Communication in the face of the evolution of artificial intelligence

This chapter examines the relationship between communication and the evolution of artificial intelligence (AI), emphasizing the central role of language, algorithms, and information quality in contemporary communication processes. Using a qualitative theoretical–conceptual approach, the authors analyze how AI transforms the production, circulation, and management of messages while introducing ethical, social, and professional challenges for communicators. The chapter explores key concepts such as algorithms, machine learning, prompts, and informational bias, stressing that AI does not understand meaning but operates through numerical patterns derived from human-generated data. Through a SWOT analysis, the study identifies strengths, opportunities, weaknesses, and threats related to communication in the context of AI, concluding that communicators play an essential role in ensuring information quality, ethical mediation, and the strategic use of artificial intelligence for the benefit of society