El rol del comunicador corporativo: Desafíos desde la Inteligencia Artificial.

Abstract

Communication has been crucial since the beginning of mankind for social evolution and survival, continuously adapting to technological and academic changes. In the 1950s, organizational communication emerged as an independent discipline, influenced by globalization and technological innovation, the corporate communicator must manage internal and external communication, ensuring the coherence of the message and taking care of the company's image. The role of the corporate communicator facing the challenges posed by Artificial Intelligence (AI). Their skills include planning communication strategies, analyzing situations, anticipating scenarios, and practicing active listening to respond to the needs of audiences. AI has introduced new dynamics in this field, offering tools such as chatbots to optimize processes and improve interaction with customers and collaborators. However, the implementation of AI raises ethical challenges related to privacy and security of the collected data. In this document the main objectives are to know the different functions that the corporate communicator has, how to develop within a company to handle crisis situations and to know the use and purpose of the different tools supported by Artificial Intelligence with which the communicator can be supported and optimize the different internal and external processes of the organization. It is important that organizations use this technology with ethics and values such as responsibility, generating transparency and respect for the privacy of the public. Thus, the role of the corporate communicator is essential to be included in these changes and to maintain effective communication in an increasingly interconnected environment.