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

The riseRise of synthetic contentSynthetic 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)Artificial intelligence (AI) and machine learning (ML)Machine learning (ML) algorithmsAlgorithms to generate content, including text, images, videos, and audio. Synthetic contentSynthetic 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 communicationHuman communication. The current study analyses how professionals from communicationCommunication and marketingMarketing agencies in Galicia (SpainSpain) are beginning to use synthetic contentSynthetic 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 communicationHuman communication. To achieve this objective, an online form was developed and distributed among participants who have used generative AIsGenerative AIs or synthetic contentSynthetic 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. ChatGPTChatGPT is the most known application, acting as a key for the introduction of other AI applicationsAI applications and assistants.