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Research articles

Vol. 6 No. 13 (2026): Concordia

Artificial Intelligence in the marketing of textile companies in Ciudad del Este, Paraguay

IA en el marketing de empresas textiles de Ciudad del Este, Paraguay
Published
2026-07-08
Introduction: Cognitive systems applied to the textile sector enable personalized offers, trend prediction, and inventory optimization. Objective: To analyze the adoption of Artificial Intelligence in the marketing strategies of textile companies in the San José neighborhood of Ciudad del Este, Paraguay, during the first semester of 2025. Methodology: A quantitative, non-experimental, cross-sectional, and descriptive approach was used, employing a questionnaire administered to 50 intentionally selected companies. The instrument was validated by experts (Lawshe = 0.91) with acceptable reliability (α = 0.86). Results: The findings revealed that 46% of the companies use Artificial Intelligence, primarily in digital advertising (72%), with social media being the predominant tool (36.7%). A total of 85% positively valued its usefulness for brand positioning, although the lack of staff training (79.6%) was the main barrier. Conclusion: It is concluded that the adoption of this technology in the sector is at an intermediate stage, with favorable perceptions but significant training limitations that require institutional attention.
Introducción: Los sistemas cognitivos aplicados al sector de los tejidos permiten personalizar ofertas, predecir tendencias y optimizar inventarios. Objetivo: analizar la adopción de la Inteligencia Artificial en las estrategias de marketing de las empresas textiles del Barrio San José de Ciudad del Este, Paraguay, durante el primer semestre de 2025. Metodología: Se empleó un enfoque cuantitativo, no experimental, transversal y descriptivo, mediante un cuestionario aplicado a 50 empresas seleccionadas intencionalmente. El instrumento fue validado por expertos (Lawshe = 0,91) con confiabilidad aceptable (α = 0,86). Resultados: Los resultados revelaron que el 46 % utiliza Inteligencia Artificial, principalmente en publicidad digital (72 %), con redes sociales como herramienta predominante (36,7 %). El 85 % valoró positivamente su utilidad para el posicionamiento de marca, aunque la falta de capacitación del personal (79,6 %) fue la principal barrera. Conclusiones: Se concluye que la adopción de esta tecnología en el sector se encuentra en fase intermedia, con percepciones favorables, pero limitaciones formativas significativas que requieren atención institucional.
Issue:
Vol. 6 No. 13 (2026): Concordia
Section:
Research articles

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