Micro and Small Enterprises’ Perceptions of Artificial Intelligence Adoption in Digital Marketing: Evidence from the Los Olivos District, North Lima

As digital transformation accelerates across industries, artificial intelligence (AI) has become a key driver of innovation in marketing; yet among micro and small enterprises, particularly in North Lima, its adoption continues to lag behind. This research stems from the need to understand how entrepreneurs perceive the use of AI in this context. The study aimed to analyze these perceptions regarding the application of AI in digital marketing strategies. The methodology employed was a descriptive and correlational study using a quantitative, non-experimental, and cross-sectional approach with a convenience sample of 184 micro and small enterprises in the Los Olivos district of North Lima; validated Likert-scale instruments and Spearman correlation analysis were used. The findings reveal a predominantly unfavorable perception of AI, linked to limited technical knowledge, insufficient training, and the belief that these tools are costly and complex; nevertheless, a weak yet statistically significant positive association was found between AI perception and digital marketing performance, particularly regarding social media. Although entrepreneurs recognize AI’s potential to optimize operations and strengthen customer relationships, persistent knowledge and resource gaps continue to limit its adoption. These results highlight the need for targeted training and technical support programs to help micro and small enterprises bridge this gap, strengthen their digital marketing capabilities, and remain competitive in an increasingly AI-driven business environment.