La personalización de contenidos para audiencias masivas por medio de la generación automatizada con ChatGPT (GPT-4)

Useche Moreno, Edwin Andrés; Rendón Bello, Sara Valentina

La personalización de contenidos para audiencias masivas por medio de la generación automatizada con ChatGPT (GPT-4)

dc.contributor.advisor	Rojas Sánchez, Germán Mauricio
dc.contributor.author	Useche Moreno, Edwin Andrés
dc.contributor.author	Rendón Bello, Sara Valentina
dc.date.accessioned	2024-12-10T15:37:47Z
dc.date.available	2024-12-10T15:37:47Z
dc.date.issued	2024-10
dc.description.abstract	El propósito del estudio fue evaluar cómo la personalización de contenidos para audiencias masivas, mediante la generación automatizada con ChatGPT (GPT-4), puede mejorar la efectividad en el marketing digital. El estudio se enfocó en el uso de inteligencia artificial para personalizar mensajes en tiempo real y a gran escala, optimizando la experiencia del usuario sin comprometer la calidad. Para ello, se emplearon técnicas de recopilación de datos demográficos, de comportamiento y de preferencias de los usuarios mediante herramientas como cookies, CRM y encuestas, además de análisis de redes sociales. Estos datos fueron procesados y utilizados por ChatGPT para generar contenido personalizado en plataformas web y de correos electrónicos. Los resultados mostraron un incremento del 25% en la tasa de conversión y un aumento del 15% en el tiempo de interacción, lo que confirmó que la personalización incrementó la relevancia percibida y el compromiso de los usuarios. Asimismo, la retención de clientes mejoró un 18%, y la satisfacción del usuario alcanzó el 85% en las encuestas. Las conclusiones destacan que la personalización automatizada con ChatGPT no solo es viable a gran escala, sino que también representa una ventaja competitiva importante para las empresas que buscan mejorar su interacción con los clientes y aumentar las tasas de conversión y fidelización.
dc.description.abstractenglish	The purpose of the study was to evaluate how personalizing content for mass audiences, through automated generation with ChatGPT (GPT-4), can improve effectiveness in digital marketing. The study focused on the use of artificial intelligence to personalize messages in real time and at scale, optimizing the user experience without compromising quality. To achieve this, techniques were used to collect demographic data, behavior and user preferences through tools such as cookies, CRM and surveys, as well as social network analysis. This data was processed and used by ChatGPT to generate personalized content on web and email platforms. The results showed a 25% increase in conversion rate and a 15% increase in interaction time, confirming that personalization increased perceived relevance and user engagement. Additionally, customer retention improved by 18%, and user satisfaction reached 85% in surveys. The findings highlight that automated personalization with ChatGPT is not only viable at scale, but also represents an important competitive advantage for companies seeking to improve their interaction with customers and increase conversion and loyalty rates.
dc.description.degreelevel	Pregrado	spa
dc.description.degreename	Profesional en Marketing y Transformación Digital	spa
dc.format.mimetype	application/pdf
dc.identifier.instname	instname:Universidad El Bosque	spa
dc.identifier.reponame	reponame:Repositorio Institucional Universidad El Bosque	spa
dc.identifier.repourl	repourl:https://repositorio.unbosque.edu.co
dc.identifier.uri	https://hdl.handle.net/20.500.12495/13662
dc.language.iso	es
dc.language.iso	en_US
dc.publisher.faculty	Facultad de Ciencias Económicas y Administrativas	spa
dc.publisher.grantor	Universidad El Bosque	spa
dc.publisher.program	Marketing y Transformación Digital	spa
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dc.rights	Attribution-NonCommercial-NoDerivatives 4.0 International	en
dc.rights.accessrights	info:eu-repo/semantics/openAccess
dc.rights.accessrights	https://purl.org/coar/access_right/c_abf2
dc.rights.local	Acceso abierto	spa
dc.rights.uri	http://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject	Personalización de contenidos
dc.subject	Inteligencia artificial
dc.subject	ChatGPT
dc.subject	Marketing digital
dc.subject	Generación automatizada
dc.subject.ddc	382
dc.subject.keywords	Content personalization
dc.subject.keywords	Artificial intelligence
dc.subject.keywords	ChatGPT
dc.subject.keywords	Digital marketing
dc.subject.keywords	Automated generation
dc.title	La personalización de contenidos para audiencias masivas por medio de la generación automatizada con ChatGPT (GPT-4)
dc.title.translated	Personalizing content for mass audiences through automated generation with ChatGPT (GPT-4)
dc.type.coar	https://purl.org/coar/resource_type/c_7a1f
dc.type.coarversion	https://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.driver	info:eu-repo/semantics/bachelorThesis
dc.type.hasversion	info:eu-repo/semantics/acceptedVersion
dc.type.local	Tesis/Trabajo de grado - Monografía - Pregrado	spa