Frederic Guerrero-Solé is a Full Professor of Theories of Communication at the Department of Communication in the University Pompeu Fabra. He also serves as the coordinator of the PhD Program Director at the department. His research focuses on the realms of media effects, digital media, and generative artificial intelligence. His contributions have been published in numerous scholarly journals, specifically addressing the intricate interplay between social media and political communication. Currently, Frederic Guerrero-Solé is  exploring the profound impact of Generative Artificial Intelligence (GenAI) on the intricate processes of media message creation and reception. Through his work, he aims to shed light on the evolving landscape of media dynamics in the digital age.