La IA como catalizadora de la industria publicitaria española : análisis de sus ventajas desde la percepción de sus profesionales

Cristina del Pino Romero; Susana  Asenjo-McCabe; Susana Herrera Damas

doi:10.5565/rev/qp.424

AI as a catalyst for the Spanish advertising industry

analysis of its advantages from the perspective of professionals

Authors

Cristina del Pino Romero Universidad Carlos III de Madrid https://orcid.org/0000-0002-0217-8457
Susana Asenjo-McCabe Universidad Carlos III de Madrid https://orcid.org/0000-0001-6817-6721
Susana Herrera Damas Universidad Carlos III de Madrid https://orcid.org/0000-0002-1755-1621

PDF (ES)

Abstract

The present study analyses the perceptions of 373 marketing, advertising and branded content professionals in Spain regarding the impact of artificial intelligence on their professional activities. The results indicate a predominantly favourable perspective on its potential benefits, including process optimisation, enhanced operational efficiency, and stimulation of creativity. However, the study also underscores the significance of safeguarding the pivotal role of human
judgment and advocating for a judicious, ethical, and strategically aligned adoption of these technologies within a rapidly evolving industry that is increasingly propelled by algorithmic innovation.

Keywords

artificial intelligence, Marketing, advertising, professionals, survey

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Author Biographies

Cristina del Pino Romero, Universidad Carlos III de Madrid

Profesora Titular en el Departamento de Comunicación de la Universidad Carlos III de Madrid. Es doctora en Ciencias de la Información por la Universidad de Málaga (2004) y ha sido Profesora Visitante en la Universidad de Los Ángeles, California (UCLA). Sus líneas de investigación son la comunicación publicitaria, la publicidad no convencional en ficción y en otros formatos audiovisuales, el branded content, el brand placement y la innovación en formatos publicitarios.

Susana Asenjo-McCabe, Universidad Carlos III de Madrid

Doctora en Investigación en medios de comunicación, es profesora asociada en el Departamento de Comunicación de la UC3M desde 2005. Sus líneas de investigación son sobre marketing social, activismo de marca, la IA en publicidad y el Green Shooting en la industria audiovisual. Imparte docencia en el Grado en Comunicación Audiovisual y el Doble Grado en Periodismo y Comunicación Audiovisual de la UC3M así como en varios másteres, coordinando sus prácticas externas, tutorizando Trabajos de Fin de Estudios e impartiendo Publicidad y Comunicación.

Susana Herrera Damas, Universidad Carlos III de Madrid

Licenciada en Comunicación Audiovisual (Universidad de Navarra, 1998) y en Sociología (UNED, 2004) y Doctora en Comunicación (Universidad de Navarra, 2002). Premio Extraordinario de Doctorado, es autora de 7 libros y de más de 90 artículos publicados en revistas académicas de prestigio. Ha sido Profesora Visitante en las Universidades de Ottawa (Canadá), Texas (Estados Unidos) y en la Missouri School of Journalism (Estados Unidos). Desde 2008, trabaja en la Universidad Carlos III de Madrid, donde es Catedrática de Periodismo. En la actualidad, su investigación se centra en la innovación mediática en entornos digitales, con especial atención a la búsqueda de buenas prácticas en iniciativas concretas relacionadas con la ética de la innovación, las narrativas digitales interactivas y el periodismo constructivo.