Adoption of Disruptive Technologies in Marketing in Latin American Organizations: A Documentary Review

The study analyzes the impact of disruptive technologies on marketing in Latin American organizations, highlighting their ability to transform business strategies through tools such as Big Data, IoT, artificial intelligence (AI) and machine learning (ML). These technologies make it possible to personalize services, optimize operations and improve interaction with customers in a competitive environment. The main objective was to examine the adoption of these technologies in Latin America, identifying key factors affecting their implementation and proposing strategies to optimize their integration. The methodology employed was qualitative, based on an exhaustive document review following the PRISMA method. Databases such as Scopus and Web of Science (WoS) were used to identify 868 initial documents, from which, after applying inclusion and exclusion criteria, 24 relevant studies were selected. In addition, grounded theory was used to analyze the data, categorizing them by means of open, axial and selective coding, which made it possible to identify patterns, trends and gaps in the literature. The main result reveals that, although disruptive technologies offer great opportunities, their implementation in Latin America faces significant challenges, such as socioeconomic inequality, poor technological infrastructure, lack of training in digital skills and inadequate government policies. These factors limit the ability of organizations to take full advantage of these innovations. The main conclusion highlights that overcoming these barriers requires strategic leadership, investment in technological infrastructure, continuous training and an innovation-oriented organizational culture. In addition, it is essential to design public policies that promote technological connectivity and reduce the digital divide. Finally, it is suggested that strategic alliances between companies, academic institutions and governments be fostered to share resources and knowledge, accelerating technological adoption and strengthening the competitiveness of organizations in the global digital environment.