{"id":15145,"date":"2026-08-07T15:42:31","date_gmt":"2026-08-07T13:42:31","guid":{"rendered":"https:\/\/lfchannel.com\/?p=15145"},"modified":"2026-08-07T15:55:13","modified_gmt":"2026-08-07T13:55:13","slug":"intel%c2%b7ligencia-artificial-i-comunicacio-com-la-fem-servir-a-lf-channel","status":"publish","type":"post","link":"https:\/\/lfchannel.com\/ca\/intel%c2%b7ligencia-artificial-i-comunicacio-com-la-fem-servir-a-lf-channel\/","title":{"rendered":"Intel\u00b7lig\u00e8ncia artificial i comunicaci\u00f3: com la fem servir a LF Channel, i per qu\u00e8 continuem pensant"},"content":{"rendered":"<p>Es parla molt de <strong>l&#8217;\u00fas de la intel\u00b7lig\u00e8ncia artificial en el sector de la comunicaci\u00f3<\/strong> i, tanmateix, poques vegades es comparteix de manera concreta qu\u00e8 fa exactament una ag\u00e8ncia de comunicaci\u00f3 amb les eines d&#8217;IA en el seu dia a dia. A <strong>LF Channel hem decidit ser transparents en aquest sentit: s\u00ed, utilitzem la IA en diversos dels nostres processos interns<\/strong> i, en aquest article, volem explicar en qu\u00e8, com i, sobretot, quins s\u00f3n els seus l\u00edmits reals quan es tracta de pensar i dissenyar estrat\u00e8gies de comunicaci\u00f3.<\/p>\n<p>Perqu\u00e8 el debat sobre la intel\u00b7lig\u00e8ncia artificial i la comunicaci\u00f3 no hauria de limitar-se a si \u201cla IA ens prendr\u00e0 la feina\u201d, si es tracta d&#8217;una moda passatgera o d&#8217;una nova bombolla tecnol\u00f2gica. La clau \u00e9s analitzar en quines tasques operatives ens pot ajudar a ser m\u00e9s eficients i en quines el judici i el criteri humans continuen sent, senzillament, insubstitu\u00efbles.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_86 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\"><\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/lfchannel.com\/ca\/intel%c2%b7ligencia-artificial-i-comunicacio-com-la-fem-servir-a-lf-channel\/#El_sector_de_la_comunicacio_parla_clar_la_IA_ja_no_es_opcional\" >El sector de la comunicaci\u00f3 parla clar: la IA ja no \u00e9s opcional<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/lfchannel.com\/ca\/intel%c2%b7ligencia-artificial-i-comunicacio-com-la-fem-servir-a-lf-channel\/#On_apliquem_la_IA_en_els_processos_de_LF_Channel_el_que_es_concret_importa\" >On apliquem la IA en els processos de LF Channel: el que \u00e9s concret importa<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/lfchannel.com\/ca\/intel%c2%b7ligencia-artificial-i-comunicacio-com-la-fem-servir-a-lf-channel\/#Seguiment_de_mitjans_i_mapatge_de_periodistes\" >Seguiment de mitjans i mapatge de periodistes.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/lfchannel.com\/ca\/intel%c2%b7ligencia-artificial-i-comunicacio-com-la-fem-servir-a-lf-channel\/#Elaboracion_de_informes_de_resultados\" >Elaboraci\u00f3n de informes de resultados.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/lfchannel.com\/ca\/intel%c2%b7ligencia-artificial-i-comunicacio-com-la-fem-servir-a-lf-channel\/#Elaboracio_dinformes_de_resultats\" >Elaboraci\u00f3 d&#8217;informes de resultats.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/lfchannel.com\/ca\/intel%c2%b7ligencia-artificial-i-comunicacio-com-la-fem-servir-a-lf-channel\/#Benchmarking\" >Benchmarking.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/lfchannel.com\/ca\/intel%c2%b7ligencia-artificial-i-comunicacio-com-la-fem-servir-a-lf-channel\/#Analisis_sectorials_en_processos_de_RFP\" >An\u00e0lisis sectorials en processos de RFP.<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/lfchannel.com\/ca\/intel%c2%b7ligencia-artificial-i-comunicacio-com-la-fem-servir-a-lf-channel\/#El_que_la_IA_no_pot_fer_el_pensament_critic_no_te_substitut\" >El que la IA no pot fer: el pensament cr\u00edtic no t\u00e9 substitut<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/lfchannel.com\/ca\/intel%c2%b7ligencia-artificial-i-comunicacio-com-la-fem-servir-a-lf-channel\/#Com_integrem_la_IA_de_manera_responsable\" >Com integrem la IA de manera responsable<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"El_sector_de_la_comunicacio_parla_clar_la_IA_ja_no_es_opcional\"><\/span>El sector de la comunicaci\u00f3 parla clar: la IA ja no \u00e9s opcional<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>El context del sector ajuda a entendre per qu\u00e8 aquest debat \u00e9s urgent. Segons<strong> <a href=\"https:\/\/www.dircom.org\/anuario\/\" target=\"_blank\" rel=\"noopener\">l&#8217;Estudi sobre l&#8217;Estat de la Comunicaci\u00f3 a Espanya 2025 de Dircom<\/a><\/strong>, la intel\u00b7lig\u00e8ncia artificial es consolida com el gran repte per a la funci\u00f3 comunicativa en l&#8217;horitz\u00f3 2025\u20132028, per sobre de qualsevol altra prioritat, i aix\u00ed ho considera gaireb\u00e9 el 80 % dels professionals que han participat en l&#8217;enquesta. A m\u00e9s, el debat ja no es limita a l&#8217;\u00fas de la tecnologia com a eina productiva, sin\u00f3 que tamb\u00e9 aborda q\u00fcestions \u00e8tiques i de seguretat que el sector comen\u00e7a a regular.<\/p>\n<p>En l&#8217;\u00e0mbit empresarial, les dades mostren que l&#8217;adopci\u00f3 de la intel\u00b7lig\u00e8ncia artificial a Espanya continua accelerant-se. Segons<strong> <a href=\"https:\/\/www.caixabankresearch.com\/es\/economia-y-mercados\/actividad-y-crecimiento\/adopcion-ia-empresa-espanola-avanza-rapidez-sigue?utm_source=chatgpt.com\" target=\"_blank\" rel=\"noopener\">CaixaBank Research<\/a><\/strong>, a partir de dades de l&#8217;Enquesta sobre l&#8217;\u00fas de les TIC i el comer\u00e7 electr\u00f2nic a les empreses de l&#8217;INE, el percentatge d&#8217;empreses espanyoles de 10 o m\u00e9s treballadors que utilitzen tecnologies d&#8217;IA va passar <strong>del 8 % el 2021 al 21 % el 2025<\/strong>, mentre que, en les grans empreses, l&#8217;adopci\u00f3 s&#8217;apropa a tres de cada cinc. Tanmateix, aquest aven\u00e7 continua sent desigual i les principals barreres ja no s\u00f3n \u00fanicament tecnol\u00f2giques, sin\u00f3 que estan relacionades amb la disponibilitat de personal qualificat i el desenvolupament de compet\u00e8ncies. En aquest context, l&#8217;<strong><a href=\"https:\/\/digital.gob.es\/ca\/comunicacion\/notas-prensa\/secretaria-digitalizacion-e-inteligencia-artificial\/2025\/04\/2025-04-30\" target=\"_blank\" rel=\"noopener\">ONTSI<\/a><\/strong> assenyala que <strong>el 78 % dels treballadors considera que la seva empresa hauria de proporcionar formaci\u00f3 i eines espec\u00edfiques per treballar amb IA de manera efectiva<\/strong>, fet que evidencia que el principal repte ja no \u00e9s incorporar la IA, sin\u00f3 saber utilitzar-la per generar valor.<\/p>\n<p>Tenint en compte aquest context, a LF Channel fa temps que posem en pr\u00e0ctica el nostre propi enfocament.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"On_apliquem_la_IA_en_els_processos_de_LF_Channel_el_que_es_concret_importa\"><\/span>On apliquem la IA en els processos de LF Channel: el que \u00e9s concret importa<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Una de les q\u00fcestions que m\u00e9s preocupa els professionals quan es parla <strong>d&#8217;IA i comunicaci\u00f3<\/strong> \u00e9s la tend\u00e8ncia a quedar-se en un discurs gen\u00e8ric. A LF Channel preferim explicar de manera precisa <strong>en quins processos la integrem<\/strong>, perqu\u00e8 creiem que la transpar\u00e8ncia sobre l&#8217;\u00fas d&#8217;aquesta tecnologia forma part de la nostra credibilitat com a ag\u00e8ncia.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Seguiment_de_mitjans_i_mapatge_de_periodistes\"><\/span>Seguiment de mitjans i mapatge de periodistes.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>El monitoreo de medios es una de las tareas que m\u00e1s tiempo requieren en cualquier agencia de comunicaci\u00f3n. Identificar de qu\u00e9 temas escribe cada periodista, en qu\u00e9 medios publica, con qu\u00e9 frecuencia y qu\u00e9 enfoque suele dar es un trabajo que consume muchas horas.<\/p>\n<p>Para automatizarlo, hemos incorporado herramientas de IA en este flujo de trabajo que permite sistematizar el seguimiento de coberturas y tem\u00e1ticas, de forma que nuestros consultores puedan llegar a cada conversaci\u00f3n con un periodista habiendo le\u00eddo la \u00faltima informaci\u00f3n relevante, sin necesidad de rastrear manualmente cada perfil.<\/p>\n<p>Este proceso <strong>no sustituye la relaci\u00f3n humana<\/strong> con los periodistas, la cual sigue siendo el core de nuestro trabajo, de hecho, libera tiempo para cultivar v\u00ednculos de calidad en lugar de perdernos en hojas de c\u00e1lculo y b\u00fasquedas web.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Elaboracion_de_informes_de_resultados\"><\/span>Elaboraci\u00f3n de informes de resultados.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>El monitoratge de mitjans \u00e9s una de les tasques que m\u00e9s temps requereixen en qualsevol ag\u00e8ncia de comunicaci\u00f3. Identificar sobre quins temes escriu cada periodista, en quins mitjans publica, amb quina freq\u00fc\u00e8ncia i quin enfocament acostuma a donar-hi \u00e9s una feina que consumeix moltes hores.<\/p>\n<p>Per automatitzar-ho, hem incorporat eines d&#8217;IA en aquest flux de treball que permeten sistematitzar el seguiment de cobertures i tem\u00e0tiques, de manera que els nostres consultors puguin arribar a cada conversa amb un periodista havent llegit la informaci\u00f3 m\u00e9s rellevant i recent, sense necessitat de rastrejar manualment cada perfil. Aquest proc\u00e9s <strong>no substitueix la relaci\u00f3 humana<\/strong> amb els periodistes, que continua sent el core de la nostra feina, de fet, allibera temps per cultivar vincles de qualitat en lloc de perdre&#8217;ns entre fulls de c\u00e0lcul i cerques web.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Elaboracio_dinformes_de_resultats\"><\/span>Elaboraci\u00f3 d&#8217;informes de resultats.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>El <em>reporting<\/em> \u00e9s una tasca fonamental per demostrar l&#8217;impacte d&#8217;un pla de comunicaci\u00f3, per\u00f2 la seva elaboraci\u00f3 pot ser tediosa i repetitiva pel que fa a la recopilaci\u00f3 i estructuraci\u00f3 de dades.<\/p>\n<p>La IA ens ajuda en aquest \u00e0mbit a automatitzar la fase de recollida i organitzaci\u00f3 d&#8217;informaci\u00f3, les m\u00e8triques de cobertura, l&#8217;abast o la qualitat dels impactes, mentre que la nostra tasca se centra en la consultoria. L&#8217;equip de LF Channel dedica el seu <em>expertise<\/em> a l&#8217;an\u00e0lisi de les dades, la seva interpretaci\u00f3 i, a partir d&#8217;aqu\u00ed, a aportar les recomanacions estrat\u00e8giques corresponents. Perqu\u00e8 un informe no \u00e9s v\u00e0lid \u00fanicament pels n\u00fameros que recull, sin\u00f3 per les conclusions i els <em>insights<\/em> que la capacitat anal\u00edtica dels professionals \u00e9s capa\u00e7 d&#8217;extreure i explicar perqu\u00e8 es tradueixin en accions concretes de negoci per al client.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Benchmarking\"><\/span>Benchmarking.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Quan un client vol entendre com s&#8217;est\u00e0 comunicant la seva compet\u00e8ncia (quins missatges transmet, en quins mitjans apareix, quines narratives construeix), hi ha una part important d&#8217;aquesta tasca que consisteix en la recopilaci\u00f3 d&#8217;informaci\u00f3 estructurada.<\/p>\n<p>A LF Channel hem integrat la intel\u00b7lig\u00e8ncia artificial per agilitzar la fase d&#8217;an\u00e0lisi de la compet\u00e8ncia, cosa que ens permet obtenir en menys temps una visi\u00f3 m\u00e9s completa de la pres\u00e8ncia medi\u00e0tica dels competidors dels nostres clients. Tanmateix, la <strong>lectura estrat\u00e8gica d&#8217;aquesta fotografia continua sent 100 % humana.<\/strong><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Analisis_sectorials_en_processos_de_RFP\"><\/span>An\u00e0lisis sectorials en processos de RFP.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Quan participem en processos de <strong><a href=\"https:\/\/lfchannel.com\/ca\/sol%c2%b7licitud-proposta-comunicacio-rfp-agencia\/\" target=\"_blank\" rel=\"noopener\">sol\u00b7licitud de proposta<\/a><\/strong>, una de les fases m\u00e9s exigents \u00e9s l&#8217;an\u00e0lisi r\u00e0pida del sector del client potencial: els seus <em>players<\/em>, les seves din\u00e0miques de mitjans, els seus temes clau a escala local i regional, entre altres factors. L&#8217;\u00fas de la IA ens permet elaborar an\u00e0lisis sectorials m\u00e9s completes i en menys temps, un aspecte especialment \u00fatil quan els terminis d&#8217;una RFP s\u00f3n ajustats i la profunditat de l&#8217;an\u00e0lisi pot marcar la difer\u00e8ncia entre una proposta diferenciada i una de gen\u00e9rica.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"El_que_la_IA_no_pot_fer_el_pensament_critic_no_te_substitut\"><\/span>El que la IA no pot fer: el pensament cr\u00edtic no t\u00e9 substitut<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Despr\u00e9s de tot el que hem explicat, volem ser igual de clars en un aspecte que considerem fonamental: <strong>la intel\u00b7lig\u00e8ncia artificial \u00e9s una eina tecnol\u00f2gica m\u00e9s i, com qualsevol altra, el seu valor dep\u00e8n de qui la utilitza i de com ho fa<\/strong>. Aix\u00f2 significa que cal saber utilitzar-la, i aix\u00f2 tamb\u00e9 implica saber quan no fer-ho.<\/p>\n<p>La IA pot processar volums d&#8217;informaci\u00f3 enormes en poc temps, identificar patrons, estructurar dades i generar esborranys. Per\u00f2 no pot entendre el context pol\u00edtic d&#8217;un client que opera en un sector regulat. No pot anticipar com reaccionar\u00e0 un periodista d&#8217;investigaci\u00f3 davant d&#8217;una nota de premsa. No pot jutjar si el moment \u00e9s l&#8217;adequat per llan\u00e7ar un missatge ni quin to funciona en una crisi reputacional. I, evidentment, no pot dissenyar una narrativa que connecti emocionalment amb un p\u00fablic espec\u00edfic, ni saber quines relacions cal protegir quan un client afronta pressi\u00f3 medi\u00e0tica.<\/p>\n<p><strong>Dissenyar i implementar un pla de comunicaci\u00f3<\/strong> continua requerint <strong>criteri professional<\/strong>, intu\u00efci\u00f3 i una comprensi\u00f3 profunda del context, trets que nom\u00e9s proporciona <strong>l&#8217;experi\u00e8ncia laboral<\/strong>. La IA no substitueix aquest judici, que \u00e9s propi del raonament hum\u00e0; en el millor dels casos, li proporciona m\u00e9s temps i millor informaci\u00f3 per poder exercir-lo.<\/p>\n<p>A LF Channel som un equip especialitzat en <strong><a href=\"https:\/\/lfchannel.com\/ca\/serveis\/\" target=\"_blank\" rel=\"noopener\">comunicaci\u00f3 tecnol\u00f2gica B2B<\/a><\/strong>, i aquesta especialitzaci\u00f3 no prov\u00e9 d&#8217;una eina, sin\u00f3 d&#8217;una experi\u00e8ncia de m\u00e9s de 30 anys treballant amb clients del sector tecnol\u00f2gic, de converses amb periodistes especialitzats i d&#8217;entendre com es construeix la reputaci\u00f3 de marca en mercats complexos com l&#8217;espanyol i l&#8217;europeu.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Com_integrem_la_IA_de_manera_responsable\"><\/span>Com integrem la IA de manera responsable<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A LF Channel, hi ha algunes preguntes que ens fem sempre abans d&#8217;incorporar qualsevol eina d&#8217;IA als nostres fluxos de treball:<\/p>\n<ul>\n<li>La primera \u00e9s <strong>si el seu \u00fas aporta realment valor<\/strong> a aquell proc\u00e9s concret o si, simplement, estem seguint una tend\u00e8ncia.<\/li>\n<li>La segona \u00e9s <strong>com garantim la confidencialitat de la informaci\u00f3 dels nostres clients<\/strong>, un aspecte especialment cr\u00edtic en processos de RFP o en an\u00e0lisis competitives.<\/li>\n<li>La tercera \u00e9s si <strong>el resultat final ser\u00e0 revisat, interpretat i validat per una persona<\/strong> de l&#8217;equip.<\/li>\n<\/ul>\n<p>La resposta a aquesta \u00faltima pregunta sempre ha de ser s\u00ed. La responsabilitat davant del client \u00e9s nostra, i aix\u00f2 no es pot delegar en cap algoritme.<\/p>\n<p>El sector de la comunicaci\u00f3 a Espanya es troba en un moment de transformaci\u00f3 real, i creiem que la manera correcta d&#8217;afrontar-la \u00e9s amb els peus a terra. Hem de ser curiosos amb la tecnologia, cr\u00edtics amb els seus l\u00edmits i ser <strong>sempre honestos amb els nostres clients sobre la manera com treballem.<\/strong> Aquesta honestedat, que genera i refor\u00e7a la confian\u00e7a, \u00e9s sens dubte una part essencial de la nostra proposta de valor.<\/p>\n<p>Des de <strong><a href=\"https:\/\/lfchannel.com\/ca\/serveis\/\" target=\"_blank\" rel=\"noopener\">LF Channel<\/a><\/strong> acompanyem empreses tecnol\u00f2giques a construir la seva reputaci\u00f3 amb estrat\u00e8gies de comunicaci\u00f3 que combinen rigor, creativitat i l&#8217;\u00fas intel\u00b7ligent de les eines disponibles. Si vols explorar com et podem ajudar,<strong> <a href=\"https:\/\/lfchannel.com\/ca\/contacte\/\">escriu-nos<\/a><\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Es parla molt de l&#8217;\u00fas de la intel\u00b7lig\u00e8ncia artificial en el sector de la comunicaci\u00f3 i, tanmateix, poques vegades es comparteix de manera concreta qu\u00e8 fa exactament una ag\u00e8ncia de comunicaci\u00f3 amb les eines d&#8217;IA en el seu dia a dia. A LF Channel hem decidit ser transparents en aquest sentit: s\u00ed, utilitzem la IA [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":15130,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[67],"tags":[],"class_list":["post-15145","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tendencies_comunicacio"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 5.0.0.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"Utilizem IA en una ag\u00e8ncia de comunicaci\u00f3? 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