Study and Development of Digital Communication Strategies within the Framework of Artificial Intelligence

The proposed line of R&D activity is oriented towards the study and development of digital communication strategies within the framework of Artificial Intelligence

In order to achieve the general objective, the following specific objectives have been defined:

• SO1. Analyze the state of the art in the use of artificial intelligence in content creation for digital media.
• SO2. Study the mechanisms of GenAI (Generative Artificial Intelligence) to analyze contents in corporate websites.
• SO3. Implement a web prototype with content for GenAI.
• SO4. Design and propose an improvement plan for the creation of digital content adapted for GenAI environments.

This initiative is aimed at generating knowledge to improve the operability of communication through digital media in an environment of widespread use of Artificial Intelligence.  The initiative is part of the adaptation of organizations to create digital media with Artificial Intelligence tools in mind, which is clearly a growing field.  

Strategically, we intend to advance in this field of knowledge so that it can be transferred to both the Spanish and Latin American markets due to our relationship with these markets. 

In this area, the creation of digital media as popular as corporate web portals must be adapted to achieve the best possible impact in the framework of what we could call the Artificial Intelligence Society.  As is well known, AI tools allow users to access available digital media in a different way than in previous cases.   This implies that it is necessary to modify communication strategies and digital content creation to generate results for AI that are certainly representative, to avoid the generation of false or incomplete information, as well as to make it easier for these tools to "find us". This is for marketing and advertising purposes.

Target population

• Content creators, communicators, journalists, advertisers, SEOs, etc.

Market segment

• Companies, especially SMEs.

Expected Results

• Updated knowledge in the use of artificial intelligence in content creation for digital media. 
• GenAI (Generative Artificial Intelligence) mechanisms to analyze corporate web content.
• Strategies for the creation of digital content adapted to GenAI environments.
• Mechanisms for quality control of digital content.