Aprendizaje, ética y valoración de las inteligencias artificiales como herramientas en la creación de publicidad digital

• Kim Martínez García ^[1]
  1. [1] Universidad de Burgos

     Universidad de Burgos

     Burgos, España

     
• Localización: Enseñanza y aprendizaje en la era digital desde la investigación y la innovación / coord. por Fabrizio Manuel Sirignano, Rosabel Martínez Roig, Alexander López Padrón, 2024, ISBN 978-84-1079-000-1, págs. 266-274
• Idioma: español
• Enlaces
  • Texto Completo Libro
• Resumen

  • Artificial intelligence (AI) is revolutionising social media and digital advertising, increasing efficiency and personalization in content generation and distribution. Tools such as ChatGPT and Canva enable creative copies and images, improving reach and relevance to specific audiences. However, automation also presents labour and ethical challenges, such as content authenticity, data privacy and potential algorithmic bias. The goal of this study is to teach digital advertising students how AI is transforming the industry, developing their skills in creating advertising content and encouraging critical reflection on the ethical and social impact of this technology. Classes included basic AI concepts, digital advertising case studies, and hands-on exercises using AI to create ad campaigns. Students also participated in discussions about the ethical and social implications of AI. The results showed that the students acquired the necessary skills to apply AI in advertising campaigns, although they consider that the technology cannot completely replace human workers. They recognize the usefulness of AI for inspiration but feel that it limits their creativity and produces incomplete ideas. Furthermore, they are aware of the ethical issues and potential elimination of jobs associated with AI. In conclusion, AI training is essential in universities to prepare future digital advertising professionals, integrating both technical skills and ethical considerations.