Empowering Marketing Strategies of SMEs in Emerging  Countries with Generative Artificial Intelligence

Giuliana  Cornejo-Meza; Jesús  Vivanco; Moisés  Huayanay; Nicolas A.  Nunez

doi:10.36941/ajis-2024-0162

Authors

Giuliana Cornejo-Meza San Ignacio de Loyola, Escuela ISIL, Lima, Perú
Jesús Vivanco Pontificia Universidad Católica del Perú, Lima, Perú
Moisés Huayanay ESAN Graduate School of Business, Lima, Perú
Nicolas A. Nunez Pontificia Universidad Católica del Perú, Lima, Perú; Centrum Católica Graduate Business School, Lima, Perú

DOI:

https://doi.org/10.36941/ajis-2024-0162

Keywords:

Marketing strategy, SMEs, Generative artificial intelligence, SME marketing, artificial intelligence

Abstract

The emergence of generative artificial intelligence has become highly relevant globally, given the many benefits provided by applications such as ChatGPT. However, there is little evidence on small and medium-sized enterprises' perceptions of the potential use and impacts of generative artificial intelligence. In this study, 17 semi-structured interviews were conducted with SME owners in Chile and Peru. Therefore, we were able to understand the perceptions of entrepreneurs about the possibilities offered using generative artificial intelligence tools for the marketing strategies of their organizations. This study extends the literature on generative artificial intelligence and SME marketing.

Received: 4 June 2024 / Accepted: 30 August 2024 / Published: 05 September 2024