Taxonomy of emerging professional profiles in advertising, public relations, and digital communication
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https://doi.org/10.17979/redma.2026.30.1.13488Abstract
Generative artificial intelligence, algorithmic mediation, European regulation, and the creator economy are reshaping professional activity in advertising, public relations, and digital communication. This article proposes a taxonomy of twelve emerging or redefined professional profiles and groups them into five families: AI and automation; measurement and analytics; compliance and governance; creator economy, and crisis and reputation. The study methodology consisted of a comparative documentary analysis based on a scoping review and thematic synthesis of academic literature, industry reports, and regulatory documents. The results show that professional change does not merely involve the appearance of new types of jobs, but a transfer of value toward supervision, measurement, traceability, ethical judgement, and lifelong learning. The main contribution of the study is a matrix that distinguishes between emerging profiles and transformed roles, links each family of profiles to market needs, and translates the findings into competences and learning outcomes that may be used for university curricula and professional adaptation.
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References
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