Impact of Artificial Intelligence in the Area of Journalistic Communication: The Case of the Band Vale Group

Authors

DOI:

https://doi.org/10.37497/rev.artif.intell.educ.v7ii.1361

Keywords:

Artificial Intelligence, Social communication, Technological innovation, Productive routines, Bandeirantes Communication Group, TPACK

Abstract

Objective: To analyze the impact of artificial intelligence (AI) on the journalistic communication processes of Grupo Band Vale, considering its effects on production routines, operational efficiency, editorial quality, and professional practice.

Methods: A single-case study was conducted, focusing on the organizational and productive structure of the Band Vale Group's writing sector. Data were collected through a technical visit, two semi-structured interviews with managers, and a questionnaire completed by 12 professionals from the group's newsroom. The first interview was with the journalist and executive content editor of Grupo Band Vale, and the second, with the company's radio coordinator.

Results: The imprecision of the algorithmic tools inherent to generative systems requires the centrality of the human factor as a quality filter and as an ethical safeguard. Half of the professionals indicated the suggestion of agendas and brainstorming as the stage in which AI is most useful, followed by transcription of audio and interviews and grammar review. Regarding the impact on agility, seven professionals stated that the tool significantly increases the speed of delivery, while five of them recognized that this gain could compromise quality.

Discussion: The results indicated that AI acts as a catalyst for operational efficiency, although it raises critical questions about its maintenance considering journalistic ethics and professional retraining. In this way, it is concluded, in the context of the Band Vale Group, that AI does not replace human capital. However, it redefines the skills necessary for contemporary communication, requiring a balance between technological agility and human editorial discernment.

Implications for Theory and Practice: The study provides empirical evidence on AI adoption in regional journalism and proposes an adaptation of the TPACK model entitled Artificial Intelligence Journalist Knowledge (AIJK), with implications for journalism education.

Originality and Value: The research empirically examines AI adoption at Grupo Band Vale, contributing to understanding digital transformation within a prominent Brazilian regional communication conglomerate.

Author Biographies

Sheila Alexandra Pereira , Universidade Virtual do Estado de São Paulo (UNIVESP), São Paulo

Sheila Alexandra Pereira holds a bachelor's degree in Naturology from Anhembi Morumbi University. She acts in a systemic way with prevention and health care; and holds a bachelor's degree in administration from the Virtual University of the State of São Paulo (UNIVESP). Administrative experience and problem-solving in public agencies. Her research interests include assertive communication, time management, artificial intelligence applied in everyday life, and how the individual receives and processes technological evolution: mental health and cognitive health.

Bianca Camili de Sousa Pinto, Universidade Virtual do Estado de São Paulo (UNIVESP), São Paulo

Bianca Camili de Sousa Pinto holds a bachelor’s degree in business administration from the Virtual University of the State of São Paulo (UNIVESP). He began his career at Grupo Band Vale in 2023 in the administrative area, later migrating to the commercial and marketing area, where he has been acquiring knowledge in sales and marketing, supporting the commercial team with materials, strategy, and internal organization. He also works as a freelancer, with experience in creating content for social networks and setting up and operating events. His research interests include management, artificial intelligence applied to communication, organizational communication, and the transformation of companies by the digital age.

Débora de Jesus Marroco, Universidade Virtual do Estado de São Paulo (UNIVESP), São Paulo

Débora de Jesus Marroco is an architect and urban planner, specializing in Interior Design and Construction Management, and graduated in Administration at the Virtual University of the State of São Paulo (UNIVESP). She is a businesswoman and founder of Dimensão Arquitetura, a company based on the North Coast of São Paulo, operating in architecture, engineering, and construction management, developing integrated solutions for residential, commercial, and institutional projects. Throughout his professional career, he has focused on integrating management, strategic planning, and innovation to improve processes and increase efficiency in project execution. Her research interests span business management, artificial intelligence applied to management, digital transformation, organizational innovation, and entrepreneurship.

Eduarda Aparecida de Matos de Sousa, Universidade Virtual do Estado de São Paulo (UNIVESP), São Paulo

Eduarda Sousa holds a bachelor’s degree in business administration from the Virtual University of the State of São Paulo (UNIVESP). He operates in the insurance market, with experience in administrative proceedings, customer service, claims, and assistance. His research interests include management, innovation, organizational communication, and digital transformation.

Thiago Silveira Ramalho, Universidade de São Paulo (USP), São Paulo

I am a Doctoral Candidate in Business Administration (specialization in HRM in Organizations) at the University of São Paulo (USP). I am an Advisor Professor as Facilitator at the Virtual University of the State of São Paulo (UNIVESP). In the 2025.2 semester, I supervised five Course Completion Projects and participated as an evaluating professor for 14 defense panels. I am a specialization student in Didactic-Pedagogical Processes for Distance Learning Courses (EAD) at UNIVESP.

I was awarded the Early Career Researcher Paper Award by Elsevier 2022 for the article "Sustainable Human Resource Management in the Supply Chain: A New Framework", the result of my master's thesis, and an associate member of the Academy of Management (AOM), 2022.

I published articles in the three major international management events: AOM, SemeAd, and EnANPAD. I am the only Brazilian among the ten doctoral students selected worldwide in 2022, announced in a global public notice, awarded the Fetzer MSR Scholarship, a scholarship funded by the American foundation Fetzer Institute in the USA, to participate in the AOM. I have a publication in the journal Cleaner Logistics and Supply Chain.

I held the role of Academic Coordinator for SemeAd 2022, a working group responsible for SemeAd Internationalization, and was also associated with the logo created jointly for the event's 25th anniversary. I worked as an Autonomous Advisor Professor of TCC of the MBA in People Management at Pecege/USPESALQ. I was the Volunteer Coordinator of SemeAd 2021 and creator of the SemeAd Volunteering Awards.

I am the first Brazilian man to have a master’s degree in administration in the areas of Social and Environmental Management (UFCG). I have an MBA in People Management from the University Center of João Pessoa (UNIPÊ). I have a bachelor's degree in business administration.

I am a researcher in Sustainable People Management, Social and Environmental Management, Sustainable Supply Chain, Third Sector, Volunteer Work, Global Leadership for Sustainability, and Alcohol and Other Drug Addiction. My professional experience spans the Market, State, and Civil Society in Administration, Tourism, and the Arts. I have international experience in hospitality (USA).

Certified with proficiency in English by the Duolingo English Test (DET) in July 2024 in the Upper Intermediate category: CEFR B2 with an Overall Score of 105.

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Published

2026-08-12

How to Cite

Pereira , S. A., de Sousa Pinto, B. C., Marroco, D. de J., de Matos de Sousa, E. A., & Ramalho, T. S. (2026). Impact of Artificial Intelligence in the Area of Journalistic Communication: The Case of the Band Vale Group. Review of Artificial Intelligence in Education, 7(i), e01361. https://doi.org/10.37497/rev.artif.intell.educ.v7ii.1361

Issue

Vol. 7 (2026): January - December

Section

AI Pedagogy & Teaching
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