{"id":534547,"date":"2024-12-09T05:00:05","date_gmt":"2024-12-09T05:00:05","guid":{"rendered":"https:\/\/www.capgemini.com\/mx-es\/?post_type=research-and-insight&#038;p=534547"},"modified":"2025-04-05T07:31:18","modified_gmt":"2025-04-05T07:31:18","slug":"navegar-en-la-era-de-la-ia-gen","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/mx-es\/insights\/biblioteca-de-investigacion\/navegar-en-la-era-de-la-ia-gen\/","title":{"rendered":"Navegar en la era de la IA Gen"},"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\/04\/Navigating_the_Gen_AI_era-Webpage_Background.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Navigating_the_Gen_AI_era-Webpage_Background.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Navigating_the_Gen_AI_era-Webpage_Background.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Navigating_the_Gen_AI_era-Webpage_Background.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Navigating_the_Gen_AI_era-Webpage_Background.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Navigating_the_Gen_AI_era-Webpage_Background.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Navigating_the_Gen_AI_era-Webpage_Background.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Navigating_the_Gen_AI_era-Webpage_Background.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Navigating_the_Gen_AI_era-Webpage_Background.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:67% 49%\" 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\">Data and AI<\/span><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Navegar en la era de la IA Gen<\/h1><\/div><div class=\"inner-row-insight download-btn\"><\/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\/solutions\/hr-data-analytics\/\" 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-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/solutions\/hr-data-analytics\/&amp;text=HR%20data%20analytics\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/solutions\/hr-data-analytics\/&amp;text=HR%20data%20analytics\" 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<h2 class=\"wp-block-heading\" id=\"h-perspectivas-y-estrategias-para-el-futuro-del-marketing-bancario\">Perspectivas y estrategias para el futuro del marketing bancario<\/h2>\n\n\n\n<p>La inteligencia artificial generativa (IA) se ha convertido r\u00e1pidamente en una herramienta de uso generalizado que se est\u00e1 aplicando en organizaciones de muchos sectores. En el caso de los bancos, promete transformar el funcionamiento del marketing. Para entender c\u00f3mo se est\u00e1 utilizando en la banca, el Instituto de Investigaci\u00f3n Capgemini encuest\u00f3 y entrevist\u00f3 a diversos ejecutivos de marketing de 216 bancos de 14 pa\u00edses.<\/p>\n\n\n\n<p>En general, el inter\u00e9s por la IA generativa est\u00e1 aumentando en todo el sector bancario, y la mayor\u00eda de las funciones empresariales afirman que est\u00e1n probando, utilizando o tienen estrategias para utilizar esta tecnolog\u00eda. Sin embargo, los grupos de marketing parecen estar avanzando con especial rapidez, ya que el 72% ha tomado medidas al respecto. Otro 8% est\u00e1 adoptando un enfoque de \u00abobservar y esperar\u00bb.<\/p>\n\n\n\n<p>Para avanzar con \u00e9xito, los directores de marketing deben centrarse en varias cuestiones fundamentales:<\/p>\n\n\n\n<figure class=\"wp-block-image alignright size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Navigating_the_Gen_AI_era-Document_Thumbnail_40cb86.jpg\" alt=\"\" class=\"wp-image-1011535\" style=\"width:200px\"\/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Direcci\u00f3n estrat\u00e9gica<\/strong> con objetivos claros para el uso de la IA generativa en marketing y hojas de ruta que prioricen los objetivos a corto y medio plazo.<\/li>\n\n\n\n<li><strong>Liderazgo y supervisi\u00f3n<\/strong> con un grupo de trabajo especializado en marketing, s\u00f3lidas directrices \u00e9ticas y un seguimiento continuo de las cambiantes normativas sobre IA.<\/li>\n\n\n\n<li><strong>Ejecuci\u00f3n iterativa<\/strong> con un enfoque gradual de la implementaci\u00f3n que comienza con proyectos a peque\u00f1a escala centrados en usos de alto impacto y bajo riesgo, y crece con el tiempo.<\/li>\n\n\n\n<li><strong>Ampliaci\u00f3n de los l\u00edmites<\/strong> con nuevas y m\u00e1s amplias asociaciones externas y evoluci\u00f3n de las funciones de liderazgo de marketing que abarcan tecnolog\u00edas de vanguardia.<\/li>\n\n\n\n<li><strong>Un fuerte enfoque<\/strong> en los datos que garantice el uso de conjuntos de datos diversos y de alta calidad y prepare una base de datos s\u00f3lida para respaldar la IA generativa.<\/li>\n<\/ul>\n\n\n\n<p>Explore nuestro \u00faltimo punto de vista para descubrir valiosas perspectivas y estrategias innovadoras adaptadas a los bancos que pretenden aprovechar todo el potencial de la IA generativa.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-outline is-style-outline--1\"><a 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