<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0798-1015</journal-id>
<journal-title><![CDATA[Revista Espacios]]></journal-title>
<abbrev-journal-title><![CDATA[Espacios]]></abbrev-journal-title>
<issn>0798-1015</issn>
<publisher>
<publisher-name><![CDATA[Editorial Espacios]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0798-10152026000200126</article-id>
<article-id pub-id-type="doi">10.48082/espacios-a26v47n02i12</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Inteligencia artificial y decisión estratégica en agencias de marketing]]></article-title>
<article-title xml:lang="en"><![CDATA[Strategic integration of artificial intelligence in marketing agencies]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[NAVARRO]]></surname>
<given-names><![CDATA[José C.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,ADEN University  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Panama</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>04</month>
<year>2026</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>04</month>
<year>2026</year>
</pub-date>
<volume>47</volume>
<numero>2</numero>
<fpage>126</fpage>
<lpage>135</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_arttext&amp;pid=S0798-10152026000200126&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_abstract&amp;pid=S0798-10152026000200126&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_pdf&amp;pid=S0798-10152026000200126&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN La adopción de la inteligencia artificial en agencias de marketing se orienta a usos operativos, con impacto limitado en la decisión estratégica. Este artículo analiza esa brecha y propone una orientación metodológica para integrar la inteligencia artificial como apoyo a decisiones estratégicas en marketing. El estudio emplea métodos mixtos mediante entrevistas semiestructuradas y cuestionarios a agencias de marketing. Los resultados muestran que la integración estratégica depende más de capacidades organizacionales y estructuras decisionales que de la disponibilidad tecnológica.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT The adoption of artificial intelligence in marketing agencies has focused mainly on operational uses, with limited impact on strategic decision making. This article examines this gap and proposes a methodological orientation for integrating artificial intelligence as support for strategic marketing decisions. The study employs a mixed-methods design based on semi-structured interviews and questionnaires administered to marketing agencies. The findings show that strategic integration depends more on organizational capabilities and decision-making structures than on technological availability.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[agencias de marketing]]></kwd>
<kwd lng="es"><![CDATA[inteligencia artificial]]></kwd>
<kwd lng="es"><![CDATA[Latinoamérica]]></kwd>
<kwd lng="es"><![CDATA[marketin estratégico]]></kwd>
<kwd lng="es"><![CDATA[toma de decisiones]]></kwd>
<kwd lng="en"><![CDATA[artificial intelligence]]></kwd>
<kwd lng="en"><![CDATA[decision-making]]></kwd>
<kwd lng="en"><![CDATA[latin America]]></kwd>
<kwd lng="en"><![CDATA[marketing agencies]]></kwd>
<kwd lng="en"><![CDATA[strategic marketing]]></kwd>
</kwd-group>
</article-meta>
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