Trends and impact of artificial intelligence in communication: Cobotisation, gig economy, co-creation and governance

Abstract

This article reviews the scientific production on the impact of technology on communication management, in a global way, and the identification of changes and trends due to the application of AI, in a more concrete way. It is an interpretative research that works on a purposive sample created from search results in Google Scholar, WoS and Scopus, limited to a longitudinal period of five years (2016 to 2020). An interpretative evaluation of texts is carried out on the basis of open questions for which a non-predetermined answer is sought. The results define a panorama marked by semantic indefinitions and transversality and hybridisation of fields. The impact on governance, cobotisation, co-creation of content and, among others, ethical and legal aspects are highlighted. The literature review shows that roles are changing because scenarios and functions are being transformed, with new attitudes and new concepts. The hybridisation of media channels moves to the hybridisation of profiles and needs (cobotisation), AI governance is under construction and adjustments in routines and profiles demand less operability and more strategy.