Use of AI for the application of audience segmentation strategies

Abstract

In the field of marketing and advertising, audience segmentation is essential to understand customer needs and behavior. Artificial Intelligence (AI) offers the opportunity to optimize this process, especially in higher education, where it can generate more accurate and personalized information. AI has become a key tool to streamline segmentation, reduce costs, and improve advertising strategies. In higher education institutes in Guayaquil, AI is presented as a way to create programs and courses more tailored to students, facilitating online learning with personalized tutoring. However, its implementation poses ethical and technical challenges, such as algorithmic biases and data privacy. This study seeks to analyze the technical challenges associated with AI in audience segmentation, with the aim of proposing a conceptual framework that addresses ethical and technical aspects. Through a quantitative approach and a descriptive-exploratory design, the perception of entrepreneurs regarding the use of AI in segmentation will be examined, as well as the barriers and opportunities that companies face when implementing this technology. The survey technique will be used to collect data from 100 entrepreneurs in Guayaquil, in order to identify the main areas for improvement and propose guidelines to overcome technical challenges in the implementation of AI in audience segmentation.