What is Big Data (BD)

Challenges became more complex to organizational communication since the dissemination and the confluence of big data, artificial intelligence, and internet of things. Ubiquitous and powerful, these technologies require a specific knowledge, partnerships with different areas (data sciences), and learning how to work with a new communicational agent, the non-human. Bots should produce content e become popular as brand virtual influencer among other things. There are many and good opportunities to create and implement more assertive strategies by using data-driven and IA tools. The purpose of this chapter is to contextualize digital transformations and to highlight challenges and opportunities on what the author has defined as second disruptive wave to organizational communication. The first one happened when social media emerged as the main social arena on the contemporary society. The research was supported by a qualitative methodology with a theoretical framework and documentary research from various fields of knowledge.