Transformación digital en el retail: una revisión de las tensiones de gestión en el supermercado inteligente (2020-2025)
DOI:
https://doi.org/10.18800/360gestion.202611.003Palabras clave:
Inteligencia artificial, Supermercados inteligentes, Retail automatizado, Aprendizaje automáticoResumen
La transformación digital del comercio minorista es uno de los procesos de cambio organizacional más acelerados de la economía actual. Sin embargo, la literatura de gestión sobre este fenómeno sigue fragmentada, pues los estudios analizan por separado la eficiencia operativa, la experiencia del cliente y la gobernanza de tecnologías emergentes. Para cerrar esta brecha, se realizó una revisión sistemática de literatura con síntesis narrativa que examinó 41 estudios publicados, en cinco bases de datos académicas, entre 2020 y 2025. El análisis identifica tres tensiones de gestión centrales: una brecha entre la madurez técnica de los sistemas de inteligencia artificial (IA) y las capacidades organizacionales del retailer para operarlos de forma sostenida; una paradoja de la personalización, donde los sistemas de recomendación algorítmica mejoran la experiencia del cliente, pero erosionan su autonomía y generan riesgos regulatorios; y una exclusión digital que reproduce desigualdades de acceso entre los consumidores. La aportación teórica es un marco integrador que sitúa al supermercado inteligente como contexto privilegiado para estudiar las tensiones no resueltas de la transformación digital en los servicios de consumo.
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