Use of artificial intelligence in building personal branding and intercultural leadership

The integration of AI tools reshaping how professionals learn, build reputation, and project their value in digitally and culturally diverse environments. Therefore, this study aims to analyze the relationships among AI tool use, personal branding, and leadership in intercultural contexts. A quantitative, non-experimental, cross-sectional, and correlational study was conducted with 169 university graduates from Peru, Ecuador, and Mexico. Data were collected using a Likert-scale questionnaire and analyzed through descriptive analysis, exploratory factor analysis, principal component analysis (PCA), and K-means clustering. The results indicate that 89.3% reported familiarity with AI tools, even though 79.3% had not received specialized training. Two profiles were also identified: one with moderate familiarity and another with greater technological appropriation, professional visibility, and intercultural competence. The PCA showed that the first two components explained 47.7% of the variance, with intercultural leadership, professional visibility, and technology adoption forming the central dimensions of the model. The results suggest that the use of artificial intelligence tools is associated with better career prospects when accompanied by critical judgment, authenticity, and cultural sensitivity. They also highlight the need to develop digital, ethical, and intercultural competencies in universities and organizations in order to guide relevant and responsible professional development processes.