Similar to the way our brain works the information units connect to each other creating true information networks about the attributes of the product or service associated with the experience lived in the interaction. In this way and similar to human cognitive processes ai collects and processes qualitative and quantitative information from the customer Digital Marketing Service in their interaction with the brand . Through complex computer processes ai is capable of recreating the set of emotions sensations and sensory images that the individual feels associated with the attributes of the product or service walls okumus wang kwun ; duerig melton stöckel storing this information in virtual neural networks gutmann konagaya.
As if it were human memory sierra diez froufe torres falces delgado ; dec . Thus information can be obtained about how a positive experience generates a positive response towards the brand in the user and predicts their behavior and future interaction as a customer sierra diez et alAlthough one of the traditional forms of exploitation has been from information from big data it is in small data where important results are being produced for the design of personal experiences in the aforementioned sensitive field. But what are the differences in big data the v criteria are met which are large volume of information high process speed and variety of information from clients channels and processes.