La enseñanza superior en Publicidad en tiempos de la IA generativa: un cambio de paradigma

Mónica Puntí Brun; Marie Alice de Faria Nogueira; Silvia Espinosa-Mirabet; Ramón Martin-Guart; Sandro Torres de Azevedo; Jordi Serra Simón

doi:10.4185/rlcs-2026-2508

Authors

Mónica Puntí Brun University of Girona https://orcid.org/0000-0001-7101-1151
Marie Alice de Faria Nogueira Escola de Comunicação - Universidade Federal do Rio de Janeiro (ECO-UFRJ) https://orcid.org/0000-0003-2133-3931
Silvia Espinosa-Mirabet University of Girona https://orcid.org/0000-0002-8304-5882
Ramón Martin-Guart University of Girona https://orcid.org/0000-0003-2357-8844
Sandro Torres de Azevedo Escola de Comunicação - Universidade Federal do Rio de Janeiro (ECO-UFRJ) https://orcid.org/0000-0002-1813-2779
Jordi Serra Simón University of Girona https://orcid.org/0000-0001-9047-1516

DOI:

https://doi.org/10.4185/rlcs-2026-2508

Keywords:

Generative artificial intelligence, advertising, higher education, ethics, transversal competencies, digital competencies, AI literacy

Abstract

Introduction: The irruption of generative artificial intelligence (Gen AI) has the potential to profoundly transform advertising practices, redefining the technical competencies and ethical frameworks needed for future professionals. This article explores how educational institutions in Spain and Brazil are incorporating AI training into their Advertising and Public Relations programs. Methodology: The methodology combines 26 interviews with study coordinators from public universities in Brazil and Spain. In Spain, the 13 coordinators of the public universities that offer these studies according to the Ministry of Science, Innovation and Universities were interviewed and, in Brazil, the 13 interviews were conducted with the coordinators of the main federal universities rated 4 or 5 out of 5, according to the prestigious ENADE ranking of the National Institute of Educational Studies and Research Anísio Teixeira, according to the Ministry of Education. A content analysis of 457 teaching guides was also carried out focusing on AI-related competencies, tools, and their ethical and legislative dimensions. Results: Among the main results, it stands out that the integration of AI tools in Advertising and Public Relations degrees responds to teachers’ individual initiatives, which generates a diversity of forms in its implementation, especially in subjects such as graphic design and advertising photography. However, some universities have made significant progress, teacher training and the inclusion of AI in the curricula present major challenges. Conclusions: The article stresses the need for broader media, information, and digital literacy.

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Author Biographies

Mónica Puntí Brun, University of Girona

Mónica Puntí is a professor at the University of Girona, teaching Advertising and Public Relations. She holds a degree in Journalism and Documentation from the Autonomous University of Barcelona and a Master's degree in Information and Knowledge Society from the Open University of Catalonia. Her main areas of research include digital communication and advertising, journalistic ethics and professional conduct, fake news and disinformation, and artificial intelligence in advertising. She also has professional experience in press offices and in the corporate communication and social media sector.

Marie Alice de Faria Nogueira, Escola de Comunicação - Universidade Federal do Rio de Janeiro (ECO-UFRJ)

Maria Alice de Faria Nogueira is a professor at the School of Communication at the Federal University of Rio de Janeiro in Brazil. She holds a degree in Advertising and Journalism from PUC-Rio, an MBA from EPGE/FGV-RJ, a PhD in History, Politics, and Culture from Cpdoc-FGV RJ, and a Master's degree in Social Communication from PUC Rio. She participates in the MTTM (Mobilities, Theory, Themes, and Methods) and ReC (The Rhetoric of Consumption) research groups. She also coordinates the PUBCOMTEC (Publicity, Communication, and Technology) research group, which conducts studies on the use of artificial intelligence in contemporary advertising practice, its ethical implications, and professional training in the field.

Silvia Espinosa-Mirabet, University of Girona

Espinosa-Mirabet is a permanent professor at the University of Girona, teaching Advertising and Public Relations. She holds a degree in Information Sciences, a Master's in Communication Management, and a PhD in Audiovisual Communication and Advertising from the Autonomous University of Barcelona. Her research interests include radio and podcasting, communication, and artificial intelligence in advertising. As a researcher in the Targetslab-GREP consortium (SGR 01589), she participates in competitive projects run by the Spanish Ministry of Science and Innovation and is also a member of the Radio Observatory in Catalonia. She is also co-principal investigator of the UdG's Wana Wake cooperation project in Kigoma, Tanzania (2022-2025). She has professional experience as a journalist at El País and Cadena Ser, among other media outlets.

Ramón Martin-Guart, University of Girona

Martín-Guart is a professor at the University of Girona, teaching Advertising and Public Relations. He holds a degree in Advertising and Public Relations from the Autonomous University of Barcelona, an MBA from Esade, and a PhD in Communication from Pompeu Fabra University. He is a member of the POMAC (Power, Media, Global Cultures) research group at the University of Girona and the CAS (Communication, Advertising & Society) research group at Pompeu Fabra University, and collaborates with GREC at Ramon Llull University on a project on interactive television advertising. His research focuses on advertising effectiveness and digitization, audience measurement, and AI in advertising. He has professional experience at leading advertising agencies such as Ogilvy, Mindshare, Universal-McCann, and Havas.

Sandro Torres de Azevedo, Escola de Comunicação - Universidade Federal do Rio de Janeiro (ECO-UFRJ)

Sandro Torres de Azevedo is a professor at the School of Communication at the Federal University of Rio de Janeiro. He is also a professor in the Graduate Program in Health Information and Communication (PPGICS) at the Institute of Scientific and Technological Communication and Information in Health at the Oswaldo Cruz Foundation (ICICT/FIOCRUZ). He holds a bachelor's degree in Social Communication and Advertising from IACS/UFF, a master's degree in Communication and Culture from PPGCOM/UFRJ, and a doctorate in Language Studies from PPGEL/UFF. He leads the research groups Advertising, Health, and Society (Pessoa-UFRJ/CNPq) and Rhetoric of Consumption (ReC-UFF/CNPq). His research focuses on the intersections between advertising, health, society, semiotics, discourse, consumption, and technology.

Jordi Serra Simón, University of Girona

Jordi Serra Simón is a professor at the University of Girona, teaching Advertising and Public Relations. He holds a PhD in Audiovisual Communication and Advertising from the Autonomous University of Barcelona and a postgraduate degree in Digital Marketing from the University of Girona. His main areas of research are related to education and digitization, as well as the study of perceived quality in advertising. He also directs the “Entre subjectes” lecture series given by leading professionals in the fields of marketing and advertising. He also has professional experience managing inbound marketing and SEO projects.

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