Artificial intelligence in small business marketing campaigns: A phenomenological approach
DOI:
https://doi.org/10.46502/issn.2792-3681/2025.9.10Keywords:
artificial intelligence, marketing campaigns, small businesses, phenomenological approachAbstract
Currently, artificial intelligence acts as a strategic ally for small businesses, allowing them to overcome economic barriers and develop more efficient and personalized marketing strategies without relying on large budgets or specialized agencies. Given this reality, the objective of this research is to describe, from a phenomenological approach, how small businesses can incorporate artificial intelligence tools into their marketing campaigns, seeking to understand the meanings, perceptions, and experiences of entrepreneurs regarding their usefulness, challenges, and effects on customer relationships. To achieve this objective, a phenomenological, hermeneutic, and documentary methodology was used. The main conclusions highlight that the question of replacing advertisers and marketing professionals with AI must be considered with great caution, since, although technology can perform technical and operational tasks, the ability to understand contexts, generate marketing campaigns, and form essentially human business connections remains a realm of experience and anthropic.
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