La computación espacial como motor de innovación en marketing y comercio

Spatial computing emerges as a technological convergence that significantly transforms both marketing and commerce. This study examines this phenomenon through a systematic theoretical review complemented by the analysis of five representative cases, covering diverse sectors such as retail, cosmetics, e-commerce, construction, and agri-food. Through technologies like augmented reality, mixed reality, and advanced geolocation systems, organizations develop immersive, personalized, and contextualized experiences in real environments. The results identify consistent emerging trends: real-time contextual personalization, visualization as a trust-generating mechanism, and the extension of storytelling into physical spaces. Simultaneously, technical, ethical, and evaluative challenges are evident, requiring rethinking of traditional paradigms. The study concludes that spatial computing not only provides competitive advantages but fundamentally redefines the relationship between consumer and brand. This research offers practical implications for innovation management and proposes future research directions aimed at evaluating the experiential and symbolic impact of these technologies in various commercial contexts.