Impact and Adoption of Artificial Intelligence in Organizational Communication in Chile and Spain

• Autores: Fernández Muñoz, Cristóbal, Pérez Muena, Rodrigo
• Formato: artículo
• Fecha de Publicación: 2025
• Institución: Universidad de Piura
• Repositorio: Revista de Comunicación
• Lenguaje: español
• OAI Identifier: oai:revistas.udep.edu.pe:article/3899
• Enlace del recurso: https://revistadecomunicacion.com/article/view/3899
• Nivel de acceso: acceso abierto
• Materia: Comunicación; Relaciones Públicas; Publicidad; Inteligencia Artificial; Empresa; Digitalización; Chile; España; Internet; Información Pública; Privacidad; Ética; Communcation; Public Relations; Advertising; artificial intelligence; Business; Digital; Spain; Public information; Privacy; Ethics

Purpose. Artificial intelligence (AI) has become one of the most promising technologies, serving as a pillar of the “Fourth Industrial Revolution” and transforming the way organizations operate, develop, and communicate. This study analyzes the impact and adoption of AI tools in organizational communication in Chile and Spain, evaluating current practices, usage policies, and future perspectives. Methodology. A mixed-methods approach was used, combining a literature review, interviews with organizational communication experts, and surveys conducted with members and collaborators of the Corporate Communication Forum (Focco) in Chile and the Association of Communication Consultants (ADC) in Spain. Results and conclusions. The findings indicate that most professionals use free AI tools, with ChatGPT being the most popular, to enhance efficiency and content creation. However, many organizations lack formal usage policies and training programs, with Spain showing greater progress in this regard. Ethical and privacy concerns persist, creating uncertainty about the future of this technology. In conclusion, AI is a disruptive technology that will continue to transform organizational communication, requiring ethical regulations and corporate protocols for its responsible implementation. Original contribution. This study represents one of the first comparative analyses between Chile and Spain on AI adoption in organizational communication. Its findings provide empirical evidence on trends, challenges, and opportunities in the sector, emphasizing the urgent need to establish regulations and ethical training for the responsible use of these technologies.