Use of artificial intelligence in graphic communication pieces at UNACH

Abstract

Introduction: This study examines in depth the convergence between Artificial Intelligence (AI) and the production of graphic pieces, analyzing how this technology redefines visual innovation today. Objectives: The research is based on the central question about how the integration of algorithmic tools enhances the effectiveness and narrative dimensions of visual communication. In this sense, the article breaks down the contribution of these systems in the phases of image generation and automated composition, understood today as strategic resources where human creative intuition and the processing capacity of the algorithm coexist. Methodology: under a qualitative approach, the methodology was based on the analysis of visual content and the execution of clinical interviews with specialists in the sector. From a diverse universe of graphic products, an intentional sample was drawn to audit the technical coherence and aesthetic value of the resulting pieces. Results: The results achieved maintain that the use of AI does contribute significantly to the optimization of creative processes and visual experimentation in the communication field. Conclusions: The identification of technological contribution, transformed into new work dynamics that involve the participation of generative tools, underlines the importance of AI in the construction of a more agile graphic language adapted to current digital demands. General area of study: communication. Specific area of study: digital communication. Type of item: original.