Perception of SMEs in the Northern Zone of Lima on the Use of Artificial Intelligence in Digital Marketing

Increasing digitalization has led to a rise in the use of artificial intelligence (AI) within the field of digital marketing; however, its implementation in micro and small enterprises (MSEs) is still limited, particularly in the northern zone of Lima. The motivation for this research is to understand how entrepreneurs perceive the use of AI in this context. The objective of the study was to analyze these perceptions in relation to its application in digital marketing strategies. The methodology employed is based on a descriptive and correlational study with a quantitative approach, using surveys administered to MSEs in the district of Los Olivos, northern zone of Lima. The most relevant findings reveal a mostly negative view of AI, which is related to insufficient knowledge, lack of training, economic limitations, and the belief that it is complicated and expensive. Although there is recognition that AI could improve efficiency and customer relationships, these difficulties diminish the willingness to adopt it. The implications of this research highlight the need to develop training, awareness, and technical support programs to help bridge technological and cognitive gaps. Promoting a more positive perception of AI could enable SMEs to improve their digital marketing strategies, increase their competitiveness, and adapt to a business environment that is constantly evolving toward digitalization.