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Impact of Artificial Intelligence on Advertising Strategies in SMEs in Huancayo
DOI:
https://doi.org/10.26490/pucace.20261.2674Keywords:
Artificial intelligence, advertising strategies, digital marketing, SMEs, business advertising, technology adoptionAbstract
Artificial intelligence has progressively transformed business marketing and advertising processes by optimizing audience segmentation, automating content generation, and strengthening consumer interaction. In this context, the present study aimed to determine the impact of artificial intelligence on advertising strategies among small and medium-sized enterprises (SMEs) in the city of Huancayo. The research was conducted under a quantitative approach, with a basic, explanatory, and non-experimental cross-sectional design. The sample consisted of 385 participants from various SMEs in Huancayo, selected through non-probabilistic convenience sampling. Data were collected using a structured Likert-scale questionnaire validated through reliability, convergent validity, and discriminant validity analyses using SmartPLS 4. The results revealed that artificial intelligence had a positive and significant impact on advertising strategies (β = 0.628; p = 0.000), explaining 39.5% of the model variance (R² = 0.395). Likewise, the dimensions of perceived usefulness, perceived ease of use, and external variables showed significant relationships with advertising strategies. It is concluded that artificial intelligence represents a relevant strategic factor for strengthening the competitiveness, innovation, and advertising efficiency of SMEs in dynamic digital environments.
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Copyright (c) 2026 Saul Nilo Astuñaupa Flores, Karen Judith Larico Durand, Luis Antony Aquino de la Cruz, Nicole Stephany Ordoñez Osores, Jeanpier Javier Quiquias Mayta, Rony Franco Pérez Salazar, Lizbeth Villasana Gómez
This work is licensed under a Creative Commons Attribution 4.0 International License.
