A short walk from Soho to Southwark

In our work we have the privilege of speaking to the owners of marketing agencies all over the world every day. Those conversations offer a rare vantage point from which to sense the true pulse of the industry: how people are responding to the challenges we all face, what clients are asking for, how teams are coping, and what agency leaders really think about the future that lies ahead.

At the moment, that pulse feels uneasy.

Many owners quietly admit that they would like to step away from the business altogether. They survived COVID and the extraordinary disruption that followed, endured the relentless pressure of procurement, adapted to waves of new technology, and watched margins tighten year after year. For many of them, work that once felt exhilarating now feels draining, and a profession that once promised excitement and creative adventure has begun to feel more like a long, grinding obligation.

Perhaps the most telling observation of all is a simple one: it no longer feels like fun.

That thought was on my mind the other day as I walked past the WPP Campus—the sleek grey monoliths of One Southwark Bridge Road and Rose Court in London, where thousands of advertising professionals now spend their days inside immaculate glass buildings filled with identical chairs, identical meeting rooms and, inevitably, identical PowerPoint decks.

One cannot help but wonder whether identical thinking sometimes follows.

These buildings are more than just real estate; they are architectural symbols of an entire era in our industry. They reflect the age of the holding company and the industrialisation of creativity – a business model that elevated scale, automation and operational efficiency above the more intangible qualities of texture, personality and inspiration that once defined the craft.

It was striking to hear the new CEO of WPP, Cindy Rose, recently suggest that the organisation no longer sees itself as a holding company. Perhaps that shift in language reflects a deeper realisation shared quietly across the industry: that the model itself may have reached the end of its useful life, not only as a business structure but also as a cultural framework. It has struggled to serve clients as well as it once promised, and it has often served the people working inside it even less.

The world those buildings represent feels very far removed from the Soho where many of us first learned the business.

In those days advertising felt less like an industry and more like a slightly disreputable travelling circus that had somehow taken up permanent residence in a single, energetic square mile of central London.

When Soho was a village

During the late 1980s and early 1990s, Soho was not merely a district of London; it was the creative village of the global agency world, and quite possibly the most exciting place on earth to work in an agency.

Agencies occupied crooked Georgian townhouses whose staircases creaked with the footsteps of young creatives rushing between floors. Around them clustered production companies, edit suites, photographers, illustrators and publishers, all scattered through narrow streets that seemed permanently scented with espresso, cigarette smoke and the faint but unmistakable smell of possibility.

The geography of the place made creativity wonderfully accidental. You might leave the office with the beginnings of an idea and, within the space of an hour, find yourself returning with a director, a photographer and a much better version of the thought you had started with.

Lunch might unfold at Il Siciliano, with Aldo holding court at the centre of the room, while the evening would almost inevitably drift toward the Groucho Club, where the industry gathered to exchange stories, gossip and occasionally even ideas.

Between those moments you would inevitably encounter a planner, a copywriter, a film director and—quite possibly—a jazz musician, because Soho at that time existed at the intersection of advertising, film, music, publishing and art. The entire neighbourhood seemed to run on a combustible mixture of talent, mischief and mild chaos, and it was precisely that chaos that made it so fertile.

Creativity, after all, is rarely tidy. It thrives on collisions between personalities, arguments about ideas, bursts of laughter, flashes of ego and the occasional moment of glorious irrationality.

The industry was full of characters. Copywriters often resembled slightly dishevelled poets who had accidentally wandered into commerce, while art directors dressed like rock stars and producers possessed the miraculous ability to solve impossible problems in the time it took to order another round at the bar.

Today an HR department might describe many of those individuals as “challenging”, but at the time they were simply the people who made the work extraordinary.

On evenings like those you might hear the melancholy warmth of A Rainy Night in Soho drifting from a nearby bar, sung by The Pogues. The song somehow captured the spirit of the place: boisterous and imperfect, full of life in the moment yet already carrying the faintest hint of nostalgia.

We did not realise it then, of course, but we were living through what would later be remembered as a golden era.

The age of big risks

Part of what made that era so exhilarating was the way the business itself operated. Decisions were often made in rooms filled with strong opinions and stronger personalities, and ideas were approved not because they had passed through endless layers of procurement or been validated by predictive analytics, but because someone in the room believed in them deeply enough to fight for them.

An idea that made people laugh, or surprised them, or simply felt brave in a way that others had not yet attempted could quickly gather momentum. Agencies took risks—sometimes enormous ones—and when those risks succeeded they did so spectacularly.

Campaigns entered popular culture, agencies became famous almost overnight, and careers were launched on the strength of a single piece of work that captured the imagination of the public.

It was not always sensible, but it was undeniably exhilarating, and above all it was joyful.

The age of optimisation

Over time, however, the centre of gravity within the industry began to shift. Technology transformed the way agencies operated, data became an essential currency, procurement departments gained influence and efficiency gradually became the dominant language of the business.

In many respects these changes were inevitable and even necessary. The industry professionalised itself, then systemised its processes, and eventually began to optimise them with increasing sophistication.

Yet somewhere along that journey something subtle changed.

Creativity, which had once been the beating heart of the industry, increasingly began to feel like a department within it rather than the force that animated the whole enterprise. Even the architecture of the business seemed to reflect the shift, as the crooked townhouses of Soho gave way to vast corporate campuses that were functional, efficient and impressive, yet curiously devoid of the quirks and irregularities that once made the industry feel human.

In the process something of advertising’s personality—and perhaps even its soul—was quietly diminished.

The change calls to mind the eerily ordered vision of industrial progress imagined by Thomas Hardy, in which every aspect of life becomes rationalised and optimised until something essential to human vitality slowly disappears.

Finding our way back

And yet there are reasons to feel optimistic.

Creativity has never truly depended on buildings, holding companies or organisational charts. At its core it has always been about people—curious people, brave people, slightly eccentric people who take pleasure in surprising and delighting others through the ideas they bring into the world.

Those instincts have not disappeared. They have simply been buried beneath an accumulation of dashboards, processes and quarterly forecasts that have gradually obscured the simple pleasures that once drew so many talented individuals into the profession.

Which suggests that finding our way back to joy may not require a revolution at all, but rather a thoughtful rebalancing of priorities.

For those of us who own or owned agencies, that rebalancing might begin with a few simple commitments.

Five ways agency owners can find their way back to joy

1. Put ideas back at the centre of the business.
   Technology, data and process should support creativity rather than replace it. The agencies that thrive over the long term are rarely the most efficient; they are the ones whose ideas capture the imagination of clients and audiences alike.
2. Focus on agency culture and create space for characters.
   Agencies have always been built by brilliant misfits—people whose curiosity, eccentricity and stubbornness often made them difficult to manage but indispensable to the work. If we try to sand away every rough edge, we inevitably sand away the originality as well.
3. Encourage thoughtful risk again.
   The most memorable campaigns have rarely emerged from cautious thinking. They have come from moments when agencies and clients were willing to be brave together and trust an idea that felt slightly uncomfortable but undeniably exciting.
4. Rebuild real creative communities.
   Great ideas flourish when people collide in the real world—in conversations over lunch, in late-night debates, in the spontaneous encounters that once defined Soho. Creativity is still, at heart, a social activity.
5. Make the business fun again.
   Joy is not a frivolous luxury in a creative industry; it is one of its most powerful fuels. The best work in advertising has almost always been created by teams who were enjoying themselves and who believed, even briefly, that what they were doing mattered.

The Soho of the 1990s may never return in quite the same form.

But the spirit that made it special—the sense that creativity could appear anywhere when curious people collided—remains available to us.

And if we can rediscover even a small measure of that spirit, the next great era of agencies may not lie behind us at all.

It may simply be waiting for us to remember how to enjoy the work again.

*Written by Doug Baxter, Managing Partner · Agency Futures

La entrada Finding Our Way Back to Joy se publicó primero en Agencia comma.

Every 8 March, we reflect on leadership, equality and power. In 2026, perhaps the strategic question for our sector will be different: what role are women playing in constructing the narratives produced and amplified by artificial intelligence?

Because AI does not only automate processes. It also generates content, prioritises messages, segments audiences, and builds reputation. It intervenes, in a direct manner at the heart of the work of communication.

In this new environment, it is not enough to simply be present in the teams. It is important to ask who is leading the technological integration, who is defining its narrative criteria, and who occupies the expert space when it comes to digital transformation.

The technological gap exists and shapes the narrative

In Spain, there are 1,022,600 specialists in Information and Communication Technologies (ICT), representing 4.7% of total employment, slightly below the EU average of 5% (Technological Employment Report 2025, 2024 data). Of that total, only 19.6% are women.

The European Union has set itself the target of reaching 20 million ICT specialists by 2030 (1.75 million in Spain) within the framework of the Digital Decade (Digital Decade 2025 Indicators). However, if the proportion of women does not increase in strategic areas—AI, data, cybersecurity—the gap will not only persist but will become more entrenched in areas of greater influence.

This is no minor detail for our sector. If the tools that are redefining communication are designed in predominantly male environments, it is reasonable to ask how they are being trained, what biases they incorporate, and what narratives they prioritise.

Artificial intelligence learns from data. Unfortunately this data will reflect the society that generates it.

AI and women: an impact that is not neutral

The effects of technology on women are not abstract either. More than 73% of women worldwide have been exposed to or experienced some form of violence on the Internet (UN, Combating online violence against women and girls). In the European Union, nine million women have experienced online violence since the age of 15 (European Agency for Fundamental Rights, FRA).

90% of victims of non-consensual dissemination of intimate images are women (Report by the UN Special Rapporteur on online violence). In Spain, 19.5% of women between the ages of 16 and 74 have been harassed at some point in their lives, and 85.8% of the perpetrators are men (European Survey on Gender-Based Violence 2022, Government Delegation against Gender-Based Violence).

Furthermore, 84.8% of the victims of a cybercrime recorded in 2023 were minors under the age of 18 and 96% of those investigated or arrested for these crimes were men (Ministry of the Interior, Report on crimes against sexual freedom 2023).

AI does not create this reality, but it may be amplifying it: sexual deepfakes, automation of image dissemination, algorithmic viralisation of hate speech… The study Violence against women, girls, boys and adolescents in the digital sphere (Ministry of Equality, 2025) shows how these new forms of cyberviolence disproportionately affect women and minors.

How does this impact communication? Algorithms don’t just distribute content: they decide what we see first. And what gets amplified becomes the dominant narrative.

Communication: a feminised profession, but who is leading the transformation?

In Spain, corporate communication, journalism and public relations have a very high female presence at the grassroots and intermediate levels. It is a profession with a woman’s touch.

However, this should lead us to ask ourselves: who is leading the integration of artificial intelligence in agencies and departments? artificial intelligence in agencies and departments? Who defines the ethical standards for its use? Who pilots technological innovation internally? To whom are attributed the contents about AI and digital reputation?

In an ecosystem where artificial intelligence automates newsrooms, optimises headlines, predicts behaviour of audiences and redefines metrics of impact, mastering the tool implies mastering decision-making and, therefore, the narrative will adapt to its programmers.

And therein lies the risk: that in a sector that is predominantly female at its core, the technological layer (and, therefore, strategic and narrative power) will once again be concentrated in male profiles. And this is not due to a lack of talent—which has been more than proven—but rather to the structural inertia that persists.

Sufficient references to lead the positioning

The question is not whether there are women prepared to lead the conversation on artificial intelligence in communication. The question is whether the sector—and the media ecosystem—is placing those voices where they belong: at the centre of the debate. Because when we talk about AI applied to reputation, content generation, process automation or algorithmic ethics, we are not dealing with an isolated technical conversation; we are dealing with a profound redefinition of the corporate narrative. And in communication, narrative is power.

In our country, we have renowned female leaders in communications, and it is our duty to highlight their achievements: Luísa García (LLYC); Mónica González (AXICOM); Ludi García and Carlota Marco (SEC NEWGATE); Lucía Carballeda (EDELMAN); Núria Vilanova and Asun Soriano (ATREVIA); Sonia Díaz and Juana Pulido (ESTUDIO DE COMUNICACIÓN); Carme Miró (APPLE TREE); Silvia Alsina (ROMAN); Paula Carrera and Bárbara Navarro (TORRES Y CARRERA); Natalia Sánchez and Raquel Capellas (Weber Shandwick Spain); Ana Picó (Havas PR); Noelia Cruzado and Diana Vall (MARCO); Valvanuz Serna and Lucía Casanueva (PROA Comunicación); Carmen Basagoiti (HARMON); and our CEO and founder, Silvia Albert, among many others.

Interestingly, if we look at the technological layer (areas of AI, innovation, Big Data, or digital transformation), the picture changes dramatically. In several of these organisations that have specific AI departments, those responsible for the technical structures that feed the models, data and automation tools are all men. In other words, female business leadership is visible, but technological leadership is much less so, and when it does appear, it tends to be masculinised.

8M: from talent to technological leadership

This 8M, perhaps the conversation should not focus solely on how many women work in communications (because yes, they are in the majority) but on something more decisive: how many are leading the transition to artificial intelligence.

The digital divide is no longer just a question of access to devices or STEM education. It is a question of technological power within the digital world. of technological power within strategic areas.

Artificial intelligence is redefining how stories are produced, distributed, and evaluated. If women do not occupy central positions in this redefinition, their influence will be limited at the most transformative moment in the profession in decades.

AI is not the future of communication. It is its present. And leadership in this new environment cannot afford to become masculinised again without at least being aware of it. It is not just a question of equality, but of us all working together to build the narrative in the age of artificial intelligence.

La entrada Who designs the data defines the narrative: notes on AI and communication in the context of 8M 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.

Within a communication agency, we understand thatwe understand that strategic graphic design goes beyond the creation of visually attractive elements. It is a discipline that dives into the essence of the brand (its core values, personality and mission) to turn them into a coherent visual system. Colors, shapes, typographies and how they are arranged in the structure of the designs for the creation of its contents are chosen to convey a message and to provoke an emotional response in the consumer.

Consider a brand whose core value lies in sustainability and respect for the environment. It makes sense to capture this narrative in a graphic design with earth and green tones, incorporating natural organic elements, and selecting serif typefaces with organic shapes that evoke the irregularity and warmth of nature. This consistent visual language will reinforce the message of environmental commitment instantly and on a subconscious level, generating a deeper connection with those who share these values.

In contrast, a brand immersed in the technology sector, which seeks to project an image of innovation, vanguard and disruption, will require a different graphic design approach, tending to employ clean, minimalist lines, a more vibrant color palette, and a san serif typeface. san seriftypography, modern and geometric. This visual language conveys efficiency, progress and a vision of the future, appealing to an audience interested in technology. In short, what we have always said: everything communicates.

The symbiosis between image and content is fundamental in the construction of the brand narrative. The strength of a textual message is amplified when it is supported by an image that reinforces it visually, creating a greater impact on the audience. Likewise, an impactful image needs a content that contextualizes it and gives it meaning within the brand story. An image without relevant content can be empty, while content without adequate visual support can go unnoticed in the digital noise.

Brand enhancer

Graphic design, therefore, is a powerful catalyst that enhances a brand’s narrative in multiple ways:

• Creating a consistent and memorable visual identity: every customer touch point, both in your online presence (website, social media, email marketing) and offline materials (packaging, brochures, print advertising) should have a unified visual identity. This consistency builds brand recognition, fosters trust and facilitates memorability in an overwhelming information environment.
• Translating emotions and values into visual experiences: visual elements have a unique ability to transcend verbal language and resonate directly with the audience’s emotions. Colors evoke specific feelings (warmth, confidence, energy); typography conveys personality (seriousness, playfulness, elegance); and images tell stories and generate empathy.
• Simplifying complexity through visual clarity: In a world where information is constantly flowing, graphic design becomes a tool for distilling complex data and intricate messages into accessible and engaging visual formats. Well-designed infographics, clear illustrations and effective data visualizations facilitate understanding and retention of key information.
• Capturing attention and generating engagement: an eye-catching and well-executed graphic design has the power to stop the scroll, capture the eye and arouse curiosity. Design can generate interaction, encourage dialogue and build a community around the brand.
• Establishing a palpable competitive differentiation: a distinctive and memorable visual identity becomes a strategic asset. Branding expertise helps brands stand out from the crowd, communicate their unique value proposition and position themselves effectively in the consumer’s mind.

In conclusion

Graphic design cannot be used as a mere aesthetic tool of the strategy but must be considered as a fundamental component of it. Investing in a strategic design, coherent and aligned with the brand’s narrative is not a superfluous effort, but a smart investment in the brand’s ability to communicate its essence effectively, connect with its target audience and achieve its business goals. It is the subtle but powerful art of communicating without uttering a single word, leaving an impression on the viewer with every visual interaction.

La entrada Strategic graphic design: the brand’s visual narrative se publicó primero en Agencia comma.

Two years ago, we shared some basic recommendations to encourage communication professionals to experiment with AI and start using it in their tasks. Now it’s time to take it a step further and integrate it into routines and work processes consistently, effectively and ethically.

To help you, I share five learnings I wish I had known when I first started using generative AI. I have been using AI intensively for two years now. Every day I use some, if not more, generative AI tool to perform communication tasks: from copywriting and analysis to strategy planning for my clients and for #TheImperdibles school.

These are the five lessons that have taken me hours of experimentation and testing, and that I would have loved to have known at the beginning of the journey:

Give complete prompts: define the role, context and objectives.

In AI, the quality of the instructions is everything. A simple sentence is often not enough: the more detailed and clear the prompt,, the better the results. Apply the ‘garbage in, garbage out’ maxim: if you enter imprecise instructions, you will get mediocre answers.

Define the role you want the AI to adopt (communication expert, copywriter…); provide context (target audience, channels, brand tone) and explain the end goal of the task. If you also specify the format in which you expect to get the response and give an example, all the better.

Here’s an example: “Give me a post for LinkedIn on the impact of AI in communication” is too vague.

It will give you better results to ask: “Act as an expert in communication and social media. Write a post for LinkedIn about the impact of AI in communication. The post should be between 400 and 500 words. Include a CTA that encourages people to leave a comment. Here are 2 examples of posts I have published on this topic so you can see my writing style and approach, and apply them to this text”.

Train the tool: experiment with various options and choose the best one (for you).

Not all generative AI tools work the same. It is essential to test different options and evaluate which one best suits your needs and the way you work.

Spend time experimenting, do the same task with several tools and compare their responses. Repeat the process as many times as necessary until you find ‘your AI tool’, the one you understand best and the one that works best for you.

Training the tool does not mean configuring it or knowing how to code, but understanding how to interact with it to get what you are looking for and using it repeatedly, telling it what it does well and what it does not, so that it learns and gives you answers that are more and more aligned with you.

Continuing with the example of the LinkedIn post: the first time you ask it for this task, you will probably not be convinced by the result. If you tell the tool what you like about the proposed post and what you don’t, make adjustments and pass it your final version, it will learn. In my experience, from the 3rd time you repeat this process, the results will pleasantly surprise you.

Invest in a paid license of the tool of your choice

The free versions are an excellent starting point, but they have limitations in features, speed and privacy. If you find a tool that works well for your workflow, I recommend you purchase a paid license. I assure you it will be an excellent investment, with a good return.

This will not only give you access to more features with fewer limitations, but will also guarantee a higher level of privacy and security. And yes: it will also give you more refined and higher quality results.

By the way: keep in mind that, for most tools, you can purchase licenses on a monthly basis. So you can sign up when you need it and unsubscribe when you are not going to use it. Although I warn you that it is very likely that when you get used to it, you will never want to work without it again.

Use it only in tasks where it really adds value.

Although AI can be useful in many areas, it is not a magic solution for everything. Prioritize those tasks where its implementation will save you time and improve quality.

And how do I know which tasks to apply it to and which not to apply it to? Well, once again, you will have to try and experiment to get the answer. In case it inspires you: in the example of the LinkedIn post, I would ask ChatGPT to give me ideas for a post about the impact of AI in communication. I would choose one of the proposed ideas to further refine with ChatGPT. Then I would give him sample posts and directions for length, approach, etc. But I would never directly ask you to write the post without further details.

Automate the operational and apply it only to what really enhances your skills. Being selective is key for AI to really improve productivity and not end up being a time thief.

Do not upload confidential information or personal data.

Ethics and data security should be a priority for a communication professional. AI tools, especially in their free versions, can use the content we give them to further train their models.

Avoid uploading sensitive, confidential or personal data-related information. Caution is essential to protect your work and that of your clients.

In my case, I apply a rule in projects with clients: I only upload to the AI tool information that is published openly on their website. If I need to work with data that is not public, I either ask the client for permission, or I anonymize it before uploading it.

Define your guidelines for ethical and responsible use of AI to avoid scares and legal problems.

And I add a bonus to the list: don’t feel bad about using AI in your work.

Using AI does not make you less professional or detract from your work. On the contrary, it shows that you are taking advantage of the tools available to enhance your performance.

Remember that it is not the AI that does the work: it is you who guides, configures and reviews each step. Working hand-in-hand with these tools not only allows you to be more efficient, but also empowers your capabilities and gives you superpowers. The key is to integrate AI as an ally and not as a substitute.

By the way: I wrote this post with the help of ChatGPT. I told him I was preparing a post for a communication agency’s blog, told him the topic and dictated the introductory paragraph and some personal learnings. From there we chatted until we refined the 5 recommendations. I then gave him ideas for each tip so he could prepare a draft. I edited the draft and, before closing the conversation, I shared the final version with him so he could review my final tweaks.

I didn’t give him examples of posts because I already have him trained: months ago I spent several hours to have him analyze my writing style, the type of articles I write, the expressions I usually use… With this information I created a GPT that doesn’t replace me, but helps me to write my articles. The result is not bad at all, don’t you think? How did the post sound to you?

*Article written by Cristina Aced, digital communication consultant and teacher, founder of the school of #LasImperdibles de comunicación

La entrada The 5 inescapable lessons in AI that every communicator should know 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 improving SEO and establishing industry authority to generating leads and increase sales, the benefits of having a corporate blog are plentiful and diverse. By investing in the creation and maintenance of a quality corporate blog, your company or brand can strengthen its presence online and can help you connect with your audience effectively gaining a very competitive advantage in an increasingly digitised business environment. But let’s start at the beginning.

What is a corporate blog?

A corporate blog is a communication tool used by a company or brand to share relevant information with its audience at a pre-set frequency. Articles, news, interviews, analysis or opinion pieces can be some of its contents. In short, everything that we consider relevant to the audience you want to address.

What aspects should I take into account before starting a corporate blog?

Nowadays, to ensure the success of a corporate blog, some fundamental aspects must be taken into account:

Think about what your objectives are

Before you start, you need to set clear objectives for your corporate blog. What do you hope to achieve? Looking to increase brand visibility, generate leads, educate your audience, sell your services? Or is it something else? Defining these objectives in advance will help guide your content strategy and the metrics to measure the outcome.

Know your audience

It is important to know and understand who the target audience of your blog will be. Conducting research, creating personas or audience profiles and collecting data about them will help you tailor your content to meet their needs or interests and build their loyalty.

Define your content strategy

Choose what is going to be the main topic of your corporate blog, always aligned with the interests of your audience and the objectives you have previously established. This is important to differentiate your blog from the competition. Develop a content strategy that includes the topics you will cover, the publishing formats you will use, how often you will publish and your brand voice. This will help you maintain consistency and relevance in your content.

Create Value Content

Content is what is really important for the blog. It must be relevant, useful and valuable to your audience. Delivering original, well-researched and well-written content, while maintaining a voice and style in keeping with your company’s brand, will help you stand out, strengthen your brand’s credibility and keep your audience engaged.

Set a schedule and be consistent

Consistency is key to keeping your audience engaged. You can’t let them down. Establishing a regular posting schedule will help you keep your blog fresh and relevant to your industry. And don’t forget that the important thing is to maintain quality over quantity and to adapt the frequency of publication according to the resources you really have available. Don’t be too ambitious and be realistic.

SEO always present

Search engine optimisation (SEO) is essential to increase the visibility of your blog in search results. This includes keyword research, title and description optimisation, proper content structure and image and link optimisation. Always keep it in mind, it is important to position your content correctly.

Plan the promotion of your blog

The promotion and distribution of blog content is as important as the creation of the blog. It is important to develop a promotion strategy that includes the use of social networks, or sending, for example, newsletters to promote your blog content. These actions will help you drive traffic to your blog and grow your audience little by little.

Encourage participation and engagement of your audience

Although this is becoming more and more complicated, you should try to involve your audience through comments, questions or polls to help you build a community around your blog. Responding to comments and questions in a timely and authentic way will demonstrate your brand’s engagement with your audience.

Always pay attention to the results

It is important to track the performance of the blog using analytical tools. It will help you identify what content works best and adjust your strategy to improve.

Open to change

The digital landscape is constantly changing, so it is important to be open to adapt and evolve. Monitoring market trends, listening to audience feedback and experimenting with new ideas and approaches will help you to sustain your corporate blog over time and achieve long-term success.

What are the main advantages of having a corporate blog?

Improve your authority and credibility in the sector

If you are able to offer with your blog valuable content with a good strategy, you will demonstrate experience and knowledge of the sector in which you move. Readers who find useful and reliable information on your blog will be more likely to trust your brand and your services or products, leading to greater credibility and increased brand loyalty.

You will increase your visibility in the sector

The corporate blog serves as a magnet for organic traffic. Through the creation of relevant and quality content, you can improve your visibility in search engines. With a well-designed SEO strategy, corporate blogs can rank higher in search results, which means more potential visitors to your company or brand’s website and more potential audience.

In addition, incorporating topical and valuable content helps to maintain audience interest and improve domain authority, which in turn contributes to better search engine rankings.

Diversification of content and formats

In 2024, content is still king, but the way it is presented is constantly evolving. A corporate blog offers the flexibility to diversify content into a variety of formats, such as articles, videos, infographics, podcasts and more. This variety not only keeps the audience engaged, but also allows the company to adapt to changing content consumption preferences.

Lead generation and sales increase

A strategically designed corporate blog not only attracts traffic, but also generates qualified leads. By offering relevant and valuable content, companies can capture the attention of potential customers interested in their products or services. In addition, by including calls-to-action (CTAs) in blog content – such as invitations to download guides, sign up for newsletters or request demos – companies can convert those leadsinto real customers, leading to increased sales and revenue.

Trend monitoring and the ability to adapt quickly to changes

Corporate blogs provide a platform to keep up to date with the latest trends, news and changes in the market. By monitoring reader interactions, analysing performance metrics and collecting feedback, companies can gain valuable insights into the needs and preferences of their audience. This information can help to adapt business strategies, develop new products or services and stay competitive in an ever-changing business environment.

Good profitability and return

Compared to other forms of marketing and advertising, such as paid advertisements, corporate blogs offer an excellent long-term return on investment. While it may take time and resources to create and maintain a quality blog, the long-term benefits far outweigh the initial costs. In addition, once the content is online, it continues to drive traffic and generate leads without an additional expense, making it a cost-effective strategy in the long run.

How to measure the success of your corporate blog?

Measuring the success of a blog is essential to evaluate its effectiveness. By monitoring your blog on a regular basis you will be able to make adjustments to your strategy as necessary to evaluate the success of your strategy and optimise, if necessary, to achieve your goals. But what are the key metrics that can be used to measure that success?

Traffic

Website traffic is a key metric that indicates how many people visit the blog. You can measure overall traffic as well as blog-specific traffic using analytics tools such as Google Analytics. A steady increase in traffic may indicate that the blog is gaining popularity and attracting more visitors.

Number of unique visitors

The number of unique visitors provides an insight into how many different people are accessing the blog in a given period of time. An increase in the number of unique visitors may indicate a growth in the blog’s audience.

Time spent and page views

Time on site and page views are metrics that indicate how much time visitors spend on the blog and how many pages they visit in a single session. More time on the site and a higher number of page views may indicate greater engagement with the blog’s content.

Bounce rate

The bounce rate measures the percentage of visitors who leave the blog after viewing only one page without clicking anywhere. The content is not what you were looking for or you did not find it interesting. A low bounce rate indicates that visitors are interested in the content and are exploring beyond the home page.

Leads generation

If one of your blog’s goals is to generate leads, you can track how many blog visitors convert by taking a specific action, such as subscribing to a newsletter or downloading a report.

Interactions in the RRSS

Social media interactions, such as ‘likes’, comments, shares and shares of blog posts, can also provide you with information about the relevance and interest of the content to your audience.

Positioning in search engines

Search engine optimisation is important to ensure that the blog is easily discovered by users. You can monitor the blog ranking by keywords and make adjustments to the SEO strategy if necessary.

Don’t forget the legal requirements

When creating and managing a corporate blog in Spain it is important to take into account certain legal and privacy regulations to avoid possible sanctions and protect the rights of users. It would be best to consult a legal expert to ensure full compliance with all applicable regulations on a case-by-case basis and depending on your industry, but here are the most relevant requirements:

General Data Protection Regulation

The RGPD is a European Union regulation that sets out rules on the protection of personal data of EU citizens. When setting up a corporate blog, you should ensure that you comply with the GDPR principles, which include obtaining explicit consent from users to collect and process their personal data, ensuring data security and providing transparency about how the data is used.

Law on Information Society Services and Electronic Commerce

The LSSICE regulates specific aspects related to information society services and electronic commerce in Spain. Among other things, this law establishes information requirements for online service providers, such as the obligation to include legal information on the website, legal notice, privacy policy and terms of use.

Cookie policy

Cookie regulations in Spain are mainly governed by the LSSICE and the RGPD. Corporate blogs are required to comply with cookie consent requirements, which include informing users about the use of cookies on the website and obtaining their consent before using non-essential cookies.

Right to be forgotten

The right to be forgotten is a right recognised by the GDPR that allows individuals to request the removal of personal information from search engines and other online services. Corporate blogs must be prepared to comply with users’ right to be forgotten requests.

Intellectual property and copyright

It is important to respect intellectual property rights and copyright when creating content for a corporate blog. This includes obtaining permission to use images, videos, music and other copyrighted materials, as well as properly attributing authorship and respecting usage licences.

Sector-specific regulations

Depending on the sector in which the company operates, there may be additional specific regulations that need to be complied with. For example, companies in the financial sector may be subject to additional data protection and information security regulations.

As you have seen, there are many advantages of this communication tool. Get down to work and launch your corporate blog. With a good strategy and few resources you can see how it will help you to improve the image of your company or your brand in a short time. And if you need help to get it going, you know where to find us

La entrada The importance of the corporate blog se publicó primero en Agencia comma.

When broadcasting celebrates its first century of life in Spain, it is clear that it has found in the Internet era a powerful tool that amplifies its reach and offers new possibilities. This phenomenon is evident in the way radio has quickly and effectively embraced digital platforms and new broadcasting spaces. Far from remaining confined to a niche audience, podcasts and video podcasts have experienced record growth in recent years and offer an enriching alternative for listeners, inviting them to immerse themselves in on-demand dialogues and narratives. These have integrated the format and have led Spain to stand out as the country where most podcasts are consumed in Europe (45%), contrary to what happens with traditional radio, according to a study by Funcas. The percentage is nine points higher than the average of 24 countries worldwide (36%), according to the Digital News Report Spain study of the University of Granada.

This evolution marks a turning point for communicators, influencers and brands, who see in podcasting a unique opportunity to connect with their audiences through content that not only informs, but also educates and transforms. Whether venturing into in-house production or participating in third-party spaces, it is necessary to deploy an appropriately designed strategy for this format, whose proliferation has no signs of slowing down in the short and medium term.

The data support the podcast fever

Reports suggest that in 2023, there were some 460 million podcast listeners globally and this figure is expected to reach 504.9 million by the end of 2024. Dosdoce.com projections indicate that “digital radio products in Spain will reach an audience of 26.6 million listeners in 2026, experiencing an annual growth of up to 30%”. This increase in audience is expected to boost industry revenues to €590 million, leveraging various monetisation strategies such as advertising, sponsored content and subscriptions.

According to the Spotify’s report “Podcasts Trends 2023”, one in ten listeners who visit an advertiser’s website or app after listening to a podcast advert, makes a purchase and one in six takes a desired action, like signing up to an email marketing list. This means that these engaged audiences are not just listeners: they are already in the buying process, which opens a window of opportunity for brands wishing to deploy their activity in this format and integrate audio and video content into their own channels.

However, at a time when, there are currently around 500,000 podcast in Spanish, according to the iVoox 2023 Observatory, the sophistication in the production and broadcasting of content establishes a kind of natural selection and professionalization becomes essential. Especially when it comes to a brand’s audiovisual product, the audience is becoming more and more demanding and not just anything goes. Therefore, raising the quality is an element that adds to the reputation of a company or a influencer, as audiences set and demand new standards – both visual and audio – forcing content creators to live up to the new bar.

Emergence of podcasting in traditional media: how to participate?

Likewise, the analysis conducted by Dosdoce.com reveals that entities in the Spanish audio industry belong mainly to three economic activities: production companies, streaming platforms and, especially, “22.10% are media outlets seeing their communities grow with this new format.”

Based on these data, it is necessary to integrate into a communication strategy and media relations, participation in these spaces, both those produced by traditional broadcasters, networks and newspapers, as well as other programmes led by relevant personalities who have a critical mass of followers among our target audiences. It is also an effective way to enhance spokespersons’ thought leadership, broaden the reach of key company messages, improve brand recognition and connect more deeply with audiences.

To effectively incorporate this tactic as an activity of the press office, consider the following recommendations:

• Identify relevant podcasts. Those programmes whose subject matter fits with an economic sector; also those whose audience is aligned with the company’s values or strategic lines of communication. Both popular and niche specific podcasts with more engaged listeners should be considered.
• Deliver value. Before initiating any outreach, we must identify what value they offer to their audience. It could range from a unique perspective on a topic, insights from a subject matter expert, to inspirational or educational stories.
• Prepare the message. Define the key points of the brand, products or services to be referred to in that collaboration, as well as any call to action that needs to be incorporated.
• Train spokespersons. Because of its mainly audio nature, it is crucial that the delivery of the message during participation in a podcast is clear and engaging and it is advisable to have prepared answers to common questions. It is advisable to train, record our spokespersons and let them listen to themselves in order to perfect themselves. Naturalness and storytelling skills are essential in this format.
• Apply basic tips on radio voice-over. Good diction, vocalisation, cadence of speech – neither too fast nor too slow -, standing an inch away from the microphone, wearing headphones during participation and not accidentally knocking against the furniture are basic precepts when participating in these spaces.
• Promote participation. Include this collaboration in the brand’s milestone promotion strategy, sharing the news with the audience through your own channels, such as newsletters, social media and website.
• Assess impact. Analyse the impact in terms of web traffic, engagement on social media, sales enquiries or any other relevant metrics, in order to understand ROI and adjust future strategies.
• Establish long-term relationships. Beyond a one-off participation, it is advisable to open the door to future collaborations, recurrent participations or even sponsorship opportunities.

Branded pódcast

As we have been reflecting, the podcasting today favours the expansion of audio content, and more than a few brands are considering developing their own personalised, on-demand radio slots.

In fact, the integration of audio into brands’ digital marketing strategies has also seen an unprecedented boom, positioning the corporate podcasts as key tools for companies looking to connect in a deeper and more personalised way with their audience. In 2023, the proliferation of branded podcasts has been remarkable, according to the iVoox Observatory, each taking unique approaches that reflect the company’s values and goals, while delivering relevant and engaging content to listeners.

Among the most outstanding themes and programmes, the podcasting highlights:

• Sustainability and corporate social awareness like Repsol with its podcast “The Energy that Moves Us” or “GREENFLAGS” of Greenpeace.
• Brands like Cabify with “Your journey begins today” and Carrefour with “Out of Place” choose to tell fascinating stories or interviewing influential people, immersing listeners in unique experiences that challenge prejudices and broaden horizons, creating a strong emotional bond with your audience.
• Other podcasts capture the attention of fans and establish themselves as authoritative sources of entertainment and culture, fostering brand loyalty through shared passion. In this area, it is worth highlighting “Fanáticos” by FNAC.
• The disclosure on a topic of interest to the brand is key in programmes such as “Bring out the investor in you” by SelfBank, or programmes “The green elephant”, by comma or “The Crypto Mode oracle”, in which comma collaborates with the driving brand, Modo Cripto; without neglecting to cite the space “Blockchain Bites” by Alastria, or “Cripto Jungle”, by Valentín Santamaría. These spaces not only inform but also empower listeners with practical tools and knowledge, reinforcing the image of the brand or influencer as an expert in the field.

Own production or third-party programmes? Pros and cons

At this point, it is abundantly clear that participation in podcasts is, nowadays, essential, both for brands and for spokespersons and influencers looking for enhancing and projecting your personal image. The big question is whether or not deploy a strategy of partnerships with programmes already settled or venture into production of your own product. Let’s look at the pros and cons of both options.

Participation in third party programmes

Advantages

• Access to established audiences: instant access to loyal listeners of popular podcasts is achieved, quickly expanding reach.
• Cost-efficiency:requires fewer financial and time resources compared to producing your own programme.
• Credibility by association: partnering with well-established and respected podcasters can elevate brand credibility.
• Flexibility: it allows you to explore different audiences and niches without the commitment of producing content on a regular basis;

Disadvantages

• Less control: the ability to control content and narrative is limited, depending on the host and format of the third-party podcast.
• Limited availability: the opportunity to participate in popular or niche podcasts can be limited and highly competitive;
• Competition for attention: you may compete with other guests for the audience’s attention, which can dilute the impact of the message.
• Fewer opportunities for personalisation: the ability to include specific key brand messages or directly promote products or services is restricted.

Own production

Advantages

• Total control: Full control is maintained over the content, format, frequency and tone of the programme, allowing for perfect alignment with brand and communication objectives.
• Content flexibility: a wide range of topics, formats and styles can be explored to maintain audience interest and attract new listeners.
• Positioning as a thought leader: it is facilitated to establish the brand as an authority in its industry by providing content of educational, informative and entertaining value.
• Community building: the opportunity is provided to build and nurture a dedicated community around the brand, promoting loyalty and long-term engagement.

Disadvantages

• Resources required: it takes a significant investment in time, money, technical and human resources to produce a quality podcast.
• Learning curve: it is facing a learning period in terms of audio production techniques, podcast marketing and audience engagement.
• Regular content production: maintaining a content calendar with a fixed periodicity can be challenging, especially for small teams or brands with limited resources.
• Audience building: Developing an audience from scratch can be time-consuming and require consistent and strategic marketing efforts.

Not only content is king

In the podcasting, as in any communicative activity, content is always king, but in this case it is accompanied by a court of elements that, depending on our skills, elevate or distort the emission of the message. Therefore, before embarking on in-house production we must ensure that we have well-trained spokespeople, we comply with the technical requirements of the medium and we have the capabilities to pull off a programme; and be consistent in terms of periodicity of episodes and seasons.

It is also vital to assess the possibility of generating a return on investment, ensuring that the cost-benefit ratio is favourable. Without these elements, the risk of failure or cost overruns is high. Therefore, if after careful analysis it is concluded that these conditions are not met, it may be more prudent to opt for alternative strategies. Collaborating and participating in already established podcasts, taking advantage of their loyal audiences and technical infrastructure, presents itself, in these cases, as a safer and more profitable route. This approach allows brands to enter the podcast in Spain without assuming the risks and costs associated with in-house production, thus maximising the opportunities for success in this expanding medium.

La entrada Podcast fever: is in-house production worth it in a market saturated with audio products? se publicó primero en Agencia comma.

Let’s try to take a look at how the convergence of AI and SEO is shaping the future of search, offering businesses new opportunities to reach their audiences in more effective and efficient ways.

What is SGE (Search Generative Experience) ?

During Google’s annual I/O conference, it was announced that an unprecedented revolution is coming for online search engines: the Search Generative Experience (SGE), which incorporates generative AI into search results pages. The arrival of the SGE will have a direct impact on the search experience and user preferences.

But what exactly is this?

Google SGE, (Search Generative Experience), includes artificial intelligence in its search results. Although, for the moment, this technology is still at an experimental stage only in the United States and available at Google Search Labs, the revolution it will bring can already be seen.

The aim is that the user can easily find the answer to their question, avoiding accessing different URLs and allowing them to focus their attention on the information that really interests them.

And what will happen once the SGE is up and running? According to this post by Good Rebels, Google will continue to dedicate a section of the SERP (search engine results page) to organic results and traditional ads. The main new features we can anticipate are:

*Source: Good Rebels.

• The AI will provide summaries of the results, integrating relevant links in the text or at the end, rather than lists.
• The search will be conversational, allowing you to ask detailed questions in natural language. Do you want more information? Just click on the follow-up suggestions at the end of the dialogue window.
• Google will display 3 to 5 snippets*, adapting to the type of query and offering general information, news, maps, ratings and products, backed by Shopping Graph and its 35.billion references.

*Snippets are those Google featured results with short descriptions, questions or videos.

What’s next for AI and Google Search | Google I/O 2023

AI tools revolutionising SEO

For the time being, as this becomes a reality, let’s go for something tangible today. And that’s how AI tools are transforming every aspect of SEO: from keyword research to content optimisation and competition analysis.

Tools such as the well-known ChatGPT offer advanced content generation capabilities, while legendary platforms for SEO professionals such as Ahrefs and SEMrush also use AI algorithms to provide content generation. insights detailed information on SEO performance, keyword targets or SEO opportunities. backlinks (external links). It doesn’t matter one way or the other

Let’s take a closer look at this issue one by one.

• ChatGPT: Every day we find new plugins within ChatGPT 4 that allow us to give our SEO a boost, but mainly we are using it to generate SEO optimised content in an efficient way, helping to cover a wide range of topics and niches more easily than we have been doing.
• Ahrefs: This tool, familiar to all of us who have been involved in SEO at some point, has had a new AI-powered content analysis feature for some time now. It suggests specific keywords to include in your content, based on what ranks best in your niche.
• SEMrush: Another mythical tool but with a “new” AI integration. In this case, it offers a sentiment analysis tool that uses AI to assess users’ opinions about a brand, product or service on the web, which can inform content and SEO strategies.
• Clearscope: It is a content optimisation tool that uses AI to recommend how to improve articles to rank better in search results, focusing on relevance and understanding user intent.

These tools demonstrate the diversity of applications of AI in SEO, from content creation and optimisation to sentiment analysis and keyword research.

The generation of SEO-optimised content is being transformed by AI. AI-based content creation tools are able to produce articles, blogs, and product descriptions that are not only relevant and of high quality, but also optimised for search engines. However, it is crucial to maintain a balance between the use of AI-generated content and the human perspective to ensure that the content remains genuine, engaging and valuable to the reader.

In addition, AI can help identify content gaps on a website, suggest titles based on search trends, and optimise existing content to improve its SEO performance.

Technical SEO optimisation using AI

But let’s move on to another point beyond content that is very interesting: technical optimisation. This is essential for SEO, encompassing aspects such as page load speed, website structure, and mobile experience.

This is where AI plays a crucial role, offering tools that can automatically analyse and optimise these technical aspects. For example, AI can evaluate the loading speed of web pages and recommend specific changes to improve it, such as compressing images or removing unnecessary JavaScript.

In addition, AI tools can track website health in terms of SEO on-page, identifying problems such as broken links, missing or duplicate title tags and meta description issues. By automating these analyses and optimisations, AI allows SEOs and webmasters focus on more complex and creative strategies to improve site ranking and visibility.

Review the ethical implications of the use of Artificial Intelligence in SEO

Of course, the use of AI in SEO brings with it important ethical considerations. As AI tools become more powerful, it is crucial to maintain a clear ethical basis in order to avoid manipulations that may harm the user experience or distort search results.

The transparency in the use of AI for content creation is essential, as is ensuring that AI-generated content maintains high quality, relevance and value for the end user, although this we cannot control… In addition, the use of personal data for personalisation must be done with the highest respect for the privacy and security of users, complying with all applicable regulations such as the GDPR. Managing these ethical issues effectively will be critical to ensuring that the future of AI SEO benefits both users and brands in a fair and transparent manner.

As we move forward, it is essential that SEO professionals and media, marketing and advertising agencies, and other consultancies, remain informed and ethically aware in order to make the most of the opportunities that AI offers, while navigating its complexities responsibly.

As communication professionals, it is important that we bear in mind that, while AI can offer efficiency, accuracy and personalisation, it is the human touch that brings creativity, empathy and ethics. The key to the future of SEO is to find the happy medium where technology amplifies human capabilities without replacing them.

Needless to say, this balance manifests itself in how we conceive and create content. AI can help to identify opportunities, generate drafts and optimise for search engines, but it is human perspectives, stories and emotions that connect with readers and create meaningful experiences..

In conclusion, the integration of AI in SEO is not only a technological evolution, but also an invitation to rethink our approach. By embracing both the possibilities that AI offers and the human values that guide its ethical use, we can create a future of SEO that is not only more advanced, but also more human.

We will continue talking about this issue in other posts, we are sure. You know that with great power comes great responsibility. From comma, we will certainly do so.

La entrada Artificial intelligence and SEO: two worlds doomed to understand each other se publicó primero en Agencia comma.

Since its creation in 2003, LinkedIn has become much more than a job search platform: is a space where professional connections are forged, knowledge is shared and personal and business brands are built with a global audience.

Did you know that in 2023, the estimated global number of LinkedIn users worldwide was a whopping 746 million and is expected to continue rising over the next few years, to surpass the 800 million mark by 2026?

Source: Statista

However, more than user data (you only have to look at the example of Facebook to see that this matters very little) what really sets LinkedIn apart is the quality of interactions and the focus on professional and business development. According to recent statistics, over 90% of recruiters use this network to find suitable candidates, underlining its importance in the recruitment and job search ecosystem. In addition, LinkedIn has proven to be an invaluable tool for the B2B model, with 80% of B2B leads coming from LinkedIn, outperforming all others social media platforms.

LinkedIn also stands out among other social networks for its ability to deliver relevant and high quality content through articles, publications and studies shared by leaders and experts in various industries. This not only allows users to keep up to date with the latest trends and developments in their fields, but also gives them the opportunity to demonstrate their own knowledge and expertise, establishing their authority in their respective areas.

Of course, the use of LinkedIn transcends borders and sectors, ranging from small businesses and startups to corporate giants. The platform offers a wealth of tools and functionalities designed to improve visibility, facilitate networking, enhance brand image, and, above all, connect talent with opportunity.

In the end, we have to think that we live in an increasingly digitalised world, whether we like it or not. A world in which these “first impressions” are often through a screen and those fast connections, are more important than ever. Pues en este contexto, la realidad innegable es que LinkedIn sirve como el puente definitivo entre profesionales y empresas, no solo para avanzar en sus carreras sino para redefinir el futuro de las industrias en su conjunto.

As we move into a future where digitalisation and professional networks will play an even more critical role in business success, the question is no longer whether your company should be on LinkedIn., as we all know the answer. The real question is how you can maximise the potential of this platform to not only keep pace with your industry, but to establish yourself as a leader in it.

In short, an active presence on LinkedIn is a must for any company that aspires to grow, innovate and lead in the digital age.

What are the essential benefits of your company having a LinkedIn account?

I sincerely hope you have no doubts about why your company should be on LinkedIn, but if you are still not completely clear, let’s give you the main benefits that this will bring you, to see if you are convinced.

• Increasing your company’s visibility: LinkedIn has millions of professionals searching daily for relevant content in their sector, so you will find few better scenarios than this to highlight your company. Posting regular updates, industry news, company achievements or opinion pieces increases the visibility of your business and draws attention to your brand.
• Access to a large network of professionals: LinkedIn makes it easy to build a network of contacts that can be very interesting for your company. Through direct connections, recommendations and participation in relevant groups, you can reach potential customers, partners or employees who would otherwise be difficult to reach.
• Improving corporate image: An active and professional presence in LinkedIn strengthen your business reputation. By sharing content that demonstrates your expertise, thought leadership and corporate values, you not only attract followers, but also build credibility and trust in your brand.
• Ease of recruiting talent: LinkedIn is an invaluable tool for recruitment, allowing you to not only post job openings, but also to actively search for candidates who fit your company’s culture and needs. The platform offers advanced search and filtering tools that make it easy to find the right talent.
• Great possibility for market analysis and market outlook: you will find valuable data and insights about your industry, competitors and market trends. Through its extensive network of professionals and companies, you can keep up to date with the latest developments, helping you to make informed and strategic decisions for your business.

Strategy: essential to achieve results

Before starting to have a presence in any social network, it is essential that we take into account the strategy we are going to follow.

Strategy: Content Territories

Define your brand voice and personality: Before publishing, it is essential that you are clear about how you want your company to be perceived. This includes the tone of voice, the type of content (educational, informative, inspirational…) and the topics that reflect your company’s values. This will help you create a consistent and recognisable brand on LinkedIn.

Content territories: Have you ever wondered what topics you are “qualified” or have the authority to speak to your audience about? Well, these are the content territories. Imagine you are a company involved in renewable energy. Well, these territories could be technological innovation, sustainability and environmental impact, environmental education and awareness, corporate issues, etc.

Create and share valuable content: Focus your efforts on generating content that brings value to your audience, i.e. the people you know you will impact with them. This can include your own articles that address common problems in your industry, trend analysis, case studies, and practical advice, among many, many other ideas. The important thing here is that you use that content to demonstrate the knowledge and thought leadership of your company and the people who work in it, in your areas of expertise.

Source: Metricool

Use a variety of content formats: LinkedIn allows you to share a wide variety of formats, including text, photos, videos, and PDF documents. Experiment with different types of content to engage your audience and encourage interaction.

Source: Metricool

Paid Campaigns

• LinkedIn Ads: Consider investing in LinkedIn Ads to promote your content, services or events to a broader, more targeted audience. LinkedIn offers several options, including text ads, Sponsored Content, sponsored messages (InMail) and more, which can be targeted by industry, company size, job title, and other demographic criteria. It allows you to reach just those people you have in mind.
• Advanced targeting: Use LinkedIn’s advanced targeting tools to target your campaigns to the most relevant audiences. This ensures that your advertising spend is efficient, reaching those most likely to be interested in your content.
• Analysis and optimisation: “He who does not measure is like he who does not see”. Was that a saying or did I make it up? Well, it’s the same, the thing is that you cannot launch campaigns “on air” without understanding how it is working, if it is necessary to make changes during its development, if it has converted following the KPIs you expected… Don’t think you need external tools to understand it, within LinkedIn itself you will find many metrics that will help you. This will allow you to adjust your strategies in real time, improving the effectiveness of your campaigns based on concrete data about what works best for your audience.

Implementing these strategies takes time, effort… and investment, but the benefits of building a solid, professional presence on LinkedIn can be more than significant. Of course, get advice on how to manage your account or entrust it to a social media and communication professional if you want to get the best possible results.

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