Keywords
comunicación
tendencias
encuesta
investigación Artificial intelligence
communication
trends
survey
research
How to Cite
Accepted 2024-09-11
Published 2024-12-20
- Abstract 4
- PDF (Español (España)) 0
Abstract
This research stems from an analysis of academic literature or scoping review (Codina, 2021) on Artificial Intelligence applied to marketing and advertising. Following this contextualization, a survey methodology was employed on an exploratory sample consisting of marketing, communication, and advertising professionals from Spain, yielding a total of 372 responses. The aim has been to explore the benefits of using AI in campaign optimization, to understand advertisers' perceptions of this reality, and thus, to identify the new challenges that this scenario implies, with the consequent anticipation of the universe of opportunities that AI entails. The results reveal the central role of AI in streamlining processes, its use in market research to identify trends and patterns, as well as new resources and time-saving in the advertising sector. In general conclusion, the research emphasizes the array of possibilities that are still to be explored, ranging from companies subscribing to paid AI tools, to these tools' consideration of ethical and moral implications, as well as the incorporation of human values and beliefs into algorithms. Ongoing research into how AI is used proves to be essential for maintaining the relevance and sustainability of the advertising company in this dynamic and digital environment.
References
Ananthakrishnan, R. y Arunachalam, T. (2022): Comparison of consumers' perception between human-generated and AI-aided brand content. Webology. 19(2).6293-6302
Argan, M., Dinç, H., Kaya, S., y Tokay Argan, M. (2023). Artificial Intelligence (AI) in Advertising: Understanding and Schematizing the Behaviors of Social Media Users. ADCAIJ: Advances in Distributed Computing and Artificial Intelligence Journal, 11(3), 331–348. https://doi.org/10.14201/adcaij.28331
Barrios, M. y Cosculluela, A. (2013). Capítulo II: Fiabilidad. En Meneses, J. (Coord.). Psicometría. (pp.75-137). Editorial UOC. ISBN: 978-84-9064-036-4.
Bobenrieth Astete, M.A. (Ed.) (2012) Cómo investigar con éxito en ciencias de la salud (Parte II). El proceso. Serie Monografías EASP, nº 50. EASP.
Broussard, M., Diakopoulos, N., Guzmán, A., Abebe, R., Dupagne, M. y Chuan, C. (2019). Artificial intelligence and journalism. Journalism and Mass Communication Quarterly, 96(3), 673-695. http://doi.org/10.1177/1077699019859901
Centeno-Martín, H., Toledano-Buendía, S. y Ardèvil-Abreu, A. (2023). Who interacts with communicative AI and what attitudes are displayed toward it? Sociodemographic, personality and futurephobia variables. Profesional de la Información, 32(5). https://doi.org/10.3145/epi.2023.sep.02
Danesi, M. (2024). IA in Marketing and Advertising. 127-142. doi: 10.1007/978-3-031-54752-2_7
Davidson, J. (1970). Outdoor recreation surveys: The design and use of questionnaires for site surveys. London: Countryside Commision.
Davenport, T., Guha, A., Grewal, D. y Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science. 48, 24–42 https://doi.org/10.1007/s11747-019-00696-0
Fernández Rincón, A.R. (2023): El creativo invisible: inteligencia artificial y creación publicitaria. Miguel Hernández Communication Journal, Vol. 14 (2), 391-408. Universidad Miguel Hernández, UMH (Elche-Alicante). https://doi.org/10.21134/mhjournal.v14i.1983
García-Orosa, B., Canavilhas, J. y Vázquez-Herrero, J. (2023). Algorithms and communication: A systematized literature review. Comunicar, 74, 9-21. https://doi.org/10.3916/C74-2023-01
Geru, M., Micu, A.E., Capatina, A., y Micu, A. (2018). Using Artificial Intelligence on Social Media’s User Generated Content for Disruptive Marketing Strategies in eCommerce. Economics and Applied Informatics. XXIII (3). https://doi.org/10.26397/eai1584040911
Hernández Sampieri, R. y Mendoza Torres, C.P. (2018). Metodología de la investigación: las rutas cuantitativa, cualitativa y mixta. Mcgraw-Hill..
Hildebrand, V. A. (2019). The Future of Artificial Intelligence: A New Economy Driven by Computing Power, Data, and Algorithms. Journal of Economic Perspectives.
Huang, M.H., Rust, R., Hulland, J. y Houston, M. (2021). Strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science. 49, 30–50. https://doi.org/10.1007/s11747-020-00749-9
Igartua Perosanz, J. J. (2006). Métodos cuantitativos de investigación en comunicación. Editorial Bosch S.A.
Lee, P.S., Chakraborty, I. and Banerjee, S. (2023), "Artificial Intelligence Applications to Customer Feedback Research: A Review", Sudhir, K. and Toubia, O. (Ed.) Artificial Intelligence in Marketing (Review of Marketing Research, Vol. 20), Emerald Publishing Limited, Leeds, pp. 169-190. https://doi.org/10.1108/S1548-643520230000020010
López Roldán, P. y Fachelli, S. (2015). Metodología de la investigación social cuantitativa. Bellaterra (Cerdanyola del Vallès). Barcelona. Dipòsit Digital de Documents. Universitat Autònoma de Barcelona
López Romo, H. (1998). La metodología de la encuesta, en Galindo Cáceres, J. (Coord.). Técnicas de investigación en sociedad, cultura y comunicación. (pp. 33-74). ISBN 968-444-262-9
Malpnai B. y Nisha M. (2020) Role of artificial intelligence in advertising and marketing. Our Heritage, 60(30):1–11
Mañas Viniegra, L. (2023). La representación de las personas con discapacidades invisibles: Neurocomunicación aplicada a la plena inclusión (INVISIBLES). Proyecto Investigador. Universidad Complutense de Madrid (2023).
Meneses, J. y Rodríguez-Gómez, D. (2011). El cuestionario y la entrevista. Universitat Oberta de Catalunya. https://cutt.ly/eXvI8w2
Micu, A., Capatina, A., y Micu, A.E. (2018). Exploring Artificial Intelligence Techniques' Applicability in Social Media Marketing. Journal of Emerging Trends in Marketing and Management. 1(1), 156-165.
Murgai, A. (2018). Transforming Digital Marketing with Artificial Intelligence. International Journal of Latest Technology in Engineering, Management & Applied Science. VII(IV), 259-262.
Orús, A. (2023). Número de trabajadores dentro del sector del marketing en España entre 2011 y 2022. Statista. 14 de noviembre de 2023. Recuperado en https://es.statista.com/estadisticas/942691/mercado-laboral-en-sector-de-marketing-espana
Quero Virla, M. (2010). Confiabilidad y coeficiente Alpha de Cronbach. Telos, 12(2),248-252. ISSN: 1317-0570. https://cutt.ly/tXvPYJf
Rania, E. (2024). Enhance The Advertising Effectiveness by using Artificial Intelligence (AI). Journal of Art, Design and Music, doi: 10.55554/2785-9649.1021.
Reshetkova, A. (2019). Artificial Intelligence in Advertising and the Consumer Journey to Purchase. Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 8(3), 145-153. https://doi.org/10.36997/IJUSV-ESS/2019.8.3.145
Rodríguez, X. A. V., y Chicaiza, R. P. M. (2023). Publicidad persuasiva: el lado creativo desde la inteligencia artificial. Dilemas contemporáneos: Educación, Política y Valores. XI (1), 63. https://doi.org/10.46377/dilemas.v11i1.3748
Sanabria-Navarro, J., Silveira-Pérez, Y., Pérez-Bravo, D. y de Jesús-Cortina-Núñez, M. (2023). Incidences of artificial intelligence in contemporary education. Comunicar, 77, 97-107. https://doi.org/10.3916/C77-2023-08
Shah N., Bhagat L., Chauhan M., y Sha. M. (2020). Research Trends on the Usage of Machine Learning and Artificial Intelligence in Advertising. Augmented Human Research. 5 (19). https://doi.org/10.1007/s41133-020-00038-8
Telnov, A.. y Reshmidilova, S. (2022). Development tendencies of marketing personnel management under the fourth industrial revolution. Herald of Khmelnytskyi National University. Economical Sciences. 6(2), 7-12. https://doi.org/10.31891/2307-5740-2022-312-6(2)-1
Thaichon, P., Quach, S. (Eds.). (2022). Artificial Intelligence for Marketing Management (1st ed.). Routledge. https://doi.org/10.4324/9781003280392
Verma S., Sharma R., Deb S. y Maitra D. (2021): Artificial intelligence in marketing: Systematic review and future research direction. International Journal of Information Management Data Insights, Vol. 1, 1, 2021. https://doi.org/10.1016/j.jjimei.2020.100002
Valle-Escolano, R. (2023). Inteligencia artificial y derechos de las personas con discapacidad El poder de los algoritmos. Revista Española de Discapacidad, 11(1), 7-28. Recuperado a partir de https://www.cedid.es/redis/index.php/redis/article/view/866
Wimmer, R. D., Dominick, J. R. (1996). La investigación científica de los medios de comunicación: una introducción a sus métodos. Barcelona, Bosch.
Yu, Y. (2022). The Role and Influence of Artificial Intelligence on Advertising Industry. Advances in social science, education and humanities research, Proceedings of the 2021 International Conference on Social Development and Media Communication (SDMC 2021). Atlantis Press. http://doi.org/10.2991/assehr.k.220105.037
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Copyright (c) 2024 Susana Asenjo-McCabe, Cristina del Pino-Romero