La misma inteligencia artificial que eliminó 112 mil empleos en el mundo podría salvar a los 6 millones de mypes peruanas del alza del sueldo mínimo: la estrategia que separará a los negocios que cierren de los que dominen el mercado al 2030
Uno de cada cuatro despidos anunciados este año en Estados Unidos ya se atribuye a la inteligencia artificial, según Challenger, Gray & Christmas. En el Perú, donde 6 millones de micro y pequeñas empresas sostienen el 45% del empleo nacional y enfrentan un alza del sueldo mínimo de S/1,130 a S/1,300, la misma tecnología podría permitirles absorber el incremento salarial sin despedir personal y ganar espacio frente a los competidores que no reaccionen.
Los datos dibujan un escenario complejo. El Consejo Nacional de Trabajo se instala este mes para debatir el incremento de la remuneración mínima anunciado por la presidenta Fujimori —cerca de 15%, que el presidente del Consejo Fiscal, Alonso Segura, calificó de “bastante fuerte” y sin respaldo en la productividad—. Además, el 45% de los peruanos afirma conocer negocios de su entorno que cerraron o restringieron actividades, según Ipsos para el Observatorio del Crimen y la Violencia.
Según ComexPerú, el 86.8% de las mypes opera en la informalidad —la tasa más alta registrada—, mientras sus ventas cayeron 0.8% y su participación en el PBI retrocedió de 15.6% a 14.2%. En paralelo, la IA avanza: más de 112 mil despidos fueron atribuidos directamente a esta tecnología entre enero y julio en Estados Unidos, según Challenger, Gray & Christmas y el Financial Times, mientras Oracle reconoció ante el regulador bursátil la eliminación de 21 mil puestos en un año.
La tecnología que las grandes corporaciones utilizan para automatizar ventas, marketing y atención al cliente hoy cuesta una fracción de lo que costaba hace tres años y ya no requiere ingenieros ni presupuestos millonarios. Herramientas antes reservadas para grandes empresas son ahora accesibles para un negocio pequeño.
“El debate nacional está atrapado entre dos miedos: el alza del sueldo mínimo y la amenaza de la inteligencia artificial. Y casi nadie ha dicho lo evidente: la solución al primer miedo es el segundo. Una mype que automatiza su atención al cliente, ordena su gestión comercial con un CRM y conoce sus márgenes con un análisis financiero real puede aumentar su productividad lo suficiente para absorber los S/170 adicionales sin despedir a nadie. Por primera vez, la pequeña empresa puede pelear con las mismas armas que una multinacional, a escala de bodega”, afirma Jorge Zea, gerente general de LeadCenter, consultora digital especializada en crecimiento empresarial.
La clave, explica, está en cambiar el orden de las decisiones. Antes de invertir en publicidad, el empresario debe conocer sus números mediante un estudio de mercado y un análisis financiero que permita identificar la competencia, los riesgos, los márgenes reales y su capacidad para absorber nuevos costos. Recién entonces entra la tecnología: CRM para ordenar las ventas, inteligencia artificial para la atención al cliente, contenido audiovisual y diseño orientados a conversión, y páginas web ágiles que conviertan la presencia digital en un canal real de ingresos.
“Los próximos cinco años van a crear más empresarios prósperos en el Perú que cualquier otra época, y van a salir de donde nadie mira: de las bodegas, los talleres, las tiendas y los restaurantes que decidan dar el salto. Esta década no va a ser de los más grandes ni de los más antiguos: va a ser de los que despierten primero. La pregunta que todo empresario debería hacerse hoy no es si puede pagar S/1,300, sino qué va a hacer para quedarse con el mercado que otros van a abandonar”, finalizó Jorge Zea, gerente general de LeadCenter.
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