Plan estratégico de ideación y producción de contenidos con inteligencia artificial para la optimización de la comunicación interna en CELEC EP Transelectric

Abstract

Abstract: This paper proposes a strategic plan for content ideation and production using Artificial Intelligence (AI) to optimize internal communication at the CELEC EP Transelectric Business Unit. Based on a mixed-methods approach, key issues were identified, such as channel saturation, low message personalization, and an incipient data culture. Through the analysis of digital tools, a proposal is presented that integrates audience segmentation, content automation, and the personalization of communication experiences through AI-based systems. The implementation is structured through the use of Large Language Models (LLMs) for the curation and synthesis of technical information, the generation of multimedia scripts adapted to the institutional "Sage-Hero" archetype, and the development of automated visual assets that facilitate operational understanding in the field. This study demonstrates that the strategic application of AI not only improves the efficiency of communicative processes but also strengthens the sense of belonging, human talent participation, and evidence-based decision-making. As a result, a roadmap applicable to public environments is generated, responding to the new dynamics of digital culture in the Ecuadorian energy sector.