From digital violence to disinformation on social media: a new paradigm with generative AI?
Led by: Xabier Martínez Rolán.
The internet was once celebrated as a space of freedom and connectivity; however, contemporary social media platforms have become breeding grounds for disinformation and digital violence. These issues are exacerbated by user behaviors such as infinite scrolling and the algorithmic prioritization of sensational content. The emergence of generative artificial intelligence (AI) introduces a new layer of complexity, enabling the creation of highly sophisticated misinformation campaigns and realistic yet harmful automated content at unprecedented scales. This keynote explores the shifting dynamics of this landscape, examining how communication dysfunctions intersect with AI. By exploring the risks of these technologies, such as their capacity to blur the line between truth and fabrication, this session focuses on their societal and ethical implications. It also addresses the urgent need for interdisciplinary approaches to mitigate harm, foster media literacy, and create regulatory frameworks that balance innovation with responsibility.
Behind the Scroll: insights of the Social Media Era,
Led by: Alexandre Duarte.
There is no denying that social media immensely impacts our lives. They can engage, hypnotize, frighten, or inspire us. But what can they do for brands and businesses? Are they able to attract consumers? Are they essential to prospects? Why? This presentation will show how good examples around the world have succeeded in getting brands to connect with people through social media, not only to their consumers but also with potential clients and influencers. Through countless examples, the audience will be guided by a true journey about joy, passion, and involvement.