Perceptions, barriers, and professional preparation for the use of artificial intelligence in strategic communication
Keywords:
Artificial intelligence, communication, higher education; occupational qualificationsAbstract
Introduction: Aware of the impact of AI on communication practices. Objective: The present study proposes to analyze the perceptions, expectations and self-assessment of professional preparation of Communication students regarding the use of AI in the management of strategic communication. Materials and methods: A quantitative approach is proposed that uses a survey directed at a non-probabilistic sample of Communication students from Ecuador as a research technique. Results: Students' predisposition to integrate AI tools in communication management is evident, despite limited technical familiarity. The majority perceive themselves as prepared, although they see clear barriers: technical knowledge, privacy and data security. Conclusion: Respondents see its use in the workplace as probable or very probable. It is proposed as a future line of research to delve deeper into the impact of AI training on professional competence.
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