Examinando por Materia "Inteligencia Artificial Generativa"

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    Gestión del conocimiento de colorantes naturales para bebidas a partir de una herramienta de inteligencia artificial generativa
    (Universidad EAFIT, 2025) Cardona Guerra, Paola; Palacio Peña, Juan Alejandro; Ninguno
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    Intervención comportamental para fomentar el uso de Microsoft Copilot en un entorno laboral : estudio de caso en Nequi
    (Universidad EAFIT, 2025) Castrillón-Elorza, María Isabel; Maya Villada, Sara; Ramírez García, María Isabel
    This thesis presents a behavioral science-based intervention aimed at promoting the use of Microsoft Copilot at Nequi, as part of a strategy to strengthen digital literacy in the workplace. The intervention was grounded in the COM-B model (Michie et al., 2011), integrating Behavior Change Techniques (BCTs) such as goal setting, modeling, and positive reinforcement, along with nudges to facilitate action. The strategy consisted of three short, practical, weekly micro-challenges aligned with the organizational context, supported by audiovisual capsules and motivational messages, and framed within a narrative inspired by Nequi’s culture: Copilab. The evaluation used a pre-post design with a control group and a mixed-methods measurement approach, combining Likert-type scales, self-reports, and prompt analysis. The results showed significant improvements in perceived capability and intention to use Copilot, but no significant changes were found in motivation or opportunity. The most frecuently reported barriers identified included lack of time, absence of visible role models, and cognitive overload. Overall, the findings suggest that brief, contextualized, behaviorally informed interventions can effectively activate the strategic use of AI, if they are supported by structural conditions that ensure long-term sustainability.
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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.
  • No hay miniatura disponible
    Publicación
    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.