Inteligencia artificial y publicidad digital: discursos persuasivos y ciudadanía en la investigación científica

• Braza Delgado, Rafael ^[1]
  1. [1] Universidad de Cádiz

     Universidad de Cádiz

     Cádiz, España

     
• Localización: Revista de Ciencias de la Comunicación e Información, ISSN-e 2695-5016, Vol. 31, Nº. 1, 2026, págs. 1-28
• Idioma: español
• DOI: 10.35742/rcci.2026.31.e351
• Títulos paralelos:
  • Artificial intelligence and digital advertising: persuasive discourses and citizenship in academic research
• Enlaces
  • Texto completo
• Resumen
  • español

    Introducción: Este estudio ofrece un análisis bibliométrico sobre la evolución de la producción científica relativa a los discursos persuasivos en la publicidad digital personalizada dirigida a la ciudadanía. El objetivo es examinar cómo la inteligencia artificial ha transformado las prácticas de segmentación comunicativa, introduciendo nuevos desafíos teóricos, éticos y sociales. Metodología: Se aplicó un análisis bibliométrico mediante la herramienta Biblioshiny (interfaz de Bibliometrix en R), sobre un corpus compuesto por 141 artículos científicos indexados en Scopus y Web of Science, publicados entre 2000 y 2024. El estudio incluyó indicadores de productividad, redes de coautoría institucional, análisis de coocurrencia de términos clave y mapeo temático. Resultados: Los hallazgos identifican cuatro líneas de investigación consolidadas: algoritmos de recomendación, publicidad programática, privacidad de datos y segmentación algorítmica. Se observa una orientación predominantemente tecnológica del campo, acompañada de una baja cooperación internacional y escasa presencia de enfoques críticos centrados en la ciudadanía digital. Discusión: La evidencia muestra una brecha entre el avance técnico en publicidad personalizada y la reflexión académica sobre sus implicaciones sociales. Esta desconexión afecta la capacidad del campo para influir en debates regulatorios, educativos y éticos relacionados con la inteligencia artificial. Conclusiones: Se plantea una agenda investigadora crítica e interdisciplinar, centrada en los derechos comunicativos, la transparencia de los sistemas automatizados y la alfabetización digital como prioridades para futuros estudios en contextos publicitarios mediados por inteligencia artificial.

  • English

    Introduction: This study presents a bibliometric analysis of the evolution of scientific production related to persuasive discourse in personalized digital advertising targeted at citizens. The aim is to examine how artificial intelligence has reshaped communication segmentation practices, introducing new theoretical, ethical, and social challenges. Methodology: A bibliometric analysis was conducted using the Biblioshiny interface (based on Bibliometrix in R) on a corpus of 141 scientific articles indexed in Scopus and Web of Science, published between 2000 and 2024. The study included productivity indicators, institutional co-authorship networks, keyword co-occurrence analysis, and thematic mapping. Results: The findings identify four consolidated research lines: recommendation algorithms, programmatic advertising, data privacy, and algorithmic segmentation. The field displays a predominantly technological orientation, limited international collaboration, and minimal integration of critical approaches focused on digital citizenship. Discussion: The evidence reveals a gap between the technical advancement of personalized advertising and the academic reflection on its social implications. This disconnect undermines the field’s potential to influence regulatory, educational, and ethical debates related to artificial intelligence. Conclusions: The study proposes a renewed, critical, and interdisciplinary research agenda centered on communication rights, transparency in automated systems, and digital literacy as priorities for future investigations in AI-mediated advertising contexts.

• Referencias bibliográficas
  • Arbaiza, F., Robledo Dioses, K. y Lamarca, G. (2024). Advertising Literacy: 30 Years in Scientific Studies. Comunicar, 32(78), 166-178. https://doi.org/10.58262/V32I78.14
  • Aria, M. y Cuccurullo, C. (2017). bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of Informetrics, 11(4), 959-975....
  • Bordons, M., Aparicio, J. y Costas, R. (2013). Heterogeneity of collaboration and its relationship with research impact in a biomedical field....
  • Callon, M., Courtial, J. P., Turner, W. A. y Bauin, S. (1983). From translations to problematic networks: An introduction to co-word analysis....
  • Calo, R. (2014). Digital Market Manipulation. The George Washington Law Review, 82(4), 995-1051. https://digitalcommons.law.uw.edu/faculty-articles/25
  • Chae, B. (2015). Insights from hashtag #supplychain and Twitter analytics: Considering Twitter and Twitter data for supply chain practice...
  • Choi, J. A. y Lim, K. (2020). Identifying machine learning techniques for classification of target advertising. ICT Express, 6(3), 175-180....
  • Cobo, M. J., López-Herrera, A. G., Herrera-Viedma, E. y Herrera, F. (2011). Science mapping software tools: Review, analysis, and cooperative...
  • Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340....
  • Deng, S. S., Tan, C. W., Wang, W. J. y Pan, Y. (2019). Smart generation system of personalized advertising copy and its application to advertising...
  • Donthu, N., Kumar, S., Mukherjee, D., Pandey, N. y Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines....
  • Egghe, L. (2006). Theory and practise of the g-index. Scientometrics, 69, 131-152. https://doi.org/10.1007/s11192-006-0144-7
  • Fan, T. K. y Chang, C. H. (2011). Blogger-centric contextual advertising. Expert Systems with Applications, 38(3), 1777-1788. https://doi.org/10.1016/j.eswa.2010.07.105
  • Fan, T. K. y Chang, C. H. (2010). Sentiment-oriented contextual advertising. Knowledge and Information Systems, 23, 321-344. https://doi.org/10.1007/s10115-009-0222-2
  • Floridi, L. (2022). Etica dell’intelligenza artificiale: Sviluppi, opportunità, sfide. Raffaello Cortina Editore.
  • Floridi, L., Cowls, J., Beltrametti, M., Chatila, R., Chazerand, P., Dignum, V., Luetge, C., Madelin, R., Pagallo, U., Rossi, F., Schafer,...
  • Gharibshah, Z. y Zhu, X. Q. (2021). User response prediction in online advertising. ACM Computing Surveys, 54(3), 1-43. https://doi.org/10.1145/3446662
  • Glänzel, W. y Schubert, A. (2004). Analysing scientific networks through co-authorship. En H. F. Moed, W. Glänzel y U. Schmoch (Eds.), Handbook...
  • Guzman, A. L. y Lewis, S. C. (2019). Artificial intelligence and communication: A human–machine communication perspective. New Media &...
  • Hirsch, J. E. (2005). An index to quantify an individual’s scientific research output. Proceedings of the National Academy of Sciences, 102(46),...
  • Jankowski, J., Kazienko, P., Wątróbski, J., Lewandowska, A., Ziemba, P. y Zioło, M. (2016). Fuzzy multi-objective modeling of effectiveness...
  • Kaplan, A. y Haenlein, M. (2020). Rulers of the world, unite! The challenges and opportunities of artificial intelligence. Business Horizons,...
  • Kim, J. W, Lee, B. H., Shaw, M. J., Chang, H. L. y Nelson, M. (2001). Application of decision-tree induction techniques to personalized advertisements...
  • Kong, X. J., Wu, Y. H., Wang, H. y Xia, F. (2022). Edge computing for Internet of Everything: A survey. IEEE Internet of Things Journal, 9(23),...
  • Lambrecht, A. y Tucker, C. (2019). Algorithmic bias? An empirical study of apparent gender-based discrimination in the display of STEM career...
  • Lee, H. y Cho, C. H. (2020). Digital advertising: present and future prospects. International Journal of Advertising, 39(3), 332-341. https://doi.org/10.1080/02650487.2019.1642015
  • Li, H. y Xu, J. (2014). Semantic matching in search. Foundations and Trends in Information Retrieval, 7(5), 343-469. https://doi.org/10.1561/1500000035
  • Long, B., Chapelle, O., Zhang, Y., Chang, Y., Zheng, Z. y Tseng, B. (2010). Active learning for ranking through expected loss optimization....
  • Matz, S. C., Segalin, C., Stillwell, D., Müller, S. R. y Bos, M. W. (2019). Predicting the personal appeal of marketing images using computational...
  • Nesterenko, V., Miskiewicz, R. y Abazov, R. (2023). Marketing communications in the era of digital transformation. Virtual Economics, 6(1),...
  • Neumann, N., Tucker, C. E. y Whitfield, T. (2019). Frontiers: How effective is third-party consumer profiling? Evidence from field studies....
  • Newman, M. E. J. (2001). The structure of scientific collaboration networks. Proceedings of the National Academy of Sciences, 98(2), 404-409....
  • Newman, M. E. J. (2004). Analysis of weighted networks. Physical Review E, 70(5). https://doi.org/10.1103/PhysRevE.70.056131
  • Perianes-Rodríguez, A., Waltman, L. y van Eck, N. J. (2016). Constructing bibliometric networks: A comparison between full and fractional...
  • Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan,...
  • Rogers, E. M. (2003). Diffusion of innovations (5ª ed.). Free Press.
  • Schwartz, E. M., Bradlow, E. T. y Fader, P. S. (2017). Customer acquisition via display advertising using multi-armed bandit experiments....
  • Stahl, B. C. y Eke, D. (2024). The ethics of ChatGPT: Exploring the ethical issues of an emerging technology. International Journal of Information...
  • Tushman, M. L. y Anderson, P. (1986). Technological discontinuities and organizational environments. Administrative Science Quarterly, 31(3),...
  • Wagner, C. S. y Leydesdorff, L. (2003). Mapping global science using international co-authorships: A comparison of 1990 and 2000. International...
  • Wolters, P. y Zuiderveen Borgesius, F. (2025). The EU Digital Services Act: What Does It Mean for Online Advertising and Adtech? International...
  • Zhang, Z. H., Jhaveri, D. J., Marshall, V. M., Bauer, D. C., Edson, J., Narayanan, R. K., Robinson, G. J., Lundberg, A. E., Bartlett, P. F....
  • Zuccala, A. (2006). Author cocitation analysis is to intellectual structure as Web colink analysis is to …? Journal of the American Society...