A. M. 
In a joint effort between the Ministry of Foreign Affairs and the Cámara Salvadoreña de Tecnología de Información y Comunicaciones (CASATIC) an intensive workshop on Artificial Intelligence in Marketing was held for 40 women entrepreneurs who are returnees and at risk of migrating. This initiative is part of the agreement that seeks to provide technological education as a tool to strengthen the enterprises of this population.
Among the beneficiaries is Marleny Henríquez, a native of Tonacatepeque, who runs the dessert business “Creaciones Marlen”. Grateful for the support received, Marleny said that the training allowed her to acquire new skills such as video editing and the creation of ads for social networks, key tools to publicize her business.
“It is important to take advantage of these opportunities, to show that it is possible to get ahead without having to migrate. As long as the family is united, everything is possible. I invite other women to empower themselves and not to set limits”, said Marleny, who also instills in her children basic knowledge to continue with the family business.
The workshop included training in machine learning algorithms, natural language processing (NLP) and other emerging technologies. These tools enable participants to optimize their marketing strategies, improve audience segmentation and personalize the customer experience.
Marleny also stressed the importance of working as a team to grow her business, as she relies on temporary staff during high-demand seasons. She also noted that the training not only strengthens her business, but also allows her to support other people.
This activity took place within the framework of the Transforming Lives Program, whose comprehensive and sustainable approach seeks to reintegrate returnees, providing them with practical, socioemotional and life tools to build a prosperous future in El Salvador.
