The emergence of generative artificial intelligence has ceased to be an emerging trend to consolidate as a structural transformation in multiple sectors, including corporate communication. This is confirmed by the recent report presented by Axicomtitled «Generative in corporate communication in Spain (2025)»a very complete radiography on how this technology is being used in communication, branding and public relations departments in the country.
Based on a survey of 100 professionals in the sector, the study reveals a generalized adoption of generative AI in operational tasksalthough still lacking a solid strategic and ethical integration. The message is clear: GEN AI is here to stay, but its responsible application requires much more than technological enthusiasm.
From hype to practice: much use, little strategy
According to the report, 60.6% of professionals in the sector already use generative tools regularly, while another 35.2% do so occasionally. This means that practically the entire sector has incorporated these technologies to its day to daysomething unthinkable just two years ago. The list of the most used tools is not too surprised: Chatgpt leads with 97.2% penetrationfollowed by Copilot (62%), Gemini (50.7%) and visual platforms such as Canva Magic Studio (42.3%) and Midjourney (23.9%).
However, its use is mostly concentrated in operational and low risk tasks: content generation (84.1%), support in creativity and brainstorming (62.3%), documentation (56.5%) and customization of messages (47.8%).
Instead, Its role in sensitive areas such as crisis management or misinformation detection remains marginal (1.4%), Reflection of a (understandable) cautious to the reputational risks of delegating critical decisions to algorithms.
The Great Gap: Training and Ethical Criteria
One of the most significant findings of the study is the gap between use and training. Only 31% of respondents feel really prepared to use the generative AI ethically and effectively. 21.1% admit not to have the necessary formation and 47.9% recognize having doubts or partial preparation.
This lack translates into concrete operational risksthat the professionals surveyed have identified: factual errors (60.6%), generic or unnatural style (54.9%), loss of authenticity (54.9%), data invention (52.1%) and legal doubts about intellectual property (50.7%).
“We are at a turning point. The generative AI is no longer an option, but to train the equipment and build ethical frames is as urgent as adopting the tool itself,” warns Mónica González Ortín, Country Manager of Axicom Spain.
And what about internal governance?
Only one third of the organizations analyzed (32.4%) have one clear policy on the use of generative. The rest is divided between those that lack regulations (35.2%), which are in the development phase (23.9%) and 8.5%that directly ignores it. This generates an obvious dissonance: While professionals clearly perceive the reputational risks – a rigor, informative saturation, opacity or algorithmic biases -, it is evident that governance structures are not yet up to that perception.
For Axicom, leading the integration of the generative AI requires defining clear strategic priorities: Train teams in digital and ethical competitions, create internal normative frames, Always validate the outputs of AI with human review, and build a cross culture in which communication, legal, technology and compliance work in tune.
These data fit with which we explain you recently from a Microsoft report, which indicates that 50% of Spanish leaders believe that training their teams in the use of AI It will be one of the key responsibilities in the next five years.
In this context, go to specialized entities to artificial intelligence training applied to the company It becomes a more than recommended alternative to close this gap at training level and integrate the AI structurally into daily work and not only as an isolated tool.
Discover the specialist course in ecommerce
And the future? Personalization, analysis and reputational leadership
97% of respondents believe that generative AI will play a key role in the future of corporate communication. The main areas of application will be the Content production (74.6%)the analysis of data and trends (63.4%), the customization of messages (60.6%) and the visual or multimedia generation (52.1%).
At the same time, new opportunities such as internal training (29.6%) and internal communication (22.5%) also emerge, in a context where the communication team itself must adapt culturally and professionally to technological change.
According to González Ortín, the profile of the communication professional is becoming deeply: of editor to facilitatorfrom executor to strategic interpreter. “The success of AI in communication will not depend only on what the tool can do, but who knows how to do something valuable with it.”
Image: GPT Plus
