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2024 | OriginalPaper | Buchkapitel

Use of Generative AIs in the Digital Communication and Marketing Sector in Spain

verfasst von : Xabier Martínez-Rolán, Juan Manuel Corbacho-Valencia, Teresa Piñeiro-Otero

Erschienen in: Management for Digital Transformation

Verlag: Springer International Publishing

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Abstract

The rise of synthetic content generators has gained momentum over the past few years, with the increasing need for automation in content creation. These tools use artificial intelligence (AI) and machine learning (ML) algorithms to generate content, including text, images, videos, and audio. Synthetic content generators have become popular, with several platforms offering them as service, allowing users to create content with minimal effort. Despite the growing popularity of these tools, we are still in the early stages of research on how people use them and their impact on human communication. The current study analyses how professionals from communication and marketing agencies in Galicia (Spain) are beginning to use synthetic content generators and their motivations for doing so. The study will also examine the extent of use of these tools and their impact on human communication. To achieve this objective, an online form was developed and distributed among participants who have used generative AIs or synthetic content generators before in their work as advertising agencies. The online form collected both quantitative and qualitative data, allowing for a mixed-method analysis. The main results show that respondents are testing these tools, but still using them cautiously since this technological advance generates suspicions. The main uses are related to brainstorming—helping in creativity processes—and generating first drafts for texts. ChatGPT is the most known application, acting as a key for the introduction of other AI applications and assistants.

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Metadaten
Titel
Use of Generative AIs in the Digital Communication and Marketing Sector in Spain
verfasst von
Xabier Martínez-Rolán
Juan Manuel Corbacho-Valencia
Teresa Piñeiro-Otero
Copyright-Jahr
2024
DOI
https://doi.org/10.1007/978-3-031-42060-3_5

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