The adaptation of AI to the most popular formats also has a decisive influence.
The end of year season continues to be the most determining commercial moment for businesses in Colombia, and artificial intelligence (AI) is emerging as the factor that will make the most difference in performance of companies during these months.
According to him Dane, between November and December 2024 sales grew 5.2%a behavior that companies seek to take advantage of through the intensive use of technologies that improve their operational and strategic capacity.
“Marketers are using this technology to better understand their customers first and to anticipate their needs because in the end the AI allows you to personalize messages, create content faster, adjust campaigns almost in real time and the reality is that in a time as competitive as the end of the year,” said Juan Sebastián Molano, Sr. Marketing Manager for Latam and Iberia for HubSpot.
AI is no longer an option, but a direct competitive advantage, he explained that more than 70% of marketing professionals in Colombia are using artificial intelligence tools to better understand their audiences and anticipate their needs.
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This allows, according to Molano, to personalize messages, produce content in less time and adjust campaigns in a matter of hours, a crucial benefit in a season where competition and demand grow abruptly.
One of the main advantages of the AI is your ability to improve return on investment (ROI) and optimize internal processes.
Companies that integrate this technology report increases in conversion, reduction of operating costs and greater productivity in commercial teams.
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Use of AI
Advanced customization is another of the points most valued by specialists. According to HubSpot, 64% of marketing professionals say that AI has significantly improved the customer experience by generating recommendations, real-time offers and content based on behavior, browsing history and previous interactions.
This personalization, impossible to produce manually on a large scale, is key to capturing the attention of consumers who receive multiple stimuli on these dates.
Digital platforms
The adaptation of AI to the most popular formats also has a decisive influence.
The “Marketing 2025” study reveals that TikTok (70.3%) and Instagram (71.51%) are the channels with the best results in the country, driven by the effectiveness of short video, which reaches 60.3% quick return.
AI allows you to create, adapt and optimize this content continuously. Finally, searches are also changing: Up to 25% of traffic now comes from AI-generated responses, forcing companies to reformulate their SEO strategy to be visible in this new dynamic.
Source: Integrated Information System
