Marco teórico sobre la creatividad humana como habilidad en el marketing empresarial en la era de inteligencia artificial
DOI:
https://doi.org/10.29105/vtga12.2-1297Palabras clave:
Creatividad Humana, Marketing Empresarial, Inteligencia Artificial, Estrategias de MarketingResumen
La creatividad humana es fundamental en el marketing empresarial, especialmente en la era de la inteligencia artificial (IA). Aunque la IA ofrece herramientas avanzadas para agilizar el análisis de datos y mejorar la personalización, la creatividad humana sigue siendo esencial para diseñar estrategias que generen conexiones emocionales profundas con los consumidores (Amabile T. M., 2020). Este artículo presenta un análisis bibliométrico sobre la relevancia de la creatividad en marketing en un contexto de creciente presencia de la IA, identificando tendencias, autores destacados y temas clave en la literatura reciente. La investigación analiza la frecuencia de términos relacionados con creatividad, marketing e IA en bases de datos académicas y visualiza las conexiones entre estos conceptos mediante análisis de co-ocurrencia y co-citación. Los hallazgos subrayan cómo la creatividad humana desempeña un papel crucial en la generación de comunicación original, estratégica, empática y personalizada. Al mismo tiempo, el uso de la inteligencia artificial como herramienta está revolucionando el marketing al agilizar el análisis de datos, la creación de imágenes y otras ventajas competitivas que cada vez son más indispensables en el sector, nos lleva a analizar si existe un equilibrio entre el talento creativo y la tecnología.
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Derechos de autor 2026 Keila Kraul Flores y Karla Annett Cynthia Sáenz-López
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