The Impact of Machine Learning on the Commercial Management of a Financial Entity

Ledesma Munive M.A. · AI and Machine Learning Applications in Supply Chains and Marketing (2024) · DOI: 10.4018/979-8-3693-6760-5.ch0014

Resumen

The study investigates the impact of Machine Learning (ML) on commercial management, emphasizing its role in improving operational efficiency, service personalization, and customer satisfaction. By analyzing data from 150 employees in a Peruvian financial entity, the research identifies a significant positive correlation between ML implementation and enhanced commercial processes. The results highlight the benefits of ML in predicting market trends, optimizing resources, and increasing customer loyalty. Furthermore, the study discusses the challenges and ethical considerations of ML adoption, underscoring the need for robust data privacy policies and continuous staff training. The findings suggest that integrating ML into commercial strategies not only boosts competitiveness but also fosters a culture of innovation and continuous improvement.

Instituciones: Universidad Continental