Examinando por Materia "Inteligencia Artificial Generativa"

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    Usos de la inteligencia artificial generativa para la optimización de la experiencia del cliente a la hora de realizar compras vía e-commerce
    (Universidad EAFIT, 2024) Gómez Giraldo, Andrés Mauricio; Sepúlveda Cardona, Edwin Andrés
    Most interaction processes were mediated by technology, which made technology culture take a relevant and essential position in defining its capacity for evolution and development. Cognitive processes, such as problem-solving, memory, creativity, and idea development, which were attributed to humans, were also skills that computing systems and algorithms could include, achieving automation and the creation of chatbots, virtual assistants, and recommendation mechanisms. Artificial Intelligence (AI), the science responsible for studying the artificial reproduction of human mind capabilities, impacted all aspects of an individual's daily life. In the field of Marketing, AI transformed brand communication processes and marketing tasks, generating changes in business models, increasing sales, conducting market studies and analyses, understanding consumers and their behavior, and improving the customer experience. This research aimed to identify the uses of Generative Artificial Intelligence (GAI) that contributed to optimizing customer experiences when making a purchase via e-commerce, through qualitative research with in-depth interviews with professionals with extensive knowledge of GAI and administrators of e-commerce portals.