The work discusses the role of the reference librarian as an information mediator in the face of the freedom and autonomy imposed on users by information and communication technologies. To this end, it investigates the familiarity of reference librarians in university libraries with the use of virtual tools for effective user service, as well as how these professionals perform their work, adapting to the modern paradigm of information dissemination and keeping up to date. It also describes the skills necessary to perform their duties and optimise decision-making through face-to-face contact with users, and presents the steps for carrying out the reference process and how the reference interview with the user should be conducted. It concludes by addressing the evolution of information and communication technologies and their impact on academic information and communication, enabling librarians to work with virtual reference services and the possibility and need for continuous updating.