Ventajas y desventajas del uso de la IA en la creación de contenido deportivo en Tik Tok. Análisis de caso de la cuenta: @soydanilocastrook

Abstract

Abstract: This study develops and applies a strategic communication and content production plan based on the use of artificial intelligence tools, taking the TikTok account @soydanilocastrook as a case study. The plan made it possible to compare, in a real context, sports content created with the support of artificial intelligence versus content produced through traditional processes, evaluating its performance using metrics such as reach, interaction, and engagement. The results show that the incorporation of artificial intelligence provides significant advantages in optimizing production time, strategic planning, and narrative coherence in sports content. However, disadvantages were also identified, including content standardization, technological dependency, and the need for constant human supervision to preserve message authenticity. The study demonstrates that artificial intelligence, when applied strategically, functions as a supportive tool that enhances creative and communicational processes, as long as it is integrated within a plan that prioritizes human judgment and the creator s identity in highly competitive digital environments.