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To predict the future of the business and implement successful changes, a credit analyst must make quick decisions about the economics and assets of their clients. Because the marketplace is constantly changing, companies that lack the interpersonal skills necessary to communicate with their customers run the risk of falling behind the competition and becoming obsolete. The objective of this research was to assess whether credit analysts in Peruvian banks that used digital resources also improved their communication and interpersonal skills. The study was quantitative in nature, with an applied and correlational design that lacked an experimental component. The sample consisted of 109 credit analysts from four different Peruvian banks (Interbank, Scotiabank, BBVA, and BCP). Two questionnaires were used in this survey; both were submitted to expert review for validation before being submitted for use, and their reliability was determined using Cronbach's alpha. In terms of use of digital resources (59.5%) and mastery of interpersonal skills (61.3%), credit analysts were at the average. Conclusions the p-value for the correlation between credit analysts' use of digital resources and their soft skills in Peruvian banks was less than 0.05, indicating a direct and strong link between these two factors. The Rho correlation coefficient was 0.738.

It is important to implement artificial intelligence (AI) because it can simplify and solve complex problems faster than humans. Because AI learns about people and their behavior from the first purchase, AI marketing can boost marketing efforts by leveraging data to target extremely precise consumer groups. There is a debate about the efficacy of AI marketing due to the constraints and limits imposed by the system's nature. This chapter presents insights from published studies regarding the relationship of AI with marketing and how AI can affect marketing. A real-world example of Netflix's usage of AI in marketing has been demonstrated. Then, consumer attitudes regarding AI were revealed. Then, several ethical considerations concerning AI were highlighted. Finally, the anticipated future of AI marketing was addressed. This chapter demonstrated the significance of firms implementing AI marketing to get a competitive advantage. Although some of the difficulties mentioned in this study need to be resolved, AI marketing has a bright future. There are ethical concerns about bias and privacy that should be addressed further. This chapter will encourage firms to use AI systems in marketing, and it will open the door to concerns that will need to be investigated academically in the future.