{"id":555926,"date":"2024-03-19T11:51:21","date_gmt":"2024-03-19T10:51:21","guid":{"rendered":"https:\/\/www.capgemini.com\/es-es\/?post_type=research-and-insight&#038;p=555926"},"modified":"2025-03-12T08:08:52","modified_gmt":"2025-03-12T07:08:52","slug":"inversion-efectiva-en-ia-generativa-para-marketing","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/inversion-efectiva-en-ia-generativa-para-marketing\/","title":{"rendered":"Inversi\u00f3n efectiva en IA generativa para marketing"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Customer first<\/span><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Inversi\u00f3n efectiva en IA generativa para marketing<\/h1><\/div><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles addPadding\"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/03\/POV_Effective-investment-in-generative-AI-for-marketing_VF-Light.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><span>Download PoV<\/span><span class=\"type\">2 MB  pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=1006915\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=1006915\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<h3 class=\"wp-block-heading\" id=\"h-mientras-que-el-60-de-las-organizaciones-afirmaban-en-2023-haber-implementado-o-explorado-activamente-la-ia-generativa-en-marketing-en-2024-casi-el-80-ha-asignado-presupuesto-para-integrarla-en-sus-iniciativas-de-marketing-o-expresado-planes-para-hacerlo-esta-su-organizacion-preparada-para-aprovechar-esta-tecnologia\">Mientras que el 60% de las organizaciones afirmaban en 2023 haber implementado o explorado activamente la IA generativa en marketing, en 2024 casi el 80% ha asignado presupuesto para integrarla en sus iniciativas de marketing o expresado planes para hacerlo. \u00bfEst\u00e1 su organizaci\u00f3n preparada para aprovechar esta tecnolog\u00eda?<\/h3>\n\n\n\n<p>La IA generativa est\u00e1 cambiando la cara del marketing. Desde la creaci\u00f3n de contenido personalizado hasta los momentos de conexi\u00f3n con los clientes e incluso la generaci\u00f3n de nuevas ideas creativas, esta tecnolog\u00eda est\u00e1 cambiando fundamentalmente la forma en que se crea y distribuye el contenido.<\/p>\n\n\n\n<p>En este punto de vista exploramos este fen\u00f3meno con mayor detalle y analizamos los pasos que est\u00e1n tomando las organizaciones de marketing para aprovechar las ventajas de esta tecnolog\u00eda en la actualidad, al tiempo que las posicionamos para acceder a toda la gama de beneficios que se expandir\u00e1n a lo largo del ciclo de vida del contenido a medida que caigan m\u00e1s barreras de adopci\u00f3n.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-conclusiones\"><strong>Conclusiones<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Mejorar el contenido<\/strong>:&nbsp;descubre c\u00f3mo las organizaciones de marketing pueden aprovechar la IA Generativa para respaldar el aumento exponencial en la creaci\u00f3n de contenido sin comprometer la calidad ni aumentar los costes.<\/li>\n\n\n\n<li><strong>Habilitar una estrategia de contenido verdaderamente personalizada<\/strong>: te invitamos a conocer c\u00f3mo incorporar la IA Generativa a lo largo del ciclo de vida del contenido. Esto no solo puede ayudar a crear interacciones muy relevantes y significativas, sino tambi\u00e9n garantizar que los mensajes se entreguen a la persona adecuada, en el momento adecuado a trav\u00e9s de su canal preferido.<\/li>\n\n\n\n<li><strong>Aprovechar los datos para amplificar los resultados:<\/strong>&nbsp;descubre c\u00f3mo las organizaciones pueden utilizar la IA tradicional y generativa para superponer informaci\u00f3n valiosa de los clientes en tiempo real sobre sus datos hist\u00f3ricos para dise\u00f1ar una estrategia de contenido individualizada.<\/li>\n\n\n\n<li><strong>Sentar las bases digitales para generar valor:<\/strong>&nbsp;Conoce c\u00f3mo establecer una base s\u00f3lida que conduzca a la integraci\u00f3n de la IA, considerando factores como la gesti\u00f3n del cambio, los derechos de autor y la integridad de la marca, la gesti\u00f3n de datos, la sostenibilidad y la componibilidad del software, para capitalizar eficazmente el valor de esta tecnolog\u00eda. .<\/li>\n<\/ul>\n\n\n\n<p>Si bien est\u00e1 claro que la IA Generativa va a cambiar el mundo del marketing, la mayor\u00eda de las organizaciones entienden que esta transformaci\u00f3n no estar\u00e1 exenta de desaf\u00edos. Para ayudar a las organizaciones a comprender c\u00f3mo integrar estrat\u00e9gicamente la IA Generativa y al mismo tiempo abordar los riesgos de adopci\u00f3n, hemos incluido un conjunto de herramientas integral en nuestro punto de vista que ofrece orientaci\u00f3n pr\u00e1ctica para seleccionar herramientas GenAI, crear un marco piloto, gestionar cuestiones legales y m\u00e1s. <\/p>\n\n\n\n<p><strong>Descarga este punto de vista <\/strong>para obtener m\u00e1s informaci\u00f3n sobre c\u00f3mo la IA Generativa est\u00e1 revolucionando esta industria y c\u00f3mo su organizaci\u00f3n puede aprovechar esta tecnolog\u00eda emergente ahora y en el futuro.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n<section class=\"latest-insights layout-odd \"><div class=\"container\"><div class=\"insight-title\"><h2 class=\"latest-insight-title\">Informes relacionados<\/h2><\/div><div class=\"layout-single-card\">\n                      <div class=\"row align-items-center w-lg-100\">\n                        <div class=\"card-image-wrapper\">\n                                <div class=\"card-image\" data-image-url=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/generando-confianza-en-la-ia\/\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/03\/Confidence-in-AI-banner-2880x1800-1.jpg?w=2048&#038;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/03\/Confidence-in-AI-banner-2880x1800-1.jpg?w=2048&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 1500px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/03\/Confidence-in-AI-banner-2880x1800-1.jpg?w=1024&#038;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/03\/Confidence-in-AI-banner-2880x1800-1.jpg?w=2048&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 992px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/03\/Confidence-in-AI-banner-2880x1800-1.jpg?w=1024&#038;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/03\/Confidence-in-AI-banner-2880x1800-1.jpg?w=2048&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 768px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/03\/Confidence-in-AI-banner-2880x1800-1.jpg?w=500&#038;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/03\/Confidence-in-AI-banner-2880x1800-1.jpg?w=1000&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 0)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/03\/Confidence-in-AI-banner-2880x1800-1.jpg\" alt=\"\" style=\"object-position: 50% 50%; object-fit: cover;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/picture>\n                                <\/div>\n                            <\/div>\n                            <div class=\"col-12 col-md-5 col-lg-7\"><\/div>\n                        <div class=\"col-12 col-md-7 col-lg-5\">\n                            <a href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/generando-confianza-en-la-ia\/\" aria-label=\"Generando confianza en la IA\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-start\">\n                                <div class=\"card-tag\">Report<\/div>\n                                <h3 class=\"card-title\">Generando confianza en la IA<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini.svg\" alt=\"capgemini\" class=\"light\">\n\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-white.svg\" alt=\"capgemini\" class=\"dark\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                     <\/div>\n                    <\/div><div class=\"layout-two-card cards-reversed\">\n                                <div class=\"row align-items-center\"><div class=\"card-image-wrapper\">\n                                <div class=\"card-image\" data-image-url=\"https:\/\/www.capgemini.com\/es-es\/research-and-insight\/cmo-playbook-gen-ai\/\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/12\/CMO-playbook-Gen-AI_2880X1800.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/12\/CMO-playbook-Gen-AI_2880X1800.jpg?w=800&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 1500px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/12\/CMO-playbook-Gen-AI_2880X1800.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/12\/CMO-playbook-Gen-AI_2880X1800.jpg?w=800&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 992px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/12\/CMO-playbook-Gen-AI_2880X1800.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/12\/CMO-playbook-Gen-AI_2880X1800.jpg?w=800&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 768px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/12\/CMO-playbook-Gen-AI_2880X1800.jpg?w=350&#038;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/12\/CMO-playbook-Gen-AI_2880X1800.jpg?w=700&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 0)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/12\/CMO-playbook-Gen-AI_2880X1800.jpg\" alt=\"\" style=\"object-position: 50% 50%; object-fit: cover;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/picture>\n                                <\/div>\n                            <\/div><div class=\"col-12 col-md-6 col-lg-4 flex-sm-order-reverse\">\n                            <a href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/why-cx-teams-need-to-take-a-leadership-role-in-their-companys-generative-ai-strategy\/\" aria-label=\"Por qu\u00e9 los equipos de CX deben asumir un papel de liderazgo en la estrategia de IA generativa\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-start\">\n                                <div class=\"card-tag\">Point of view<\/div>\n                                <h3 class=\"card-title\">Por qu\u00e9 los equipos de CX deben asumir un papel de liderazgo en la estrategia de IA generativa<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-white.svg\" alt=\"capgemini\" class=\"light\">\n\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-white.svg\" alt=\"capgemini\" class=\"dark\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                    <div class=\"col-12 col-md-6 col-lg-4\">\n                           <a href=\"https:\/\/www.capgemini.com\/es-es\/research-and-insight\/cmo-playbook-gen-ai\/\" aria-label=\"Manual de IA Generativa para el CMO\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-center\">\n                                <div class=\"card-tag\">Capgemini Research Institute<\/div>\n                                <h3 class=\"card-title\">Manual de IA Generativa para el CMO<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute.svg\" alt=\"capgemini-research-institute\" class=\"light\">\n\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute-white.svg\" alt=\"capgemini-research-institute\" class=\"dark\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                    <div class=\"col-12 col-lg-4 d-md-none d-lg-block\"><\/div><\/div>\n                    <\/div><\/div><\/section>\n\n\n<section class=\"wp-block-cg-blocks-learn-more learnMoreBlock updated-new-sample-amal\"><div class=\"container\"><div class=\"content-title\"><h2 class=\"learnmore-heading\">Nuestros servicios<\/h2><\/div><div class=\"row\"><div class=\"col-md-4\"><div class=\"box\"><div class=\"box-wrapper\"><a class=\"box-title\" href=\"https:\/\/www.capgemini.com\/es-es\/servicios\/customer-first\/experiencia-de-cliente\/marketing-conectado\/\" target=\"\" aria-label=\"Marketing conectado\" rel=\"noopener noreferrer\"><div class=\"box-img-wrapper\"><img decoding=\"async\" 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class=\"box-img-wrapper\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/Generative-AI-for-Customer-Experience.jpg?w=500&amp;quality=70\" srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/Generative-AI-for-Customer-Experience.jpg?w=500&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/Generative-AI-for-Customer-Experience.jpg?w=1000&amp;quality=70 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><h3 class=\"titleWithoutLink_learnMore\">IA generativa para  customer experience<\/h3><\/a><\/div><\/div><div class=\"box-inner\"><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-wrapper-people-slider section section--expert-slider wrapper-people-slider undefined\"><div class=\"container\"><div class=\"content-title\"><h2 data-maxlength=\"34\" class=\"people-heading-title\">Conoce a nuestros 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aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">Raul Bartolom\u00e9<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span>Head of Global GenAI Industry Solutions Portfolio<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Abrir en una nueva ventana\" href=\"https:\/\/www.linkedin.com\/in\/rbartolomer\/\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"people-info\">VP y Director Ejecutivo de la unidad de Datos y Anal\u00edtica de Capgemini Espa\u00f1a. Miembro del Comit\u00e9 de Direcci\u00f3n de Capgemini Espa\u00f1a y miembro del Comit\u00e9 de Direcci\u00f3n de la Unidad de Negocio de Datos del Sur de Europa.\n\nSoy un apasionado de la tecnolog\u00eda y de c\u00f3mo resuelve, mejora y transforma nuestras vidas y nuestros negocios. Disfruto siendo un impulsor del cambio, un evangelista de c\u00f3mo entender los nuevos paradigmas, y ayudar a garantizar que todo el mundo los entiende y se beneficia de ellos.<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\n\n\t\t<div class=\"slide\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"col-md-6 col-lg-4 box-img-wrapper\">\n\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/02\/MicrosoftTeams-image-40.jpg\" alt=\"Clarisa Mart\u00ednez\"\/>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"col-md-6 col-lg-8 box-inner\">\n\t\t\t\t\t\t<div class=\"row title-social-media-header\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 mbl-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Abrir en una nueva ventana\" href=\"https:\/\/www.linkedin.com\/in\/clarisamargonzalez\/\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">Clarisa Mart\u00ednez<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span>Director Data, Analytics and AI I CoE &#8211; Insights and Data\u00a0<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Abrir en una nueva ventana\" href=\"https:\/\/www.linkedin.com\/in\/clarisamargonzalez\/\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div><\/div><\/div><div class=\"slider-nav\"><button class=\"slider-prev inactive\" aria-label=\"Slider-previous\" tabindex=\"-1\"><\/button><ul class=\"slider-paginator\"><\/ul><button class=\"slider-next\" aria-label=\"Slider-next\"><\/button><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>La IA generativa est\u00e1 cambiando la cara del marketing. Desde la creaci\u00f3n de contenido altamente personalizado hasta la determinaci\u00f3n de los puntos de conexi\u00f3n \u00f3ptimos con los clientes e incluso la generaci\u00f3n de nuevos conocimientos e ideas creativas, esta tecnolog\u00eda est\u00e1 cambiando fundamentalmente la forma en que se crea y distribuye el contenido.<\/p>\n","protected":false},"author":257,"featured_media":555927,"template":"","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"a88777fe-a062-4854-a228-46aaec622dd8\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":true,"cg_dt_link_disabled":false,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":46,"primary_term":"Customer first","featured_focal_points":""},"tags":[637],"research-and-insight-type":[85],"theme":[46],"brand":[],"service":[163],"industry":[],"partners":[],"content-group":[],"class_list":["post-555926","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry","tag-experiencia-de-cliente","research-and-insight-type-point-of-view","theme-customer-first","service-customer-experience"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Inversi\u00f3n efectiva en IA generativa para marketing - Capgemini Spain<\/title>\n<meta name=\"description\" content=\"La IA generativa est\u00e1 cambiando la cara del marketing. 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