MARKETING 7.0: INTELIGENCIA ARTIFICIAL, NEUROCIENCIA Y SOSTENIBILIDAD
Keywords:
Marketing 7.0, Inteligencia Artificial, Neurociencia del Consumidor, Sostenibilidad, Consumidor Aumentado, Analítica Predictiva.Synopsis
marketing vive una transformación sin precedentes. La digitalización, la inteligencia artificial, la expansión de los datos y la creciente importancia de la sostenibilidad están redefiniendo la manera en que las organizaciones comprenden a sus consumidores, diseñan estrategias y generan valor. En un entorno donde cada interacción produce información y donde los algoritmos participan activamente en las decisiones de consumo, las herramientas tradicionales resultan insuficientes para explicar la complejidad de los mercados contemporáneos.
Marketing 7.0: Inteligencia Artificial, Neurociencia y Sostenibilidad surge como una propuesta para comprender esta nueva realidad desde una perspectiva integrada. La obra parte de la idea de que la competitividad ya no depende únicamente de vender más, sino de la capacidad para interpretar datos, anticipar comportamientos, comprender los procesos cognitivos de los consumidores y actuar de manera responsable frente a los desafíos sociales y ambientales.
El consumidor actual ya no sigue recorridos lineales de decisión. Busca información, compara alternativas, interactúa con plataformas digitales y recibe recomendaciones personalizadas en tiempo real. Este fenómeno da origen al concepto de consumidor aumentado, cuyas decisiones se construyen mediante la interacción entre capacidades humanas y sistemas inteligentes.
La propuesta se articula alrededor de tres dimensiones complementarias. La primera es la inteligencia artificial, orientada a transformar datos en conocimiento capaz de describir, predecir y anticipar comportamientos. La segunda es la neurociencia, que permite comprender cómo los procesos cognitivos y emocionales influyen en la toma de decisiones. La tercera es la sostenibilidad, entendida como la incorporación de criterios económicos, sociales y ambientales en la creación de valor.
La convergencia de estas tres inteligencias constituye la esencia del Marketing 7.0. Su propósito es avanzar desde una lógica centrada en la persuasión hacia una orientada a anticipar, comprender, adaptar y regenerar. Más que una evolución tecnológica, representa una nueva forma de pensar el marketing: una disciplina capaz de integrar innovación, conocimiento humano y responsabilidad para construir organizaciones competitivas, confiables y sostenibles en el largo plazo.
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September 24, 2026
Copyright (c) 2025 Víctor Hugo Alcivar Bejarano, Franklin David Alcivar Calderón, Franklin Emilio Alcivar Calderón, Carolina Elizabeth Urbano García (Author)
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MARKETING 7.0: INTELIGENCIA ARTIFICIAL, NEUROCIENCIA Y SOSTENIBILIDAD. (2026). ANDES COGNITIO. https://doi.org/10.64230/5bypb228
