El uso de IA en el diseño de interfaces de usuario personalizadas

Arlen Ceron Islas; Aline Fernanda Morales Zea

doi:10.29057/jas.v8i15.16860

Authors

Arlen Ceron Islas Universidad Autónoma del Estado de Hidalgo https://orcid.org/0000-0003-3982-5053
Aline Fernanda Morales Zea Universidad Autónoma del Estado de Hidalgo ,Universidad Autónoma del Estado de Hidalgo https://orcid.org/0009-0001-8336-156X

DOI:

https://doi.org/10.29057/jas.v8i15.16860

Keywords:

digital marketing, digital user, Artificial Intelligence, user experience, usere interface

Abstract

The advancement of Artificial Intelligence has redefined User Interface design, driving proactive personalization to optimize User Experience and Digital Marketing strategies. This research aimed to evaluate user perceptions of the functional utility of AI-assisted personalization and contrast it with ethical barriers related to privacy.

Through a descriptive analysis based on a survey of advanced technology users, the results validate the existence of a personalization paradox. 92% of respondents consider instant interface adaptation “essential”, and 98% perceive a positive functional value in AI that saves time. However, this high demand for efficiency clashes with distrust: 75% express concern about the use of their personal data, and 60% consider the use of environmental or biometric data “intrusive”.

The main conclusion is that the gain in usability does not compensate for the loss of control, establishing a functional and ethical boundary that directly impacts marketing strategies and brand loyalty. The research suggests that the future success of AI-powered personalized UIs depends on algorithmic transparency and the implementation of privacy by design mechanisms, further capitalizing on the 94% consensus on AI’s potential as a tool for accessibility and inclusion.

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Author Biographies

Arlen Ceron Islas, Universidad Autónoma del Estado de Hidalgo

Realizo estudios de Licenciatura en Contaduría 1994 – 1999 en la UAEH, la maestría en Negocios y Estudios Económicos 2000 – 2001 en la UAN, Especialidad en Tecnología Educativa 2003 -2004 en la UAEH y Doctorado en Planeación Estratégica y Desarrollo Regional 2011 – 2014 en la UPAEP.

Experiencia laboral de 14 años en el sistema educativo a nivel superior en la UAEH dentro del programa educativo de Comercio Exterior y Mercadotecnia, ha sido profesor investigador del área académica de Mercadotecnia desde 2003 a la fecha, actualmente es la jefa del área académica de Mercadotecnia del ICEA – UAEH.

Evaluador de programas educativos de nivel superior en COPAES – CACECA desde 2005, coordinadora de la Licenciatura en Mercadotecnia 2005-2011 y miembro del comité técnico EGEL – Mercadotecnia 2006 – a la fecha. Arbitro internacional de ponencias y artículos.

Arbitro internacional del Comité Editorial UAEH – ICEA.

Arbitro de la revista Hitos (Tabasco) y de la European Scientific Institute, ESI.

El perfil de investigación: mercadotecnia estratégica, específicamente su tema de referencia es la Cultura de Marca e Identidad/imagen corporativa.

Miembro de la Red Cumex, Gestión de Mercadotecnia y RIIM.

Líder del Cuerpo Académico en Consolidación “Mercadotecnia Estratégica”.

Director de tesis a nivel posgrado (doctorado y maestría).

Asesor de trabajos terminales a nivel licenciatura (tesina y caso práctico).

Miembro del Sistema Nacional de Investigadores SNI – Candidato.

Cuenta con perfil deseable PROMEP

Aline Fernanda Morales Zea, Universidad Autónoma del Estado de Hidalgo ,Universidad Autónoma del Estado de Hidalgo

Autonomous University of the State of Hidalgo Bachelor's Degree in Marketing | Currently enrolled. Ninth semester. San Diego State University Virtual Exchange Program | August - November 2024. Colombian School of Intermediate Careers Virtual Exchange Program | July 2024. WORK EXPERIENCE CONTENT DESIGN SStudio Inc. | Currently enrolled. Creation of graphic content. MARKETING ASSISTANT ON Advertising Agency | Professional Internship 2025 Management and design of clients' social media. Collaboration with the audiovisual department for advertising campaigns. Multi-account management. Client contact and briefing. MARKETING ASSISTANT Mundo Fútbol Interactive Center | Community Service 2024 - 2025 Social media management and design. Graphic content creation. Contribution of ideas for advertising campaigns. Multi-account management. STUDENT GROUP LEADER Mercalíderes Incubator | January 2023 - December 2024 Talent recruitment. Group leadership. Event planning and execution.

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