How do new ventures use AI to enhace creative marketing?

En la última década, el desarrollo de las tecnologías digitales ha dado a las empresas entre industrias muchas oportunidades para crecer y ser más eficientes y eficaces. La Inteligencia Artificial está revolucionando la naturaleza de la creación de nuevas empresas, las operaciones de las organizacio...

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Fecha de publicación:
2022
Institución:
Universidad del Rosario
Repositorio:
Repositorio EdocUR - U. Rosario
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spa
OAI Identifier:
oai:repository.urosario.edu.co:10336/38143
Acceso en línea:
https://doi.org/10.48713/10336_38143
https://repository.urosario.edu.co/handle/10336/38143
Palabra clave:
Marketing
AI
Emprendimiento
Mercadeo
Creatividad
Entrepreneurship
Marketing
Artificial Intelligence
Creativity
Rights
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Attribution-NoDerivatives 4.0 International
id EDOCUR2_8805f043d84e567c81ffb06c3a13c0aa
oai_identifier_str oai:repository.urosario.edu.co:10336/38143
network_acronym_str EDOCUR2
network_name_str Repositorio EdocUR - U. Rosario
repository_id_str
dc.title.none.fl_str_mv How do new ventures use AI to enhace creative marketing?
dc.title.TranslatedTitle.none.fl_str_mv ¿Cómo los emprendimientos utilizan la Inteligencia Artificial para generar Marketing creativo?
title How do new ventures use AI to enhace creative marketing?
spellingShingle How do new ventures use AI to enhace creative marketing?
Marketing
AI
Emprendimiento
Mercadeo
Creatividad
Entrepreneurship
Marketing
Artificial Intelligence
Creativity
title_short How do new ventures use AI to enhace creative marketing?
title_full How do new ventures use AI to enhace creative marketing?
title_fullStr How do new ventures use AI to enhace creative marketing?
title_full_unstemmed How do new ventures use AI to enhace creative marketing?
title_sort How do new ventures use AI to enhace creative marketing?
dc.contributor.advisor.none.fl_str_mv Schneckenberg, Dirk
dc.subject.none.fl_str_mv Marketing
AI
Emprendimiento
Mercadeo
Creatividad
topic Marketing
AI
Emprendimiento
Mercadeo
Creatividad
Entrepreneurship
Marketing
Artificial Intelligence
Creativity
dc.subject.keyword.none.fl_str_mv Entrepreneurship
Marketing
Artificial Intelligence
Creativity
description En la última década, el desarrollo de las tecnologías digitales ha dado a las empresas entre industrias muchas oportunidades para crecer y ser más eficientes y eficaces. La Inteligencia Artificial está revolucionando la naturaleza de la creación de nuevas empresas, las operaciones de las organizaciones y todas las áreas inherentes a ellas (Nambisan, Wright y Feldman, 2019). De ese modo, también fomenta un modelo cambiante para perseguir el marketing. Dado que, en su esencia, es la sinergia entre el análisis de datos y la creatividad, la adaptación de la IA como herramienta de estrategia de marketing se está convirtiendo en clave para alcanzar el éxito y mayores ingresos (Thiraviyam, 2018). Este trabajo tiene como objetivo analizar cómo se pueden impulsar las actividades de marketing de los emprendimientos mediante la implementación de la IA como un asistente inteligente; al mismo tiempo, presenta una serie de softwares que demostraron aportar valor a los esfuerzos de marketing.
publishDate 2022
dc.date.created.none.fl_str_mv 2022-08-30
dc.date.accessioned.none.fl_str_mv 2023-02-24T14:02:13Z
dc.date.available.none.fl_str_mv 2023-02-24T14:02:13Z
dc.type.none.fl_str_mv bachelorThesis
dc.type.coar.fl_str_mv http://purl.org/coar/resource_type/c_7a1f
dc.type.document.none.fl_str_mv Trabajo de grado
dc.type.spa.none.fl_str_mv Trabajo de grado
dc.identifier.doi.none.fl_str_mv https://doi.org/10.48713/10336_38143
dc.identifier.uri.none.fl_str_mv https://repository.urosario.edu.co/handle/10336/38143
url https://doi.org/10.48713/10336_38143
https://repository.urosario.edu.co/handle/10336/38143
dc.language.iso.none.fl_str_mv spa
language spa
dc.rights.*.fl_str_mv Attribution-NoDerivatives 4.0 International
dc.rights.coar.fl_str_mv http://purl.org/coar/access_right/c_abf2
dc.rights.acceso.none.fl_str_mv Abierto (Texto Completo)
dc.rights.uri.*.fl_str_mv http://creativecommons.org/licenses/by-nd/4.0/
rights_invalid_str_mv Attribution-NoDerivatives 4.0 International
Abierto (Texto Completo)
http://creativecommons.org/licenses/by-nd/4.0/
http://purl.org/coar/access_right/c_abf2
dc.format.extent.none.fl_str_mv 83 pp
dc.format.mimetype.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidad del Rosario
dc.publisher.department.none.fl_str_mv Escuela de Administración
dc.publisher.program.none.fl_str_mv Administración de Negocios Internacionales
publisher.none.fl_str_mv Universidad del Rosario
institution Universidad del Rosario
dc.source.bibliographicCitation.none.fl_str_mv Acxiom. (2022). Better customer experiences through the ethical use of data and technology. url: https://www.acxiom.com
Alpert, L. and Gatty, R. (1969), “Product positioning by behavioral life-styles”, Journal of Marketing, 33 (2), 65-69.
Boden, M. (1998). creativity and Artificial Intelligence. Artificial Intelligence, (103), 347 -356.
Brooks, R. (1991). Intelligence without representation. Artificial Intelligence. (47), 139-159.
Clarke, V., & Braun, V. (2013). Successful qualitative research: A practical guide for beginners. Sage.
Davenport, T., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will chage the future of marketing. Journal of the Academy of Marketing Science, 24-42.
De-Bruyn, A., Beh, Y., & Brock, J. (2020). Artificial intelligence and marketing: Pitfalls and opportunities. Journal of Interactive Marketing, (51), 91 - 105.
Dougherty, C. (July 1, 2015). Google Photos Mistakenly Labels Black People ‘Gorillas’. The New York Times. https://archive.nytimes.com/bits.blogs.nytimes.com/2015/07/01/google-photos-mistakenly-labels-black-people-gorillas/
El Achi, H., & Khoury, J. D. (2020). Artificial intelligence and digital microscopy applications in diagnostic hematopathology. Cancers, 12(4), 797.
França, R. P., Monteiro, A. C. B., Arthur, R., & Iano, Y. (2021). An overview of deep learning in big data, image, and signal processing in the modern digital age. Trends in Deep Learning Methodologies, 63-87.
Freddie Wilkison. (2020). Industrial Revolution and technology. National Geographic, 2.
Goodfellow, I., Bengio, Y., & Courville, A. (2016). Deep learning. The MIT Press.
Hubspot. (2022). Grow better with HubSpot. https://www.hubspot.com
IBM Cloud Education. (2020). What is Machine Learning?. https://www.ibm.com/cloud/learn/machinelearning?utm_medium=OSocial&utm_source=Youtube&utm_content=WAIWW&utm_id=Y TDescription-101-Machine-Learning-vs-Deep-Learning-LH-What-Is-Machine-Learning
IBM Cloud Education. (2022). Watson is AI for smarter business. https://www.ibm.com/watson/advantage-reports/future-of-artificialintelligence/ai-innovation-equation.html
Janiesch, C., Zschech, P. & Heinrich, K. (2021). Machine learning and deep learning. Electron Markets 31, 685–695 https://doi.org/10.1007/s12525-021-00475-2
Jarrahi, M. H. (2018). Artificial intelligence and the future of work: Human-AI symbiosis in organizational decision making. Business Horizons. 61(4), 577-586. https://doi.org/10.1016/j.bushor.2018.03.007
K. He, X. Zhang, S. Ren and J. Sun (2016) Deep residual learning for image recognition, IEEE Conference on Computer Vision and Pattern Recognition, 770-778
Kozinets, R., & Gretzel, U. (2021). Kozinets, R. V., & Gretzel, U. (2021). Commentary: Artificial Intelligence: The Marketer’s Dilemma. Journal of Marketing, 85 (1), 156-159.
Lindebaum, D. (2020). Insights from "The Machine Stops" to better understand Rational assumptions in algorithmic decision making and its implication for organizations. Academy of Management, 45 (1), 247 - 263. DOI:10.5465/amr.2018.0181
Mark A. Runco & Garrett J. Jaeger (2012) The Standard Definition of Creativity, Creativity Research Journal, 24 (1), 92-96, DOI: 10.1080/10400419.2012.650092
Miikkulainen, R., Iscoe, N., Shagrin, A., Rapp, R., Nazari, S., McGrath, P., ... & Lamba, G. (2018, April). Sentient ascend: AI-based massively multivariate conversion rate optimization. In Thirty-second AAAI conference on artificial intelligence. 32 (1), 1-8. https://doi.org/10.1609/aaai.v32i1.11387
Moore, G. A., & McKenna, R. (1999). Crossing the chasm. HarperCollins.
Nair, K., & Gupta, R. (n.d.). technology in modern digital marketink environment. Journal of Interactive Marketing, 51, 91-105. 10.1108/WJEMSD-08-2020-0099
Nambisan, S., Wright, M., & Feldman, M. (2019). The digital transformation of innovation and entrepreneurship: Progress, challenges and key themes. Research Policy. 48 (8), https://doi.org/10.1016/j.respol.2019.03.018
Ntoutsi, E., Fafalios, P., Gadiraju, U., Iosifidis, V., Nejdl, W., Vidal, M. E., ... & Staab, S. (2020). Bias in data‐driven artificial intelligence systems—An introductory survey. Wiley Interdisciplinary Reviews. Data Mining and Knowledge Discovery, 10(3), 1-3, e1356. 10.1002/widm.1356
Strusani, D., & Houngbonon, G. V. (2019). The role of artificial intelligence in supporting development in emerging markets. Fresh Ideas about Business in EM compass. 1-8.
Obschonka, M., & Audretsch, D. (2019). Artificial intelligence and big data in entrepreneurship: a new era has begun. Small Business Economics, 55 (1), 529-239.
Open AI. (2022). Dall-e 2. https://openai.com/dall-e-2/
Open AI. (2022). DALL-E 2: Extending Creativity. https://openai.com/blog/dall-e-2-extending-creativity/
Pelico. (2022). Take back control on your factory operations. https://www.pelico.ai/
Ramaswamy, S., & DeClerck, N. (2018). Customer perception analysis using deep learning and NLP. Procedia Computer Science, 140, 170–178. https://doi.org/10.1016/j.procs.2018.10.326.
Ramesh, A., Pavlov, M, Goh, G., & Gray, S. (January 5, 2021). Dall-E: Creating Images from Text. https://openai.com/blog/dall-e/
Riccio, T. (2021). Sophia Robot: An Emergent Ethnography. TDR: The Drama Review, 65(3), 42-77. doi:10.1017/S1054204321000319
Runco, M. A. (1988). Creativity research: Originality, utility, and integration. Creativity Research Journal, 1(1), 1–7.
Russell, S. J., & Norvig, P. (2013). Artificial intelligence: A modern approach. Pearson. 256.
Saqib, N. (2020). Positioning- a literature review. Emerald. 151, 143- 145.
Sarasvathy, S. (2000). Report on the seminar on research perspectives in entrepreneurship. Journal of Business Venturing. 15, 1- 57.
Schmidhuber, J. (2015). Deep learning in neural networks: An overview. Neural Networks, 61, 85–117. https://doi.org/10.1016/j.neunet. 2014.09.003.
Shepherd, D., McMullen, J., & Jennings, D. (2007, November). The formation of opportunity beliefs: overcoming ignorance and reducing doubt. Wiley InterScience, 1(2), 75-79. 21. 10.1002/sej.3
Shrestha, Y. R., Krishna, V., & von Krogh, G. (2021). Augmenting organizational decisionmaking with deep learning algorithms: Principles, promises, and challenges. Journal of Business Research, 123, 588–603. https://doi.org/10.1016/j.jbusres.2020. 09.068.
Townseend, D., & Hunt, R. (2019). Entrepreneurial action, creativity and judgment in the age of artificial intelligence. Journal of Business Venturing Insights, 11 (C), 1-1. https://doi.org/10.1016/j.jbvi.2019.e00126
Vox. (2022, June 1). The AI that creates any picture you want. Explained. [video]. Youtube. https://www.youtube.com/watch?v=SVcsDDABEkM
Wu, J., Wen, N., Dou, W. and Chen, J. (2015), "Exploring the effectiveness of consumer creativity in online marketing communications", European Journal of Marketing. 49 (1/2), 262-276. https://doi.org/10.1108/EJM-03-2013-0148
Xu Han,Zhengyan Zhang,Ning Ding,Yuxian Gu,Xiao Liu,Yuqi Huo,Jiezhong Qiu,Yuan Yao,Ao Zhang,Liang Zhang,Wentao Han,Minlie Huang,Qin Jin,Yanyan Lan,Yang Liu,Zhiyuan Liu,Zhiwu Lu,Xipeng Qiu,Ruihua Song,Jie Tang,Ji-Rong Wen,Jinhui Yuan,Wayne Xin Zhao et al. (2021) Pre-trained models: Past, present and future. AI Open. 2, 225-250. https://doi.org/10.48550/arXiv.2106.07139
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spelling Schneckenberg, Dirk328e53e0-6a75-4cbd-826d-51dc053dc9fa-1Guerra Forero, ValeriaAdministrador de Negocios InternacionalesPregradoFull time7419cdb5-dff5-4660-b403-a9951e4532b8-12023-02-24T14:02:13Z2023-02-24T14:02:13Z2022-08-30En la última década, el desarrollo de las tecnologías digitales ha dado a las empresas entre industrias muchas oportunidades para crecer y ser más eficientes y eficaces. La Inteligencia Artificial está revolucionando la naturaleza de la creación de nuevas empresas, las operaciones de las organizaciones y todas las áreas inherentes a ellas (Nambisan, Wright y Feldman, 2019). De ese modo, también fomenta un modelo cambiante para perseguir el marketing. Dado que, en su esencia, es la sinergia entre el análisis de datos y la creatividad, la adaptación de la IA como herramienta de estrategia de marketing se está convirtiendo en clave para alcanzar el éxito y mayores ingresos (Thiraviyam, 2018). Este trabajo tiene como objetivo analizar cómo se pueden impulsar las actividades de marketing de los emprendimientos mediante la implementación de la IA como un asistente inteligente; al mismo tiempo, presenta una serie de softwares que demostraron aportar valor a los esfuerzos de marketing.In the last decade, the development of digital technologies has given companies between industries many opportunities to grow and be more efficient and effective. Artificial Intelligence is revolutionizing the nature of new venture creation, the operations of organizations, and every area inherent to them (Nambisan, Wright, & Feldman, 2019). In that way, it also encourages a shifting model to pursue marketing. Since, at its essence, it is the synergy between data analysis and creativity, adapting AI as a marketing strategy tool is becoming key to achieving success and higher revenues (Thiraviyam, 2018). This paper aims to analyze how new ventures' marketing activities can be boosted by implementing AI as an intelligent assistant; at the same time, it presents a series of softwares that proved to bring value to marketing endeavors.83 ppapplication/pdfhttps://doi.org/10.48713/10336_38143 https://repository.urosario.edu.co/handle/10336/38143spaUniversidad del RosarioEscuela de AdministraciónAdministración de Negocios InternacionalesAttribution-NoDerivatives 4.0 InternationalAbierto (Texto Completo)EL AUTOR, manifiesta que la obra objeto de la presente autorización es original y la realizó sin violar o usurpar derechos de autor de terceros, por lo tanto la obra es de exclusiva autoría y tiene la titularidad sobre la misma. PARGRAFO: En caso de presentarse cualquier reclamación o acción por parte de un tercero en cuanto a los derechos de autor sobre la obra en cuestión, EL AUTOR, asumirá toda la responsabilidad, y saldrá en defensa de los derechos aquí autorizados; para todos los efectos la universidad actúa como un tercero de buena fe. EL AUTOR, autoriza a LA UNIVERSIDAD DEL ROSARIO, para que en los términos establecidos en la Ley 23 de 1982, Ley 44 de 1993, Decisión andina 351 de 1993, Decreto 460 de 1995 y demás normas generales sobre la materia, utilice y use la obra objeto de la presente autorización. -------------------------------------- POLITICA DE TRATAMIENTO DE DATOS PERSONALES. Declaro que autorizo previa y de forma informada el tratamiento de mis datos personales por parte de LA UNIVERSIDAD DEL ROSARIO para fines académicos y en aplicación de convenios con terceros o servicios conexos con actividades propias de la academia, con estricto cumplimiento de los principios de ley. Para el correcto ejercicio de mi derecho de habeas data cuento con la cuenta de correo habeasdata@urosario.edu.co, donde previa identificación podré solicitar la consulta, corrección y supresión de mis datos.http://creativecommons.org/licenses/by-nd/4.0/http://purl.org/coar/access_right/c_abf2Acxiom. (2022). Better customer experiences through the ethical use of data and technology. url: https://www.acxiom.comAlpert, L. and Gatty, R. (1969), “Product positioning by behavioral life-styles”, Journal of Marketing, 33 (2), 65-69.Boden, M. (1998). creativity and Artificial Intelligence. Artificial Intelligence, (103), 347 -356.Brooks, R. (1991). Intelligence without representation. Artificial Intelligence. (47), 139-159.Clarke, V., & Braun, V. (2013). Successful qualitative research: A practical guide for beginners. Sage.Davenport, T., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will chage the future of marketing. Journal of the Academy of Marketing Science, 24-42.De-Bruyn, A., Beh, Y., & Brock, J. (2020). Artificial intelligence and marketing: Pitfalls and opportunities. Journal of Interactive Marketing, (51), 91 - 105.Dougherty, C. (July 1, 2015). Google Photos Mistakenly Labels Black People ‘Gorillas’. The New York Times. https://archive.nytimes.com/bits.blogs.nytimes.com/2015/07/01/google-photos-mistakenly-labels-black-people-gorillas/El Achi, H., & Khoury, J. D. (2020). Artificial intelligence and digital microscopy applications in diagnostic hematopathology. Cancers, 12(4), 797.França, R. P., Monteiro, A. C. B., Arthur, R., & Iano, Y. (2021). An overview of deep learning in big data, image, and signal processing in the modern digital age. Trends in Deep Learning Methodologies, 63-87.Freddie Wilkison. (2020). Industrial Revolution and technology. National Geographic, 2.Goodfellow, I., Bengio, Y., & Courville, A. (2016). Deep learning. The MIT Press.Hubspot. (2022). Grow better with HubSpot. https://www.hubspot.comIBM Cloud Education. (2020). What is Machine Learning?. https://www.ibm.com/cloud/learn/machinelearning?utm_medium=OSocial&utm_source=Youtube&utm_content=WAIWW&utm_id=Y TDescription-101-Machine-Learning-vs-Deep-Learning-LH-What-Is-Machine-LearningIBM Cloud Education. (2022). Watson is AI for smarter business. https://www.ibm.com/watson/advantage-reports/future-of-artificialintelligence/ai-innovation-equation.htmlJaniesch, C., Zschech, P. & Heinrich, K. (2021). Machine learning and deep learning. Electron Markets 31, 685–695 https://doi.org/10.1007/s12525-021-00475-2Jarrahi, M. H. (2018). Artificial intelligence and the future of work: Human-AI symbiosis in organizational decision making. Business Horizons. 61(4), 577-586. https://doi.org/10.1016/j.bushor.2018.03.007K. He, X. Zhang, S. Ren and J. Sun (2016) Deep residual learning for image recognition, IEEE Conference on Computer Vision and Pattern Recognition, 770-778Kozinets, R., & Gretzel, U. (2021). Kozinets, R. V., & Gretzel, U. (2021). Commentary: Artificial Intelligence: The Marketer’s Dilemma. Journal of Marketing, 85 (1), 156-159.Lindebaum, D. (2020). Insights from "The Machine Stops" to better understand Rational assumptions in algorithmic decision making and its implication for organizations. Academy of Management, 45 (1), 247 - 263. DOI:10.5465/amr.2018.0181Mark A. Runco & Garrett J. Jaeger (2012) The Standard Definition of Creativity, Creativity Research Journal, 24 (1), 92-96, DOI: 10.1080/10400419.2012.650092Miikkulainen, R., Iscoe, N., Shagrin, A., Rapp, R., Nazari, S., McGrath, P., ... & Lamba, G. (2018, April). Sentient ascend: AI-based massively multivariate conversion rate optimization. In Thirty-second AAAI conference on artificial intelligence. 32 (1), 1-8. https://doi.org/10.1609/aaai.v32i1.11387Moore, G. A., & McKenna, R. (1999). Crossing the chasm. HarperCollins.Nair, K., & Gupta, R. (n.d.). technology in modern digital marketink environment. Journal of Interactive Marketing, 51, 91-105. 10.1108/WJEMSD-08-2020-0099Nambisan, S., Wright, M., & Feldman, M. (2019). The digital transformation of innovation and entrepreneurship: Progress, challenges and key themes. Research Policy. 48 (8), https://doi.org/10.1016/j.respol.2019.03.018Ntoutsi, E., Fafalios, P., Gadiraju, U., Iosifidis, V., Nejdl, W., Vidal, M. E., ... & Staab, S. (2020). Bias in data‐driven artificial intelligence systems—An introductory survey. Wiley Interdisciplinary Reviews. Data Mining and Knowledge Discovery, 10(3), 1-3, e1356. 10.1002/widm.1356Strusani, D., & Houngbonon, G. V. (2019). The role of artificial intelligence in supporting development in emerging markets. Fresh Ideas about Business in EM compass. 1-8.Obschonka, M., & Audretsch, D. (2019). Artificial intelligence and big data in entrepreneurship: a new era has begun. Small Business Economics, 55 (1), 529-239.Open AI. (2022). Dall-e 2. https://openai.com/dall-e-2/Open AI. (2022). DALL-E 2: Extending Creativity. https://openai.com/blog/dall-e-2-extending-creativity/Pelico. (2022). Take back control on your factory operations. https://www.pelico.ai/Ramaswamy, S., & DeClerck, N. (2018). Customer perception analysis using deep learning and NLP. Procedia Computer Science, 140, 170–178. https://doi.org/10.1016/j.procs.2018.10.326.Ramesh, A., Pavlov, M, Goh, G., & Gray, S. (January 5, 2021). Dall-E: Creating Images from Text. https://openai.com/blog/dall-e/Riccio, T. (2021). Sophia Robot: An Emergent Ethnography. TDR: The Drama Review, 65(3), 42-77. doi:10.1017/S1054204321000319Runco, M. A. (1988). Creativity research: Originality, utility, and integration. Creativity Research Journal, 1(1), 1–7.Russell, S. J., & Norvig, P. (2013). Artificial intelligence: A modern approach. Pearson. 256.Saqib, N. (2020). Positioning- a literature review. Emerald. 151, 143- 145.Sarasvathy, S. (2000). Report on the seminar on research perspectives in entrepreneurship. Journal of Business Venturing. 15, 1- 57.Schmidhuber, J. (2015). Deep learning in neural networks: An overview. Neural Networks, 61, 85–117. https://doi.org/10.1016/j.neunet. 2014.09.003.Shepherd, D., McMullen, J., & Jennings, D. (2007, November). The formation of opportunity beliefs: overcoming ignorance and reducing doubt. Wiley InterScience, 1(2), 75-79. 21. 10.1002/sej.3Shrestha, Y. R., Krishna, V., & von Krogh, G. (2021). Augmenting organizational decisionmaking with deep learning algorithms: Principles, promises, and challenges. Journal of Business Research, 123, 588–603. https://doi.org/10.1016/j.jbusres.2020. 09.068.Townseend, D., & Hunt, R. (2019). Entrepreneurial action, creativity and judgment in the age of artificial intelligence. Journal of Business Venturing Insights, 11 (C), 1-1. https://doi.org/10.1016/j.jbvi.2019.e00126Vox. (2022, June 1). The AI that creates any picture you want. Explained. [video]. Youtube. https://www.youtube.com/watch?v=SVcsDDABEkMWu, J., Wen, N., Dou, W. and Chen, J. (2015), "Exploring the effectiveness of consumer creativity in online marketing communications", European Journal of Marketing. 49 (1/2), 262-276. https://doi.org/10.1108/EJM-03-2013-0148Xu Han,Zhengyan Zhang,Ning Ding,Yuxian Gu,Xiao Liu,Yuqi Huo,Jiezhong Qiu,Yuan Yao,Ao Zhang,Liang Zhang,Wentao Han,Minlie Huang,Qin Jin,Yanyan Lan,Yang Liu,Zhiyuan Liu,Zhiwu Lu,Xipeng Qiu,Ruihua Song,Jie Tang,Ji-Rong Wen,Jinhui Yuan,Wayne Xin Zhao et al. (2021) Pre-trained models: Past, present and future. 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