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Cited by 0Marketing and Advertising StrategiesDigital Marketing and Social MediaAI in Service Interactions

Comunicación publicitaria agéntica: Un modelo teórico para el entorno B2AI

Open access
Vallejo-Vélez, Juan Camilo, Giraldo-Aristizabal, Juan Camilo·2026·Cuadernos.info
DOI 10.7764/ed26q465
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Abstract

This article proposes the agentic advertising communication model (MCPA, for its Spanish acronym) as a theoretical framework to conceptualize the transformation of the advertising process when artificial intelligence agents displace the human receiver in search and consumption decisions. The model is organized around the business-to-AI (B2AI) concept: a commercial relationship in which the immediate recipient of the advertising message is an artificial intelligence (AI) operating under a mandate delegated by the consumer or another company. A conceptual design of theoretical innovation is adopted (Jaakkola, 2020), grounded in an interdisciplinary synthesis of theories from communication, marketing, and artificial intelligence. A futures thinking exercise (Inayatullah, 2008) is conducted for the prospective analysis of opportunities. The MCPA identifies three categories of communicative agency (intentional-subjective, causal-optimizing, and autonomous semiotic agency) and revisits concepts such as digital semantic space, brand digital footprint, algorithmic fidelity, and agentic marketing. Five challenges and five opportunities are documented, their professional, economic, social, and environmental impacts are analyzed, and future lines of research are proposed. The MCPA posits that advertising would undergo a mutation in which the message would cease to be heard by someone and instead be processed by something. The advertiser would no longer design messages to persuade humans, but would structure the informational conditions for AI agents to select, recommend, and prioritize the brand in their responses to the consumer.

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Research works printed but not linked: 4

  1. Floridi, L. (2014). The fourth revolution: How the infosphere is reshaping human reality. Oxford University Press.
  2. Hall, S. (1980). Encoding/decoding. In S. Hall, D. Hobson, A. Lowe, & P. Willis (Eds.), Culture, media, language (pp. 128–138). Hutchinson.
  3. Jakobson, R. (1960). Linguistics and poetics. In T. Sebeok (Ed.), Style in language (pp. 350–377). MIT Press.
  4. Russell, S., & Norvig, P. (2021). Artificial intelligence: A modern approach (4th ed.). Pearson.

Related

Authors
Vallejo-Vélez, J. C., & Giraldo-Aristizabal, J. C.
ORCID
Venue
Cuadernos.info
Publisher
Pontificia Universidad Catolica de Chile
Published
2026-09-29
Issue
65
Pages
328-348
ISSN
  • 0716-162X (ISSN-L)
  • 0719-367X
DOI
10.7764/ed26q465
OpenAlex
W7214767804
Semantic Scholar
78b4c4c0dae66c2b4e34c7fab8bbb6bd828ace70
Cited by
0
References
22
FWCI
0.00
Type
journal article
Language
en
Open access
Licence
Locations
  • Cuadernos info (publishedVersion, cc-by-nc-sa)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
  • Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
Keywords
AI agents, communicative agency, future of advertising

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Classified by jev-1.13-20260917 (gold-guideline-v0.2) on 2026-10-29.

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