{"id":75236,"date":"2026-09-04T11:16:57","date_gmt":"2026-09-04T16:16:57","guid":{"rendered":"https:\/\/colombiainteligente.org\/?p=75236"},"modified":"2026-09-04T11:20:55","modified_gmt":"2026-09-04T16:20:55","slug":"consumidores-usan-ia-pese-a-mantener-baja-confianza","status":"publish","type":"post","link":"https:\/\/colombiainteligente.org\/es_co\/noticias-sectoriales\/consumidores-usan-ia-pese-a-mantener-baja-confianza\/","title":{"rendered":"Consumidores usan IA pese a mantener baja confianza"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"75236\" class=\"elementor elementor-75236\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-87c6aa2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"87c6aa2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-558bb819\" data-id=\"558bb819\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3067325c elementor-widget elementor-widget-text-editor\" data-id=\"3067325c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.14.0 - 26-06-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p lang=\"en-US\">Un an\u00e1lisis presentado por McKinsey evidencia una paradoja creciente en los h\u00e1bitos de consumo digitales. Aunque los usuarios expresan niveles relativamente bajos de confianza frente a las recomendaciones generadas por inteligencia artificial, contin\u00faan incorporando estas herramientas dentro de sus procesos de b\u00fasqueda, comparaci\u00f3n y evaluaci\u00f3n de productos. La investigaci\u00f3n se\u00f1ala que la IA generativa se est\u00e1 convirtiendo en un actor cada vez m\u00e1s relevante dentro del recorrido de compra, especialmente durante las etapas en las que los consumidores recopilan informaci\u00f3n y analizan alternativas antes de tomar una decisi\u00f3n final.<br \/><br \/>Los resultados muestran que la confianza en plataformas impulsadas por algoritmos permanece por debajo de la observada en algunos canales tradicionales. Sin embargo, la rapidez para acceder a informaci\u00f3n sintetizada, comparar opciones y recibir recomendaciones personalizadas est\u00e1 impulsando su adopci\u00f3n. Esta situaci\u00f3n refleja un comportamiento en el que la utilidad pr\u00e1ctica de la tecnolog\u00eda puede superar las reservas que todav\u00eda existen respecto a la confiabilidad de las respuestas generadas por sistemas automatizados.<br \/><br \/>El estudio tambi\u00e9n identifica cambios importantes para las empresas. Los consumidores est\u00e1n utilizando nuevas fuentes de informaci\u00f3n para descubrir productos y validar decisiones de compra, reduciendo la capacidad de las marcas para controlar directamente la narrativa sobre sus servicios. Como resultado, las organizaciones necesitan adaptar sus estrategias digitales para asegurar que la informaci\u00f3n sobre productos, especificaciones y beneficios pueda ser comprendida correctamente por herramientas de inteligencia artificial que intervienen en el proceso de recomendaci\u00f3n.<br \/><br \/>Otro aspecto destacado es la transformaci\u00f3n del ecosistema comercial mediante tecnolog\u00edas impulsadas por datos. La IA est\u00e1 comenzando a desempe\u00f1ar funciones similares a las que anteriormente cumpl\u00edan buscadores, comparadores y canales tradicionales de marketing. Para empresas energ\u00e9ticas, esta tendencia adquiere relevancia debido al incremento de consultas relacionadas con eficiencia energ\u00e9tica, movilidad el\u00e9ctrica y sostenibilidad. La capacidad de proporcionar informaci\u00f3n estructurada y confiable se convertir\u00e1 en un factor determinante para influir en consumidores que cada vez m\u00e1s recurren a asistentes inteligentes para orientar decisiones de compra y contrataci\u00f3n de servicios.<\/p><p align=\"justify\"><span style=\"color: #800000;\"><b>Para leer m\u00e1s ingrese a:<\/b><\/span><\/p><p><a href=\"https:\/\/www.mckinsey.com\/industries\/consumer-packaged-goods\/our-insights\/consumers-dont-trust-ai-advice-they-turn-to-it-anyway\">https:\/\/www.mckinsey.com\/industries\/consumer-packaged-goods\/our-insights\/consumers-dont-trust-ai-advice-they-turn-to-it-anyway<\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t<div style=\"text-align:center\" class=\"yasr-auto-insert-visitor\"><\/div>","protected":false},"excerpt":{"rendered":"<p>La inteligencia artificial gana influencia en las decisiones de compra incluso cuando la confianza de los usuarios permanece limitada.<\/p>","protected":false},"author":23,"featured_media":75237,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"yasr_overall_rating":0,"yasr_post_is_review":"","yasr_auto_insert_disabled":"","yasr_review_type":"","footnotes":""},"categories":[52],"tags":[],"class_list":["post-75236","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias-sectoriales"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Consumidores usan IA pese a mantener baja confianza - Colombia Inteligente<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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