Alegre Casado, Gema2024-07-042024-07-042024-06-28https://hdl.handle.net/10115/36674Trabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2023/2024. Directores/as: Santana Lois Poch ButlerThis study examines the adoption of Artificial Intelligence (AI) in corporate communication, highlighting how its tools are transforming communication practices through automation and personalization. Through a methodology that combines theoretical review and interviews with practitioners, the capabilities of AI to improve operational efficiency and address ethical challenges, such as bias management and data protection, are explored. Strategies for integrating AI ethically and effectively into corporate communication are proposed, underscoring the importance of a balanced approach that preserves human interaction along with technological optimization. This Enf of Degree Project provides an in-depth analysis of the opportunities and limitations of AI in the communication sector, offering directions for its responsible implementation.engArtificial IntelligenceTransformationInnovationEthics.CommunicationAutomationinfo:eu-repo/semantics/studentThesisinfo:eu-repo/semantics/embargoedAccess