Análisis de las aplicaciones de la Inteligencia Artificial Generativa en sectores estratégicos: Una revisión de literatura

María García de Blanes Sebastián; Luis Díaz-Marcos; Óscar Aguado Tevar; Alberto Tomás Delso Vicente

doi:10.4185/rlcs-2025-2466

Authors

María García de Blanes Sebastián Rey Juan Carlos University https://orcid.org/0000-0002-9169-3337
Luis Díaz-Marcos Nebrija University https://orcid.org/0009-0007-6580-0382
Óscar Aguado Tevar Nebrija University https://orcid.org/0009-0001-9245-3167
Alberto Tomás Delso Vicente Universidad Rey Juan Carlos https://orcid.org/0009-0000-6410-1132

DOI:

https://doi.org/10.4185/rlcs-2025-2466

Keywords:

Generative AI, artificial intelligence, generative adversarial networks, language models, personalization, sustainability, ethics

Abstract

Introduction: Generative Artificial Intelligence (GAI) is a disruptive technology capable of creating data that mimics real patterns, transforming strategic sectors such as healthcare, education, finance, and transportation. This study addresses three key questions: What are its main applications? What benefits does it offer? And what challenges does it present? From an analysis of 7,902 articles published between 2020 and 2024, 198 relevant studies were selected, highlighting both its practical applications and challenges. Methodology: The research was conducted following the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) methodology, using databases such as ACM Digital Library, IEEE Xplore, ScienceDirect, and Web of Science. Tools like VOSviewer and Scimat were employed to identify co-citation patterns and thematic evolution. The analysis focused on key technologies such as Generative Adversarial Networks (GANs) and language models. Results: GAI has transformative applications: in education, it personalizes learning with virtual tutoring and adaptive content; in healthcare, it enhances clinical simulations and accelerates drug development; in transportation, it optimizes routing and sustainability; in marketing, it enables precise segmentation and creative content generation; and in communication, AGI revolutionizes interpersonal and organizational dynamics by improving real-time decision-making, automating text generation, and optimizing human-machine interaction. These applications have driven efficiency and innovation across multiple sectors. Discussion: The adoption of GAI drives technological progress, advancing personalization and operational optimization. Its impact could be broadened by adapting applications to local contexts and emerging sectors, maximizing its reach and benefits. Conclusions: GAI is establishing itself as a key tool for sustainable and inclusive development. This study provides a foundation for future research, encouraging innovative applications that effectively and globally transform strategic sectors.

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Author Biographies

María García de Blanes Sebastián, Rey Juan Carlos University

PhD in Economics from Universidad Rey Juan Carlos, with a Master's in Digital Marketing (UOC), a Management Development Program (IESE), a Master's in Marketing Management and Commercial Management (ESIC), and a Bachelor's degree from Universidad Complutense. She has published in various journals, books, and manuals. With over 20 years of experience in marketing, sales, operations, and business intelligence, she has worked for companies such as Orange, Zed Worldwide, and Telvent, among others. Her expertise includes developing business and marketing plans, market research, commercial strategies, and advertising campaigns. She has been involved in product launches and the development of marketing solutions, including e-commerce platforms and chatbots.

In addition, she teaches at universities and business schools, delivering undergraduate and master's courses in e-commerce, marketing, and lean management. She also supervises undergraduate and master's theses on topics such as SEO, SEM, and web analytics. She serves as a Business Mentor at the Madrid Foundation, supporting startups.

Luis Díaz-Marcos, Nebrija University

He is the Managing Director at Universidad Nebrija, a Mining Engineer, and holds a Ph.D. from UPM. Additionally, he has a Bachelor's degree in Business Administration from HEC-Paris and completed two Master's degrees in Energy Economics, one from the French Institute of Petroleum and the other from the University of Oklahoma. Alongside his management duties at Nebrija, he teaches at the university and leads the Economics module of the Master’s in Oil & Gas (ETSIME-UPM). He has taught finance courses at CUNEF and supervised numerous Master’s theses. His management career includes key roles at Nebrija, CUNEF, and UPM, as well as active participation in accreditation panels such as ABET and EFMD/ENQHEEI. He also brings a wealth of professional experience from the banking sector, having spent 16 years at BBVA: 9 years in Strategy and Business Development for Asset Management and 7 years in wholesale banking, specializing in the energy sector.

Óscar Aguado Tevar, Nebrija University

He is the Managing Director at Universidad Nebrija, a Mining Engineer, and holds a Ph.D. from UPM. He also has a Bachelor's degree in Business Administration from HEC-Paris and earned two Master's degrees in Energy Economics from the French Institute of Petroleum and the University of Oklahoma. In addition to his management role at Nebrija, he combines teaching responsibilities at Nebrija with leading the Economics module of the Master’s in Oil & Gas (ETSIME-UPM). He has taught finance courses at CUNEF and supervised numerous Master's theses. His management experience includes various positions at Nebrija, CUNEF, and UPM, as well as participation in accreditation panels such as ABET and EFMD/ENQHEEI. Furthermore, he has extensive professional experience in the banking sector, having worked for 16 years at BBVA: 9 years in Strategy and Business Development for Asset Management and 7 years in wholesale banking within the energy sector.

Alberto Tomás Delso Vicente, Universidad Rey Juan Carlos

Experience in operations management with a focus on resource optimization and operational efficiency. Possesses strong analytical, managerial, and communication skills, along with project management experience, having successfully led international projects while adhering to industrial regulations. Committed to innovation. Currently pursuing a Ph.D., holds an MBA in Business Administration, and a Bachelor's degree in Chemical Engineering. Professional experience includes roles as a Logistics Engineer and Tank Maintenance Specialist in international companies. Academic background is complemented by roles as a professor and coordinator at Rey Juan Carlos University, where educational management and leadership skills have been developed. Excels in areas such as data analysis, CRM, ERP, and digital marketing. Additionally, offers advanced language proficiency in English, Italian, and German.

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