Juan-Antonio Romera-FadónF. Javier CristófolDemófilo Peláez-Agudo2026-03-222026-03-22202410.21134/cg3gpc57https://doi.org/10.21134/cg3gpc57https://andeanlibrary.org/handle/123456789/46596Citaciones: 2This study examines the impact of Artificial Intelligence (AI) on social media management in digital media, with the Spanish newspaper El Español as a case study. Using a qualitative methodology based on interviews with innovation managers, the incorporation of AI tools into the newspaper's social media strategy is explored. The findings indicate that AI has enabled the optimization of content scheduling and improved audience interaction, although its application still faces challenges such as alignment with the editorial strategy and the need for human supervision. The study highlights the potential of AI to transform content management on social media, suggesting a more harmonious integration of these technologies in digital journalism.enHumanitiesPolitical sciencearticle