The role that Artificial Intelligence and automation play in Communication
DOI:
https://doi.org/10.34630/tth.v6i1.7261Keywords:
Artificial Intelligence, Automation, Content, Communication, Marketing, EthicsAbstract
Artificial Intelligence (AI) has come to revolutionize Communication and Marketing in an area that is becoming increasingly more saturated. In a world where everyone is constantly seeking relevance and attention, AI has made it more efficient to produce and personalize large-scale content to one´s needs. However, it has also increased saturation, raising issues such as a lack of credibility, transparency, and loss of human control. Although AI raises ethical questions, it is argued that the true potential of these technologies does not lie in replacing humans, but rather in building hybrid strategies, where automation is accompanied by human supervision. In such a way that Artificial Intelligence becomes a complement to communication.
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