How ChatGPT is changing digital marketing activities: The Aleluya’s Case.

In recent years, several terms related to artificial intelligence have come to the forefront of everyday conversations, leaving us both delighted and confused about its scope. Initially, this paper shows that AI is not something that was born sporadically in recent years, on the contrary it is something that has been worked on for more than half a decade and has had major milestones in its history. One of those milestones is ChatGPT, an AI-powered chatbot capable of generating human-like text responses in a conversational manner. This new technology holds great promise in almost every industry, and this paper focuses on evidencing the different scenarios in which ChatGPT can transform companies' marketing activities, making them more efficient, innovative and user-friendly. But it also considers its implications and challenges. Finally, a case study is shown in the Colombian startup Aleluya, in which an experiment was carried out implementing ChatGPT in their marketing activities in order to generate an appropriation of this new technology and to see in practice its advantages and disadvantages.