La expansión de la Inteligencia Artificial (IA) en España ha experimentado un crecimiento notable en los últimos años. Así lo destaca DITRENDIA en su informe “IA-Inteligencia Artificial en España y en el mundo 2023”, que analiza el uso de esta tecnología generativa (IAG) en España y a nivel global.
El informe incluye casos de uso y recomendaciones para la implementación de la IA en departamentos de marketing y representa una evolución de los informes previos de la compañía sobre Internet y móviles en España y en el mundo, iniciados en 2001 y 2014 respectivamente.
Llevamos tiempo hablando sobre la creciente importancia de la inteligencia artificial, los chatbots, el internet de las cosas y el aprendizaje automático en nuestros informes. Dado el auge de las herramientas de IA que se ha producido este año y su impacto en prácticamente todas las áreas de las compañías, especialmente en el marketing, hemos visto importante dedicar nuestro Informe íntegramente a este campo”, explica Fernando Rivero, CEO de DITRENDIA.
Se espera que el uso de la Inteligencia Artificial (IA) aumente la productividad en las empresas y tenga un impacto significativo en el crecimiento de los países, con Estados Unidos y China liderando la carrera en este campo. A nivel mundial, el 67% de las personas entiende el significado de la IA, y en España, aunque ha habido un aumento en la comprensión en los últimos 18 meses, sigue ligeramente por debajo del promedio global, con un 66%.
El informe sugiere que la IA generativa no destruirá empleos, sino que creará nuevas oportunidades y mejorará la calidad del trabajo al automatizar ciertas tareas. En España, el 57% de los trabajadores anticipa un cambio en la forma en que realizan sus labores actuales. Se proyecta que, debido al impacto de la IA en las empresas, alrededor del 40% de la fuerza laboral global (aproximadamente 1.400 millones de personas) necesitará volver a capacitarse para adaptarse a sus trabajos. La mayoría de los empleos actuales implican habilidades que pueden ser complementadas o mejoradas por la IA, aunque no todos se verán afectados de la misma manera, ya que las habilidades altamente replicables por la IA serán las más vulnerables.
El número de usuarios de herramientas de Inteligencia Artificial (IA) se espera que aumente significativamente, pasando de 255 millones en 2023 a 729 millones en 2030. ChatGPT ha sido una de las aplicaciones de consumo de más rápido crecimiento en la historia, alcanzando un millón de usuarios en una semana y 100 millones de usuarios activos al mes en dos meses desde su lanzamiento. Sin embargo, herramientas de IA de generación de imágenes como Midjourney, Dall-e y NightCafe han superado en usuarios a ChatGPT. Estas herramientas de generación de imágenes han creado más de 15 mil millones de imágenes utilizando algoritmos de texto a imagen desde el año pasado. El año 2023 ha presenciado una proliferación y evolución de numerosas herramientas de IA que abarcan generación de texto, imágenes, presentaciones, música y vídeo, así como asistentes que mejoran la productividad y la creatividad.
La IA posee un inmenso potencial para revolucionar el marketing. Desde el análisis de datos, creación de contenidos, predicciones de comportamiento… las utilidades que ofrece la IA en el ámbito del marketing son infinitas y ya son muchas las empresas que la están aplicando.
Ahorrar tiempo, crear más contenido o la posibilidad de dedicarse a tareas más creativas o que más les gustan son algunas de las ventajas que los directivos y responsables de marketing destacan del uso de la IA en sus departamentos.
Entre las empresas que ya están aplicando la IA en sus acciones de marketing el Informe IA-Inteligencia Artificial en España y en el mundo 2023 destaca los casos de Zara, Grupo Bimbo, Juan Valdez, dukaan, y B Travel.
Fuente: https://revistabyte.es/actualidad-it/inteligencia-espana-2/
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