The Universidad Europea del Atlántico (European University of the Atlantic, UNEATLANTICO) has launched a new line of research oriented to the study and development of digital communication strategies in the framework of Artificial Intelligence (AI), with the aim of improving the operability of digital media in today’s society driven by smart technologies.
The R&D project focuses on analyzing the impact of Artificial Intelligence, especially Generative Artificial Intelligence (GenAI), in the creation, adaptation and analysis of digital content in corporate environments. The initiative aims to generate applied knowledge that can be transferred both to the Spanish and Latin American markets, reinforcing the strategic ties of the institution in both contexts.
State-of-the-art analysis and market research
In a first phase, the research team will address technological prospecting and market analysis to know the existing previous references, both in academia and in the business sector. This work will identify technological background, emerging trends and opportunities for improvement in the use of AI for digital content creation.
Among the specific objectives of the project are the analysis of the state-of-art in the use of AI in digital media and the study of the mechanisms of GenAI applied to the analysis of content on corporate websites.
Case study and prototype validation
Subsequently, an in-depth case study will be developed to evaluate the performance of GenAI tools in corporate portals, identifying critical parameters that influence their operability. This phase will allow us to understand how AI tools interpret, process and position digital content.
As part of the validation process, a web prototype will be implemented with content specifically designed for proper indexing and analysis by AI systems. This pilot platform will test which strategies are most effective in generating representative information, avoiding incomplete or inaccurate content and making it easier for smart tools to properly locate organizations.
Knowledge transfer and business application
The project will culminate in the development of a strategy document synthesizing the knowledge gained and proposing an overall plan for creating digital content adapted to GenAI environments.
The initiative is especially aimed at content creators, communicators, journalists, advertisers and SEO specialists, as well as companies – particularly SMEs – interested in optimizing their digital presence in a context marked by widespread use of AI tools.
For her part, Laura Chiva, a senior researcher, pointed out that this project is born from the need to understand how Artificial Intelligence is transforming not only the way content is created, but also how it is interpreted and positioned in digital environments. He also stressed that his goal “is to generate applied knowledge, combining academic analysis and experimental validation, in order to develop communication strategies adapted to these new environments, where visibility no longer depends only on traditional search engines, but also on intelligent systems.”
With this project, UNEATLANTICO reaffirms its commitment to applied research and innovation in digital communication, advancing in a key area for business competitiveness and the digital transformation of organizations.