El uso de la inteligencia artificial en campañas de marketing de influencia. Estudio de caso: Empresa One To One PR Consulting.

Abstract

Currently, many artificial intelligence (AI) tools are being implemented in the context of digital marketing, both for the generation of creative ideas, as well as for the study of influencer profiles. For which this study aims to describe the use of AI in Influencer Marketing campaigns in the company One To One PR Consulting. For this purpose, a mixed approach quali-quantitative research of descriptive and exploratory type was carried out. Information was collected through interviews with digital marketing experts and from metrics reports of Instagram influencer marketing campaigns conducted by One to One with and without the use of AI. Five campaigns that were done with the use of AI and 4 campaigns with and without AI were selected for comparison. The results of the metrics indicated that the application of INFLUENCITY for instant profile targeting and GPT Chat for content creation works effectively to meet clients' goals. The experts emphasized the importance of using these tools as a way to meet high levels of engagement quickly and efficiently.