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comercial",false,"https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002F[HUBNews]_Padra_o_02_2026_1_26_14_03_41_1769447021.webp","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002F[HUBNews]_Padra_o_03_2026_1_26_14_03_41_1769447021.webp","2026-01-26T00:00:00.000Z","Credit: GoldenDayz \u002F Envato","2026-01-26T14:03:41.000Z","2026-01-26T14:52:52.000Z",[1459],{"id":1460,"newsId":1447,"languageId":5,"title":1450,"subtitle":1461,"content":1462,"summary":978,"takeaways":1463,"seoTagConversionId":8,"seoTag":8,"seoTitle":1464,"seoKeywords":1465,"seoDescription":1466,"seoAbstract":8,"seoImage":1467,"createdAt":1468,"updatedAt":1469,"language":1470},3068,"Entienda cómo la eficiencia de este componente optimiza las ventas, los activos y la gestión inmobiliaria","\u003Cp dir=\"ltr\">La tecnología viene asumiendo un papel cada vez más estructural en el mercado inmobiliario, dejando de actuar únicamente como soporte operativo para influir directamente en los resultados comerciales, en el diseño de los activos y en la eficiencia de su operación. La inteligencia artificial (IA), en particular, se consolida como un eje transversal de esta transformación en el real estate, al conectar procesos, datos y decisiones a lo largo de toda la cadena del real estate, desde la relación con los clientes hasta la gestión cotidiana de los desarrollos.\u003C\u002Fp>\r\n\r\n\u003Ch2 dir=\"ltr\">\u003Cstrong>Inteligencia artificial en el real estate: desempeño comercial y experiencia del cliente\u003C\u002Fstrong>\u003C\u002Fh2>\r\n\r\n\u003Cp dir=\"ltr\">En el frente comercial, esta transformación ya se traduce en resultados concretos y medibles. La adopción de soluciones basadas en inteligencia artificial para la atención y comunicación con clientes ha contribuido a un aumento del 40% en el volumen de consultas, un crecimiento del 17% en las ventas y una reducción del 62% en las reclamaciones de posventa, según datos divulgados por una empresa del sector. Estas cifras ayudan a explicar por qué la IA está dejando de ser experimental para convertirse en una herramienta estratégica en el mercado inmobiliario.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nSegún \u003Ca href=\"https:\u002F\u002Fwww.griinstitute.org\u002Frealestate\u002Fmember-profile\u002Flatam\u002Fjorge-menzel_48992\" target=\"_blank\">\u003Cspan class=\"data-profile-link\" data-id=\"48992\">Jorge Menzel\u003C\u002Fspan>\u003C\u002Fa>, CEO de \u003Ca href=\"https:\u002F\u002Fwww.griinstitute.org\u002Frealestate\u002Fcompany-profile\u002Fimv-redtec_22815\" target=\"_blank\">RedTec\u003C\u002Fa>, los agentes inteligentes permiten sistematizar todo el proceso comercial de los proyectos inmobiliarios. Estas soluciones asumen la atención de mensajes y llamadas con personalización y disponibilidad 24\u002F7, integran agendas, plataformas de mensajería y sistemas CRM, y califican leads a lo largo de la conversación, identificando variables como perfil familiar, presupuesto y preferencias del cliente.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nAdemás, los agentes de IA realizan seguimientos automáticos tanto a clientes como a los equipos de ventas, reduciendo la pérdida de oportunidades y aumentando la eficiencia del embudo comercial. Para Menzel, esta automatización explica buena parte del crecimiento en conversión y la reducción de fricciones observadas en proyectos que ya operan con este tipo de tecnología.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n\u003Ciframe allowfullscreen=\"\" frameborder=\"0\" height=\"315\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FL0AmvyujoUo?si=J78KydMjPVEKxKB3\" title=\"YouTube video player\" width=\"560\">\u003C\u002Fiframe>\u003C\u002Fp>\r\n\r\n\u003Cp dir=\"ltr\">Este movimiento no es aislado. De acuerdo con la Global Real Estate Technology Survey 2025 de \u003Ca href=\"https:\u002F\u002Fwww.griinstitute.org\u002Frealestate\u002Fcompany-profile\u002Fjll_16751\" target=\"_blank\">JLL\u003C\u002Fa>, el 88% de los inversionistas, propietarios y desarrolladores \u003Ca href=\"https:\u002F\u002Fnews.griinstitute.org\u002Fes\u002Fmercado-inmobiliario\u002Fsoluciones-basadas-en-ia-marcan-la-nueva-fase-de-crecimiento-de-gaea\" target=\"_blank\">ya están pilotando soluciones de inteligencia artificial\u003C\u002Fa>, mientras que el 92% de los ocupantes corporativos también ejecutan proyectos de IA en el real estate. La adopción masiva indica una transición clara: la IA deja de enfocarse solo en productividad puntual y pasa a ser un motor de impacto comercial y crecimiento.\u003C\u002Fp>\r\n\r\n\u003Ch3 dir=\"ltr\">\u003Cstrong>E-commerce, zonas francas y nuevos activos inmobiliarios impulsados por datos\u003C\u002Fstrong>\u003C\u002Fh3>\r\n\r\n\u003Cp dir=\"ltr\">La digitalización de los procesos comerciales se refleja también en la transformación de los propios activos inmobiliarios. El avance del e-commerce en América Latina ha incrementado la demanda por inmuebles técnicos y especializados, especialmente en zonas francas que buscan ampliar su participación \u003Ca href=\"https:\u002F\u002Fnews.griinstitute.org\u002Fes\u002Fmercado-inmobiliario\u002Fdata-centers-parques-industriales-ecosistema-digital\" target=\"_blank\">en sectores como tecnología, logística avanzada y data centers\u003C\u002Fa>.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nEmpresas como Mercado Libre vienen expandiendo sus operaciones en la región andina, impulsando la necesidad de infraestructura preparada para operaciones intensivas en datos, conectividad y distribución. Este fenómeno está directamente vinculado a la adopción de tecnologías digitales y al uso creciente de inteligencia artificial en las cadenas productivas y de consumo, posicionando a estos activos como estratégicos dentro de los portafolios inmobiliarios institucionales.\u003C\u002Fp>\r\n\r\n\u003Ch3 dir=\"ltr\">\u003Cstrong>Gestión de activos y el reto de escalar la inteligencia artificial en el real estate \u003C\u002Fstrong>\u003C\u002Fh3>\r\n\r\n\u003Cp dir=\"ltr\">Más allá del impacto comercial y del desarrollo de nuevos proyectos, la inteligencia artificial en el real estate comienza a influir de forma directa en la gestión y el desempeño físico de los inmuebles. El uso de herramientas basadas en IA permite optimizar la operación de los edificios mediante el monitoreo de variables como la calidad del aire y la oxigenación de los espacios, factores cada vez más relevantes para mejorar la eficiencia energética, el bienestar de los usuarios y las estrategias de sostenibilidad.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nA pesar de la adopción casi universal, \u003Ca href=\"https:\u002F\u002Fnews.griinstitute.org\u002Fes\u002Fmercado-inmobiliario\u002Fradar-de-mercado-centros-logisticos-brecha-digital\" target=\"_blank\">la madurez de la IA en el real estate sigue siendo limitada\u003C\u002Fa>. Según JLL, solo el 5% de las empresas afirma haber alcanzado todas las metas de sus programas de inteligencia artificial, mientras que la mayoría permanece en fases piloto con escalabilidad restringida. La brecha se explica, principalmente, por limitaciones en la calidad de los datos, la infraestructura tecnológica y los procesos de gestión del cambio.\u003C\u002Fp>\r\n\r\n\u003Ch4 dir=\"ltr\">\u003Cstrong>De la adopción a la ventaja competitiva: la carrera por el liderazgo tecnológico\u003C\u002Fstrong>\u003C\u002Fh4>\r\n\r\n\u003Cp dir=\"ltr\">La experiencia observada por JLL y por empresas tecnológicas como RedTec converge en un mismo punto: la inteligencia artificial ya no es una apuesta opcional, sino un factor determinante de competitividad. Las organizaciones que adoptan una visión sistemática -con hojas de ruta claras, inversión en plataformas de datos y una integración real de la IA en los flujos centrales del negocio- están ampliando la distancia frente a los actores rezagados.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nComo advierte JLL, más del 60% de los inversionistas aún no está preparado desde el punto de vista estratégico, organizacional ni técnico para capturar todo el valor de la IA. En un entorno de rápida evolución tecnológica, la ventaja tenderá a concentrarse en quienes logren ir más allá de la experimentación y ejecutar la inteligencia artificial en el real estate de forma estratégica, escalable y alineada con los objetivos del negocio inmobiliario.\u003C\u002Fp>\r\n","\u003Cul>\r\n\t\u003Cli>La adopción de IA deja de ser experimental y demuestra efectos medibles en ventas, conversión y experiencia del cliente, consolidándose como una herramienta estratégica para el desempeño comercial inmobiliario.\u003C\u002Fli>\r\n\t\u003Cli>Más allá del frente comercial, la inteligencia artificial optimiza la gestión operativa, la eficiencia energética y la sostenibilidad de los inmuebles.\u003C\u002Fli>\r\n\t\u003Cli>Aunque la adopción es masiva, pocas empresas han alcanzado una madurez plena en su implementación. Las empresas que integren datos, procesos y estrategia de negocio serán las que lideren el mercado inmobiliario en los próximos años.\u003C\u002Fli>\r\n\u003C\u002Ful>\r\n","Inteligencia artificial acelera el desempeño comercial","inteligencia artificial en el real estate, inteligencia artificial, ia en el mercado inmobiliario, tecnología inmobiliaria, desempeño comercial, automatización comercial, experiencia del cliente, gestión inmobiliaria con ia, inversión inmobiliaria","Entienda cómo la eficiencia de este componente optimiza las ventas, los activos y la gestión en el real estate ","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002F[HUBNews]_Padra_o_01_2026_1_26_14_08_57_1769447337.jpg","2026-01-26T14:03:49.000Z","2026-01-28T10:28:14.000Z",{"code":23},{"id":25,"color":27,"translations":1472},[1473,1475,1477],{"title":26,"slug":30,"language":1474},{"code":13},{"title":37,"slug":38,"language":1476},{"code":18},{"title":33,"slug":34,"language":1478},{"code":23},[1480],{"id":81,"label":1359,"translations":1481},[1482,1484,1486],{"label":1359,"slug":1370,"language":1483},{"code":13},{"label":1373,"slug":1374,"language":1485},{"code":18},{"label":1377,"slug":1378,"language":1487},{"code":23},[1489,1491,1494,1496],{"name":220,"enName":220,"ptName":220,"iso2":1490},"CL",{"name":233,"enName":233,"ptName":1492,"iso2":1493},"Colômbia","CO",{"name":567,"enName":567,"ptName":567,"iso2":1495},"MX",{"name":676,"enName":676,"ptName":676,"iso2":1497},"PE",[1499],{"name":1500,"slug":1501,"image":1502,"order":115},"Paulo Alfaro","paulo-alfaro","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews_author\u002FPaulo_Alfaro_GRI_Institute_Profile_Pic_2025_11_04_10_47_53_1762264073.jpg",{"es":1504},"\u002Fmercado-inmobiliario\u002Finteligencia-artificial-real-estate-desempeno-comercial",[1506,1507,1508,1509,1510,1511],"Infra Brazil","Infra Latam","Real Estate Brazil","Real Estate Europe","Real Estate India","Real Estate Latam"]