Keywords
Inteligencia artificial, marketing, educación superior, negocios, co-creación, basado en juegos
Abstract
La Inteligencia Artificial tiene un impacto muy importante en la estrategia de marketing de una empresa. Desde la personalización, la toma de decisiones o el desarrollo de contenido, existen varios instrumentos de creación de valor que pueden aumentar la notoriedad de una marca. Sin embargo, la literatura muestra que los estudiantes de Educación Superior no comprenden completamente las oportunidades y amenazas que la IA aplicada al Marketing tiene en sus futuros trabajos. Este documento describe la conceptualización y validación de una herramienta basada en juegos para promover el conocimiento sobre la IA aplicada al Marketing. Dirigida a estudiantes de Educación Superior que están a punto de ingresar al mercado laboral, esta solución fue diseñada para aumentar el sentido crítico de los usuarios sobre las oportunidades y los peligros del uso de tecnologías automatizadas. Se organizaron cuatro sesiones de co-creación utilizando un enfoque de Design Thinking para aumentar la participación y la creatividad de todos los participantes. Trailblazer AI, un prototipo de un juego de mesa con 300 preguntas, se produjo en las siguientes categorías: Fundamentos de Marketing de IA; Herramientas y Plataformas; Ética y Privacidad; Métricas y Análisis; Estudios de Caso e Historias de Éxito; y Creación de Contenido Potenciado por IA. El prototipo fue validado con un grupo diferente de 25 estudiantes. Los resultados sugieren que las herramientas basadas en juegos desarrolladas con estudiantes en entornos de co-creación pueden promover la motivación y el conocimiento en IA aplicada al Marketing. El 92 % de los encuestados las considera una buena herramienta para fomentar el conocimiento sobre IA, y el 72 % de los estudiantes se muestra motivado para jugar en contextos recreativos.
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Received: 2025-01-15 | Reviewed: 2025-04-05 | Accepted: 2025-04-06 | Online First: 2025-07-21 | Published: 2025-07-24
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Hernani Zão Oliveira., Helena Lima. (2025). IA y Marketing: acortando la brecha entre estudiantes de educación superior mediante una herramienta basada en juegos. Comunicar, 33(82). 10.5281/zenodo.16123256