Uso de inteligencia artificial en el diseño de piezas visuales para redes sociales:análisis de herramienta y percepciones en emprendimientos ecuatorianos.

Abstract

Abstract: The following thesis aims to determine the impact and current understanding of the use of artificial intelligence tools, specifically in the production of visual content for social media in Ecuadorian businesses. To this end, objectives have been set to identify the tools and understand the perceptions and experiences of graphic designers, content creators, and entrepreneurs regarding their benefits, limitations, and existing challenges. The methodology chosen for this study is based on a qualitative approach, allowing for an understanding of current and future trends in AI in audiovisual design. This will be achieved through semi-structured interviews with three main profiles: graphic designers, community managers or content creators, and entrepreneurs who work with visual elements. The research results have shown that AI is perceived as improving repetitive processes, although there are concerns about aesthetic homogenization, loss of authorship, and a lack of humanization. Professionals emphasize that AI should be a support tool, not a replacement for human judgment, creativity, and conceptualization.