Inteligencia Artificial como generador de contenido multimedia. Impacto en la producción de gráficos, audio y videos

Mercedes Quispillo Parra

doi:10.37785/nw.v10n1.a9

Vol. 10 No. 1 (2026): JANUARY[DOI:10.37785/nw.v10n1]

Artificial Intelligence as a Multimedia Content Generator. Impact on the Production of Graphics, Audio, and Videos

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Published: 2026-01-15

DOI: https://doi.org/10.37785/nw.v10n1.a9

Keywords:

Process automation, digital creativity, generative tools, visual narratives, automated production

Mercedes Quispillo Parra

Universidad Tecnológica Indoamérica

https://orcid.org/0009-0005-6145-7949

Abstract

This study examines how artificial intelligence (AI) is transforming the generation of multimedia content (graphics, audio, and video) using tools such as Craiyon, DALL·E, Midjourney, Make-A-Video, CapCut, InVideo, among others. Through a qualitative literature review using the SALSA (Search, Appraisal, Synthesis, Analysis) method, relevant studies published between 2020 and 2025 were consulted. Additionally, three specific cases were analyzed: Coca-Cola's advertising strategy, viral images inspired by the Ghibli style, and voice cloning in the song Heart On My Sleeve. The findings show AI's efficiency, accessibility, personalization, and ability to facilitate specific tasks within the creative industry. However, its functionality depends on human judgment so that challenges related to authorship, ethics, and algorithmic biases do not intensify. The research concludes that, when used appropriately, AI becomes a powerful ally in the creative and multimedia world, without replacing human judgment and creativity, enabling greater productivity.

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How to Cite

Quispillo Parra, M. (2026). Artificial Intelligence as a Multimedia Content Generator. Impact on the Production of Graphics, Audio, and Videos. Nawi, 10(1), 183-197. https://doi.org/10.37785/nw.v10n1.a9

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Issue

Vol. 10 No. 1 (2026): JANUARY[DOI:10.37785/nw.v10n1]

Section

ARTICLES

Author Biography

Mercedes Quispillo Parra, Universidad Tecnológica Indoamérica

Mercedes Quispillo holds a Master’s degree in Audiovisual Communication from the Universidad Central del Ecuador. She has more than six years of professional experience in graphic design, with expertise in merchandising and promotional materials. She has worked with companies at the national level, offering their products through the agency Onart Publicidad, of which she is the owner. She previously served as a faculty member in the Graphic Design program at the Universidad Indoamérica.