Mercados y emprendimiento

Global marketing and digital personalization: AI-driven strategies for reaching diverse markets and building customer loyalty

José Martin Díaz Pulido, Steven Felipe Quintero Martínez

La portada identifica dos autores, pero el bloque «How to cite» omite a Steven Felipe Quintero Martínez. Aquí se conserva la autoría de la portada; confirmar con el equipo editorial antes de citar.

https://doi.org/10.15332/24224529.11454 · pp. 24-33

Palabras clave: global marketing, artificial intelligence, digital personalization, customer loyalty, digital strategies.

Resumen

Market globalization has required organizations to develop smarter, more personalized marketing strategies that can adapt to diverse cultural contexts. In this scenario, artificial intelligence (AI) has emerged as a key resource for transforming traditional digital marketing practices. This article analyzes how AI-supported digital strategies enable organizations to reach and retain global audiences through automated personalization processes, predictive analytics, and advanced segmentation. Using a mixed-methods approach, including semi-structured interviews with Colombian experts and structured surveys based on a Likert scale, the study identified the most commonly used tools, such as personalized expert systems, message automation, applications designed to simulate human conversations, and sentiment analysis, among others, as well as their effects on customer loyalty. The findings reveal a high level of adoption of artificial intelligence solutions in medium-sized and large companies, along with a positive perception of their effectiveness in building strong relationships with consumers. However, significant challenges related to the technology gap, the cultural adaptation of algorithms, and the ethical implications of data management were also identified. It is concluded that the success of these strategies depends on organizations’ ability to integrate technology, cultural understanding, and user experience in global digital environments. This study provides a contextualized perspective from Colombia, with practical implications for companies seeking to expand into international markets through emerging technologies focused on personalization and the customer experience, which offer new opportunities while also posing challenges for their implementation and management.

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