{"id":4890,"date":"2023-04-18T12:37:11","date_gmt":"2023-04-18T17:37:11","guid":{"rendered":"https:\/\/willardmanrique.pe\/?p=4890"},"modified":"2023-10-04T12:31:30","modified_gmt":"2023-10-04T17:31:30","slug":"la-camara-2","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2023\/04\/18\/la-camara-2\/","title":{"rendered":"La C\u00e1mara"},"content":{"rendered":"
<\/div><\/div>

\u00bfC\u00f3mo se viene utilizando la IA para vender?<\/h3><\/div>
<\/div>

Por Willard Manrique<\/span><\/b>,\u00a0<\/span><\/i><\/b>
\n<\/span>CEO de Grupo Crosland y Profesor del PAD, Escuela de Direcci\u00f3n de la Universidad de Piura.<\/p>\n

Desde hace algunos a\u00f1os, muchas empresas participan en modelos predictivos de comportamiento de compra de sus consumidores. La IA ha impulsado esos procesos, al analizar grandes cantidades de datos sobre los clientes: patrones de compra, frecuencia, preferencias, comportamiento en l\u00ednea, entre otros. A partir de dicha informaci\u00f3n, los algoritmos pueden identificar patrones, permitiendo conocer tendencias y proyectando predicciones de compra futuras.<\/p>\n

Para hacerlo, la IA utiliza t\u00e9cnicas de aprendizaje autom\u00e1tico, un conjunto de algoritmos que permiten a las m\u00e1quinas aprender de los datos y mejorar su precisi\u00f3n con el tiempo. Estos algoritmos de aprendizaje autom\u00e1tico pueden ser supervisados, es decir, se les proporcionan ejemplos de datos etiquetados para que aprendan a clasificar nuevos datos, o no supervisados, descubriendo patrones sin la necesidad de etiquetas.<\/p>\n

Identificados los patrones y las tendencias relevantes, la IA genera predicciones sobre el comportamiento de compra futura. Por ejemplo, predecir qu\u00e9 productos son m\u00e1s probables a ser comprados por un cliente espec\u00edfico, cu\u00e1ndo es m\u00e1s probable que realice una compra y en qu\u00e9 canales de venta es m\u00e1s probable que la realice. Amazon ya aplica IA a partir de las b\u00fasquedas de clientes, por lo que recomienda productos, bas\u00e1ndose en los datos de compras y b\u00fasquedas anteriores. Con ello, llega a personalizar la experiencia de compra, con ofertas en funci\u00f3n a los intereses y datos que maneja.<\/p>\n

Las predicciones pueden ser utilizadas por las empresas para personalizar la experiencia de compra del cliente, ofreciendo productos y servicios relevantes y oportunos. Tambi\u00e9n pueden ser utilizados para optimizar la gesti\u00f3n del inventario y la cadena de suministro, lo que puede ayudar a las empresas a mejorar la eficiencia y reducir los costos, incluso.<\/p>\n

Desde hace a\u00f1os, Netflix emplea IA para personalizar la experiencia de visualizaci\u00f3n de pel\u00edculas de cada cliente, sugiriendo programas de televisi\u00f3n que se adaptan a los intereses y preferencias de cada cliente. Analiza los patrones de visualizaci\u00f3n de cada cliente, as\u00ed como los datos demogr\u00e1ficos y de ubicaci\u00f3n, para recomendaciones precisas y personalizadas. En otro rubro, Sephora, la cadena de tiendas de belleza, llega a personalizar la experiencia de compra con IA, tomando datos de su aplicaci\u00f3n m\u00f3vil y en sus tiendas, de preferencias, compras pasadas, marcas, etc.<\/p>\n

Este uso ha escalado a sectores como la banca. El Banco Santander, a trav\u00e9s de IA, analiza los patrones de gasto y las transacciones de los clientes para predecir cu\u00e1ndo es m\u00e1s probable que realicen una compra y qu\u00e9 productos o servicios son m\u00e1s propensos a comprar. As\u00ed se generan alianzas y promociones con el uso de servicios financieros, descuentos, planes y nuevos productos. Mientras se gestione data en los negocios, la IA ser\u00e1 una herramienta poderosa para personalizar la experiencia de compra de cada cliente; y, de cara a la gesti\u00f3n comercial, mejorar la satisfacci\u00f3n de clientes, una mejor gesti\u00f3n de inventarios, mejorar la eficiencia operativa y hacer una gesti\u00f3n de canales de venta y distribuci\u00f3n m\u00e1s estrat\u00e9gica.<\/p>\n<\/div>

<\/div>
Revisa la nota completa<\/span><\/i><\/a><\/div>
<\/div><\/div><\/div><\/div>
<\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":4892,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[134],"tags":[],"class_list":["post-4890","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulos"],"yoast_head":"\nLa C\u00e1mara - Willard Manrique<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/willardmanrique.pe\/en\/2023\/04\/18\/la-camara-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La C\u00e1mara - Willard Manrique\" \/>\n<meta property=\"og:url\" content=\"https:\/\/willardmanrique.pe\/en\/2023\/04\/18\/la-camara-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Willard Manrique\" \/>\n<meta property=\"article:published_time\" content=\"2023-04-18T17:37:11+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-04T17:31:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/willardmanrique.pe\/wp-content\/uploads\/2023\/10\/4.ABRIL_.La-Ca\u0301mara_Willard-Manrique_Co\u0301mo-se-viene-utilizando-la-IA-para-vender_SHORT.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"674\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Willard Manrique\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Willard Manrique\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/willardmanrique.pe\/2023\/04\/18\/la-camara-2\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/willardmanrique.pe\/2023\/04\/18\/la-camara-2\/\"},\"author\":{\"name\":\"Willard Manrique\",\"@id\":\"https:\/\/willardmanrique.pe\/#\/schema\/person\/5341186d124454865261f1dc3f296696\"},\"headline\":\"La C\u00e1mara\",\"datePublished\":\"2023-04-18T17:37:11+00:00\",\"dateModified\":\"2023-10-04T17:31:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/willardmanrique.pe\/2023\/04\/18\/la-camara-2\/\"},\"wordCount\":1954,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/willardmanrique.pe\/#\/schema\/person\/5341186d124454865261f1dc3f296696\"},\"image\":{\"@id\":\"https:\/\/willardmanrique.pe\/2023\/04\/18\/la-camara-2\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/willardmanrique.pe\/wp-content\/uploads\/2023\/10\/4.ABRIL_.La-Ca\u0301mara_Willard-Manrique_Co\u0301mo-se-viene-utilizando-la-IA-para-vender_SHORT.webp\",\"articleSection\":[\"Art\u00edculos\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/willardmanrique.pe\/2023\/04\/18\/la-camara-2\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/willardmanrique.pe\/2023\/04\/18\/la-camara-2\/\",\"url\":\"https:\/\/willardmanrique.pe\/2023\/04\/18\/la-camara-2\/\",\"name\":\"La C\u00e1mara - 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