Inteligencia artificial en la Dirección de Comunicaciones:: fundamentos estratégicos y desafíos éticos

Tamara Slusnys Villegas

doi:10.62876/tc.vi52.8237

Authors

Tamara Slusnys Villegas Universidad Católica Andrés Bello

DOI:

https://doi.org/10.62876/tc.vi52.8237

Keywords:

Artificial intelligence, Strategic communication, Communications management, Digital ethics, Algorithmic governance

Abstract

The use of artificial intelligence (AI) has meant a considerable shift in the function and efficiency of the Communications Director (dircom), freeing them from operational time and enhancing their strategic capabilities related to crisis management, narrative coherence, stakeholder engagement, and predictive analysis of public opinion; however, this incorporation poses ethical challenges that include reputational risks and algorithmic biases, which are amplified by emerging phenomena such as immersive storytelling, compromising communicative authenticity. This work examines the impact of AI on the Communications Department and the role of the dircom from a theoretical perspective that links strategic communication and algorithmic ethics. The results of the analysis, which addresses strategic efficiency, algorithmic personalization, crisis management, technological mediation, and soft skills training as main axes, reveal that the predictive and operational capacity of organizations fostered by AI demands responsible governance and continuous human oversight. The study proposes critical media literacy and the development of socio-emotional competencies as the foundations of contemporary communication training, focused on promoting the responsible use of technologies and consolidating effective communication leadership in the Digital Age.

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Author Biography

Tamara Slusnys Villegas, Universidad Católica Andrés Bello

Licenciada en Comunicación Social, Magíster en Comunicación Organizacional y Doctoranda en Comunicaciones en la Sociedad del Conocimiento. Docente en la escuela de Comunicación Social y directora de Comunicaciones de la Universidad Católica Andrés Bello.

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