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The emergence of artificial intelligence (AI) promises a revolutionary change that will drive a new stage of digital transformation. In 2024, it has become a global megatrend, generating a significant impact on economic, social, and professional levels—changes to which the communication sector is not immune. The acceleration of certain data analytics processes or its predictive capabilities for decision-making are some of the areas with evident strategic influence in the sector. At the same time, the incorporation of generative AI into content creation processes and production dynamics creates uncertainties in the business and professional realms, as it has the potential to modify current business models and certain job roles. The primary objective of this chapter is to reflect on whether this is truly a revolution or merely an evolution of practices already in use in the communication field in recent years. Ultimately, what is real—what opportunities and threats it represents—and what is overpromised in the discourse promoted by the major companies attempting to lead this new business? To address this, the chapter is divided into three sections. The first discusses the investment needs for technological development, existing barriers, and the potential risk of an economic bubble. The second section, using illustrative examples of specific cases, attempts to glimpse the future of communication companies and their professionals in two parts: it begins with the field of journalism and media and continues with the realm of marketing and advertising. Finally, in the conclusion section, among other aspects, the need to deepen scientific and academic research is emphasized, to rigorously contribute to the understanding and forecasting of this new technology’s development. Additionally, it discusses how the use of technology will amplify the impact of available resources through new tools adapted to each need—whether for creating messages or for measuring and diagnosing audiences—but never replacing people when it comes to decision-making.

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OpenAI Artificial Intelligence: Revolution or Bubble?

  • 章节

  • 发表日期：

    2025年

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  • Antonio Baraybar-Fernández,
  • Sandro Arrufat-Martín

摘要

The emergence of artificial intelligence (AI) promises a revolutionary change that will drive a new stage of digital transformation. In 2024, it has become a global megatrend, generating a significant impact on economic, social, and professional levels—changes to which the communication sector is not immune. The acceleration of certain data analytics processes or its predictive capabilities for decision-making are some of the areas with evident strategic influence in the sector. At the same time, the incorporation of generative AI into content creation processes and production dynamics creates uncertainties in the business and professional realms, as it has the potential to modify current business models and certain job roles. The primary objective of this chapter is to reflect on whether this is truly a revolution or merely an evolution of practices already in use in the communication field in recent years. Ultimately, what is real—what opportunities and threats it represents—and what is overpromised in the discourse promoted by the major companies attempting to lead this new business? To address this, the chapter is divided into three sections. The first discusses the investment needs for technological development, existing barriers, and the potential risk of an economic bubble. The second section, using illustrative examples of specific cases, attempts to glimpse the future of communication companies and their professionals in two parts: it begins with the field of journalism and media and continues with the realm of marketing and advertising. Finally, in the conclusion section, among other aspects, the need to deepen scientific and academic research is emphasized, to rigorously contribute to the understanding and forecasting of this new technology’s development. Additionally, it discusses how the use of technology will amplify the impact of available resources through new tools adapted to each need—whether for creating messages or for measuring and diagnosing audiences—but never replacing people when it comes to decision-making.