During the panel “Social Networks and Artificial Intelligence (AI) in current media scenario” within the Bloguerías de Mayo, Vega stressed that the Internet and social media have changed the way of communicating and opened the doors to fake news, populism and trends. It was announced radio and printed press were going to become extinct, but there they are and they will prevail, adapting, readapting and transforming themselves, she pointed out.

In proposing new ways, Vega praised the AI progress for communication as it allows to automate repetitive tasks, processing large data content and also the knowledge of audiences, the detection of fake images and represents a change in the workflow.

When communicating efficiently from a government, segmentation is a key process, consisting of dividing audiences into small and homogeneous groups according to demographic characteristics, interests and needs,” she said.

AI enhances this process through more precise segmentation and individualization of messages and content.

She also stressed that this is a phenomenon that represents a breakthrough for the media and that media representatives must move forward together with the technologies.

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