Análisis del uso de herramientas de inteligencia artificial en la producción de comunicación externa

Abstract

Artificial intelligence is a tool that mimics human thoughts and actions through artificial neural networks based on algorithms; its exponential development has benefited the communication field in the production of external communication, making it possible to think, create, and edit texts, images, audio, and more. This research analyzed the changes in the external communication production processes with the use of artificial intelligence, focusing on productivity when incorporating the tool. For the analysis, a documentary review was first conducted to relate and justify the use of AI in communication, and then the Delphi method was used to gather information from six specialists who implement artificial intelligence in their production; subsequently, the effects of using AI for external communication production were reflected upon. The results suggest that implementing artificial intelligence in external communication production processes can benefit by improving user productivity in areas such as time, personnel involved, necessary knowledge, finances, and vital energy; concerning other variables, the trend is towards equal or greater needs in material resources, equipment, space, and information. Additionally, motivational topics, process changes, advantages and disadvantages of using artificial intelligence, and how to use it effectively and efficiently are addressed