Micaletto Belda, J. P., & Polo Serrano, D. (2024). Influencia de la inteligencia artificial en la comunicación de crisis: perspectivas de los profesionales de la comunicación. AdComunica, (28), 53–76. https://doi.org/10.6035/adcomunica.8021

Resumen:

Artificial intelligence emerges in a social context characterized by the growing need to deal with communication crises. These phenomena have become increasingly frequent in the virtual era, where the ways in which information is produced and managed have accelerated. This article analyzes the assessments made by a group of experts in these matters. The main objective is to determine the positive and negative aspects of using artificial intelligence in crisis communication. In order to achieve this goal, a descriptive study has been designed from an inductive perspective. Thus, a focus group and a survey have been carried out with professionals in these fields, in order to explore the threats and opportunities of applying generative tools in crisis contexts. The results show that the analysis of information, help in decision-making, the creation of content or the production of advertising pieces are some of its benefits. On the contrary, the possible proliferation of hoaxes, the lack of training or the risk of depending excessively on this technology represent some challenges. In conclusion, everything points to the fact that artificial intelligence will play a significant role in the development of future communication crises and will be key to managing and safeguarding the reputation of brands.