Inteligencia artificial generativa y contenido generado por el usuario en el marketing de eventos: El caso de la acción promocional #desal_ia

José Vázquez-González; Carlos Sáenz-Torralba; Rosario Marín-Pinilla

doi:10.15198/seeci.2027.60.e973

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Published: Aug 18, 2026

DOI: https://doi.org/10.15198/seeci.2027.60.e973

Keywords:

Generative artificial intelligence, User-generated content, Co-creation, Experiential marketing, Event marketing, Social media

José Vázquez-González

Universidad de Cádiz

https://orcid.org/0000-0002-6450-4799

Carlos Sáenz-Torralba

Universidad de Cádiz

https://orcid.org/0009-0008-0779-417X

Rosario Marín-Pinilla

EUSA University Centre, affiliated with the University of Seville

https://orcid.org/0000-0003-1497-4255

Abstract

Introduction: The emergence of Generative Artificial Intelligence (GAI) is reshaping the dynamics of experiential marketing, particularly in User-Generated Content (UGC) practices linked to events and promotional actions on social media. In this context, digital platforms not only facilitate participation, but also condition its visibility, circulation, and public legitimation. Objective: To analyse how GAI is integrated into UGC dynamics within experiential event marketing, based on the case study of the #DESAL_IA campaign associated with Desalia 2024 (Ron Barceló) on the social network X. Methodology: A qualitative, descriptive, and exploratory design is adopted based on a case study approach. The analysis focuses on brand posts aimed at activating, framing, and legitimising the participatory dynamic, as well as on selection of user-generated content in heterogeneous formats, such as intertextual visual threads, music pieces generated with GAI, and AI-assisted argumentative texts. Results: The findings show that the brand not only encourages participation but also guides users’ generative creativity through examples, tools, and specific interaction frameworks. In addition, it validates and hierarchizes certain outputs through platform-based visibility mechanisms, helping to sustain conversation around the event and project its promotional imaginary in advance. Discussion: The case analysed suggests that the incorporation of GAI into this type of campaign encourages forms of brand-guided co-creation, in which UGC no longer operates solely as spontaneous expression, but becomes integrated into a more structured, multimodal, and participatory promotional architecture. Conclusions: Based on the analysis of the #DESAL_IA campaign, it is observed that event promotion shifts from a merely informative logic towards a shared digital experience, in which the brand encourages, guides, and publicly validates user participation on the platform.

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How to Cite

Vázquez-González, J., Sáenz-Torralba, C., and Marín-Pinilla, R. (2026). Generative artificial intelligence and user-generated content in event marketing: The case of the promotional action #desal_ia. Revista de Comunicación de la SEECI, 60, 1–30. https://doi.org/10.15198/seeci.2027.60.e973

Issue

Vol. 60 (2027)

Section

Research article

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Author Biographies

José Vázquez-González, Universidad de Cádiz

He holds a Ph.D. in Communication from the University of Seville, where he works as a professor and postdoctoral researcher. He has a bachelor’s degree in Advertising and Public Relations, a master’s degree in Institutional and Political Communication, and a master’s degree in Teaching for Compulsory Secondary Education, High School, Vocational Training, and Language Instruction. He is a member of the SEJ624 research group, “International Research on Advertising, Communication, and the Marketing Mix.” He serves as deputy technical manager of marketing for the journal IROCAMM. He has completed international research stays, presented some twenty papers at international conferences, and published fifteen book chapters (Q1 SP1) and five articles (two of which are SCOPUS Q2). His research focuses on queer communication, public relations, political and institutional communication, and social representations.

Carlos Sáenz-Torralba, Universidad de Cádiz

Professor in the Department of Marketing and Communication at the University of Cádiz, he holds a bachelor’s degree in Digital Communication from the UPO and a master’s degree in Corporate Communication, Protocol, and Events from the UOC. He is also an expert in Psychomarketing & Business Growth from UDIMA. He is a member of the SEJ-624 research group (International Research on Advertising, Communication, and Marketing Mix—IROACAMM) at the University of Seville, where he is pursuing a Ph.D. in Communication. His scholarly work focuses on the connections between society and digital communication within institutions. He also contributes to the technical management and social media presence of high-impact Spanish academic journals. He has extensive professional experience in institutional communication, digital transformation, and content creation and dissemination.

Rosario Marín-Pinilla, EUSA University Centre, affiliated with the University of Seville

She holds a Bachelor’s degree in Advertising and Public Relations from the University of Seville, a certificate in Protocol and Event Planning from the Confederation of Andalusian Business Leaders, and a Master’s degree in Communication Management from CESMA (Caja Madrid Business School), among other degrees related to communication. She has worked in communications agencies since 2001 and was a partner in her own agency from 2005 until its closure in 2024. Since 2006, she has been a lecturer and university professor at both private and affiliated institutions. Since 2023, she has focused her professional work on teaching at EUSA, a university center affiliated with the University of Seville. She is currently pursuing an interuniversity doctoral degree in Communication at the University of Cádiz. Her research focuses on gender communication, public relations, lobbying, and educational innovation.

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