From Simulation to Solution

How Synthetic Data Is Transforming Decision-Making in Latin American Marketing?

Abstract

In the era of big data and artificial intelligence, synthetic data emerges as a key tool to overcome limitations of access, privacy, and representativeness in market research. This article analyzes the current state of development and use of synthetic data, its application in areas such as user experience, retail, and financial systems, and its potential to accelerate innovation in Latin America. Through a critical review of technical literature and industry reports, the advantages and limitations of this technology are discussed, especially in contexts like Colombia where access to real data may be restricted. It is concluded that while synthetic data does not replace human interaction, it provides a valuable complement that can democratize advanced analytics and foster more inclusive, secure, and personalized products.

Keywords

Synthetic data, artificial intelligence, data privacy, user experience, digital innovation, Latin America.

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References

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Cartagena, S. (2024). Nace un espacio en Colombia para consolidar la relación entre la academia y el sector tecnológico. Entrepreneur. https://www.entrepreneur.com/es/noticias/nace-un-espacio-en-colombia-para-consolidar-la-relacion/478838

Topp, K. (2024). Synthetic data: A game-changer in data-driven decision making. Research World. https://researchworld.com/articles/synthetic-data-a-game-changer-in-data-driven-decision-making

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🇺🇸 ”Note: This article was originally written in Spanish and automatically translated into English using artificial intelligence. Minor linguistic imperfections may be present.”