doxa.comunicación | nº 29, pp. 169-196 | 187

July-December of 2019

Cesibel Valdiviezo-Abad and Tiziano Bonini

ISSN: 1696-019X / e-ISSN: 2386-3978

Figure 3. Robot categories. Source: Russell, S., & Norvig, P. (2008). Artificial Intelligence A Modern Approach. Madrid - Spain: Pearson Prentice Hall.

Source: Self-Elaboration

According to investigations conducted by Professors Frey and Osborne (2017, p. 265) from University of Oxford, artificial intelligence is expected to increase the presence of robots in various fields of society. One of them could be communicated to achieve a quick connection with the public.

Even the use of robots is linked to labour reports, so the McKinsey Global Institute report (2017, p. 4) presents an analysis of more than 2,000 work activities in 800 professions, where about half of the activities have the potential to be automated if proven technologies are adopted. Of this total of professions, few can be fully automated, less than 5%.

In the same study, it was found that about 60% of all professions are made up of automatable activities and represent at least 30%. Likewise, the activities with the greatest potential to automate are:

Predictable physical activities: 81%

Data processing: 69%

Data compilation: 64%

Where especially the processing and compilation of data are fields in which communication and marketing are linked.

For Nic Newman (2017, p. 29) several professional profiles are at risk of losing their jobs in the future while we advance to automation, including taxi drivers, personal assistants, factory workers and finance employees and many more. In the field of journalism there is no risk of the extinction of the profession, what will happen is that professionals must become proactive actors and generate more personal contribution in aspects that machines do not develop, as is the case of the cognitive part (Túñez López & Toural-Bran, 2018, p. 1886).