AI in communication education: a sociotechnical perspective on algorithmic automation and human mediation in Ecuador

Introduction Artificial intelligence is transforming higher education and professional communication, creating a tension between technological automation and human critical thinking. In teaching communication, this tension highlights the need to rethink the skills students should develop as AI becomes increasingly integrated into academic and professional practice, especially the ability to use AI strategically without losing human judgment, ethical reasoning, and decision-making in their context. Methodology The study uses an exploratory-descriptive, cross-sectional, mixed-methods design combining quantitative and qualitative evidence to explore how students and program directors in Ecuador perceive AI integration in communication education. It surveyed 230 students across seven institutions and conducted 12 semi-structured interviews with directors. Survey analysis identified AI usage patterns, while thematic analysis of interviews focused on benefits, barriers, ethics, and priorities. Initially, Pearson's chi-square test examined associations with sociodemographics, but it was unreliable due to low expected cell counts. Findings are presented as descriptive patterns, not inferential or population-level conclusions. Results Students report using AI mainly for communication (28.70%), trend prediction and audience analysis (13.04%), and segmentation (9.57%). Four AI applications were identified: operational efficiency, strategic analysis, audience management, and digital optimization. The gender-based chi-square test was inconclusive ( χ 2 = 12.728; df = 14; p = 0.548), with over 50% of cells having fewer than 5 responses. Among directors and coordinators, common uses included content generation, assisted writing, research, data analysis, and audience engagement. The thematic analysis revealed four patterns: operational efficiency, decision-making, automation vs. human judgment, and training needs. Discussion and conclusions Communication students in Ecuador mainly use AI to improve efficiency and effectiveness, with key applications in trend prediction, audience analysis, and segmentation. Program leaders see AI as useful in content creation, research, and audience engagement. The study identifies four AI use areas: operational efficiency, strategic analysis, audience management, and digital optimization. The study highlights tension between automation and human judgment, stressing the continued importance of critical thinking, creativity, ethics, and context. It proposes a framework balancing AI automation with human input to support strategic communication decisions.