Herramientas basadas en IA generativa para la gestión de redes sociales: un estudio exploratorio.

Abstract

The study analyzes the impact of Generative Artificial Intelligence (GAI) tools in the management of social networks. As a context, it highlights the growing relevance of AI in digital communication and its potential to optimize processes. The main objective is to explore how GAI-based tools improve efficiency and creativity in social media management. The methodology employed was qualitative, with a phenomenological design, using in-depth interviews with social network managers to capture their perceptions and experiences. The results indicate that GAI tools are valued for their ability to reduce time, personalize content and overcome creative roadblocks. However, ethical challenges related to authenticity and trust in the content generated were also identified. The conclusions highlight that, although the tools are perceived as complementary to human work, their implementation requires clear ethical and strategic criteria to maximize their effectiveness and acceptance.