Más entusiasmo que recelo: la IA en la publicidad desde la mirada de los profesionales españoles

• Autores: Susana Herrera Damas , Susana Asenjo McCabe, Cristina del Pino Romero
• Localización: Ambitos: Revista internacional de comunicación, ISSN 1139-1979, ISSN-e 1988-5733, Nº. 68, 2025, págs. 218-240
• Idioma: español
• Títulos paralelos:
  • More Enthusiasm than Skepticism: AI in Advertising from the Perspective of its spanish Professionals
• Enlaces
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• Resumen
  • español

    Este estudio analiza la percepción de los profesionales de la publicidad en España sobre la inteligencia artificial (IA) y su impacto en la industria, a partir de una encuesta a 373 expertos del sector. Los resultados reflejan una actitud mayoritariamente positiva, con un 66,5 % de los encuestados que la perciben como una oportunidad. Se confirma que la familiaridad y la frecuencia de uso de estas herramientas influyen en su aceptación, así como su contribución a la optimización de procesos y a la automatización de tareas repetitivas, sin sustituir la creatividad humana. Además, los encuestados consideran que la IA es especialmente útil para agilizar procesos, optimizar recursos y mejorar la segmentación publicitaria, destacando su capacidad para hacer más eficiente la toma de decisiones estratégicas. La investigación sugiere que la adopción efectiva de la IA requiere formación continua y estrategias de integración que equilibren la eficiencia tecnológica con la identidad creativa del sector. Se recomienda desarrollar estudios cualitativos y longitudinales para analizar la evolución de estas percepciones y su impacto en la industria publicitaria

  • English

    This study analyzes the perception of advertising professionals in Spain about artificial intelligence (AI) and its impact on the industry, based on a survey of 373 experts in the sector. The results reflect a mostly positive attitude, with 66.5 % of respondents perceiving AI as an opportunity. It is confirmed that the familiarity and frequency of use of these tools influence their acceptance, as well as their contribution to the optimization of processes and automation of repetitive tasks without replacing human creativity. In addition, respondents consider AI to be especially useful for streamlining processes, optimizing resources and improving advertising segmentation, highlighting its ability to make strategic decision-making more efficient. The research suggests that the effective adoption of AI requires continuous training and integration strategies that balance technological efficiency with the creative identity of the sector. It is recommended to develop qualitative and longitudinal studies to analyze the evolution of these perceptions and their impact on the advertising industry

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