{"id":20616,"date":"2026-11-04T09:35:07","date_gmt":"2026-11-04T08:35:07","guid":{"rendered":"https:\/\/retailtechconnect.com\/?p=20616"},"modified":"2026-10-17T23:15:33","modified_gmt":"2026-10-17T21:15:33","slug":"la-ia-y-la-mensajeria-omnicanal-se-disparan-un-312-en-el-retail-y-ecommerce","status":"publish","type":"post","link":"https:\/\/retailtechconnect.com\/en\/la-ia-y-la-mensajeria-omnicanal-se-disparan-un-312-en-el-retail-y-ecommerce\/","title":{"rendered":"La IA y la mensajer\u00eda omnicanal se disparan un 312% en el retail y eCommerce"},"content":{"rendered":"<p class=\"western\">El uso de canales digitales y tecnolog\u00edas conversacionales en el comercio minorista espa\u00f1ol se ha disparado en el \u00faltimo a\u00f1o. Seg\u00fan un informe global sobre tendencias del sector retail y eCommerce de Infobip en 2025, en el que se incluye un an\u00e1lisis espec\u00edfico de Espa\u00f1a, las interacciones digitales impulsadas por la inteligencia artificial (IA) y la mensajer\u00eda enriquecida han crecido un 312% en el pa\u00eds, reflejando un cambio profundo en los h\u00e1bitos del consumidor y en la forma en que las marcas se comunican con sus clientes.<\/p>\n<p class=\"western\">El estudio sit\u00faa a Espa\u00f1a entre los mercados europeos m\u00e1s avanzados en adopci\u00f3n de IA, automatizaci\u00f3n y comunicaci\u00f3n omnicanal, con un aumento del 109% en los servicios de comunicaci\u00f3n mayorista y un 70% en el crecimiento digital general del pa\u00eds. Estas cifras confirman la madurez tecnol\u00f3gica del sector y la consolidaci\u00f3n de estrategias que priorizan la inmediatez, la personalizaci\u00f3n y la experiencia de cliente.<\/p>\n<p><a href=\"https:\/\/retailtechconnect.com\/en\/?attachment_id=20617\" rel=\"attachment wp-att-20617\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-20617\" src=\"https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/09\/infobit-Alvaro-Ansaldo-Country-Sales-Leader-de-Infobip-Iberia-web.jpg\" alt=\"\" width=\"798\" height=\"439\" srcset=\"https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/09\/infobit-Alvaro-Ansaldo-Country-Sales-Leader-de-Infobip-Iberia-web.jpg 798w, https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/09\/infobit-Alvaro-Ansaldo-Country-Sales-Leader-de-Infobip-Iberia-web-300x165.jpg 300w, https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/09\/infobit-Alvaro-Ansaldo-Country-Sales-Leader-de-Infobip-Iberia-web-768x422.jpg 768w, https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/09\/infobit-Alvaro-Ansaldo-Country-Sales-Leader-de-Infobip-Iberia-web-18x10.jpg 18w, https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/09\/infobit-Alvaro-Ansaldo-Country-Sales-Leader-de-Infobip-Iberia-web-600x330.jpg 600w\" sizes=\"(max-width: 798px) 100vw, 798px\" \/><\/a><\/p>\n<p class=\"western\">\u201cLa digitalizaci\u00f3n del comercio minorista avanza a gran velocidad y Espa\u00f1a es un excelente ejemplo de ello. Los consumidores demandan inmediatez, conveniencia y personalizaci\u00f3n, y la tecnolog\u00eda de mensajer\u00eda conversacional permite a las marcas responder a esa expectativa con experiencias sin fricciones y en tiempo real\u201d, destaca \u00c1lvaro Ansaldo, Country Manager de Infobip Iberia.<\/p>\n<h2 class=\"western\"><b>Un nuevo consumidor m\u00e1s directo, digital y sostenible<\/b><\/h2>\n<p class=\"western\">El informe de Infobip tambi\u00e9n revela cambios significativos en el comportamiento del consumidor espa\u00f1ol:<\/p>\n<ul>\n<li>\n<p class=\"western\">El 52% de los compradores online realiza adquisiciones internacionales.<\/p>\n<\/li>\n<li>\n<p class=\"western\">El 91% utiliza el smartphone o la tablet como dispositivo principal de compra.<\/p>\n<\/li>\n<li>\n<p class=\"western\">El 70% de los carritos online se abandona, principalmente por costes adicionales o procesos de registro obligatorios.<\/p>\n<\/li>\n<li>\n<p class=\"western\">Los influencers y redes sociales influyen en casi la mitad (49%) de las decisiones de compra.<\/p>\n<\/li>\n<\/ul>\n<p class=\"western\">Asimismo, los consumidores muestran una tendencia creciente hacia el consumo responsable: est\u00e1n dispuestos a pagar m\u00e1s por productos fabricados de forma sostenible y valoran las marcas con prop\u00f3sito.<\/p>\n<h2 class=\"western\"><b>La IA generativa como motor del nuevo retail<\/b><\/h2>\n<p class=\"western\">La IA se consolida como el gran habilitador del cambio en el retail ya que la IA generativa aporta eficiencia y reducci\u00f3n de costes mediante automatizaci\u00f3n. Adem\u00e1s, permite ofrecer experiencias personalizadas que aumentan la fidelizaci\u00f3n y garantiza una atenci\u00f3n al cliente 24\/7. Como consecuencia se favorece el desarrollo de nuevos productos basados en datos reales de mercado y preferencias de los consumidores.<\/p>\n<p><a href=\"https:\/\/retailtechconnect.com\/en\/?attachment_id=20619\" rel=\"attachment wp-att-20619\"><img decoding=\"async\" class=\"aligncenter size-large wp-image-20619\" src=\"https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/09\/infobip-cxop-data-visualization-xpx-v-scaled-web.jpg\" alt=\"\" width=\"798\" height=\"437\" srcset=\"https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/09\/infobip-cxop-data-visualization-xpx-v-scaled-web.jpg 798w, https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/09\/infobip-cxop-data-visualization-xpx-v-scaled-web-300x164.jpg 300w, https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/09\/infobip-cxop-data-visualization-xpx-v-scaled-web-768x421.jpg 768w, https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/09\/infobip-cxop-data-visualization-xpx-v-scaled-web-18x10.jpg 18w, https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/09\/infobip-cxop-data-visualization-xpx-v-scaled-web-600x329.jpg 600w\" sizes=\"(max-width: 798px) 100vw, 798px\" \/><\/a><\/p>\n<blockquote>\n<p class=\"western\">\u201cEn Infobip creemos que la inteligencia artificial no solo impulsa la productividad, sino que tambi\u00e9n redefine la relaci\u00f3n entre marcas y consumidores. Las conversaciones digitales son ya el nuevo punto de encuentro comercial\u201d, a\u00f1ade Ansaldo.<\/p>\n<\/blockquote>\n<h2 class=\"western\"><b>Y llegan Black Friday y Cyber Monday<\/b><\/h2>\n<p class=\"western\">Infobip anticipa un Black Friday marcado por el crecimiento sin precedentes de las interacciones digitales. Seg\u00fan datos de su plataforma, se prev\u00e9 que el volumen de mensajes enviados por las marcas a trav\u00e9s de WhatsApp se multiplique por tres el Viernes Negro, mientras que el uso de RCS, el formato enriquecido que sustituye al SMS tradicional, crecer\u00e1 m\u00e1s de un 630%. Esta aceleraci\u00f3n confirma el papel central de la mensajer\u00eda conversacional en la estrategia tecnol\u00f3gica del sector retail.<\/p>\n<p class=\"western\">La presi\u00f3n sobre los sistemas de atenci\u00f3n y marketing durante Black Friday exige plataformas capaces de escalar en tiempo real sin comprometer la personalizaci\u00f3n. La previsi\u00f3n de Infobip incluye tambi\u00e9n un aumento del 89% en los mensajes de WhatsApp durante Cyber Monday y un crecimiento del 37,5% en SMS, que mantienen su rol como canal clave. Este comportamiento refleja c\u00f3mo las marcas est\u00e1n migrando hacia un modelo de comunicaci\u00f3n inteligente, conectada y contextualizada, donde el volumen no sacrifica la calidad.<\/p>\n<p><a href=\"https:\/\/retailtechconnect.com\/en\/?attachment_id=20620\" rel=\"attachment wp-att-20620\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-20620\" src=\"https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/09\/infobip-conversational-cx-maturity-blog-featured-image-1-web.jpg\" alt=\"\" width=\"798\" height=\"443\" srcset=\"https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/09\/infobip-conversational-cx-maturity-blog-featured-image-1-web.jpg 798w, https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/09\/infobip-conversational-cx-maturity-blog-featured-image-1-web-300x167.jpg 300w, https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/09\/infobip-conversational-cx-maturity-blog-featured-image-1-web-768x426.jpg 768w, https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/09\/infobip-conversational-cx-maturity-blog-featured-image-1-web-18x10.jpg 18w, https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/09\/infobip-conversational-cx-maturity-blog-featured-image-1-web-600x333.jpg 600w\" sizes=\"(max-width: 798px) 100vw, 798px\" \/><\/a><\/p>\n<p class=\"western\">El informe de madurez en experiencia de cliente (CX) de Infobip en EMEA identifica cuellos de botella clave: el 58% de los retailers todav\u00eda tiene dificultades para conectar de forma significativa con sus clientes; solo el 27% ha logrado integrar y sincronizar plenamente sus canales digitales. Aunque el 77% automatiza sus comunicaciones y el 56% emplea IA, el uso real de inteligencia artificial avanzada a\u00fan es bajo: solo un 8% usa IA generativa de forma generalizada.<\/p>\n<blockquote>\n<p class=\"western\">\u201cLa fragmentaci\u00f3n tecnol\u00f3gica, la falta de integraci\u00f3n entre sistemas y la escasez de perfiles especializados limitan la capacidad de reacci\u00f3n de muchas organizaciones en momentos cr\u00edticos como Black Friday o Cyber Monday\u201d, confirma Ansaldo.<\/p>\n<\/blockquote>\n<p class=\"western\">El mercado espa\u00f1ol presenta una din\u00e1mica dual. Aunque el 33% de los consumidores afirma tomar decisiones de compra en el \u00faltimo momento, una gran mayor\u00eda (64%) prefiere recibir promociones desde octubre o principios de noviembre. El 85% prefiere el email como canal promocional, seguido de las redes sociales (45%), las notificaciones in-app (27%) y WhatsApp (10%).<\/p>\n<p class=\"western\">En cuanto a la IA, el 48% de los consumidores espa\u00f1oles conf\u00eda en ella para tareas simples como el seguimiento de pedidos, pero solo el 13% la considera tan fiable como una recomendaci\u00f3n humana, y otro 13% no conf\u00eda en absoluto.<\/p>\n<blockquote>\n<p class=\"western\">\u201cLas marcas que inviertan en mensajer\u00eda omnicanal y automatizaci\u00f3n inteligente no solo podr\u00e1n responder a la demanda del Black Friday, sino que construir\u00e1n una ventaja competitiva sostenible en el mercado\u201d, concluye el Country Manager de Infobip Iberia.<\/p>\n<\/blockquote>","protected":false},"excerpt":{"rendered":"<p>El uso de canales digitales y tecnolog\u00edas conversacionales en el comercio minorista espa\u00f1ol se ha disparado en el \u00faltimo a\u00f1o. Seg\u00fan un informe global sobre tendencias del sector retail y eCommerce de Infobip en 2025, en el que se incluye un an\u00e1lisis espec\u00edfico de Espa\u00f1a, las interacciones digitales impulsadas por la inteligencia artificial (IA) y [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":20618,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[337,334,384,276,93,273,267,240],"tags":[484,488,124,61],"class_list":["post-20616","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agentic-ai","category-automatizacion","category-consumo","category-customer-journey","category-ecosistema-retail","category-omnicanalidad","category-retail","category-tecnologia","tag-black-friday","tag-infobip","tag-omnicanalidad","tag-retail"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La IA y la mensajer\u00eda omnicanal se disparan un 312% en el retail y eCommerce - RetailTechConnect<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/retailtechconnect.com\/en\/la-ia-y-la-mensajeria-omnicanal-se-disparan-un-312-en-el-retail-y-ecommerce\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La IA y la mensajer\u00eda omnicanal se disparan un 312% en el retail y eCommerce - RetailTechConnect\" \/>\n<meta property=\"og:description\" content=\"El uso de canales digitales y tecnolog\u00edas conversacionales en el comercio minorista espa\u00f1ol se ha disparado en el \u00faltimo a\u00f1o. Seg\u00fan un informe global sobre tendencias del sector retail y eCommerce de Infobip en 2025, en el que se incluye un an\u00e1lisis espec\u00edfico de Espa\u00f1a, las interacciones digitales impulsadas por la inteligencia artificial (IA) y [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/retailtechconnect.com\/en\/la-ia-y-la-mensajeria-omnicanal-se-disparan-un-312-en-el-retail-y-ecommerce\/\" \/>\n<meta property=\"og:site_name\" content=\"RetailTechConnect\" \/>\n<meta property=\"article:published_time\" content=\"2026-11-04T08:35:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/09\/infobip-shopping-season-survey-sp-web-798x445-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"798\" \/>\n\t<meta property=\"og:image:height\" content=\"445\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"RetailTechConnect\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"RetailTechConnect\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/retailtechconnect.com\\\/la-ia-y-la-mensajeria-omnicanal-se-disparan-un-312-en-el-retail-y-ecommerce\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/retailtechconnect.com\\\/la-ia-y-la-mensajeria-omnicanal-se-disparan-un-312-en-el-retail-y-ecommerce\\\/\"},\"author\":{\"name\":\"RetailTechConnect\",\"@id\":\"https:\\\/\\\/retailtechconnect.com\\\/#\\\/schema\\\/person\\\/e85445a2ba0c4d1ecf22c93cd491ac52\"},\"headline\":\"La IA y la mensajer\u00eda omnicanal se disparan un 312% en el retail y eCommerce\",\"datePublished\":\"2026-11-04T08:35:07+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/retailtechconnect.com\\\/la-ia-y-la-mensajeria-omnicanal-se-disparan-un-312-en-el-retail-y-ecommerce\\\/\"},\"wordCount\":885,\"publisher\":{\"@id\":\"https:\\\/\\\/retailtechconnect.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/retailtechconnect.com\\\/la-ia-y-la-mensajeria-omnicanal-se-disparan-un-312-en-el-retail-y-ecommerce\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/retailtechconnect.com\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/infobip-shopping-season-survey-sp-web-798x445-1.jpg\",\"keywords\":[\"Black Friday\",\"Infobip\",\"omnicanalidad\",\"Retail\"],\"articleSection\":[\"Agentic AI\",\"Automatizaci\u00f3n\",\"Consumo\",\"Customer Journey\",\"ecosistema retail\",\"Omnicanalidad\",\"Retail\",\"Tecnolog\u00eda\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/retailtechconnect.com\\\/la-ia-y-la-mensajeria-omnicanal-se-disparan-un-312-en-el-retail-y-ecommerce\\\/\",\"url\":\"https:\\\/\\\/retailtechconnect.com\\\/la-ia-y-la-mensajeria-omnicanal-se-disparan-un-312-en-el-retail-y-ecommerce\\\/\",\"name\":\"La IA y la mensajer\u00eda omnicanal se disparan un 312% en el retail y eCommerce - 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