Persuasive Communication with AI: Personalization, Trust and Ethical Challenges

Authors

DOI:

https://doi.org/10.62008/ixc/16/01Comuni

Keywords:

Artificial Intelligence, Persuasive Communication, Digital Marketing, Personalization, Algorithmic Ethics, Consumer Trust

Abstract

This study analyzes the impact of artificial intelligence (AI) on persuasive communication in digital marketing, with emphasis on personalization, consumer trust, and ethical challenges. A sequential exploratory mixed-methods design was applied, combining semi-structured interviews with marketing professionals from 50 companies and structured surveys with 500 consumers. Results show significant improvements in conversion, engagement, and satisfaction, but also increasing concerns about privacy and algorithmic manipulation. The study concludes that integrating AI into marketing strategies requires human oversight and strong ethical principles. A responsible implementation model is proposed to enhance personalization without compromising transparency or communicative fairness.

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Author Biographies

Aitor Gil García, Camilo José Cela University

Doctorando en Economía y Empresa en la Universidad Camilo José Cela, con investigación centrada en la aplicación de la inteligencia artificial a estrategias de marketing en pymes y startups. Profesor universitario en el área de marketing digital. Responsable académico de doctorandos en Ciencias Jurídicas y Económicas. Su trayectoria combina investigación aplicada, docencia y transferencia de conocimiento en el ámbito empresarial.

África Presol Herrero, Camilo José Cela University

Profesor Doctor Acreditado (ANECA) Sexenio CNEAI. Doctor en Publicidad y Relaciones Públicas con amplia actividad docente e investigadora centrada en líneas de investigación: Creatividad publicitaria, diseño gráfico, comunicación publicitaria, tecnologías digitales, imagen corporativa e innovación educativa.

Su formación académica, con una licenciatura por la UCM, un doctorado por la UCJC, certificado de Aptitud Pedagógica por la UCM, un postgrado de Creatividad publicitaria para televisión, y multitud de cursos de especialización.

Con más de 1000 horas de formación complementaria como docente, la dirección y valoración de trabajos Fin de Grado y trabajo Fin de Máster, la dirección de grado en Publicidad y Relaciones Públicas y coordinación de asignaturas y títulos, otros cargos de gestión, y varios proyectos de innovación educativa.

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Published

2026-01-15

How to Cite

Gil García, A., & Presol Herrero, África. (2026). Persuasive Communication with AI: Personalization, Trust and Ethical Challenges. index.Comunicación, 16(1), 37–69. https://doi.org/10.62008/ixc/16/01Comuni

Issue

Vol. 16 No. 1 (2026): Monographic 16(1) Artificial inteligence and communication: transformations and challenges in the digital era

Section

Monographic 16(1) Artificial inteligence and communication: transformations and challenges in the digital era

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Copyright (c) 2026 África Presol Herrero, Aitor Gil García (Autor/a)

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