[Aristto]

Digital tools are indispensable to improve the performance of a business, especially in the field of digital marketing, which currently uses Artificial Intelligence (AI) to streamline processes, whether to obtain and analyse data, evaluate the user experience, measure the level of satisfaction through various programmes and offer better customer service through chatbots. Techniques such as email marketing or social networks are enhanced with AI, as attractive, personalised texts can be created, segmented according to the target audience and sent automatically, which benefits businesses and increases their sales.