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Impact and diversity in the use of generative artificial intelligence tools in journalism and communication: a comparative analysis

Abstract:

This research analyses the impact on the perception professional effectiveness, satisfaction and differences in the use of artificial intelligence (AI) tools by journalists and communicators in Ecuador. A structured questionnaire was used to collect data from 150 journalists and communicators from various specialties. The instrument included sections on AI use, perception of effectiveness, satisfaction and interest in training. The results revealed a positive correlation between the frequency of use of AI tools and user satisfaction. The respondents who use AI daily reported the highest levels of acquiescence, suggesting that familiarity and competence acquired through regular use contribute significantly to satisfaction. The study showed that journalists and content creators use AI for article writing, while marketers have a more diversified use, including research and data analysis. Also, radio broadcasters and photographers prefer AI tools for editing multimedia content. These findings underline the importance of developing specific training programmes adapted to the journalistic and communication field, as well as the need for guidelines for an ethical and relevant use of specialised AI tools.