Revisión sistemática sobre la ia en la toma de decisiones basada en el marketing de empresas financieras

Ingrid Alexandra Salazar Delgado; Karina Isabel Bricio Samaniego; José Adrián Valencia Medranda

doi:10.31637/epsir-2026-2636

Authors

Ingrid Alexandra Salazar Delgado Universidad Estatal Península de Santa Elena https://orcid.org/0000-0002-3515-0944
Karina Isabel Bricio Samaniego University of Guayaquil https://orcid.org/0000-0002-1622-8101
José Adrián Valencia Medranda Universidad Estatal Península de Santa Elena https://orcid.org/0000-0002-3515-0944

DOI:

https://doi.org/10.31637/epsir-2026-2636

Keywords:

Artificial intelligence, Financial marketing, Decision-making, Generative AI, Systematic review, PRISMA, Customer Lifetime Value, ChatGPT, Marketing automation

Abstract

Introduction: The objective of this systematic review was to examine the role of artificial intelligence (AI) in marketing decision-making within financial companies, identifying approaches, applied technologies, impacts, and emerging challenges in the field. Methodology: A qualitative methodology based on the PRISMA 2020 model and the SPICE framework was employed. The search was conducted exclusively in the Scopus and WOS database, covering the period between January 2021 and April 2025. After applying rigorous inclusion and exclusion criteria, seven methodologically sound studies were selected. Results: The analysis revealed five key dimensions: (1) use of AI for customer value (CLV) optimization; (2) digital transformation in financial services; (3) impact of tools such as ChatGPT and NLP on business decisions; (4) ethical and regulatory approaches to AI; and (5) interdisciplinary trends between marketing, AI, and finance. Discussion: Studies agree on the potential of AI to improve the accuracy, personalization, and efficiency of marketing decisions, although they caution about ethical risks, algorithmic biases, and the need for transparency. Conclusion: Artificial intelligence represents a structural transformation in financial marketing management. However, greater methodological standardization, critical evaluation of its real impact, and adaptive regulatory frameworks to guide its ethical and strategic use are required.

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Author Biographies

Ingrid Alexandra Salazar Delgado, Universidad Estatal Península de Santa Elena

Marketing Engineer from the Equinoctial Technological University (UTE) and Master's Degree in Marketing and Business Management. She has diplomas in Pedagogy, Corporate Communication, and Political Consulting. She currently works as a University Professor at the Santa Elena Peninsula State University. Her professional career includes management positions in the public sector, including director of a Specialty Center at the Ecuadorian Social Security Institute (IESS) and director of Planning and Strategic Development in a municipal government. Her experience is focused on institutional management, strategic planning, and services marketing, with an interest in developing projects that link innovation, public administration, and professional training.

Karina Isabel Bricio Samaniego, University of Guayaquil

An economist from the University of Guayaquil and holder of a Master's degree in Market Research from the Escuela Superior Politécnica del Litoral (ESPOL), she has a solid background in economic analysis, market research, and strategic management. With a PhD in Public Management and Governance from César Vallejo University in Piura, Peru, I have strengthened my skills in the formulation, evaluation, and management of public policies aimed at sustainable development and institutional efficiency. I am currently studying Marketing Management at the International University of La Rioja (UNIR), which allows me to integrate economic vision with modern strategies of competitiveness and business management.

I have extensive professional experience of more than 15 years at the National Institute of Statistics and Censuses (INEC), where I performed functions related to the collection, analysis, and processing of statistical information for public and private decision-making. Subsequently, I worked for five years at the Peninsula of Santa Elena State University (UPSE), contributing to the academic and research fields within the economic and social sciences.

I currently work as a professor at the University of Guayaquil, where I continue to contribute my professional and academic experience to strengthening university education, applied research, and community outreach. My profile combines the technical rigor of economic analysis with a humanistic and public service vision, focused on institutional development and improving public management in Ecuador.

José Adrián Valencia Medranda, Universidad Estatal Península de Santa Elena

Commercial Engineer from Vicente Rocafuerte University in Guayaquil, and Master's Degree in Business Administration and Management. From the Technological Business University of Guayaquil (UTEG) I have a Higher Diploma in Design and Application of Educational Models (UTEG) and am currently pursuing doctoral studies in Project Management at the University of Research and Innovation in Mexico (UIIX). I work as a tenured professor at the State University of the Peninsula of Santa Elena, teaching Project Formulation and Evaluation. I have served as a research project director and community liaison. My professional career includes management positions in the private sector, including Director of Human Resources at BITAJON S:A. and trainer for the Municipality of Guayaquil.

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