Relationship with customers: the creative role of advertising content from artificial intelligence.

Abstract

Advertising is important in the business environment as it allows the construction of relationships with customers; that is why this research is oriented towards the proposal of a structured set of actions aimed at enhancing the functionality of pharmaceutical marketing content from artificial intelligence. Thus, it was based on a literature review focused on a qualitative method that allowed the analysis of relevant data for the object of study. In conclusion, it reflects conceptual foundations, emerging trends in the field, tools and concrete strategies that can be implemented in this area, which aims to personalize advertising content, generate competitive advantage and meet market needs.