AI applied to SME marketing: Analysis and tools

Abstract

[EN] In this thesis an investigation is carried out about the potential of artificial intelligence to improve the marketing efficiency of small and medium enterprises. The main objective is to find opportunities where the integration of AI leads to a competitive advantage for the company that carries it out. Both qualitative and quantitative research methods have been used. Primary and secondary information has also been used. The primary information comes from two types of sources, a survey intended to observe people's opinion regarding the adoption of AI in business processes and two interviews conducted by the author with two business owners with the aim of finding processes that can be automated or implemented with artificial intelligence. The research contains a situational analysis of artificial intelligence positioning it in the focus of the research using PEST and SWOT analysis. An analysis of 4 applications that artificial intelligence can bring to SMEs is carried out and in each of these applications the advantages and possible disadvantages are evaluated and a tool is presented with the facilities that it is capable of providing. From the data obtained, the author draws some conclusions after his analysis. Young students tend to have more experiences with artificial intelligence, and they also tend to be positive, which can be a decisive change when these students enter the working world. The main conclusion is that there are tools capable of boosting the efficiency of small and medium-sized companies thanks to their technology. Although it is an integration that must be done with a previous work of recognition of the tasks to be automated and improve to meet the specific needs

[ES] El TFG tratará sobre el tema de la inteligencia artificial (IA) en el entorno de la pequeña y mediana empresa, organizado en diferentes capítulos. La introducción establecerá un marco general del tema, describiendo los objetivos y preguntas fundamentales de la investigación, junto con la metodología utilizada. El enfoque del segundo capítulo será el marco teórico de la IA, abordando su funcionamiento, historia, progreso y restricciones. En el tercer capítulo se examinará de qué manera la inteligencia artificial puede ser beneficiosa para las empresas, comentando ejemplos reales de éxitos y fracasos dentro del mundo empresarial. En el cuarto capítulo se analizarán las distintas herramientas de IA que existen en el mercado. Se llevará a cabo un estudio en profundidad posteriormente, que utilizará encuestas a propietarios de pequeñas empresas y trabajadores independientes para identificar problemas reales y proponer soluciones que combinen herramientas de IA. Finalmente, se presentarán las conclusiones obtenidas del estudio práctico, respondiendo a la pregunta principal de la investigación.