mailbot and Chatbot, automating the
processes that help make the sale as well as the interpretation of product or service
information efficient. Likewise, through the application of intelligent technologies, the
time it took to perform services was eliminated, in the same way advertising campaigns
were automated through digital media. Something really notable is the fact that the use of
paper was reduced considerably.
Regarding personnel, with the use of intelligent technologies, several functions
have been fulfilled, thus automating the processes to be carried out; on the other hand, for
maintenance and installation, specialists were hired who can provide technical support.
In the economic field after the use of intelligent technologies, a positive effect
could be identified in marketing companies, since there was a considerable increase in
their usefulness, in an approximate range of between 15% and 50%, which means that in
this aspect and what is fundamental, it has a positive impact.
Thus, it has also been possible to identify that marketing companies plan to apply
more technologies than are already being used, since with the constant technological
advance that exists, the services and the way of selling will have
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BUSINESS ADMINISTRATION CAREER “IMPACT OF
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IN PACEÑAS MARKETING SERVICE COMPANIES”
radical changes for any company, that is why these companies not only plan to have a
presence on the internet, but also in the Metaverse due to the globalization that the
business sector faces.
4.1.5
Crossover of variables
After analyzing the information obtained through surveys and interviews with
companies that provide different marketing services, the respective analysis of the
crossing of variables is carried out to identify the findings and contrast both perceptions
of both the managers and the person in charge. The analyzes of these crossings are shown
below:
a) Types of Artificial Intelligence technologies applied to marketing companies
The cross-section carried out in this section belongs to the analysis of question No.
1 corresponding to the size of the company, together with question No. 7 regarding the
technology used (Big data).
Board29.Analysis of the use of Big data in relation to the size and life cycle of the company
TECHNOLOGYTIME IN QUANTITY
BIG DATA
(Storage of large
volumes of data)
SIZE
AND
Medium
compan
y
Small
compan
y
Micro
business
TOTAL
THE MARKET
PERCENTAGE
Less than 1 year
Frequency of companies
Percentage
1
11.1%
2
22.2%
6
66.7%
9
100.0%
Frequency of companies
4
eleven
0
fifteen
26.7%
73.3%
0.0%
100.0%
0
0
1
1
0.0%
0.0%
100.0%
100.0%
0
1
0
1
0.0%
100.0%
0.0%
100.0%
From 2 to 4 years
5 to 7 years
Percentage
Frequency of companies
Percentage
From 8 to 10 years
Frequency of companies
Percentage
26
TOTAL
COMPANIES
Source: self made
Once the joint analysis of both questions has been carried out, it can be seen in the
previous table that the use of Big data does not have the same impact on small and
medium-sized companies.
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micro companies than in medium-sized ones, since within the group of marketing
companies that have been in the market between 2 to 4 years, small companies are the
ones that are using this technology the most in their operations, followed by those (micro)
companies that It is just starting its operations in the market.
In short, small companies that provide marketing services are more familiar with
Big data; these companies mentioned that the application of this technology has generated
positive effects on their operations, since it greatly benefits them when carrying out
analysis. of the data that reaches the company and manage it, in order to make correct
decisions.
The following intersection corresponds to the analysis carried out of the questions
corresponding to the size of marketing companies, together with the application of
Machine learning technology.
Board30.Analysis
of the use of Machine learning in relation to the size and life cycle of the
company
SIZE
TECHNOLOGY
CYCLE
LIFE
QUANTITY AND
PERCENTAGE
Frequency of companies
Less than 1 year
Percentage
MACHINE LEARNING
(Machine
learning)
Frequency of companies
Medium
compan
y
Small
compan
y
Micro
business
TOTAL
0
2
3
5
0.0%
40.0%
60.0%
100.0%
2
7
0
9
22.2%
77.8%
0.0%
100.0%
1
0
0
1
100.0%
0.0%
0.0%
100.0%
From 2 to 4 years
Percentage
Frequency of companies
5 to 7 years
Percentage
fifteen
TOTAL
COMPANIES
Source: self made
In relation to the analysis of table 9, it can be seen that only half of the companies
that participated in the study make use of Machine learning; however, like Big data, small
companies are the ones that make the most use of this technology, it should be noted that
of the 15 only 7 are small, for this reason only a small part generated a positive impact the
application of this type of technology in
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carrying out their operations, since it benefited them when it came to knowing more about
their clients, creating marketing campaigns to attract their attention, and they also
indicated that it is useful when creating and improving their services.
It should be noted that, during the survey, the remaining marketing companies
highlighted that they do not use this technology for reasons of ignorance of the benefits
that come with using Machine learning, as well as the time it takes to adapt to this type of
technology.
The following crossing corresponding to the following table belongs to the
analysis carried out between the application of Data Mining and the size of marketing
service companies.
Board31.Analysis
of the use of data mining technology in relation to size and cycle
company life
SIZE
TECHNOLOGY
CYCLE
LIFE
QUANTITY AND
PERCENTAGE
Frequency of companies
Medium
compan
y
Small
compan
y
Micro
business
TOTAL
1
4
2
7
14.3%
57.1%
28.6%
100.0%
1
1
0
2
50.0%
50.0%
0.0%
100.0%
1
0
0
1
100.0%
0.0%
0.0%
100.0%
Less than 1 year
Percentage
DATA MINING
(Data warehouse, Data
mart)
Frequency of companies
From 2 to 4 years
Percentage
5 to 7 years
Frequency of companies
Percentage
10
TOTAL
COMPANIES
Source: self made
In the previous table it can be seen that of the total number of companies surveyed,
only a quarter makes use of data mining technology in their operations. Likewise, of this
small part of companies, small companies are the ones that benefit from the application.
of this technology, in addition to being companies that are just beginning their operations
in the market, it should be noted that the majority of marketing companies began their
functions with at least one type of technology.
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Likewise, these companies indicated that this type of technology generated
positive effects in their functions, since it helped when making predictions of customer
behavior, and it also benefits them when carrying out advertising campaigns through the
media. digital. It is important to clarify that of the companies that do not use this
technology, they mentioned that it is due to the lack of information and the little support
they have to be able to update themselves on technological issues.
The last intersection in relation to the type of technology used corresponds to the
application of virtual assistants in the different sizes of marketing companies.
Board32.Analysis
of the use of Virtual Assistants in marketing companies in relation to the
company size and life cycle
SIZE
TECHNOLOGY
CYCLE
LIFE
QUANTITY AND
PERCENTAGE
Frequency of companies
Less than 1 year
Percentage
Frequency of companies
VIRTUAL
ASSISTANTS
(Chatbots)
From 2 to 4 years
5 to 7 years
Percentage
Frequency of companies
Percentage
From 11 a.m. to 2 Frequency of companies
p.m.
Percentage
years
Medium
compan
y
Small
compan
y
Micro
business
TOTAL
0
3
4
7
0.0%
42.9%
57.1%
100.0%
4
9
3
16
25.0%
56.3%
18.8%
100.0%
1
1
0
2
50.0%
50.0%
0.00%
100.0%
0
1
0
1
0.0%
100.0%
0.0%
100.0%
26
TOTAL
COMPANIES
Source: self made
According to the joint analysis of questions 1 and 7, it can be identified that the
majority of the marketing companies participating in the study are familiar with the use
of Virtual Assistants, and just like other technologies, small companies are the ones that
most They are using this type of technology, however, these companies mostly only use
at least two technologies, since despite being established in the market, they are still
updating and adapting to new technologies.
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During the survey, the companies mentioned that the application of Virtual
Assistants helped them grow in a certain way, since positive results were obtained in terms
of the relationship with customers, since through this type of technology time was
optimized. of answers to different user queries.
b) Disadvantages presented in marketing companies as a result of the use of
intelligent technologies, in relation to the life cycle
The cross-section carried out in this section allows us to identify whether the
drawbacks perceived by marketing companies in the use of Artificial Intelligence depend
on the time they have been operating in the market.
Figure 22.Analysis
of the inconveniences caused by the application of Artificial
Intelligence in relation to the life cycle of companies
Human errors (Lack of
knowledge)
Misuse of information
Time Less than 1yearTime
Time Between 4 to7 yearsTime
Time Between 12 to15 yearsTime
Biggest drawback
Neutra
l
Little
inconvenience
Biggest drawback
Neutra
l
Little
inconvenience
Biggest drawback
Neutra
l
Little
inconvenience
9
8
7
6
5
4
3
2
1
0
Extensive adaptation time to
technologies
Between 1 to 3 years
Between 8 to 11 years
From 16 onwards
Source: self made
The application of technologies related to Artificial Intelligence has generated
some inconveniences in its use process in different marketing service companies, where
the previous figure shows that for those companies that are in the
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market for around 4 to 7 years, the most common drawback is the extensive time required
to adapt to the technologies, since not all staff are updated on technological issues and
they have to learn as they go. using smart technologies.
However, for companies with less time in the market, the inconveniences are
greater, since, despite the extensive adaptation time, there are human errors in the
management of said technologies, this is due to the lack of training they have. by the staff.
The crossover carried out in this part belongs to the analysis of question No. 3
regarding the life cycle of companies and No. 10 related to the drawbacks presented in the
use of Artificial Intelligence.
c) Perception of the changes that have occurred in the different processes of
marketing companies
Figure 23.Analysis of the improvement of services as a result of the application of Intelligence
Artificial
PERSONNEL IN CHARGE OF THE
MANAGER OR HEAD OF THE
TECHNOLOGICAL PART
COMPANY
QUESTION Nº1
With the implementation of Artificial
Intelligence technologies, what activities in
the service process improved?
QUESTION Nº14
How much did the company's services
improve with the use of Artificial Intelligence?
ANSWER:

Response time
optimization
Source: self made
According to the analysis of the previous figure, it can be seen that the perception
of both the person in charge of the technological part and the manager is the same, since
the personnel in charge mentioned that, if the services were improved to a high extent due
to
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of the use of intelligent technologies, while the company manager reaffirmed this
situation, as he indicated that he optimized the response time, which helps make the
service more efficient.
On the other hand, it was also evident that there were improvements in advertising
services, through time optimization, since this service is already carried out through social
networks, in the same way the visual construction was improved using Artificial
Intelligence in Photoshop .
The following intersection corresponds to the analysis of question No. 12
belonging to the survey carried out with the technology manager, and question No. 2
belonging to the interview carried out with the company manager.
Figure 24.Analysis of activities eliminated in service processes due to the use
of Artificial Intelligence
PERSONNEL IN CHARGE OF THE
TECHNOLOGICAL PART
MANAGER OR HEAD OF THE
COMPANY
QUESTION Nº2
What activities were eliminated in the
process of each company service from the
Artificial Intelligence application?
QUESTION Nº12
Since the implementation of Artificial
Intelligence, to what extent have activities
been eliminated in the different processes
of the company?
ANSWER:

Paperwork is what has been
reduced the most since they used
smart technologies.
Source: self made
Both the person in charge of the technological part and the head of the company
agree that many activities were not eliminated from the application of Artificial
Intelligence technologies, since the majority of these companies are digital in nature, that
is, they began their operations with the use of at least one technology to carry out
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of its functions. Some activities that were eliminated were paperwork due to the use of
intelligent technologies, in the same way with the use of chatbots it was possible to
eliminate the need for someone to constantly respond to messages, making this person
focus on other activities.
It should be noted that there was not much impact on the elimination of processes,
since these companies took artificial intelligence as another option or tool for the
development of jobs or projects.
4.1.6
Research findings
In the different analyzes of the graphs, the interviews and the cross-examinations
carried out, it has been possible to identify outstanding points in relation to the study
carried out on the impact of the application of Artificial Intelligence in marketing service
companies. These results are the following:
I.
PROFILE OF MARKETING COMPANIES
Size
Lifecycle
Legal
regime
Staff
Services
Of the 100 percent
The most
of the companies
The
These
outstanding
surveyed, 50% of Most of the
marketing
companies are
services of the
small companiesparti
companies
mostly sole
marketing
businesses,
while cipate
surveyedthey
proprietorships
companies
30%
micro thestudy havea
count
with a 63%
studied
participation,
are:advertising
them
are
are
of
businesses, that is, permanence in
the study covered the market
small
and
micro between 4 to 7
with a
staffno greater followed byof
witha
than 10,
the
which
Limited
followed by
Liability
development
Company
andredesign
businesses.compani
years
es
and 1 to 3 years includes73%
of
wit
h
thetotal
services
companies
of
23% share
of
thebra
nd,
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marketing
surveyed
he
positioning
ofproductsand
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brands, for
latest, web
analysis and
design
II.
APPLICATION OF ARTIFICIAL INTELLIGENCE IN
THEMARKETING COMPANIES
Application
Observations
The technologies that small and micro marketing companies are using
the most are Virtual Assistants and Big data, which allows them to
analyze large volumes of data, to personalize their services and thus
generate new sales. It is important to clarify that Virtual Assistants,
also known as as automatic messaging have had a greater impact on
Use of Artificial
Intelligence technologies
marketing companies due to the
easy handling of this type of technology.
It should be noted that the technologies that had the least impact on
these companies were Machine learning and Data Mining, since the
application and benefits they may have are still unknown.
generate in the different organizational processes.
Regarding the technologies used in the services of marketing
Application of
intelligent technologies
in services
companies, their use has been evident in advertising services, product
and brand positioning and digital marketing, which has led to offering
quality services to their clients.
thus generating loyalty with them.
In the course of managing Artificial Intelligence technologies,
Benefits achieved
Marketing companies have achieved important benefits that have
allowed activities to be carried out in the best way.
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carried out, these benefits acquired by marketing companies are:
simple extraction and analysis of the data obtained, better knowledge
of market segments, ease of decision making, improvement in service
and communication with the customer.
customer, as well as the reduction of repetitive tasks.
Just as they acquired important benefits, marketing companies also had
some drawbacks in their application process, where misuse of the
Disadvantages
presented
extracted information was evident, due to the fact that they had mostly
unstructured information. Another drawback presented was the
extensive
adaptation time to technologies.
III.
IMPACT ON THE PROCESSES OF MARKETING COMPANIES DUE TO
THE
APPLICATION
OF
ARTIFICIAL
INTELLIGENCE
TECHNOLOGIES
Impact
Observations
The application of Artificial Intelligence technologies in the processes
and services of marketing companies has generated significant effects
where the automation and optimization of times in the different
Processes
processes was evident, reducing distractions and
excess time, thus improving the service offered to customers.
Likewise, repetitive tasks were reduced, where paperwork is what has
been reduced the most since the use of intelligent technologies.
Artificial Intelligence positively influenced healthcare services
Services
marketing companies, since with the use of intelligent technologies
they greatly improved the services offered, having a better idea
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clear about the needs of the clients, reducing delivery time, since with
the application of Artificial Intelligence the services that were delivered
in 1 to 2 months are later delivered between 1 to 2 weeks, thus improving
and increasing the
service efficiency.
In the same way, through the application of Artificial Intelligence,
marketing companies expanded their services in the market, creating
new services to satisfy the needs of their potential clients. Among the
new services offered by marketing companies are: administration and
marketing. of social networks, management of digital platforms, support
for project development,
merchandising, consulting and software development.
The use of Artificial Intelligence technologies has greatly influenced the
acquisition, communication and relationship with its clients, since it
improved the interaction and communication with its clients, thus
generating the services offered to be recognized in a competitive market.
Commercial
Through the use of chatbots, the relationship with customers improved,
providing immediate attention, identifying specific needs to satisfy
them, with this technology customers are in contact with
marketing companies 24 hours a day, 7 days a week.
Through online sales it was possible to reach a larger audience.
The use of Artificial Intelligence technologies has greatly contributed to
the profit of marketing companies, since they obtained an increase in a
Economic
range of 15% to 50%, which influenced their growth, thus generating a
positive impact on this aspect.
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It should be noted that there was no cost reduction due to the application
of Artificial Intelligence in the processes of marketing companies, since
the majority of marketing companies were already digital in
a start, minimally counting on some type of intelligent technology.
The use of intelligent technologies has taken a fundamental role in the
staff of marketing companies, where it has greatly contributed to
increasing staff productivity, since it helps in the performance of
activities by making them more efficient. .
Likewise, in relation to the work environment, through the use of
Artificial Intelligence the work environment of marketing companies
Staff
has become more pleasant, since intelligent technologies helped them
carry out complex tasks, thus generating efficient and of quality, it is
important to mention that Artificial Intelligence does not
I create susceptibility in them.
In short, marketing companies, as a result of the benefits achieved and the positive effects that it
brought to their processes, are interested in continuing to update and apply new technologies in their
operations in order to continue receiving new benefits, which imply
its growth and development in a competitive market.
4.1.7
Statistical analysis of the relationship between the independent and
dependent variables
According to the data obtained in the research, it has been determined that the
application of Artificial Intelligence technologies has generated significant effects in
marketing companies, causing great benefits to be obtained in their operations through the
use of intelligent technologies, without However, it is important to know the correlation
between the study variables; for this, Spearman's correlation statistical analysis was
applied.
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Before performing the correlation, it is important to identify the statistical
measures of the variables, as shown below:
Board33.Measurements
statistics of research variables
Descriptive statistics
Deviation
Half
Standard
Amount
Artificial intelligence
2.69
1,285
30
Impact
7.57
1,775
30
Source: Own elaboration based on the SPSS program
In relation to the previous table, the descriptive statistical analysis can be identified
regarding the variables Artificial Intelligence and impact, where the independent variable
has a dispersion measure of 1.3, while the dependent variable's dispersion measure is
higher with a 1.8, which means that the data of the dependent variable are more dispersed
than the data of the independent variable.
To determine the relationship of both variables, the following correlation is carried out:
Board34.Relationship
between Artificial Intelligence and impact
CORRELATIONS
Artificial
Impact
intelligen
ce
Correlation coefficient
Intelligence
Artificial
SPEARM
AN'S RHO
Impact
1,000
0.340
Sig. (bilateral)
N
0.071
30
30
Correlation coefficient
0.340
1,000
Sig. (bilateral)
0.071
N
30
30
Source: Own elaboration based on the SPSS program
Through the Spearman correlation, the strength and association between the
research variables can be determined; in relation to the previous table, it can be identified.
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that the bilateral significance is less than 0.5 which means that there is a relationship
between the variables, likewise the correlation coefficient of both variables has a result of
0.34 which indicates that the relationship between the variables is direct and its degree is
low, that is, there is a low positive relationship between Artificial Intelligence and the
impact generated.
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CHAPTER V: PROPOSAL
5.1 INTRODUCTION
The use of technologies related to Artificial Intelligence has generated great
benefits in marketing service companies. According to the results obtained, the great
contribution of new technologies in this area has been seen, since different activities have
been optimized, reducing repetitive tasks, increasing profits, creating and improving the
services offered, thus generating important impacts on these companies.
But how to know which processes to improve and how to measure this impact
caused by new technologies, that is why a guide is created to measure the impact of the
implementation of Artificial Intelligence technologies in marketing service companies.
Therefore, the proposed “Impact Measurement Guide for Technological
Innovations” allows generating a result that shows the impact generated by technological
changes in companies that provide marketing services in order to see the magnitude of the
impact caused and identify the processes. where more attention is needed. This guide is
prepared according to the project impact evaluation methodology written by MSc. Ramón
Rodríguez Cardona and Dr. Margarita Cobas Aranda.
5.2 OBJECTIVES OF THE PROPOSAL
5.2.1
General objective
 Propose a guide that serves as a tool to measure the impact on organizational
processes derived from technological innovation in marketing companies.
5.2.2
Specific objectives
 Describe the importance and benefits of adequate impact measurement for
marketing service companies.
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 Make companies aware of the steps to follow for adequate impact measurement to
generate a result that allows improvement in the processes of marketing
companies.
 Explain which company processes should be improved as a result of measuring
the technological impact.
5.3 DEVELOPMENT OF THE PROPOSAL
The proposed impact measurement guide allows you to demonstrate the
importance and benefits of impact measurement, as well as the process that must be
followed to determine the impact generated in companies as a result of technological
innovation, for which this process is composed by 4 stages, the first of which consists of
defining the logical framework of the measurement, in the second stage the experts in
charge of the evaluation must be searched and identified, in the third stage the evaluation
is carried out by the selected experts, said evaluation consists of 8 steps and finally the
report is prepared with the final result of the measurement.
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5.4 PROPOSAL BUDGET
For the preparation and development of the booklet on the “Guide for Measuring
the Impact of Technological Innovations” the following budget is taken into account:
NOTE:The primer was taken into account due to the number of pages that the guide has.
GUIDE DETAILS
Size
21x30cm
Number of pages
17 page
Format
full color
BUDGET:Preparation of the guide
(Expressed in Bolivians)
ITEM
GUIDE
REDESIGN
MATERIALS
DETAIL
Graphic designer
(interior design)
Interiors (car 115
g.)
Lid (300g.) with
lamination
glow
UNIT
COST
AMOUNT
TOTAL
COST
1
1000
1000
32
16
512
Full color printing
Size (21x30cm)
SUBTOTAL
1512 Bs.
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BUDGET:Distribution
For the delivery of the impact measurement guides to the different marketing
companies, it will take about 1 week
(Expressed in Bolivians)
ITEM
VIATIC
DETAIL
Transportation
(Tickets)
Feeding
COST (per day)
TOTAL COST
10
60
fifteen
90
150 Bs.
SUBTOTAL
GENERAL BUDGET
(Expressed in Bolivians)
ITEMS
PREPARATION OF THE GUIDE
DISTRIBUTION
TOTAL ESTIMATED BUDGET
SUBTOTAL
1512
150
1665 Bs
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CHAPTER VI: CONCLUSIONS AND RECOMMENDATIONS
6.1 CONCLUSIONS
The research carried out emphasizes the importance of the use of technologies
related to Artificial Intelligence and the impact caused by the application of these
technologies in the different operations of companies, therefore, this section shows the
conclusions reached by the related research. to the impact generated due to the use of
intelligent technologies in companies that offer marketing services, which is why the
answers achieved for the objectives set are given below:
In response to the general objective, it can be mentioned that Artificial Intelligence
has caused a significant impact on more than 50% of the companies surveyed since it has
been of great support for the activities carried out within these companies, since these
intelligent technologies have led to that the different processes are automated, that is,
content management is accelerated, the sending of emails and automatic messaging, which
has led to more efficient communication with its clients as well as the analysis of data
obtained from its clients.
Throughout the entire study process, it has been possible to identify that marketing
companies are more inclined to use technologies such as Big data and Virtual Assistants,
since these technologies have been used since these companies have begun their
operations in the market. , which benefited them when analyzing the large volumes of data
obtained from their clients, and they also managed to have a better relationship with their
clients through the use of chatbots.
As a result of the application of Artificial Intelligence, these companies have
managed to easily extract and analyze the information obtained internally and externally
for better knowledge of market segments and adequate decision making. On the other
hand, the use of intelligent technologies has generated some inconveniences in marketing
companies, such as the extensive time required to
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adaptation to technologies, since not all staff is up to date on technological issues, an
important point is that these drawbacks occurred mostly in marketing companies with less
time in operation in the market, since they have not had a adequate time to update yourself
in new technologies.
The application of Artificial Intelligence has been a stimulant for the growth of
marketing companies, since it has contributed positively to the services they offer, since
through Big data it has been possible to develop an infinite number of services offered by
these companies. , among the main ones in advertising, product and brand positioning, as
well as in digital marketing. This technology has helped these companies make better
decisions in their operations, as well as more efficiently extract and analyze the data
obtained from their customers. For this reason, the application of Artificial Intelligence in
marketing service companies generated a positive impact on them since they benefited
from optimizing time in service processes, reducing distractions and excess time so that
the service is delivered in the appropriate time, thus it has been possible to improve its
services and create new ones.
Likewise, these intelligent technologies caused a positive impact on the
commercial side since due to the arrival of the pandemic many of these companies had to
close their offices and offer their services online, in the same way through the use of these
technologies they managed to attract more clients, and thus be recognized in the market,
through Virtual Assistants they managed to have a better interaction with their clients,
since they operate 24 hours a day and seven days a week without any interruption.
The application of these technologies has taken a fundamental role in the economic
part of marketing companies, since it has contributed to the increase in their profitability
through the application of new technologies. Likewise, the productivity of the staff of the
companies that provide marketing services improved, making the activities or tasks
carried out more efficient, in the same way the progress
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technology made them train in topics related to Artificial Intelligence for the reason that
in the majority of these companies they were born digital and that made them necessarily
acquire new knowledge so that over time the services offered are delivered efficiently.
6.2 RECOMMENDATIONS
Technologies are constantly evolving, which is why it is important for companies
to update themselves to new technologies that may appear because, if they remain in their
comfort zone, they may stagnate and not grow, therefore, not having an advantage over
the competition.
It is also recommended that they be able to make use of more intelligent
technologies and not only settle for the benefits that one technology may bring, it is
essential to know the advantages of other technologies so that they can implement them
in their operations as large companies are currently doing. in order to have a good
positioning in the market.
Given the emergence of new technologies, it is recommended that companies train
their staff and in the same way employees specialize in the management of Artificial
Intelligence technologies, as well as update their training in different topics that allows
them to adapt to any job so that Companies fight to hire them.
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ANNEXES
Annex Nº1: Ishikawa Diagram
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Annex Nº2: Survey of those in charge of the technological area
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Annex Nº3: Interview with bosses, directors or managers
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