Gureiker Group focuses on addressing technological advances, insofar these have been and are determinants of the evolution of journalism and social communication as a whole.

After a group reflection based on the research results obtained over the last few years and on the research vocation of its members, Gureiker aspires to continue contributing to the field of Social Communication research, aware that this discipline is affected by a
change of paradigm that influences how empirical analyses are approached.

In line with these trends, Gureiker proposes an innovative perspective on fundamental issues linked to quality media and organizational communication, values and principles (dependent on the human factor and the emotional and empathetic professional training of communicators), at the confluence with a modernised news activity based on technical innovation and automation through AI technology.