Communications Strategist & Journalist
November 2022. OpenAI launches ChatGPT to the public and within two months it reaches 100 million users. No technology in history had ever spread that far, that fast. Not the telephone, not television, not the internet. When that happened, I had already been working on a question that suddenly became urgent: what does generative artificial …
Clarín, La Nación, and Infobae no longer define themselves solely as journalism companies. They are redefining themselves as data and technology companies. That identity shift has consequences that go far beyond corporate rebranding. One of the most significant findings of my research (my master thesis “Between the Human and the Automatic: Generative AI and the …
Every time a new technology appeared, people said journalism would die. Every time, it survived — transformed, but alive. Generative AI poses the same question, but with one difference that changes everything. Argentine journalism was born as many other media in the world, from politic interest. The first newspaper on record, the Telégrafo Mercantil (1801), …
There’s a capacity that connects the street journalist with the UX researcher: the ability to read what’s left unsaid. It’s trained intuition. And it’s exactly what no algorithm can replace. When the journalists I interviewed for my thesis (“Between the Human and the Automatic: Generative AI and the Role of Journalism as a Cultural Mediator”, …
Generative AI is entering a journalism field that was already in a credibility crisis. Automating content doesn’t solve the problem. It can make it worse. Before asking what AI does to journalism, we should ask what state journalism was in when AI arrived. The answer, documented in my research (my master’s thesis, “Between the Human …
For my master’s thesis, I interviewed journalists at Clarín, La Nación, and Infobae about how they’re experiencing the integration of generative AI into their newsrooms. What I found was more complex — and more honest — than any official position. When a tech company presents a new AI tool for newsrooms, the pitch is always …
Argentina’s digital media outlets have spent two years experimenting with AI in their newsrooms*. What they’ve learned about what to delegate — and what not to — is a roadmap any communications team can use. When Infobae describes AI as its “editorial partner” and La Nación calls it an “assistant,” it’s not just a naming …
Argentina’s leading digital media outlets are learning — the hard way — how to maintain credibility while integrating AI. Their wins and mistakes are a masterclass for any communication strategy. One of the most repeated questions in the newsrooms I studied for my thesis was this: do we need to tell the audience we used …
When media outlets use the same AI models to produce content, the result tends to sound alike. What was once differentiation is becoming algorithmic convergence — and brands are no exception. During my research on the use of generative AI in Argentina’s leading digital media from 2023 to 2025, one of the most unsettling findings …
When anyone can generate text with a single click, what sets you apart isn’t speed. It’s what no algorithm can replicate. Since tools like ChatGPT, Copilot, Claude, and Gemini entered newsrooms and organizations, every communications professional has been asking the same question: what’s left for me? The answer isn’t obvious — and it won’t be …