MURCIA. Artificial intelligence as a tool that acts as an ally to communications departments, helping those in charge to be more efficient and develop strategies that allow them to reach their brands’ audiences, was a central theme annual meeting “Medcom.” “Mediterranean Network”, organized by the Association of Communication Directors (Dircom) of Valencia and the Region of Murcia.
The meeting, which took place again this year at the Las Arenas Hotel in Valencia, brought them together people from the business worldas well as communications and various Valencian institutions, was inaugurated by the President of the Generalitat, Carlos Mazon, who attended the event accompanied by the Minister of Innovation, Industry, Trade and Tourism, Nuria Montesová.
This day is planned as a meeting space in which Communication managers of companies and institutions can familiarize themselves with the latest trends in this area and exchange ideas on topics that affect the profession, which is why this year has focused on artificial intelligence to delve into the advantages and benefits that can be gained in the field of communication by integrating this resource.
In this sense, the head of Transformation of the agency Prodigioso Volcán participated, Jose Carlos Sanchezexpert in artificial intelligence and who offered the lecture “Memes, Myths and Miracles. How to know, tell and take advantage of artificial intelligence”, and in which he looked at how this tool can help communications departments gain insights to better analyze and personalize their branding strategies.
The importance of communication
The President of the Generalitat emphasized at the opening sessionl the important role played by communication professionals in companies and institutions and described it as “fundamental and essential” if the Community of Valencia is to “move off the screen” and have a relevant presence beyond its borders, pointing out that it is essential to this work that “we all act as the first commercial people on our area.” “.
Mazón also emphasized the need communications directors are present in the business environment and he also assured that they have an “accountant or human resources manager, they must have a director” because their work is essential for them to communicate properly.
Constant adaptation
President of Dircom Valencian Community and Region of Murcia, Esther Castellano, He touted the “constant” ability to adapt that communications professionals have, adding that because of this, “we can no more turn a deaf ear to this reality than we did when we had to go digital.”
Castellano declared the role of dircom as “a strategic profession as people and organizations increasingly pay attention to questions related to purpose, social responsibility and community impact”, adding that it fulfills a task “crucial in an increasingly complex, changing and globalized environment in context, in in which the advancement of technology, the speed of the spread of the Internet or artificial intelligence itself causes disinformation and fake news to gain strength and try to devalue these previously inviolable principles and norms. .”
CEO of Dircom, José Fernández-Álava de la Vega At the end of the event, he pointed out that artificial intelligence “is a tool that must be used in its development, always with the person in the center of attention. In this way, it will be easier for ethical behavior to prevail, and these technological disruptions can be tools in the service of the profession, but not ends in themselves.”
from his side Jose Carlos Sanchez took an excursion into the recent history of artificial intelligence and stated that the most appropriate way to work with it andwith “knowing and understanding well” its details and incorporating them into daily work by “experimenting and developing our own frameworks”.
Javier Botia, world champion in mentalism, multimedia communicator and TV presenter, he was in charge of the management of Medcom 2023, on which the Generalitat collaborated, as well as the companies Auditmedia, Bodegas Vicente Gandía, Tecnausa and Apunt, which is the protection partner of Dircom.
