Artificial intelligence has already transformed marketing, and it goes far beyond that

Artificial intelligence (AI), particularly in its generative form, has transitioned from a distant promise to a concrete reality in the business world. Although the topic has gained visibility recently, its advancement is not sudden: it represents the maturation of a technology developed over decades, which now finds practical applications in nearly all areas of the economy.

In marketing, the impact of AI is evident. The sector, long guided by intuition and experience, has undergone a transition over the past two decades toward a more data-driven approach. This shift has created an especially favorable environment for the adoption of AI-based technologies. With the massive accumulation of information on consumer behavior, campaign performance, and market trends, it has become essential to utilize tools capable of processing, cross-referencing, and interpreting data in real time.

Generative AI has been used not only for data analysis but also to accelerate the creative process. It is now possible to simulate consumer profiles, test different creative approaches, and predict campaign reception before launch. Tasks that once required weeks—or even months—of qualitative research with focus groups across multiple markets can now be completed in a few days with technological support.

This does not mean traditional research has become obsolete. Rather, complementarity exists: AI enables a preliminary stage of experimentation and validation, making the process more agile, efficient, and economical. Data-driven decision-making becomes an ally to creativity, not its substitute.

Beyond marketing, the use of artificial intelligence is also expanding into areas such as materials science, cosmetics, and animal welfare. Tests that previously relied on animal use are being replaced by sophisticated computational simulations capable of predicting chemical reactions and compound interactions with extremely high precision. In this case, AI acts as a catalyst for both ethical and technical change.

More than an isolated tool, artificial intelligence has become a kind of "orchestrator" of other emerging technologies. When combined with automation, 3D modeling, big data, and the Internet of Things (IoT), it paves the way for previously unthinkable solutions—including the creation of new materials and the reconfiguration of entire production chains.

The challenge now is no longer understanding "if" AI will be incorporated into the daily operations of businesses, but "how" this will be done responsibly, transparently, and strategically. The transformative potential of the technology is undeniable, but its implementation requires care, ethical guidelines, and continuous skill development.

Contrary to common assumption, artificial intelligence does not replace human intelligence—it enhances it. Businesses that strike this balance will gain a competitive advantage in an increasingly dynamic and demanding market.