Artificial Intelligence as a toll for content creation in graphic design and communication

Abstract

Introduction: This study analyzes the role of artificial intelligence (AI) as a tool for content creation in graphic design and visual communication. Given AI's transformative impact in these fields, the research seeks to identify available technological tools, evaluate their efficiency and impact on creative processes, and examine the ethical challenges associated with their use, such as transparency, authorship, and the manipulation of perception. Materials and methods: A mixed-methods approach was used, combining a qualitative literature review with a quantitative analysis through surveys administered to 80 graphic design graduates in Cuenca, Ecuador. This approach allowed for the integration of theoretical perspectives with empirical data on the adoption and perception of AI among local professionals. Results: The findings indicate that AI is widely used, primarily as a creative assistant (33%), enhancing idea generation and optimizing time and resources. Forty-four percent of respondents indicated that these tools expand their creativity. However, a widespread concern emerged regarding the need for transparency when advertising content is generated using AI. Discussion: The results suggest that AI acts as a co-creator that complements, but does not replace, human creativity. Automating repetitive tasks improves efficiency, but professional oversight remains crucial to ensure quality, consistency, and originality. Ethical dilemmas arise that require regulatory frameworks and professional training that integrates the critical and responsible use of these technologies. Conclusions: AI has become a fundamental tool in graphic design, with tools such as ChatGPT, Canva, and Adobe Firefly being the most widely adopted. The study underscores the urgency of developing ethical and regulatory guidelines to govern its application, as well as the need to incorporate competencies into professional training that enable designers to leverage the opportunities of AI while mitigating its risks, thereby strengthening design practice in the digital age.