Until recently, a significant part of a designer’s job was knowing how to use photo editing, vector illustration, and editorial design software. I spent so many hours in Photoshop courses, where seeing my classmates achieve the same result through different paths amazed me as much as it scared me that time would erase that knowledge. How many notes and screenshots have I accumulated to remember how to use the grids system or adjust the text to the base grid in InDesign?

The arrival of YouTube tutorials on how to use these tools meant we no longer had to memorise the processes, menus and submenus of these design software tools. From then on, it was enough to remember what the tools could do, NOT how to do it. If you needed to perform a specific action, you no longer had to go to forums to ask questions or consult the user manual. All you had to do was find a tutorial that explained it visually in a minute.

This has allowed more users to lose their fear to complex software. And the proliferation of Instagram reels that attractively explain how to create a photographic effect, a specific vector illustration style, or an editorial design based on the golden ratio.

The power of the free tools

The design tools available from a simple web browser are becoming increasingly powerful. They do not require us to download anything (with the risk of it containing a virus) and are accessible from any device.

Ilovepdf provides us with options that previously required paid software.

Background remover surprised us at its moment with a feature that you could only get by paying a fee.

What can we say about Photopea? A suite of free photo editing tools, fully functional that offers an interface similar to Photoshop (in exchange for showing us advertisements in the right-hand panel).

The use of Turboscribe for audio transcription is essential. Its option to add time stamps (indicating the minute and second when each sentence is spoken) has been extremely useful for synchronising subtitles. This feature has recently been incorporated into free video editing programmes.

Jitter has allowed us to create professional animations without mastering complex motion graphics programmes.

TikTok knows that we all prefer well-edited videos with beautiful transitions, sound effects, and eye-catching subtitles. That’s why it created CapCut, with powerful desktop versions, but also for mobile. It’s free software with paid options and a huge community behind it. I can’t fail to mention Trevor Jones, a video editing expert who has gone from working in Hollywood to focusing on a YouTube channel with thousands of subscribers, where he unravels all the secrets of CapCut’s timeline, keyframes, filters, effects, and settings in a fun and light-hearted style.

The war for the design pie

A war has broken out in all sectors to attract users, and in the field of design, Canva has led the revolution against Adobe’s monopoly. Initially criticised by some graphic designers who were “delighted to meet themselves”, Canva made its definitive mark with Affinity suite, a free software package (available for Mac, Windows and soon iPad) that combines photo editing, vector illustration editing and editorial design software in a single space. Three areas of graphic design for which Adobe’s Photoshop, Illustrator and InDesign, with their £80 monthly subscription, had been the industry standard until now. Among Canva’s new tools, its new portfolio creator and text summariser stand out.

Thousands of users have made the leap. Affinity Suite allows you to export to a .psd file or a vector PDF file with bleed and crop marks. This means there is no problem whatsoever in sending it to the printer or sending a project with layers to a colleague who works with another system.

This leap involves learning to use a new tool, after years of being accustomed to the menus and submenus of Adobe programmes. Had this steep learning curve occurred at another time, it would have put many people off. But nowadays, all you have to do is ask Gemini or ChatGPT how to select multiple layers at once, how to convert an image to a vector, or how to make a clipping mask, and you’ll get the answer instantly.

Canva has seen Affinity Studio as an opportunity to expand its user network and bases its business model on paid artificial intelligence features. However, the price of its PRO subscription is much lower than Adobe’s.

Apple also wants its slice of this pie and has just launched a subscription to Apple Creator Studio for 13 euros per month.

The ubiquitous artificial intelligence

Our capacity for amazement knows no bounds when it comes to generative AI. Gone are those hallucinations and that ‘dreamlike’ texture of images. A few months ago, there was no way to get the character created for one image to be used in the next, maintaining its appearance but in a different position. A few months of Google Nano Banana and ChatGPT competing for the throne have been enough for us not only to be able to do this, but now all we need is a photo of a character to ask the AI to show it to us in any setting, in any pose and from any angle. We no longer need a long photo shoot with lots of photos of a client to ensure that the creative content we produce for their social media is not monotonous.

Zara itself has confirmed that, although it continues to use real photographers and models, continues to use photographers and models in real life, it uses generative AI to generate to get the multitude of versions it needs.

Now more than ever the highest value of the graphic designer is his judgement. “Common sense,” as Jorge Álvarez Naveiro says in the first episode of the eighth season of our podcast.

All creative people have suffered from imposter syndrome at some point. This psychological pattern occurs when professionals, despite having obvious achievements, doubt their abilities and feel that they do not deserve their success, fearing that they will be exposed as ‘frauds’. Everyone knows how to write. Does that make us all potential journalists or novelists? If anyone could cut their own hair or design their own clothes at the touch of a button, would the world be full of stylish hairstyles and fashionable neighbours? Or would it be a cacophony of absurdities?

Now the time has come when everyone has the tools to design simply by typing what they want (prompt) into a text input field on a website. But if you leave the design of your company in the hands of non-professionals, will we see a balanced, elegant and eye-catching style throughout? Or will it be a nightmare of Comic Sans Serif, garish colours and gigantic logos?

At present, in a field that affects us on a daily basis, AI specialising in presentation design continues to rely on proposals with short texts and striking images. This is not the case for most of our clients, who require extensive explanations on financial matters and do not have a tangible physical product such as a fizzy drink or dazzling jewellery.

What is undeniable is the invaluable assistance provided by tools such as the following in graphic design processes:

Brainstorming and idea generation: ChatGPT, ideogram

Product mock-ups: Pacdora y Kittl,

Hyperrealistic images:: Stable diffusion, Midjourney, Firefly y Nano banana

Choosing a colour palette: Coolors y Khroma

Upscaling images: Remini y Topaz Gigapixel AI

Visual graphics trends for 2026

With this brief overview of the advances we have tested, I look ahead to the new year and, without a doubt, my favourite trend for 2026 is liquid crystal. Apple initially implemented skeuomorphism in its mobile operating system (iOS), a visual system in which digital elements such as buttons and icons imitated their physical counterparts, using textures, shadows and details to make them look real. Over time, in order to optimise resources and bandwidth, it moved to flat design, led by Android (Google’s mobile operating system), a user interface marked by minimalism with simple, schematic icons. Now that mobile phones with high-performance processors are very popular and download speeds are fast, we are returning to a realistic style with Apple’s liquid glass (whose successful creator has joined Meta’s design team) and the resurgence of glassmorphism. Styles and fashions are not for everyone, and Apple had to backtrack and offer an iOS update with the option to switch from liquid glass to frosted glass, sacrificing visual spectacle for the sake of readability.

Other styles we have followed closely, but which we are unlikely to apply to more traditional clients who prefer a more timeless line, are: Digital Pastel (soft colours such as lavender and mint, mixed with blurred gradients that look like clouds or crystals), Retro-Medieval (ancient icons and Gothic letters mixed with metallic effects and futuristic neon lights) and Kinetic Typography (letters that stretch and deform as if they were liquid and occupy the entire composition).

But all this is in January 2026. With the relentless evolution of artificial intelligence and the brutal battle for our attention from social media, everything could change next week. What wonders does the future hold? We will continue to watch eagerly.

La entrada Graphic trends in communication 2026: new tools and AI bring out our inner artist se publicó primero en Agencia comma.

The sector is undergoing constant transformation. In my almost three decades of specialisation, I cannot remember a single moment when we have not had to face reinvention. Now it is time, on the one hand, for technological acceleration: the emergence of artificial intelligence, the new channels, the fragmentation of audiences. On the other hand, the growing threats: information overload, fake news, the loss of coherence in the messages, the questioning of the ethics of the ‘anything goes’, and, ultimately, a greater demand for credibility and transparency on the part of the audiences.

For those of us who work in communications, this means that it is no longer enough to simply ‘make noise’, even though some may believe otherwise. We are required to provide meaning and judgement. To communicate effectively, to narrate with perspective and consistency, to listen to audiences, to stop and think… All of this has become more valuable now.

But is the blog still a fundamental part of the website?

I am struck by the number of websites that host a dead blog, abandoned, sporadic, inconsistent. It doesn’t make sense. Does it take a lot of work? Yes; is it very demanding?: yes; does it open up opportunities for you?: yes; does it make room for other minds?: yes; is he getting the most out of the game?: possibly not.

But… Why do we insist on the need to have a blog?

• Presence and memory. The blog is a living archive of ideas, debates, trends, mistakes and lessons learned. With more than 14 years of history, our blog not only represents us, but also documents the evolution of the sector.
• Authority and positioning. In the digital environment, having a well-managed blog reinforces brand authority and professional reputation. Today, search engines, like the artificial intelligence that is coming into play, value structured sources with depth and consistency.
• Visibility in the era of AI. The paradigm of positioning has changed. Beyond the realm of classic SEO (Search Engine Optimisation), we are seeing emerge the concept of Generative Engine Optimisation (GEO): optimisation so that the content is cited or used by systems of generative AI. This is not the first time that we receive a potential customer because AI has recommended us.
• Control over one’s own discourse. A personal blog does not depend on the changing algorithm of a social network or external media. It is our space to think, express opinions, correct… without external filters. In times of fake news and manipulation, this is also part of the communicator’s ethics. And this is of particular interest to us.
• Educational thread for the sector. Not only for us, but for those who are just starting out: showcasing the blog, its continuity, its value is also an example for other professionals or agencies who today can consider whether it is worth starting a blog.

Threats that loom (and how the communication blog can respond)

• AI as a challenge of automatic content generation automatic: the ease of generating texts using machines requires that blogs offer something more human, critical, unique. A perspective of their own, different, more realistic and human.
• News fake, information saturated: the public already distrusts. A serious blog can connect with confidence, with transparency. It creates a track record that is well worth the reputation.
• Format and consistency weakened: many formats scattered, messages varied without thread; enter and exit. This is something we see every day with our new customers. The lack of consistency in our own channels is the order of the day of the day. Maintaining a blog requires discipline, strategy, planning, that stopping to think…
• Ethics and responsibility: in an environment where immediacy is key, blogging allows us to take a step back, reflect and raise ethical questions.
• Change in the rules of visibility (GEO, AI, searches without clicks): if we do not adapt our content to how AIs ‘read’ and ‘quote’ it, we run the risk of being invisible.

4. Practical tips for a good blog about communication (and may this post serve as an example)

Here are some key lessons we have learned after more than a decade of writing, maintaining, and evolving this blog:

• Consistency above all else: the commitment to publish regularly (week after week) builds habit in the audience and authority in search engines. And yes, sometimes we get caught out… but we get there; we always get there.
• Topic and added value: each post should raise something worthy of attention: an analysis, a different perspective, a prediction. Not just what is happening, but why it is happening and why it is important.
• Clear structure: title that grabs attention, subtitles that guide, bullet points or sections educational. Readability is key.
• Language of their own and voice authentic: the blogs that stand out have a tone that is recognisable. Here we combine experience, approachability and rigour. ‘Something’ very comma.
• Basic SEO optimisation: relevant keywords, user-friendly URLs, meta descriptions, high-quality internal and external links. This remains fundamental.
• Optimisation for the era of AI (GEO): in addition to classic SEO optimisation, think about how your content can be cited or referenced by generative IAs. It uses natural vocabulary, defines terms well, and structures for direct responses.
• Internal linking and context: linking to older posts strengthens your blog as a coherent repository.
• Promotion and distribution: the blog does not live only on its URL; share it on social media, newsletters, and use earned channels as well.
• Measurement and improvement: use the data to see which topics work, which tone connects, which formats generate the most engagement.
• Ethics and transparency: declare your sources, be careful with statements, and maintain consistency with your values as a communications agency.

How to organise your blog within a communications agency’s strategy

An agency’s communications blog should serve three simultaneous purposes:

1. Own brand: for the agency to build authority and reputation.
2. Value for customers and the sector: topics of interest to both end consumers and professionals in the sector, as well as those who are currently in training.
3. Lead generation / visibility: content that attracts qualified traffic, positioning the agency as a benchmark.

For this purpose, we recommend:

• Create an editorial calendar for, at least 3 months, although not losing sight of current events, which can be sent to drift part of the forecast that you have made.
• Devote a percentage of your time to researching what is coming: trends, AI, ethics, regulation, etc., without losing sight of case studies, changes in regulation, best practices, etc.
• Involve the team to generate a variety of voices, fields of knowledge, and areas of expertise. It is wonderful to see how, when we step outside our daily routine, we can feel the power that we all have within us.
• Regularly review old posts to update them — especially in a fast-changing sector. Let’s not disregard the work we’ve done.

Conclusion: continue writing for pleasure, but also as a strategic act.

Maintaining the Agencia comma blog for more than 14 years has not only been an exercise in discipline or a strategic move. It is a commitment, a key element in resisting (AI, falsehoods, noise) and moving forward (authority, visibility, reputation). But it is also a pleasure. The pleasure of writing.

If you are a communications professional or agency considering starting a blog, do so with purpose, consistency, and your own voice. And do so knowing that you are sowing the seeds for a future where quality, consistency, and authority will make all the difference. If you already have a blog but are not paying attention to it, reconsider. Remember: everything communicates.

Writing well is (or should be) part of what it means to be a communicator today. And Comma continues here, with the blog, without missing a week, to continue telling, analysing and accompanying this sector that we love so much and that never ceases to challenge us.

La entrada Reason for being of a blog about communication se publicó primero en Agencia comma.

This integration of AI design and communication agencies is not about replacing humans with machines, but rather empowering designers with a tireless and ultra-fast ally. At the agency, we have experienced this transformation first-hand, especially with the generation of visual content for our blog and 3D images for our report covers and social media carousels.

The challenge of the abstract: visual identity with AI

Every graphic designer sometimes faces the challenge of illustrating concepts that are inherently complex and abstract. Terms such as public relations, digital marketing, or specialised communication are not easy to capture in a single, memorable image.

With the redesign of comma’s image, the agency decided that the featured images on our blog should be a manifesto of our philosophy: modern, conceptual and organic, even using technology. We decided to use AI to generate images that symbolised the sound waves of communication through different materials and textures, assigning a material to each of our main content categories:

• Content creation: watercolour, due to the artistic and improvised nature of the creative process.
• Communication training: porcelain, symbolising the process of transforming clay (raw knowledge) into finished beauty (polished skills) through a process of modelling and firing.
• Digital marketing: glitter, due to the urgent need to attract attention and the fleeting but necessary sparkle of online campaigns.
• Media relations: paper, honouring its traditional origins in the written press
• Public relations: marble, which evokes the seriousness, solidity and institutionality with which long-term relationships of trust are built.
• The agency: fungi, for their symbolism of being a living entity, interconnected beneath the surface (the mycelium), representing the organic and collaborative spirit of our agency.
• Specialised communication: The pearl texture inside an oyster, being a unique, highly valuable element, requires a cultivation process and specialisation to be found.

By associating each theme with a texture, we have created a unique visual language that has only been possible thanks to the versatility and synthesis capabilities of AI design. It is the perfect example of AI at the service of human creativity.

AI SEO: the intelligence of structure

The symbiosis between AI design and communication agencies goes beyond the visual; it impacts the visibility of our message. Artificial intelligence has become an essential ally for the SEO (Search Engine Optimisation) of our texts.

For a communications agency seeking to position itself, the structure of a post is as important as its content. AI helps us optimise this structure in a surgical manner:

• Inclusion of the target keyword phrase: AI helps us to insert our target keyword phrase (AI design and communications agency) naturally into the text, headings (subheadings) and body of the article, maintaining readability without overdoing it.
• Hierarchical structure: ensures that we use headings (H1, H2, H3) in a logical and hierarchical manner, making it easier for both users and Google crawlers to read.
• Optimised meta description: AI is capable of condensing the essence of the post into a concise and attractive meta description, complying with character limits and using SEO criteria to encourage clicks from search results.

Essentially, AI is our structural architect for SEO. It frees us from the mechanical and repetitive part of optimisation, allowing us to concentrate on what we do best: creating valuable content.

The decline of traditional tools?

The pace of advancement in AI tools is so fast that the reflections in this post, and the capabilities we celebrate today, will become obsolete in the near future. We need only look at examples such as the capabilities of Google Nano Banana (or similar AI plugins in browsers) or the new features of ChatGPT to perform tasks that until very recently were exclusive to advanced design software such as Photoshop o Illustrator.

The question is inevitable: Is this the end of traditional design tools?

The most accurate answer is: no, it is its evolution. AI does not replace Photoshop or Figma, but rather integrates into them as a layer of superpower. Designers no longer spend hours cutting pixels, manually vectorising or creating the plan, profile and elevation of an object; they delegate these tasks to AI and devote their time to conceptualisation, art direction and strategy. The traditional tool becomes the ecosystem where the designer, assisted by AI, executes their vision. AI accelerates production, allowing creativity to scale to new levels of ambition.

IA illustration: visual fatigue and the return of the line

The ability of AI to generate amazing results from a simple prompt or text instruction is undeniable. We have witnessed the explosion on social media of ART TOY-style portraits (of collectible figures), GIBLI-style portraits (with their traditional Japanese animation feel), or studio-lit photography-style portraits, all generated in seconds from a selfie.

This ease and democratisation of image generation raises a crucial question for the discipline of design in a communications agency: Isn’t it all the same?

AI, by its very nature, is trained using vast data sets (existing images). The result, while technically flawless, often shares a basic aesthetic, a flavour that, when overused, quickly leads to visual fatigue.

• The paradox of perfection: projects such as Adobe’s TurnTable, which can generate a 3D image of any object from a front-facing photo or drawing, demonstrate AI’s incredible ability to standardise production. However, when we see twenty examples of the same thing across social media, the initial impact fades. Technical perfection can become tedious.
• The impact of hand-made: I recently visited Javier de Juan’s exhibition of urban posters from the 1990s at the Museum of Decorative Arts in Madrid. After months of visual overstimulation with AI-generated images, I was struck by the raw, real beauty of the hand-drawn illustrations. The irregular lines, the palpable texture, the imperfection of when the spacing between letters in titles was measured with a ruler… It all screamed uniqueness.

AI has taught us to value human imperfection. AI design is, inevitably, just another style, an aesthetic filter. A style that, if not handled judiciously and with strong art direction, leads to homogeneity.

The future: imitation vs. authenticity

The big question is: Will the manual style make a comeback? Or how long will it take AI to learn to imitate it?

The answer lies somewhere in between. Manual style, authenticity and handmade items will return as a safe haven, as a statement of exclusivity and rejection of standardisation. However, AI should not be underestimated. Developers are already training models to introduce controlled imperfection and simulate the complexity of manual strokes, uneven brush strokes or ink bleeding.

The key for designers in communications agencies is not to fight against AI, but to use it to transcend it. Use AI design to produce quick ideas, mock-ups and options, and then apply human intelligence, aesthetic judgement and art direction to inject that uniqueness that machines still cannot generate in a coherent and emotional way.

The marriage between AI design and communication agencies is not the end of the designer, but rather a tool that forces them to be more strategic, more artistic and, paradoxically, more human.

La entrada AI design se publicó primero en Agencia comma.

This podcast was born as a gamble – and almost as an experiment – at a time when we felt that public conversation needed other textures, other rhythms, other spaces. And what we found was something even more valuable: a channel of our own, free of urgencies and algorithms, where we could weave stories, listen to nuances and share thoughts. We are very pleased that it has served as an example and that other agencies and institutions have appreciated the need for new channels of communication.

A voice with purpose

When we started El elefante verde, we knew we didn’t want to do just another podcast. We wanted to make a podcast of our own. Not only technically, but in depth: with an approach that represented us, with voices that added value, with a narrative consistent with the comma culture that we have been building for over twenty-six years. And, in addition, to give voice and visibility to the enormous talent that exists in our sector.

And that is, perhaps, what defines a good corporate podcast: not technical perfection, but clarity of purpose. And even more, courage. That’s why we are still here, six seasons later, convinced that this channel has a long way to go.

Podcasting as a strategic tool

In these years of sustained production, we have confirmed – in practice – what we had already intuited from theory: the podcast is one of the most valuable formats for brands and organisations that want to build a solid, slow and differential communication.

It is not just about having a ‘presence’ and even less about collaborating in the noise, but about creating a space where values are embodied in conversation, where ideas breathe and where voices speak without filters. In short: a space of freedom.

What makes the podcast such a powerful channel?

First and foremost, and without a doubt, authenticity. The human voice has a level of closeness and credibility that few formats achieve. A good episode has the power to connect, to question, to accompany…

Narrative control is also very important: we do not depend on media, headlines or algorithms. The message is constructed in a free but intentional way.

The power of versatility is indisputable. It can be used to reflect on the sector , to explain an internal process, to share cases, or to open public conversations.

And finally, accessibility: with a moderate investment, it is possible to achieve professional products, especially if care is taken with editing, script and editorial coherence.

Opportunities and learning

One of the greatest lessons learned from El elefante verde has been to understand that a podcast is not improvised, but neither is it over-produced. It requires strategy, yes, but also space for spontaneity, listening, deviation. We have come a long way with the passage of time and experience after 6 seasons.

But also, as a communication tool, it allows us to explore topics that do not fit in other channels, to give a voice to different profiles, to reinforce the organisational culture and to build community. And, at the same time, it forces us to live up to the content proposed: each episode is a commitment to quality, coherence and intention. We are confident that we have succeeded.

A listening community

At the end of this sixth season, El elefante verde has 21,152 combined listeners (12,200 iVoox + 6,808 Spotify + 2,144 Apple Podcast) and 451 accumulated followers (45 iVoox + 371 Spotify + 35 Apple Podcast). Beyond the metrics, what has sustained us all this time has been the qualitative return. Comments, shared reflections, invitations to continue thinking. A community connected from the essential: the desire to listen with depth in times when everything tends to zapping, rushing and lack of depth. Thanks to those who have made it possible.

Other communication podcasts.

Although we are convinced that El elefante verde has been one of the first communication podcasts in Spanish with continuity, we coexist with others that we believe it is necessary to include in this post because all together we make what we are trying to do bigger. There are some more but they are not active. Do not hesitate to suggest those that we have not included and that you consider essential.

1 – Podcasts from consultancies and communication agencies

EL ELEFANTE VERDE

Producer: comma
Presenter: Silvia Albert.
Description: A space for critical thinking on communication, power, culture, leadership and transformation. Through interviews and reflections , the great challenges of contemporary storytelling are addressed.
Differential: Integration of philosophy, psycho-spirituality and business experience.
Frequency: fortnightly.
Where to listen: Spotify, Apple Podcasts, iVoox and the Agencia comma website

LA CUEVA DE MOE

Producer: Incognito
Presenter: Carlos Molina.
Descripción: Videocast que aborda la comunicación desde la experiencia práctica: gestión de reputación, portavocía, IA en creatividad, eventos, redes sociales y comunicación de crisis.
Where to listen: Apple Podcasts, Spotify.

IDEAS LLYC

Producer: LLYC
Description: Conversations with opinion leaders on reputation, digital transformation and leadership in communication.
Where to listen: Spotify, Apple Podcasts, and the LLYC web.

CAVIAR ONLINE

Producer: Marficom
Presenters: Joan Martín and Carles Fite
Description: In a fresh and agile tone, weekly news on social networks, online communication, branding and digital marketing are addressed.
Frequency: Weekly.
Where to listen: Spotify, Apple Podcasts, iVoox and Youtube.

HABLEMOS DE COMUNICACIÓN

Producer: Imaginario
Description: Conversations with strategic tools for organisations in the areas of communication, marketing and endomarketing by the Imaginario team.
Focus: strengthening organisational communication through innovation and co-creation of knowledge.
Where to listen: Spotify.

SIN BRIEFING Y A LO LOCO

Producer: Team Lewis
Description: Marketing podcast to discover trends in the industry
Focus on: communication, podcast, social media
Where to listen: Spotify, iVoox.

2 · Podcasts académicos, universitarios y organizacionales

ALTA COMUNICACIÓN

Producer: Universidad Nebrija – Faculty of Communication and Arts
Description: a space for reflection on institutional communication, new narratives, advertising, digital media and academic training.
Approach: interviews with teachers, professionals and students.
Where to listen: Spotify, Apple Podcasts, iVoox

CUESTIÓN DE REPUTACIÓN

Producer: Corporate Excellence.
Description: Dialogues on intangibles, reputation management, sustainability and corporate purpose.
Focus: strategy and organisational culture.
Where to listen: Spotify and Youtube.

3 – Company and media podcasts

FORO DE LA COMUNICACIÓN

Producer: Dircomfidencial.
Presenter: Santiago Doménech.
Description: analysis by renowned experts on current issues in the field of communication, marketing and advertising.
Focus: interviews with agency, media and company professionals.
Where to listen: Spotify, iVoox and iTunes.

4 – Independent and author podcasts

COMUNICAR, MÁS QUE HABLAR

Producer and presenter: Jesús Pérez Santiago.
Description: aimed at those who want to create their own audience and stop being invisible. Talks to extract learnings and reflect on communication, mindset and business.
Focus: communication, strategy and organisational culture.
Where to listen: Spotify, iVox, Podimo, Apple Podcast and Youtube.

MIL PALABRAS

Producer and presenter: Santiago Ríos.
Description: Effective communication to perform better in digital business, organisational culture, marketing, entrepreneurship and content creation of all kinds.
Focus: communication, professional development, technology.
Where to listen: Spotify, iVox, Apple Podcast and Youtube.

What next?

We close this season with gratitude, with new ideas for season 7, and with the certainty that the podcast has not been a fad for comma. It has been – and continues to be – a living communication tool that has allowed us to learn, to open spaces and to be coherent with what we stand for, as well as to contribute to the sector what we receive from it.

In the coming weeks, and as summer reading, we will make 6 small reports in which we will collect the messages, ideas, the most important contributions of the professionals who have passed through our room in each of the seasons. In this way, we close the circle of knowledge so that it does not remain solely and exclusively in one voice, but offers the opportunity for a more leisurely and profound reading and reflection without the rush of the car or the day to day.

We continue to believe that another way of communicating is possible. More thoughtful. More human. More conscious. More courageous. And in that, El elefante verde will continue to have a lot to say because… communicating is power.

I would like to take this opportunity to wish you a happy and well-deserved holiday.

La entrada El elefante verde and the power of the podcast as a channel of its own se publicó primero en Agencia comma.

We have become accustomed to consuming information at full speed, but do we really retain anything? We move from one post to another, from one video to another, without really processing what we are seeing.

This is a big challenge for communication and marketing. Because if you don’t capture attention in the first 3 seconds, you lose it. And if you only focus on the immediate, your message will dissolve in the maelstrom of content.

Attention span is at a minimum

It’s not just a perception. Our attention span has decreased in recent years. A University of California study revealed that in 2014, the average attention span on a screen was 2.5 minutes, while in 2023 it had dropped to just 47 seconds.

What has changed?

1. Saturation of stimuli: we have access to too much information at all times. Social networks, notifications, emails, streaming platforms? Everything competes for a few seconds of our attention.

2º Digital multitasking: we jump between tabs, we answer messages while watching a video, we read headlines without finishing articles. We do not delve into anything.

3º The reward of the immediate: our brain has learned that fast and easy is ‘better’. If a video takes a long time to engage, we move on to the next one. If a text is not attractive at first glance, we ignore it.

But this not only affects content consumption. It also impacts productivity, creativity and the ability to reflect. We find it hard to concentrate on a single task without distractions, and this has consequences on a personal and professional level.

How brands can capture (and keep) attention in this environment

In this context, communication and marketing strategies face the challenge of capturing and maintaining the attention of an audience with a diminishing capacity for concentration.

In addition, immediacy has become a standard expectation. Consumers demand quick responses and content that fits their fast-paced lives. This has led brands to tailor their messages to be concise, direct and highly engaging from the first second.

Brands must adapt to this new scenario of constant distraction. But the key is not only to capture attention, but to make the message stick.

1. Brief, but with value

It’s not just about cutting information, but making it more effective. A clear and direct message has more impact than a long and confusing one.

In 2022, Duolingo launched a campaign on TikTok with videos of less than 10 seconds where its iconic mascot made jokes and viral challenges. The result was more than 5 million interactions in a few weeks, with short content, but with real engagement .

2. Structured and visual

Well-organized text facilitates reading and retention. Using subheadings, lists and short paragraphs helps the message to be understood at a glance.

Netflix doesn’t just promote its series with trailers. It uses impactful images, one-line summaries and clear calls to action.

3. Authentic storytelling

Stories connect more than cold data. A message that excites is much harder to ignore.

Nike doesn’t sell shoes, it sells self-improvement. Its campaigns tell the stories of real athletes, rather than just focusing on the product.

4. Content customization

We don’t all consume information in the same way. What works on TikTok may not work on LinkedIn. The key is to know your audience and adapt your message according to the context.

Each year, Spotify Wrapped turns cold data into personalized experiences. Users receive a unique summary of their year in music, generating massive engagement .

5. Encourage interaction

Passive content is quickly forgotten. If the user participates, he gets involved and remembers the message better.

Instagram polls, TikTok challenges or open-ended questions on LinkedIn make users stop, think and engage. And that increases message retention.

Make content that matters

The solution is not simply to make content shorter, but rather to make content that matters.

The challenge of marketing and communication is not only to attract attention, but to make the message stick. And for that, it is not enough to make shorter or flashy content, you have to set goals to achieve results:

Less noise = more impact.
Less speed = more value.
Less distraction = more connection.

The urgent need to recover our attention span

But the problem of inattention does not only affect digital communication. It also affects us on a personal and professional level. We find it hard to concentrate on long tasks, read books without interruptions or simply be really present in the moment we are living.

And, then, what can we do to regain some control?

Try to achieve moments of digital disconnection and avoid constantly consuming fragmented content.

Reading without distractions can help you train your concentration. Doing tasks one at a time while avoiding multitasking makes it easier for you to practice mindfulness.

Choose consciously what you want to see and read, instead of being driven by the algorithm. It is a way to consume content with purpose.

In short, pay attention to what you do, how you do it and what you do it for.

*Article written by Marta Rodríguez, marketing and communication consultant.

La entrada Have we lost patience? The challenge of capturing (and maintaining) attention in the digital age. se publicó primero en Agencia comma.

I’m sure this fictional movie-like approach crossed someone’s mind the first time they heard the term ‘artificial intelligence’. But perhaps this approach will seem a bit dramatic to the more than 300 million weekly active users of GPT Chat, who send more than 1 billion messages a day.

2024 has been the year of artificial intelligence in every sense, and even more so in the world of digital communication, but we are also witnessing the (almost undisputed) prominence of the video format, especially the short one, promoted by platforms such as TikTok or Instagram. These are trends that, far from disappearing, will be transformed to adapt to constantly evolving audiences. So what can we expect in 2025?

Digital communication trends for 2025

Leaving science fiction aside and focusing on the day-to-day life of communication professionals, these are some of the clear digital trends that will mark this 2025.

More and better AI

Having understood the incredible benefits of tools such as Chat GPT, Dall-E, Grammarly or Fireflies, (good and responsible) communicators have been trained to acquire a deeper understanding of them and be able to apply them more successfully in content creation, especially digital. This 2025, we will see more AI: advanced automation for publications, real-time trend analysis, and content generation tailored to the tone and style of specific audiences.

While on a theoretical level it all sounds particularly good, on a practical level we will see (even more) ethical debates about the limits of AI use and we will have to face the challenges of maintaining authenticity in communication.

Extension and creativity

On the one hand, the trend will be towards more extensive content that really reaches our audiences, moving from short and ephemeral video, to other with more duration and weight, allowing the user to connect with the message. On the other hand, creativity in communications, whether text, image or video, that manages to stand out against the infoxication of the digital world. We will have to be able to strike the right balance between length and originality, between content that is quickly assimilated and content that is interesting enough to hold attention in such a complex environment as the digital one.

Digital audiences do not want commercial information or promotional banners. If we want to reach our audience, we must provide them with content that they can connect with, that is long enough to tell a story and that has that bit of creativity and surprise that makes the communication remain in their memory. This is where storytelling, as the ability to tell stories and convey messages effectively, so that what we want to tell resonates with the receiver.

Post-truth, deep fakes and fake news

Communication professionals will have to navigate in digital environments plagued by arguments that seek to distort realities (post-truth), sharpen our judgment to discard deep fakes, and fight against more fake news than ever (where a good crisis communication and reputation management plan will become very important).

Very recently, on Musk’s social network, hundreds of images generated with his own AI with natural language technology, Grok, went viral. These images, highly realistic, let the user see grotesque and apparently realistic situations, which could easily confuse the user. Musk himself describes it as an “uncensored” AI.

Audience hyper-segmentation and message hyper-personalization

Two trends that inevitably go hand in hand. Segmentation, understood as the division of users or audiences into subgroups, taking into account specific characteristics, tastes and behaviors, will go hand in hand with a deep personalization of information for these subgroups. The adoption and application of AI, as mentioned above, will facilitate all these processes.

Transmedia and multi-device communication (big time)

We must tell stories that are extensible to multiple platforms and media, capable of involving our audience in an almost immersive experience. In other words, we will have to apply transmedia storytelling.

In 2025 we will communicate for virtual reality, for the incipient metaverses; for those who use tablets, smartphones and consoles; for those who only watch videos on platforms such as YouTube, or only listen to radio through podcasts on Spotify; for those who stream their games on Twitch, and for those who shop on TikTok Live Shopping.

User generated content (UGC) and employee generated content (EGC)

Brands already know the power of digital environments and the endless possibilities they offer (and will offer) to connect with their audiences and potential consumers. As a result, their messages in digital environments, which are becoming more and more numerous, are already going unnoticed.

In this context, user-generated content will be key in 2025: the experience they have with the product or service, their satisfaction, their opinion about the ESG criteria of the brand they consume… The one-sidedness of digital communication, to which brands adhered for a long time, ceased to exist. Communication professionals will have to face a balance in which, of course, UGC will have more weight.

The corporate evolution of UGC is happening and is called Employee Generated Content (EGC), and it will be another strategic pillar to take into account in 2025. The voice of employees, more credible, visible and closer brand ambassadors… will gain relevance. Testimonials, behind the scenes, or even practical advice created by employees, will be a great tool to humanize brands.

Global environments

At this point, local communication agencies will be of enormous importance, especially for international companies. It will be essential to work with teams that have first-hand knowledge of the terrain in which they will be working, that understand the cultural, political and social particularities of each market. Personalization of messages in these globalized environments will be another key in 2025 (and in the years to come), especially in a digital environment.

AI: Queen of content for another year

Just a couple of years ago, in 2022, the Internet was full of trend predictions and industry trends that predicted a future marked by that metaverse, that evolution of social networks, digital marketing and social relations that was going to change everything.

As is so often the case, we believe that a technology will change the landscape without taking into account, first and foremost, the potential costs associated with it. Unlike a smartphone, not everyone can afford the equipment needed to navigate the still emerging metaverse, thus limiting the introduction of this technology (for the time being).

But unlike Zuckerberg’s virtual universe, artificial intelligence only requires an electronic device, such as a computer or cell phone. Access to this technology is indeed affordable for a large part of the planet. Therefore, we can expect that AI will not meet the same fate. Therefore, this trend will almost certainly be a must in the trend rankings for next year, the following year and beyond. We will see a lot of regulation around it, especially from 2026, which will be when most of the rules covered by the EU’s Artificial Intelligence Act come into force. And, if there is no other specific regulatory framework for the control of deep fakes, we will be faced with another recurring trend.

Are there any conclusions? Well…

2025 will be a pivotal year in which many of the trends we have begun to explore in recent years will come to fruition. AI will lead this transformation, but it will not be without regulatory challenges and constant ethical review. In addition, communication professionals will have to adapt quickly to a landscape where personalization, creativity, and authenticity will be essential to connect with infosaturated, infobesedient, infointoxicated audiences.

What is clear is that digital communication will continue to evolve and that the communicator will be required to have a combination of technological, creative and human skills that are increasingly specialized.

La entrada Trends in digital communication: what can we expect in 2025? se publicó primero en Agencia comma.

AI is not coming to replace designers, but to empower them.

It is understandable that fears arise in the face of the irruption of AI in the creative field. However, far from being a threat, AI is a powerful ally for designers working in communication agencies. It is not coming to take away our work, but to optimize our workflows and free us from repetitive tasks so that we can focus on what really matters: creativity and strategy.

Superpowers for creativity: AI as an extension of our capabilities

New AI-powered design tools offer a range of possibilities previously unimaginable. From automatically generating images from textual descriptions, to expanding and modifying photographs with astonishing realism, AI allows us to explore new ideas and concepts with astonishing speed. Take, for example, the generation of design variations. Before, creating multiple options for a client required a considerable investment of time and resources. Now, with the help of AI, we can quickly generate a broad spectrum of alternatives, allowing us to explore different styles and approaches in a matter of minutes. Another clear example can be found in the automation of tedious tasks, such as removing backgrounds or selecting complex objects. AI performs these tasks with pinpoint accuracy, freeing us from time-consuming manual work and allowing us to concentrate on the creative direction of the project. Rather than seeing AI as a substitute, we should understand it as an extension of our capabilities. It provides us with tools that enable us to be more efficient, productive and creative. It helps us overcome technical limitations and explore new frontiers in design.

Concrete innovations that transform the workflow

Recent innovations are palpable and transform everyday design practice. A prime example is Adobe’s Project TurnTable. This revolutionary technology allows us to take a flat vector image and, thanks to AI, generate an interactive 3D representation. This means we can rotate the image and view it from any angle, offering a completely new perspective and making it easier to visualize complex products or designs. This capability opens up a world of possibilities for product presentation, interface design and interactive content creation. Another significant enhancement is found in Photoshop’s Generative Fill. This tool, powered by Firefly, has evolved considerably. Now, it not only fills empty areas of an image with coherent content, but also allows you to extend images in a natural way, adding elements that integrate seamlessly with the original scene. In addition, improvements in the accuracy and consistency of the generated content make the results even more realistic and professional. We can remove unwanted objects, extend backgrounds, and even generate variations of the same object with amazing results, all with just a few clicks.

Beyond automation: AI as a catalyst for innovation

AI not only helps us work faster, it also pushes us to think differently. By automating repetitive tasks, it frees up our time to explore new ideas and approaches. It allows us to experiment with styles and techniques that were previously too laborious to implement. In addition, AI provides us with valuable information about design trends and user preferences. By analyzing large amounts of data, it can identify patterns and trends that help us make more informed design decisions and create more effective content.

The future of design: a symbiosis between human creativity and artificial intelligence

In short, AI will not take our jobs. It will give us superpowers. It will allow us to do more work in less time, with greater precision and with even more impactful results. The future of design is not a future without designers, but a future with AI-powered designers, capable of taking creativity to new heights. As a communications agency we celebrate this evolution and prepare to take full advantage of the opportunities that artificial intelligence brings us, integrating these tools into our workflows to offer our clients innovative and cutting-edge solutions. The key is symbiosis: human creativity, intuition and strategic thinking, combined with the power and efficiency of AI.

La entrada Graphic design in 2025: AI redefines creativity se publicó primero en Agencia comma.

The event brought together media experts, academics and politicians to discuss strategies and tools against disinformation and in favor of democracy. Leading the presentation were, among others, the president of CLABE, Arsenio Escolar; the Minister for Digital Transformation, Óscar López; and the president of the Congress of Deputies, Francina Armengol.

Based on the conclusions of the collaborative book Comprometidos con la verdad: propuestas para combatir la desinformación, coordinated by Raúl Magallón, professor at Universidad Carlos III, the text proposes measures to address disinformation from legislative, educational and technological perspectives.

During the event, the need for media, governments and digital platforms to work together to combat the spread of false information was emphasized, highlighting the risks of social networks in the dissemination of disinformation. The structural threat posed by disinformation to journalism and democracy was also discussed, calling for action to regulate the impact of social networks and encourage self-regulation in the media.

The opportunity for journalism

In this sense, the last chapter of this collaborative book has been written by Professor Ramón Salaverría, entitled: ‘Disinformation: an opportunity for journalism’, beyond the harshness of his statements, aims to “open a door to hope” as he himself stated in his Linkedin. In his article, he invites journalism to see the crisis of disinformation as an opportunity to renew its commitment to the truth. He assures that, in order to regain credibility, the media must be more transparent, independent and rigorous. The chapter analyzes the problems that have undermined trust in the media and outlines some proposals to restore it.

For Salaverría, the proliferation of false news and intentional manipulation has deteriorated public confidence in the traditional media, especially in Spain, where credibility levels are alarmingly low.

He therefore proposes that, in the face of this crisis, the media must make a renewed commitment to truth and transparency. To regain trust, journalism needs to reform in several key areas.

Among the recommendations, it highlights the importance of prompt and honest rectification when mistakes are made, transparency in working methods and the source of funds, and clarity about sponsored or AI-generated content. It also stresses the need to improve professional standards, prioritizing information over opinion and entertainment. The independence of public media, which should be free from political control, is another crucial point for him.

Salaverría believes that the implementation of these measures, although challenging, could allow journalism to assume a more ethical and trustworthy role, acting as a shield against disinformation and serving as a reliable guide for society in an increasingly complex information context.

Main conclusions of the book

We have highlighted Professor Salaverría’s chapter because it seems to us to be one of the most remarkable, but we did not want to stop only in this chapter and we have prepared a summary of the entire document so that we cannot justify lack of time to read it, because we consider it to be of great interest.

Committed to the truth addresses the phenomenon of disinformation as one of the greatest challenges of the digital era and presents multidisciplinary strategies to combat its effects. The book explores how the spread of fake news and intentional manipulations has affected various sectors of society, threatening democracy, public health and social cohesion.

Through multiple perspectives, the text examines the importance of strengthening media literacy, transparency and ethics in the media.

One of the central themes is media literacy from an early age, defended as a crucial tool for forming critical citizens who are less vulnerable to information manipulation. The book emphasizes the need for media education to be a priority in public policies so that young people learn to distinguish truthful information from disinformation.

It also examines the European Union’s policy responses to disinformation, highlighting its leadership in digital regulation with initiatives such as the Digital Services Act and the Code of Practice on Disinformation. These measures seek to limit the amplification of false news on social networks and digital platforms, promoting a safer and more reliable information environment.

The impact of technology and social networks on the spread of hoaxes is another key issue. The chapters dedicated to this issue explore how social networks have become channels where hoaxes spread rapidly, driven by algorithms that prioritize sensationalist content. The authors advocate for collaboration between platforms, media and regulators to develop tools for verifying information.

In addition, the book delves into the damage that disinformation causes in specific areas such as science, economics, feminism, migration and consumption. Scientific misinformation, especially on health and environmental issues, has become critical, exacerbating problems such as vaccine resistance or climate change denial. In the economic sphere, the spread of false information can affect markets and investment decisions, while on gender and migration issues, hoaxes often reinforce stereotypes and prejudices, undermining social progress and inclusion.

La entrada Misinformation and liability se publicó primero en Agencia comma.

From the Catalonian delegation of comma, we had the privilege to participate in this forum and to see how international agencies are applying this technological revolution in their day-to-day work, and the risks and challenges it poses from a social, moral and ethical point of view. At a time when 91% of US agencies are either using AI (61%) or exploring its use (30%), according to a Forrester study reported by Marketing Directo, it is essential to stop and reflect. Because, after the love affair between our sector and AI, the time has come to ask ourselves whether we can live with this technology, and on what terms. “In the last year, AI and the communication sector have been on a honeymoon,” noted Madelene Kornfehl, CEO of Cloudberry Communications AB, during the UPN meeting. “The challenge for the coming year is to structure the use of AI in our daily lives,” she concluded.

What do we use AI for?

Artificial intelligence has become an essential tool for streamlining processes in communication agencies, especially those that demand a lot of time and effort. Some of its most common applications are:

1. Complex data processing and analysis: AI facilitates the management of large amounts of information, speeding up the review of lengthy reports and enabling teams to make informed and teams to make informed and informed decisions in less time.
2. Simple reporting and KPI tracking: AI simplifies reporting by automating the collection and presentation of relevant data, allowing teams to focus on strategic analysis. With AI tools, it is possible to generate clear and customised reports that summarise the performance of campaigns, projects or any other activity based on previously defined KPIs, projects or any other activity based on previously defined KPIs.
3. Automated content generation: natural language processing (NLP) algorithms are able to produce personalised and compelling capable of producing personalised and convincing texts. These tools are becoming more and more crucial for the creation of creation of content like the one you are reading, bringing speed and flexibility to blogging and other communication resources.
4. Analysis of brand voice and tone against the competition: With AI , it is possible to accurately measure how a brand is perceived in comparison to others. brand is perceived in comparison to other brands, This allows you to adjust your communication strategies and improve your market positioning.
5. Social media sentiment monitoring: AI analyses in real time opinions about a brand, identifying areas for improvement and new opportunities, This allows us to react swiftly to any changes in public perception.

Artificial intelligence needs us today.

However, it is crucial to clarify that AI does not work magically or autonomously. It needs, first of all, human intelligence to provide it with precise instructions on what we want it to create and how we want it to execute it (either through prompts or GPTs). In addition, it requires our effort and time to be created, trained and adjusted to our needs. It is common to hear colleagues who have already advanced in the use of these tools complain that training an AI model takes almost as much time as performing the task manually. While there is some truth to this, it is important to emphasise that a well-trained model does end up saving a significant amount of time. However, the best results are obtained when we take the time to correct initial mistakes, teaching the prompt what we did not like, so that it learns from our modifications. In the long run, that extra effort is worth it.

The risks: the end of the human touch?

As with any relationship, after the love affair phase, we begin to notice the flaws, and the love affair between communication agencies and AI is no exception. Increasingly, voices are coming out of the initial enthusiasm and raising their hands to question the use of this technology. These professionals do not oppose AI, but stress the importance of understanding that it is not a messiah come to save our industry. Their focus is on responsible, ethical and considered use, where AI is applied only in situations where fundamental principles are not compromised and where the results are critically evaluated. Among these experts is Juha Frey, CEO of NetProfile, who during the UPN event warned about how “AI can cause us to lose the human touch”, as well as pointing out the inherent biases in AI models. On the other hand, Richard Fogg, CEO of CCGroup, emphasised the risks related to privacy and transparency, highlighting that “we handle confidential information from the corporations we work with. In this context, the misuse of AI could lead to security breaches”. In the face of these challenges, the question arises: Should we make public our basic principles on the use of AI asan exercise in transparency? the use of AI as an exercise in transparency?

Impact on critical thinking and young talent

The appropriate use of AI can free us from routine and repetitive tasks, allowing us to spend more time on creative activities. However, instant access to information and excessive delegation to AI can also have adverse effects. The president of the Spanish Brain Council and neurobiologist at the Center for Genomic Regulation, Dr. Mara Dierssen, warned: “If we use AI to write scientific papers, emails or summarise texts, our cognitive skills run the risk of weakening. By delegating information processing to AI, we lose opportunities to strengthen memory, which reduces our ability to think critically and solve problems independently”. This reflection highlights a significant risk: over-reliance on AI could compromise our cognitive capacity, diminishing our critical thinking and autonomous problem-solving skills. On top of this, AIs, by their nature, tend to rely on predefined patterns and may lack the ability to interpret the full context of a situation. ability to interpret the full context of a situation. This can lead to errors or inappropriate decisions, especially in complex situations that require human judgement. An additional challenge is the impact AI can have on the development of young talent within agencies. The danger of letting AI do the thinking for us, a trend that is particularly noticeable among less experienced professionals, the routine tasks that used to be part of the apprenticeship and and training of the sector ‘ s juniors, are now automated by AI, limiting their opportunities to gain practical experience. This raises the question of how the industry will be able to continue to train new generations of professionals when the tasks they used to do manually new generations of professionals when tasks that used to be done manually are now performed by machines, are now performed by machines.

Three additional dangers in the use of AI

1. Lack of transparency in decision-making: AI models often operate as a ‘black box’, where the decisions they generate are not fully understandable to users. This lack of transparency can lead to mistrust of outcomes and make accountability difficult, especially when decisions affect critical aspects of the of the business or the lives of customers.
2. Loss of creativity in content generation: although AI can generate content efficiently, there is a risk that prolonged use of these tools will lead to a loss of originality and creativity in messages. lead to a loss of originality and creativity in messages. The repetition of patterns learned by algorithms can homogenise communication and reduce innovation and originality in creative strategies. communication and reduce innovation and originality in creative strategies.
3. Technology dependency and vulnerability to failure: The increasing reliance on AI in day-to-day operations also creates vulnerability to technical failure. Any system error or cyber-attack affecting AI algorithmscould seriously compromise a company’ s algorithms could seriously compromise a company’s operations, from decision-making to the management of sensitive data.

What about the future?

The challenge for the future will be to strike a balance that allows us to take advantage of artificial intelligence the benefits of artificial intelligence without losing the human touch , and doing so in a way that is responsible to our organisations, our teams and our customers. AI is a powerful tool for automating processes and managing large volumes of information, but will not replace the ability of professionals to interpret situations, generate empathy and make decisions based on ethical values, generate empathy and make decisions based on ethical values. The goal is clear: smarter decisions, but always with humanity at the centre. As Kornfehl pointed out at the UPN event: “The challenge is to structure its use”. The important thing will be to find a way to coexist and integrate this technology in a sustainable way, ensuring that it complements our work without replacing what sets us apart as communicators.

La entrada AI in the communication sector: from honeymoon to coexistence se publicó primero en Agencia comma.

He may have lost some of his freshness, but his videos are still funny. However, when he switched to AI voice cloning something made me feel a bit like those La Codorniz published under the title “Tremble after you have laughed”. Would we be able to distinguish between a real and a fake audio of a personality, an actor, a politician, a prosecutor? From one of our close relatives? Honestly, I don’t think any of us have that fine an ear, and studies underline this.

There has been much warning about images (photo, video) called deepfakes, and there are good tools for detecting falsehood, but I think audio has almost more danger and destructive potential because of its enormous capacity to evoke images in our brains. If you regularly listen to the radio or podcasts you know exactly what I mean.

The voice-cloning is already being normalised and not always for the better. Or rather: everything that is invented for good can be used for evil, sooner rather than later. Their potential to interfere in electoral processes is, in my opinion, greater than that of deepfakes or mainstream misinformation. We still have no effective means to defend ourselves from it nor has its use been regulated: it may be useful for learning languages or scheduling medical appointments, but it poses a very high risk to democracies.

The crisis of truth

Truth is in crisis. Facts are known only through the senses, and if hearing and sight, which are our main ways of knowing what exists, are circumvented, we are more exposed than ever to lies and swindling. In his now famous “Infocracy“, Byung-Chul Han warns about the crisis of truth: we live, in his opinion, in a digital and therefore “defactified” universe, from which “the common world” has already disappeared, along with factual truths.

We need the truth. I return to Infocracy, where Nietzsche’s concept of truth is quoted, “a social construct that serves to make human coexistence possible“. Given the relevance of truth for coexistence and the need we have for a certain consensus around the facts in order to be able to work with opinions about them, it is difficult not to see the gravity of what we are experiencing.

The first Pedro Sánchez’s letter to the public had his party on tenterhooks for five days and the country for those same days and a few more in the corner of thinking about what’s going on with the disinformation. This debate existed until now for academia, the journalistic profession, communication, judges and politicians. A protocol was even adopted to combat disinformation in 2020.. And yet, here we are four years later, reading the letter from the president “deeply in love” that has finally taken the debate out of the academy and into the mainstream.

Disinformation training

Ramón Salaverría, to whom we will never be sufficiently grateful for his study and this talk in El Elefante Verde, spoke recently on El País on this issue. It was not the first time he referred to the need to educate the public and public decision-makers on how digital has taken lifelong misinformation to another dimension. The AI will take it even further, of this I am almost certain.

The BBC has started working on the issue in earnest and last March launched this new functionality to help your readers discern the veracity of your images and videos. Through a button on the screen, it tells you “how we verify this”, to understand the verification process carried out by journalists, a kind of making-of the news. This new functionality may need to become standard, and even then, there will be those who do not want to believe the truth.

I return to the Korean philosopher and his “Infocracy”: “The crisis of truth is always a crisis of society. Without truth, society disintegrates internally”. He adds: “Conspiracy theories thrive especially in crisis situations […] as micro-narratives that provide a remedy here”. I cannot refrain from also reproducing the following sentence: “Conspiracy theories resist verification by facts because they are narratives which, despite their fictitious character, underpin the perception of reality”. What can the BBC’s verification system, or any other, do against this reality?

We can all be victims of manipulation

As can be seen, this is not an easy debate. No one is comfortable with the assumption that they can be manipulated by third parties with bad intentions and relatively simple tools. It is not because we all think we are stronger and smarter than we really are, but because no one has explained to us the fact that no matter how smart or strong you are, you will always have a weakness to be attacked.

The only Spanish MEP who has participated in the recently approved lEU AI law, Ibán García del Blanco, has many interesting things to say as a result of his participation in this extremely important legislative work. Among them, one of a very political nature: the future (or perhaps already present) debate will not be polarised around left and right, but around two poles that no one would have imagined just a few years ago: those who respect the institutions of the liberal democracy and those who do not value, nor want, that institutionality. Perhaps that is why the European Parliament campaign for the upcoming elections has as much to do with a serious warning to young people about what the dictatorships and totalitarianisms. It is the young people who will live the longest in the EU that will be voted on Sunday 9 June, and who should have the most interest in the European elections; and yet they are the ones who are most easily demobilised by messages for them in social media, which are pure disinformation and anti-politics.

In short, and to conclude, there is an urgent need for literacy education about the disinformation that threatens their security and their freedom to choose their representatives, but no less urgent is literacy education also, as Carmela Ríos tweets, people much less humble, the one who has to decide who are journalists and who are, not just agitators, but manipulators of the will of the people.

This issue cannot be regulated without a thorough understanding of what disinformation is and how it works in these digital times. The problem now is whether those who are going to regulate us will admit their lack of understanding of this complex phenomenon, will sit down and listen to the experts, and will be able to regulate it without infringing on fundamental rights.

La entrada Truth in crisis: facing the avalanche of disinformation without dying from infoxication se publicó primero en Agencia comma.