A study conducted among students of the UNTELS university indicates that the integration of ICT during the pandemic showed an increase in the incorporation of new knowledge and use of digital tools. In this universe, digital competencies show an advanced level, so that respondents were able to acquire skills to process information and ethical behaviors to promote communication. There is a relationship between ICT integration and digital competence in times of Covid-19 pandemic.

Despite the fact that we are facing an unfinished phenomenon of global impact, the production of research on this phenomenon and its repercussions in different areas has not lagged behind and has occurred at the same speed.

Regardless of the pandemic phenomenon, there is recent research that describes how digital culture and e-commerce, from business management and productivity, are at the hand of the entrepreneur. People with entrepreneurial attitude are characterized by being creative and innovative and assume technological changes with priority digital process.

The entrepreneur must be creative and able to generate ideas that meet the expectations of the product or service through original thinking and sensory memory that subsequently produces mental and creative strategies. This statement ties in with recent research on the applications of artificial intelligence in the advertising industry, which states that artificial intelligence is unstoppable and its technological role in the advertising and marketing industry is evident.

In this sense, the creative field that is so subjective is where artificial intelligence is transforming these creative processes into automated ones; artificial intelligence (AI) is a creative "companion," just another collaborative tool.

A current example of how AI is doing creative work with the help of algorithms is the seven million designs that Nutella launched at the end of 2017 in Italy to personalize its products. Or the writing of descriptive pieces or the automation of analysis and quarterly results that the AP news agency has been able to publish thanks to artificial intelligence since 2014.

The research behind the different applications of AI in various fields is innumerable. The systematization and automation offered by AI for entrepreneurs is at the forefront of recent research and for different causes. 

During the World Economic Forum 2020, AI is recognized as an emerging technology within the Fourth Industrial Revolution, with a technological shift in the digital commerce of services that promises to abound in the process of recovery from the Covid-19 pandemic.

Especially in marketing and digital media, AI intervenes as a simulator of human intelligence processes with voice recognition capabilities, decision making, semantic search and other machine learning techniques.

Web 2.0 was characterized by allowing users to be active content creators. Subsequently, Web 3.0 was much more autonomous and led rapidly to AI. Now with Web 4.0 the goal is to unite the intelligences of people and things to generate decision making.

After the above overview of the evolution of the Web and its interaction with users, it should be added that AI works with external data to learn from it, make decisions and achieve goals.  Recent research on AI deals with any imaginable use, always with the help of access to large amounts of data to be able to generate learning patterns and thus obtain the optimal and desired results.

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By: Sandra Hernandez

[Bitter Trend - Tesis Digital]