Estrategias de enseñanza innovadoras: implementación de un chatbot en el Grado de Publicidad y Relaciones Públicas

Xabier Martínez Rolán

doi:10.31637/epsir-2025-344

Authors

Xabier Martínez Rolán University of Vigo https://orcid.org/0000-0002-7631-2292

DOI:

https://doi.org/10.31637/epsir-2025-344

Keywords:

educational chatbots, transformers in pln, no-code technology, content analysis, human-machine interaction, digital education, learning optimization, educational accessibility

Abstract

Introduction: Since the creation of ELIZA in 1966, human-machine interaction has significantly evolved with advancements such as Transformer models, revolutionizing natural language processing in education. Methodology: An educational chatbot was developed using a no-code platform that met criteria for ease of use, data ownership, and integration capability. A detailed content analysis was implemented to evaluate student interactions, combining quantitative and qualitative methods. Results: The chatbot proved to be an effective tool in education, facilitating access to personalized information and enhancing exam preparation. The analyzed interactions revealed a high frequency of use and satisfaction among students. Discussion: The results highlight the chatbots’ ability to personalize learning and their potential to integrate into various educational platforms, although challenges were identified in the precision of the responses and adaptation to specific educational contexts. Conclusions: The study confirms the positive impact of chatbots in education and emphasizes the importance of continuing to explore their integration and optimization in educational environments.

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Author Biography

Xabier Martínez Rolán, University of Vigo

Full Professor at the University of Vigo, where he also obtained his PhD in Communication in 2016, with international mention and receiving the Extraordinary PhD Award in 2017. His academic and professional career focuses on digital communication, including online communication, interactive project development and digital marketing. At the University of Vigo, he teaches several subjects related to web development, digital communication and online marketing. In addition, he coordinates the Teaching Innovation Group “Academ-IA: Artificial Intelligences in Education”, promoting the integration of emerging technologies in education and the development of critical thinking regarding these technologies.

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