AI Implementation Strategies in the Spanish Press MediaOrganizational Dynamics, Application Flows, Uses and Future Trends

  1. César Fieiras Ceide 1
  2. Martin Vaz Álvarez 2
  3. Isaac Maroto González 1
  1. 1 Universidade de Santiago de Compostela
    info

    Universidade de Santiago de Compostela

    Santiago de Compostela, España

    ROR https://ror.org/030eybx10

  2. 2 Universitat Pompeu Fabra
    info

    Universitat Pompeu Fabra

    Barcelona, España

    ROR https://ror.org/04n0g0b29

Revista:
Trípodos

ISSN: 1138-3305,  2340-5007

Ano de publicación: 2024

Título do exemplar: Artificial Intelligence and Communication. Opportunities and challenges

Número: 55

Páxinas: 10-32

Tipo: Artigo

DIALNET GOOGLE SCHOLAR lock_openAcceso aberto editor

Outras publicacións en: Trípodos

Resumo

Esta investigación analiza las estrategias adoptadas por la prensa española sobre la aplicación de la inteligencia artificial en pleno auge de la IA generativa, ampliando los estudios previos relacionados con el impacto de esta tecnología en periodismo. Se estudian las dinámicas de implementación de soluciones de IA en los principales diarios de España, qué departamentos o profesionales están implicados en ello, los usos actuales, y cómo la IA afecta a su organigrama y perfiles profesionales, así como las previsiones de futuro que permitan anticipar la tendencia evolutiva de esta tecnología en el sector. Para ello se plantea una metodología cualitativa basada en entrevistas sobre una muestra intencional compuesta por directivos de los 10 periódicos con mayor difusión en España: El País, La Vanguardia, Marca, La Voz de Galicia, As, ABC, El Mundo, El Correo, El Diario Vasco y Mundo Deportivo. Los resultados revelan que la IA es concebida en la prensa española como un asistente destinado a la optimización de todo tipo de procesos mecánicos y productos existentes, no a la amplificación de la cobertura o a la generación de piezas finales que reduzcan el estándar de calidad esencial en su modelo de suscripción. Grupos como Prisa, Vocento o Unidad Editorial centralizan su estrategia en IA, mientras que en Grupo Godó delegan esta gestión a sus cabeceras. Estos diarios consideran que la IA dinamizará la renovación de perfiles en sus estructuras, a pesar de que no tienen profesionales estrictamente especializados, por el momento.

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Fonte de datos: Dialnet