Abstract:

Artificial intelligence (AI) is transforming digital marketing by enabling automated and data-driven processes. However, in micro and small enterprises (MSEs) in the Northern Zone of Lima, its adoption largely depends on entrepreneurs' perceptions of its usefulness, accessibility, and benefits. This study aimed to analyze the perceptions of MSEs in the Northern Zone of Lima regarding the use of artificial intelligence in digital marketing. The results reveal a predominantly unfavorable perception, associated with limited knowledge, insufficient training, financial constraints, and the belief that AI is complex and expensive. While its potential is acknowledged, negative perceptions reduce the willingness to adopt it, creating both technological and cognitive gaps. These findings highlight the need for training, awareness, and technical support programs to strengthen trust in AI. Fostering a positive perception will allow MSEs to optimize their digital marketing strategies, improve customer relationships, and increase their competitiveness in an increasingly digital environment.