AI and business in Cuba: from intuition to data

By Karla Castillo, Communications Director at Lombao Estudios

Artificial intelligence has ceased to be a future promise and has become a real, accessible and strategic tool for companies and businesses of all sizes.

This text is part of the series of four installments “AI and business in Cuba”, a collaboration between OnCuba and Lombao Estudios for the educational project “I tell you what I know”.

Over four weeks we have shared reflections on the impact of artificial intelligence (AI) on business development in Cuba. In this final installment of the series, the author reviews how AI applied to marketing has transformed decisions that previously depended exclusively on intuition and experience, enhancing creativity and business strategy through data analysis, precise audience segmentation, and intelligent process automation.

Specific advantages are highlighted for MSMEs, startups and entrepreneurs, from the optimization of advertising campaigns and content to 24/7 customer service, always emphasizing that AI is a complement, not a substitute, for human talent. Finally, it is emphasized that true success arises from integrating the analytical capacity of AI with sensitivity, judgment and strategic knowledge, consolidating sustainable and differentiated growth in an increasingly competitive market.

From Lombao Studiosas a company specialized in software development, we accompany organizations and entrepreneurs in their digital transformation process, and one of the areas where artificial intelligence (AI) is generating the most impact is, without a doubt, marketing.

For years, many marketing decisions have been made from experience, intuition, or trial and error. Today, AI makes it possible to complement that human knowledge with advanced data analysis, behavioral patterns and much more accurate predictions.

AI does not replace creativity or strategy, but it does enhance both. It allows you to better understand the customer, anticipate their needs and offer them the right message at the right time and through the most effective channel.

Real advantages of AI for companies and entrepreneurs

One of the great advantages of artificial intelligence is that it is no longer exclusive to large corporations. There are scalable solutions that allow SMEs, startups and entrepreneurs to access technologies that were previously unthinkable. In Cuba, we can use these technologies, even when electrical problems and low connectivity make it seem otherwise.

Among the main benefits of AI applied to marketing is better customer knowledge, as AI analyzes large volumes of data from social networks, websites, CRM or advertising campaigns to identify behavior patterns, interests and consumer habits. This allows you to segment audiences much more precisely and create truly personalized strategies.

It also saves time by automating repetitive tasks such as sending emails, managing advertising campaigns, scheduling content or providing customer service through intelligent chatbots. The difference compared to traditional automation is that AI learns and improves over time.

AI-powered platforms adjust ads, budgets, and messaging based on performance, optimizing campaigns while they are active. This reduces investment waste and improves returns.

Realistically, for many, talking about artificial intelligence may sound abstract, but its application in marketing is very concrete and tangible. For example, regarding the content creation and optimization, there are AI tools that help generate ideas, write basic texts, optimize headlines or adapt messages to different audiences and channels. We always recommend that these contents go through a human filter to maintain the tone, values and personality of the brand, always taking into account that AI is a complement, not a substitute.

On the other hand, to achieve more efficient digital advertisingAI analyzes which ads perform best, with which audiences, and at what times. This translates into more effective campaigns on Google Ads, social networks and other advertising platforms.

Without putting so much emphasis on it, since we mentioned it in previous articles in the series, it is valid to mention again the 24/7 customer servicesince intelligent chatbots make it possible to answer frequent queries, guide the user in their purchasing process or refer complex incidents to the human team.

AI and strategy: technology needs direction

One of the most common mistakes is thinking that implementing AI alone will solve marketing problems. Technology without strategy does not generate sustainable results. It is, therefore, essential to answer key questions before applying artificial intelligence solutions: What business objectives do we want to achieve? What processes do we need to improve? What data do we have available and how are we using it? How will we integrate AI into our overall marketing and sales strategy?

At Lombao Estudios we work with a comprehensive vision: AI must adapt to the business, not the other way around. Each company has different needs, resources and objectives, and technology must be at the service of that reality.

For entrepreneurs and companies, the challenge is not only to adopt AI, but to do it consciously, strategically and in line with their brand values. Training, professional support and the development of customized solutions will be key in this process.

Artificial intelligence is a tool, not a substitute for human talent. Creativity, empathy, strategic vision and knowledge of the context remain irreplaceable. True value arises when we combine the best of both worlds: the analytical and predictive capacity of AI with the experience, sensitivity and judgment of people. The brands that understand this are the ones that manage to differentiate themselves and build solid relationships with their customers.

We firmly believe that artificial intelligence is not a fad, but an opportunity to grow, innovate and compete in an increasingly demanding market. Sharing knowledge and helping companies understand and take advantage of this technology is part of our commitment to digital transformation. AI is already here. The question is not whether to use it, but how to do it intelligently so that it drives real growth for your business.