Acceso usuarios
Óscar Gutiérrez Aragón
, Joan-Francesc Fondevila-Gascón 
, Ariadna Gassiot Melian, Pepi Córdoba Balsera
El empleo de herramientas de Inteligencia Artificial está transformando los modelos actuales de gestión empresarial. El objetivo de este estudio es conocer la valoración de profesionales con cargos de responsabilidad de gestión en las empresas sobre el uso de estas aplicaciones. Se ha empleado combinación metodológica de análisis cuantitativo y análisis cualitativo. Los resultados revelaron un rápido incremento de la utilización de la inteligencia artificial en las empresas españolas, in-dependientemente del sector. Sin embargo, el tamaño y el presupuesto son factores determinantes para su implementación. Se concluye que estas tecnologías son esenciales para el crecimiento, funcionamiento óptimo y supervivencia empresarial
The use and constant evolution of Information and Communication Technologies (ICT) have transformed business man-agement models, so that digital innovation has become an essential requirement of business strategies in order to acquire competitive advantages. especially in the field of marketing and communication. Under these premises, the main objective of this study is to understand the assessment of people with management responsibilities in companies regarding the use and importance of implementing artificial intelligence tools and other innovative technologies as an essential part of their strategies aimed at achieving competitive advantages that allow them to confront the forces of competition. Other specific objectives include analyzing the frequency of use of these tools and their specific relevance in the field of marketing and communication, as well as their implications for potential legal conflicts and their impact on various psychological patholo-gies. A methodological combination of quantitative analysis has been used, based on data from a survey of this type of po-sitions of responsibility, and qualitative analysis. In this case, the results came from semi-structured interviews with experts and professionals in the field of communication and marketing. The results revealed a rapid increase in the use of artificial intelligence in Spanish companies, regardless of the sector. However, size and budget are relevant factors in this sense, since large companies show a greater predisposition to its implementation. It is concluded that, in any case, the inclusion of new cutting-edge technologies is considered a key factor for growth, optimal functioning and business survival
