<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0188-252X</journal-id>
<journal-title><![CDATA[Comunicación y sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Comun. soc]]></abbrev-journal-title>
<issn>0188-252X</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Departamento de Estudios de la Comunicación Social]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0188-252X2025000100404</article-id>
<article-id pub-id-type="doi">10.32870/cys.v2025.8839</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Divergencias en el uso de la IA generativa entre los periodistas deportivos en España]]></article-title>
<article-title xml:lang="pt"><![CDATA[Divergências no uso de IA generativa entre jornalistas esportivos na Espanha]]></article-title>
<article-title xml:lang="en"><![CDATA[Divergences in the use of generative AI among sports journalists in Spain]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Olabe Sánchez]]></surname>
<given-names><![CDATA[Fernando]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Arias Robles]]></surname>
<given-names><![CDATA[Félix]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Internacional de La Rioja  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>España</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2025</year>
</pub-date>
<volume>22</volume>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0188-252X2025000100404&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0188-252X2025000100404&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0188-252X2025000100404&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Este trabajo analiza la penetración de la inteligencia artificial generativa en la información deportiva. Mediante encuestas a 20 editores y responsables de la sección de deportes de 16 medios españoles, se estudia cómo los profesionales dan sentido a esta tecnología y las dinámicas que estos cambios introducen en las redacciones. Los resultados reflejan una implantación desigual. Entre las ventajas, los periodistas deportivos destacan la rapidez en el desempeño de su trabajo; entre los riesgos, la falta de contacto con las fuentes y las posibles incorrecciones. Se evidencia el desconocimiento sobre el potencial de la IA para lograr una mayor eficiencia y generar contenidos con valor añadido.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Este artigo analisa a penetração da Inteligência Artificial generativa nas reportagens esportivas. Por meio de pesquisas com 20 editores e chefes da seção de esportes de 16 meios de comunicação espanhóis, estudamos como os profissionais entendem essa tecnologia e a dinâmica que essas mudanças introduzem nas redações. Os resultados refletem uma implementação desigual. Entre as vantagens, os jornalistas esportivos destacam a velocidade de seu trabalho; entre os riscos, a falta de contato com as fontes e as possíveis imprecisões. Há uma falta de conhecimento sobre o potencial da IA para alcançar maior eficiência e gerar conteúdo com valor agregado.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[This paper analyzes the penetration of generative artificial intelligence in sports news. Through surveys to 20 editors and heads of the sports section of 16 Spanish media, we study how professionals make sense of this technology and the dynamics that these changes introduce in the newsrooms. The results reflect an unequal implementation. Among the advantages, sports journalists highlight the speed of their work; among the risks, the lack of contact with sources and possible inaccuracies. The lack of knowledge about the potential of AI to achieve greater efficiency and generate value-added content is evident.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Inteligencia artificial]]></kwd>
<kwd lng="es"><![CDATA[periodismo deportivo]]></kwd>
<kwd lng="es"><![CDATA[herramientas digitales]]></kwd>
<kwd lng="es"><![CDATA[rutinas productivas]]></kwd>
<kwd lng="es"><![CDATA[innovación]]></kwd>
<kwd lng="pt"><![CDATA[Inteligência artificial]]></kwd>
<kwd lng="pt"><![CDATA[jornalismo esportivo]]></kwd>
<kwd lng="pt"><![CDATA[ferramentas digitais]]></kwd>
<kwd lng="pt"><![CDATA[rotinas produtivas]]></kwd>
<kwd lng="pt"><![CDATA[inovação]]></kwd>
<kwd lng="en"><![CDATA[Artificial intelligence]]></kwd>
<kwd lng="en"><![CDATA[sports journalism]]></kwd>
<kwd lng="en"><![CDATA[digital tools]]></kwd>
<kwd lng="en"><![CDATA[productive routines]]></kwd>
<kwd lng="en"><![CDATA[innovation]]></kwd>
</kwd-group>
</article-meta>
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