Análisis del uso de herramientas comunicacionales de inteligencia artificial en agencias de publicidad de Cuenca

Abstract

This study focuses on the analysis of the use and perception of artificial intelligence communication tools in Cuenca. The research was conducted through a mixed approach, with qualitative data collection tools such as semi-structured interviews to experts in communication and advertising, and surveys to professionals working in the selected agencies. The main findings of the study show that AI applied to communication and advertising is relevant due to the efficiency and reduction of time and resources in the generation of content in advertising campaigns. The participants agreed upon their positive perception regarding the use of the tool. However, thanks to the analysis it is obtained that there is still a deficiency in the development of this technology, pointing out that the operation of these tools should be improved and education and training on the subject should be increased. The findings show that AI is currently used in an empirical and complementary way for the development of different communication concepts and materials, but that it still lacks critical aspects that would help to provide quality content for communication and advertising in the future.