INTELIGENCIA ARTIFICIAL PARA MEJORAR LA FUNCIÓN DE INVESTIGAR MERCADOS EN LA EMPRESA IPSOS CIESMORI – LA PAZ

Abstract

Recent artificial intelligence technologies are considered work tools that improve processes, activities, functions or operations in any business organization. The article seeks to inspire entities to know the foundations, applications and benefits of these programs. Market research is a key piece in administration, offering commercial information to own or external consultants for accurate decision making, innovative strategies and new elements of differentiation. As a study institution, Ipsos Ciesmori is the result of an alliance between 'Ipsos' 'Cies Internacional' and 'Equipos Mori', reaching high quality standards in the field of market research, seeking new techniques and instruments that improve its service. The root of the problem is the lack of implementation of artificial intelligence in the process of researching markets by Ipsos Ciesmori – La Paz, leading to causes of not identifying the methods and not knowing their effect on the activity they carry out, leading to effects such as absence of internal investigations into this phenomenon and its accelerated growth at a global level. To obtain results, the opinion of experts in the subject is gathered, we understand the way of working and criteria of the workers, we consult an intelligent chatbot, in addition to contemplating the experience of a client. For this purpose, scientific material such as interviews, focus groups and surveys was introduced. We crystallized a proposal that increases employee productivity, enriches the studies presented, reduces costs, saves time and opens the doors to the use of future intelligent platforms, with the software developed by OpenAI 'ChatGPT' being the first to be tested as a suggestion.