La inteligencia artificial como generador de contenido, ¿Aliado o Amenaza?.

Abstract

This paper, developed in the form of an essay, addresses the impact of Artificial Intelligence (AI) in the generation of content within the context of digital marketing, through the analysis of its implications from a critical, ethical and strategic point of view. The above, by means of a dialectical structure, which allows exploring the positive contributions, as well as the risks involved in its implementation. In this way, a balanced view is offered that transcends what some consider to be a simplistic discourse of seeing AI as an ally or absolute threat. As a first step, the thesis is established, in which AI is seen as a tool to enhance creativity, process optimization and democratization in the access to advanced technologies; highlighting the capabilities in the generation of personalized content, real-time data analysis, automation of repetitive tasks and improved communicational decision making. Part of the argument is based on the fact that it allows brands to establish closer relationships with their audiences and generates opportunities for small players within a highly competitive digital ecosystem. The second part, which corresponds to the contraposition or antithesis, delves into the ethical, labor, cultural and environmental challenges arising from the excessive or unregulated use of AI. It warns about the depersonalization of discourse, the loss of authenticity, the reproduction of biases, the creation of deepfakes, the precariousness of creative employment and the high energy cost of language models. Among the factors that call into question the sustainability of communicative ecosystems and the quality of information within the public space. To close this essay, an integrative recapitulation is proposed in which an ethical, critical and contextualized appropriation of AI in the context of content creation is defended. The future of marketing and communication does not depend only on technology, but also on the regulatory, cultural and educational framework in which societies decide to implement it. Finally, it concludes with a call to train professionals with critical thinking, social sensitivity and ethical capacity to mediate between technological opportunities and human values.