Impact of AI on market segmentation: A Case Study of a Housing Development Company in Xalapa, Veracruz

Abstract

Artificial intelligence has become increasingly important across various economic sectors, including the real estate industry, where traditional customer prospecting has been replaced by digital strategies supported by intelligent technologies. This study aims to determine the relevance of artificial intelligence in identifying potential clients in the real estate sector, analyze target market segmentation criteria, and evaluate its financial impact, as well as the relationship between finance and digital marketing. The research followed a documentary approach with a mixed-methods design (qualitative and quantitative), using the deductive method and a case study conducted at a housing development company located in Xalapa, Veracruz, Mexico. The findings show that implementing artificial intelligence improves the identification of potential customers and optimizes the use of financial, human, and technological resources, despite difficulties in obtaining information. It is concluded that artificial intelligence represents a strategic tool for strengthening competitiveness and promoting the digital transformation of the real estate sector.