MICALETTO BELDA, JUAN PABLO, Serrano, David Polo
No
Adcomunica
Article
Científica
0.7
01/07/2024
001302869900003
The emergence of artificial intelligence takes place in a social context characte- rized by the increasing need to address communication crises. These phenomena have become more 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 fields. The main objective is to determine the positive and negative aspects associated with the use of artificial intelligence in crisis communication. To achieve this goal, a descriptive study has been desig- ned, approached from an inductive perspective. Thus, a focus group and a survey have been conducted with professionals in these areas to explore the threats and opportunities of using generative tools in crisis contexts. The results show that information analysis, decision-making support, content creation, and advertising production are some of its benefits. Conversely, the potential proliferation of false content, lack of training, or the risk of excessive dependence on this technology represent some challenges. In conclusion, everything points to the fact that artifi- cial intelligence will play a significant role in the development of future commu- nication crises and will be key to managing and safeguarding brand reputation.
Artificial Intelligence; Crisis Communication; Organizational Communication; Digital Communication; Corporate Communication; Digital Reputation