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

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

 

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Resumen:

Este estudio examina cómo la inteligencia artificial (IA)<= span style=3D'letter-spacing:2.0pt'> transforma la generaci&oacu= te;n de contenido multimedia (gráfi= cos, audio y video) mediante herramientas como Craiyon, DALL·E, Midjou= rney, Make-A-Video, CapCut, InVideo, entre otras. A través de una revisión bibliográfica de enfoque cualitativo, bajo el método SALSA (Search, Ap= praisal, Synthesis, Analysis= ), se consultaron estudios relevantes publicados entre 2020 y 2025. Además, se analizaron tres casos específicos: la estrategia publicitaria de Coca-C= ola, las imágenes virales inspiradas en el estilo Ghibli y la clonación de voces en la canción H= eart = On My Sleeve. Los hallazgos muestran eficiencia,

accesibilidad,<= span lang=3DES style=3D'letter-spacing:-.15pt'> personalización y capacidad de la IA para facilitar tareas específicas dentro de la industria creativa. Sin embarg= o, su funcionalidad depende del criterio h= umano para que los desafíos relacio= nados con la autoría, la ética y sesgos algorítmicos no se intensifiquen. La investigación concluye que, al utilizar la IA de forma adecuada, esta se convierte en una aliada poderosa en el ámbito creativo y multimedia, sin reemplazar el juicio y la creatividad humana, lo que permite una mayor productividad.

3D"CuadroPalabras clave: Automatización de procesos; creatividad digital; herramientas generativas; narrativas visuales; prod= ucción automatizada.

 

 

 

 

 

 

 

 

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Esta <= span lang=3DES style=3D'font-size:7.0pt;mso-bidi-font-size:11.0pt;line-height:11= 0%; letter-spacing:-.1pt'>obra <= span lang=3DES style=3D'font-size:7.0pt;mso-bidi-font-size:11.0pt;line-height:11= 0%; letter-spacing:-.1pt'>está <= span lang=3DES style=3D'font-size:7.0pt;mso-bidi-font-size:11.0pt;line-height:11= 0%; letter-spacing:-.1pt'>bajo <= span lang=3DES style=3D'font-size:7.0pt;mso-bidi-font-size:11.0pt;line-height:11= 0%; letter-spacing:-.1pt'>una <= span lang=3DES style=3D'font-size:7.0pt;mso-bidi-font-size:11.0pt;line-height:11= 0%; letter-spacing:-.1pt'>licencia <= span lang=3DES style=3D'font-size:7.0pt;mso-bidi-font-size:11.0pt;line-height:11= 0%; letter-spacing:-.1pt'>internacional Creative Commons Atribución-NoComercial 4.0.

Sumario. 1. Introducción. 2. Metodología. 3. Resultados. 3.1 Inteligencia Artificial en la generación de = contenidos multimedia con IA. 3.2 Herramientas para la producción de gráfic= os, audio y video. 3.3 IA en la producción y postproducción audiovisual. 4. Discusión. 5. Conclusiones.<= o:p>

Cómo citar: Quispillo Parra, M. C. (2026). Inteligencia Artificial como= generador de contenido multimedia. Impacto en la producción de gráficos, audio y videos. Ñ= ;awi. Arte, Diseño, Comunicación, = Vol. 10, Núm. 1, 183-197.

https://nawi.espol.edu.ec/ www.doi.org/10.37785/nw.v10= n1.a9

Abstract:

This study exami= nes how artificial intelligence (AI) is transforming the generation of multimedia content (graphics, audio, and vi= deo) using tools such as Craiyon, DALL·E, Midjourney, Make-A-Video, CapCut, = InVideo, among others. Through a qualitative lite= rature 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, pers= onalization, and ability to facilitate speci= fic tasks within the creative industry. However, its functionality depends on hu= man 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 judgm= ent and = creativity, = enabling greater = productivity.

Keywords: Process automation; digital creativity; generative tools; visual narratives; automated production.

 

1. Introducci&oac= ute;n

La tecnología actual, en especial la inteligencia artificial (IA), está transformando la industria creativa con su capac= idad de aumentar la eficiencia en los trabajos y optimizar tareas. Con la llegad= a de la IA, los editores realizan con mayor rapidez tareas tediosas, lo que permite mayor fluidez en la creación de narrativas creativas mediante gráficos, audio = y videos generados por plataformas inteligentes (Jironza, 2024, 166). Con ayuda de= esta tecnología, cualquier pe= rsona que carezca de conocimientos técnicos puede desarrollar contenido multimedia a partir de las herr= amientas que generan de manera casi autónoma los procesos. Tal como menciona Franganillo (2= 023, 11), la IA generativa “con su irrupci&oac= ute;n en las tareas creativas, los ordenadores han dejado de ser herramientas de apoyo para pasar a ser protagonistas, capaces de crear contenido original̶= 1;. Este panorama refleja el avance tecnología que día= a día progresa de forma acelerada lo cual permite que los usuarios generen result= ados inmediatos.

En este sentido, Gopalan y Kalpinagarajarao (2024, 1471) afirman que, a trav&eac= ute;s de instrucciones básicas, los <= /span>sistemas algorítmicos son capaces de generar contenido como texto, imágenes y videos en pocos segundos, lo que agiliza significativamente los proce= sos creativos dentro del sector multimedia. La inteligencia artificial también ha impactado en sectores de la publicidad y marketi= ng digital, asistiendo en la generación de contenido atractivo e innovador, como la generación de videos únicos que impactan en la audiencia y mejoran la interacción entre empresas y consumidores (Blanco et al., 2024, 77). Con la llegada de la IA, donde pequeñas y medianas empresas tienen acceso a herramientas que antes eran privilegiadas para corporaciones mundiales, lo que permite competir en igua= les condiciones. En relació= ;n con esto, Korsunova (2024, 79) afirma que la IA puede automatizar elementos repeti= tivos en la creación de contenido de modo que las empresas pequeñas se benefician de las bajas barreras tecnológicas dond= e

la IA crea <= span lang=3DES style=3D'letter-spacing:-.1pt'>contenido a gran <= span lang=3DES style=3D'letter-spacing:-.1pt'>escala. Este progreso tecnológico genera una situación problemática en cuanto a la autoría y la ética<= span style=3D'letter-spacing:-.1pt'> en la generación de contenido automatizado. en el proceso de automatización= creativa (Korsunova, 2024, 83).

De forma teórica, esta investigación se sustenta en la Digital Generative Multimedia Tool Theory (DGMTT), propuesta por Onyejelem y Aondov= er (2024), quienes argumentan que las herramientas de IA tienen la capacidad de generar y modificar contenido multimedia, ofreciendo libertad creativa y flexibilidad. Esta teoría resalta la importancia de comprender las ideas y principios de las herramientas generativas para= que puedan ser utilizadas de manera eficiente dentro del proceso creativo y sirvan de base para la creaci&oacut= e;n de contenido multimedia. Además, destacan que la distinción de la creatividad humana y artificial se vuelve ca= da vez más confusa, debido a que los algoritmos de IA crean contenido únic= o y original. Sin embargo, al recibir retroalimentación sobre estas herramientas, el ser humano se vuelve capaz de utilizar esas ventajas a su favor y crear nuevas posibilidades creativas (Onyejelem & Aondover= , 2024, 1-2).

En concordancia con esta teor&iac= ute;a, el estudio realizado por Divya y Mirza (2024) señala que la industria creativa se ha beneficiado significativamente con la llegada de la IA generativa por tener la capacidad de optimizar procesos cuando produce contenido único, innovador y atractivo en diversos formatos. No obstante, también existen riesgos y desafíos por la falta de uso responsable y ético de estas plataformas, lo que puede crear infracciones de derechos de autor y la propagación de desinformación (Divya & Mirza, 2024, 1-2).

Es= te artículo presenta una revisión bibliográfica con el objetivo de identificar, clasificar y analizar l= as herramientas <= span lang=3DES>de IA utilizadas en<= span style=3D'letter-spacing:-.05pt'> la actualidad para generar contenido multimedia con= la finalidad de crear una guía estructurada con una aplicación eficiente y ética dentro de las industrias creativas (Páramo, 2020, 6). Además de resaltar por medio de casos prácticos la aplicación eficiente y ética de la IA.

2.  3D"CuadroMetodología

Para el análisis de este artículo se aplicó una metodología de Revisión Sistemática de Literatura, con enfoque cualitativo utilizando la metodología SALSA (Search, Appraisal, Synthesis, Analysis), método de reconocida aplicación en Ciencias Sociales y Humanidades (Medina, 2024).

Pa= ra la recolección de información de la literatura científica, se realizó= la búsque= da con la ayuda<= span lang=3DES style=3D'letter-spacing:-.3pt'> de la herramienta de inteligencia artificial Research = Rabbit, una forma de buscar literatura por medio de un análisis biométrico de uno o varios artículos. Esta herramienta realiza búsquedas a partir= de preguntas planteadas o artículos de referencia permitiendo navegar ent= re conexiones de artículos, autores y trabajos similares (Plaza, 2024, 81-82). Resear= ch Rabbit sirvió para la localización de investigacion= es relacionadas con herramientas= de IA generativa. También s= e incluyeron bases de datos como SciElo, Scopus y Google Scholar entre las palabras claves están: “IA y multimedia”, “Herramientas de IA para multimedia”, “Generative AI or Content Creation”, entre otras.

Se fijaron parámetros de selección para incluir solo aquellas investigaciones que fueran relevantes, posean solidez teórica y que se ajustaran con la finalidad de la investigación. Todo el material encontrado se limita a artículos publicados entre el 2020 y 2025 que = tratan de forma directa el uso de la inteligencia artificial en la generació= ;n de gráficos, audio y vid= eos. Como resultado de este proceso de búsqueda inicial se obtuvo 48 artículos de potencial i= nterés. Sin embargo, a partir de análisis completo del contenido se seleccionaron 28 estudios que cumplieron con todos los criterios y que mostraran relación directa con el t= ema de estudio, concluyendo con el conjunto final de documentos que conforma la revisión sistemátic= a.

Lo= s documentos seleccionados fueron clasificados <= /span>de acuerdo con la tecnolog&iacu= te;a utilizada (generación de imágenes, audio, video y herramientas de postproducción), y según la naturaleza de las herramientas utilizadas (ge= nerativas o asistenciales). Se añadió el análisis de casos emblemáticos, los cuales están ampliamente doc= umentados en artículos de prensa y portales digitales dedic= ados a la tecnología y cultura digital. De esta manera, se analiza la campaña publicitaria navideña de Coca-Cola, las imáge= nes virales generadas al estilo Studio Ghibli, y la clonación de voces en la canción Heart On My Sleeve<= /i>, estos ejemplos son muestra la interacción de la IA en la producción multimedia.

Los diferentes hallazgos sobre los artículos científicos fueron comparados, lo que permiti&oacut= e; identificar las herramientas más utilizadas en la generación de gráficos, audio, vi= deo y posproducción, así como los beneficios, riesgos é= ;ticos y desafíos futuros. Asimismo, se analizó el rol cambiante del ser humano frente a estas herramientas basadas en = IA.

3.  Resultados

3.1.=        = Inteligencia Artificial en la= ge= neración de contenidos mu= ltimedia con IA

La inteligencia artificial (IA) ha evolucionado de forma acelerada en añ= ;os recientes, volviéndose en una tecnología omnipresente en muchas industrias. El objetivo de esta<= span lang=3DES style=3D'letter-spacing:-.15pt'> tecnología es crear= sistemas capaces de realizar procesos que, por lo gen= eral, requieren inteligencia humana. Según Martínez y otros autores (2023, 94), la IA es “la capacidad de las máquinas para adaptarse a nuevas situaciones, resolver problem= as, diseñar planes y realizar otras funciones que requieren un cierto nivel de inteligencia”. Desde este punto de vista, la inteligencia artificial tiene como propósito principal crear sistemas capaces de poseer cierto nivel de razonamiento y aprendizaje. Estos sistemas pueden procesar información y generar decisio= nes que les permiten cumplir con sus objetivos (Plaza, 2024, 80).

La IA no sólo permite real= izar procesamiento de datos a una velocidad fascinante, sino que también mejora continuamente con base en la información recopilada, brindando apoyo al usuario. Sin duda, la IA está reemplazando métodos tradicionales para analizar datos, agilizando la forma como se toma las decisiones y permitiendo automatizar sistemas en las industrias (Ri= bes et al., 2025, 457). Entre sus múltiples funciones, esta tecnolog&= iacute;a incluye la creación automatizada de contenido conocido c= omo IA generativa que “simula procesos creativos y produce contenidos originales” (Ribes et al., 202= 5, 468). La IA generativa “es un campo en rápido avance que ya permite la producción au= tomatizada de contenido textual, gráfico, sonoro y audiovisual de alta calidad” (Franganillo, 2023, 1). Con el uso de estas = tecnologías, la repetición = dentro del proceso diseño = se vuelve automatizada, lo que permite = generar contenido

mediante imágenes llamativas acompañadas de composiciones gráficas dinámicas e innovadoras (Mohamed, 2024, 821).

El sector creativo ha sido el may= or favorecido en la aplicación de tecnologías con IA por su prop= io proceso innovador dentro del ámbito multimedia. Esta tecnología permite realizar trabajos más eficientes y atractivos, adaptados a la audiencia, haciendo que cada vez el instinto exploratorio del proceso creativo se vuelva más apto con la capacidad de generar datos en diferentes formatos: texto, sonido,= imágenes, etc. (Mohamed,= 2024, 816-817; Rico, 2020, 72). Algunos de los procesos incluyen renderizaci&oa= cute;n 3D, la edición de fotograf&ia= cute;as e incluso informar sobre colores, diseños y formatos (Mohamed, 2024, 821). La IA se convierte en una oportunidad para el futuro del diseño donde cada vez se precisa en mejorar la interacción con el usuario para destacar con sus servicios y ser más creativos.<= /span>

1.2 Herramientas para la producción de= gr= áficos, audio y video

La producción de imágenes a partir de descripciones de texto se ha vuelto muy conocida y usada en la actualidad. Entre los convertidores más reconocidos están:= MidJourney, Dall-E, Craiyon, DreamStudio, Stability.ai y Stable Diffusion. Estas herramientas utilizan redes generativas antagónicas (GAN) que = se entrenan por medio de modelos de aprendizaje profundo, los cuales almacenan grandes cantidades de datos. A partir de pequeñas descripciones textuales se generan automáticamente imágenes, facilitando la diversida= d de contenido y la productividad en los trabajos (Derevyanko & Zalevska, 2023, 36). Sin emba= rgo, también existen problemas y riesgos.

3D"CuadroAl ser entrenados con datos sin filtrar, existe desviaciones algorítmicas que generan sesgos culturales, raciales y de género. Por lo tanto, se= debe tomar en cuenta que es real y qué es ficticio, ya que = se ha visto circular en redes sociales imágenes falsas y po= co realistas (Franganillo, 2023, 5; López, = 2023, 32). En consecuencia, un estudio que <= /span>analiza los estereotipos y sesgos de género afirma que estos se mantienen tanto en plataformas tradicionales como en las gen= eradas por IA, aunque existen pequeñas diferencias entre las fotograf&iacut= e;as de stock que representan a las = mujeres y adultos, mientras que la IA intenta crear un equilibrio de género. No obstante, es necesaria la inclusión de diversas etnias y grupos de edades (Freixa et al., 2025,41). La revisión bibliográfica de Papazova y otros autores (2025) resume que, incluso cuando se dan instrucciones precisas para evitar estereotipos, la IA sigue generando figuras como el “salvador blanco y niños africanos negros sufrien= do” (Papazova et al., 2025, 1). Otra investigación sobre sesgos en la creación de imágenes permitió conocer que los algoritmos de IA amplían los sesgos que aparecen en sus datos de entrenamiento, sexual= izando e invisibilizando a las mujeres destacando incluso los roles de géne= ro. Se plantea la necesidad de corregir estos sesgos para poder garantizar equidad y representatividad (Bueno de Santiago et al., 2024, 144).

As= imismo, la generación de imágenes que poseen= un alto nivel<= span lang=3DES style=3D'letter-spacing:-.3pt'> de realismos plantea dudas <= span lang=3DES style=3D'letter-spacing:-.1pt'>sobre la credibilidad <= /span>de las evidencias visuales, lo cual incrementa el nivel <= span lang=3DES style=3D'letter-spacing:-.1pt'>de riesgo= y desinformación. Tomando como referencia la creación de texto a imagen del presidente Donald Trump siendo arrestado, o la del Papa Francisco con un abrigo de plumas, se ha mostrado la capacidad que tienen estos contenidos de hacerse virales y provocar confusión (Bueno de Santiago et al., 2024, 142; Franganillo, 2023, 5-6; López, 2023, 32). La inteligencia artificial en el área creativa alcanzado la capacidad

de crear rostros humanos ficticios hasta la elaboración grandes imágenes artísticas con simples descripciones de texto que pose= en un alto nivel de calidad.

Pa= rtiendo de la información proporciona de CNN en su página oficial, en marzo del 2025 se visualizaron imágenes que fueron generadas con inteligencia artificial que= imitaron el estilo del Studio Ghibli, en respuesta al lanzamiento de la versión más reciente de la empresa OpenAI de su = chatbot conocido como ChatGPT. Esto permitió que dichas imágenes se volvieran tendencia en redes sociales, replicando este estilo de animación (Figura 1), lo cual destacó diversas inquietudes con respecto a los derechos de autor y el potencial que posee la IA. La versión optimizada de GPT-4º ha mejorados significativamente la exactitud en la creación de texto= a imágenes, lo que permite generar contenido en una extensa gama de estilos visuale= s (Holland, 2025). Gracias a esta actualización, ChatGPT= ha evolucionado como una herramienta de creación visual, dejando de ser una mera productora de texto. Ahora permite realizar animaciones emblemáticas, ampliando sus funciones creativas dentro del sector creativo.


= Figura 1. = Transición de una foto del debate de la segunda vuelta electoral (Ecuador)

= entre los candidatos González y Noboa a una animación tipo Ghibli creado con ChatGPT (Quispillo, 2025).

Asimismo, los modelos generativos también han avanzado significativamente, posibilitando la elaboración de videos sintéticos a partir de simples indicaciones textuales, apoyán= dose en metodologías de síntesis de imágenes. Herramientas como Make-A-Video (Meta), NUWA-X= L (Microsoft) y Phenaki (Goo= gle) han evidenciado su capacidad cr= eativa al producir secuencias audiovisuales sin requerir material audiovisual prev= io, ofreciendo una solución ágil para artistas (Gózalo & Garrido, 2023, 8-9). Sin embargo, a diferencia del realismo logrado en la síntesis de imágenes, la generación de videos enfrenta mayores desafíos, pues requiere predecir la evolución de los píxeles en una secuencia temporal. Aunque se espera que esta tecnología continúe avanzando, también plantea riesgos éticos y sociales, como su posible uso en contenidos engañosos (Franganill= o, 2023, 9). En cuanto a su impacto en las narrativas audiovisuales, los videos generados por IA tienden a imitar estilos visuales del pasado sin aportar una innovación significativa. Según López (2023, 32), estas creaciones siguen una estética nostálgica sin un propósito crítico, lo que refleja una falta de originalidad.

Un= caso <= span lang=3DES style=3D'letter-spacing:-.1pt'>destacado de uso de la IA en producci&oacu= te;n de videos es la adaptación del emblemático anuncio Holidays<= /span> Are Coming de Coca-Cola, donde se empleó contenido genera= do artificialmente sin necesidad de rodajes tradicionales.

Según la Redacción de Adlatina, (2024) para la creación de su campaña navideña, la marca empleó modelos avanzados de IA como Leonardo, Luma y = Runway, optimizando la síntesis de imágenes, la animación 3D y= la edición de video generat= ivo. Adicionalmente, se integraron<= span style=3D'letter-spacing:-.35pt'> tecnologías emergentes com= o Sora y Minimax d= e OpenAI, que mejoraron la fluidez y realismo en las secuencias animadas. El desarrollo de este proyecto contó con la participación conjunta de tres estudios especializados: Sec= ret Level, Silverside AI y Wild Card. Cada uno aportó una perspectiva distinta = al proceso de creación con IA. Mientras Secret Level trabajaba con imáge= nes de actores reales con consentimiento para su transformaci&= oacute;n mediante IA, los estudios Silverside AI y Wild Card crearon entornos y personajes completamente g= enerados por inteligencia artificial. A pesar de los avances tecnológicos, alg= unos elementos, como la representación de animales en movimiento, requirier= on múltiples iteraciones hasta lograr resultados óptimos.=


El uso de IA no sólo permitió recrear el icónico anuncio Holidays Are Coming de manera innovadora (Figura 2), s= ino que también abrió nuevas posibil= idades en la producción publicitaria. = La combinación de modelos generativos y herramientas de edición automatizada facilitó = la creación de contenido adaptable a diversos formatos y plataformas. Estos avances evidencian el potencial de la inteligencia artificial para transfor= mar la industria audiovisual, reduciendo costos y tiempos de producción sin comprometer la calidad ni la identidad visual de la marca (Redacción Adlatina,<= span style=3D'letter-spacing:2.0pt'> 2024).

Figura 2. El nuevo comercial de Coca-Cola generado por inteligencia artificial (The Coca-Cola<= span style=3D'letter-spacing:-.3pt'> Company, 2024).=

3D"CuadroFuente: https://youtu.be/BtD4fHgkrqI?si=3DwFEk7TVIMmY1SnE6=

Por otra parte, la síntesi= s del habla, una tecnología que convierte texto en voz similar a la humana= , ha sido utilizada durante a&ntil= de;os como herramientas de apoyo en asistentes virtuales, navegación GPS, lectores de pantalla y atención automatizada. Con los avances en aprendizaje profundo, su aplicación comercial se ha ampliado, destacando la clonación de voces con licencias éticas para audiolibros= , producciones audiovisuales y= entornos inmersivos (Dale, 2022, 401-402). Esta tecnología optimiza tiempos y reduce costos al generar voces en tiempo real sin necesidad de grabaciones extensas, permitiendo a los propietarios de la voz recibir regalías por su uso (Frangan= illo, 2023, 10).

Haritonova (2023) explora las aplicaciones de la inteligencia artificial generativa en el ámbito del audio, identificando cinco = usos = clave = en = la = música: = composición, diseño = de = efectos = sonoros, = arreglos y orquestación, mezcla

e integra= ción de instrumentos virtuales. Además, = señala seis funciones específicas para el tratamiento de la voz, que incluyen la conversión de tex= to a voz, asistentes virtuales, clonación y síntesis vocal, producción de audiolibros y creación de interfaces con voces personalizadas (Ribes et al., 2025, 460).

La= etapa de producción se ha transformado en el eje central del desarrollo de soluciones con inteligencia artificial en la industria del audio, ya que agrupa una amplia variedad de herramientas tanto de asistencia como generativas. Entre sus funciones principales se= incluyen la traducción de textos, la creación automática de listas de reproducción, la mejora de la calidad del audio, la edición guiada, la mezcla automática y la masterizació= n. También se destacan aplicaciones generativas como= la síntesis, clonación y transformaci&o= acute;n de voz, la generación de efectos y música, y la separación de pistas. Algunas herramientas pueden combinar ambas funciones, como los asistentes de escritura, que facilitan tanto la corrección como la generación de textos. En esta eta= pa se posicionan herramientas de asistencia como Adobe Podcast, AI Studio, Altered,= Texta o CleanVoice AI. Por otro lado, destacan soluciones generativas par= a la producción como los sistemas de síntesis de voz de ElevenLabs,= los generadores de músic= a Stable Audio, Udio y Suno, así como los separadores de pistas Vocal Remove y Moises.ai (Ribes et al., 2025, 465).<= /p>

En abril de 2023, una canci&oacut= e;n titulada Heart On My Sleeve (Figu= ra 3) generó un amplio debate en la industria musical al viralizarse en redes sociales. Esta pieza fue creada mediante inteligencia artificial= (IA), que clonó las voces de los reconocidos artistas Drake y The Weeknd sin su participación directa. Según Savage (2023), reportero de BBC, el creador anónimo utiliz&oa= cute; un software entrenado con las voces de ambos intérpretes para generar una composición original, lo cual suscitó preocupaciones éticas respecto al uso no autorizado<= span style=3D'letter-spacing:-.45pt'> de la identidad vocal de figuras públicas. La canción se viralizó en plataformas como TikTok y Spotify.

Este caso expone una de las problemáticas emergentes en el uso de IA generativa en el ámb= ito creativo: la tensión entre innovación tecno= lógica y derechos de autor. A pesar de que la canción no infringía copyright al ser una obra original, sí plantea implic= aciones legales respecto al uso de identidades vocales sin autorización. En respuesta, organizaciones como la Asociaci&oacu= te;n de la Industria de la Grabación de América y la Industria Fonográfica Británica impulsaron una campaña para proteger la creatividad humana frente a la automatización algorítmica. La situación destaca la necesidad urgente de establecer marcos regulatorios que equilibren el desarrollo de herramientas basadas en IA con el resguardo ético y legal del trabajo artístico human= o.


Figura 3. Drake= , The Weeknd || Heart On My Sleeve (IA) sub.español + lyrics (= Paranoidlov3 , 2023) https://yout= u.be/LPnbJ6mdmlo?si=3DW0DFw8d-Pq_eN_EU

3.3 IA en la producción y<= /i> postproducción audiovisual

Jironza (2024, 165) plantea que la inteligencia artificial desempe&ntild= e;a un rol determinante en la etapa de postproducción digital dentro del ámbito audiovisual, posicionándose como un recurso estratégico para mejorar y agilizar tanto la edición como la creación de contenidos. En el contexto digital actual, la IA, en conjunto con software especializado, se ha consolidado com= o un soporte clave para la industria cinematográfica.

He= rramientas como CapCut, InVideo, = Kaiber, DomoAI y ElevenLabs emplean IA para optimizar la edición = de videos = mediante la automatización = de subtítulos, efectos, animaciones y locuciones. Estas tecnologí= ;as contribuyen a reducir= tanto los costos como el tiempo invertido en la postproducción, lo que facilita la generación de contenidos con altos estándares de calidad. La edición de video asistida por inteligencia artificial consiste en simplificar los procesos de pro= ducción, reducir la complejidad y el ti= empo de trabajo para que los creadores puedan enfocarse en la narrativa y en el público. Su importanc= ia principal radica en la facilidad de producir videos con creatividad, expandiendo la producción multimedia en la que intervienen creativos y pequeñas empresas del sector (Jironza, 2024, 175-176). Además, estas herramie= ntas forman parte de la clasificación de herramientas asistenciales, pues no producen desde cero, sino que son asistentes que ayudan a mejorar y acortar el proceso de producción en tareas técnicas y operativas.

Swarnakar (2024, 6-7) argumenta que la IA dentro de la producción ha permitido mejorar el montaje de escenas, ajustar el audio y editar el color, haciendo que esta tecnología sea un asistente de automatización= parcial que apoya la dirección humana y el proceso creativ= o. El autor menciona un ejemplo análogo al manifiesta que “la IA actúa como un pincel en las manos de un pintor, realzando su arte, no dictándole” (Swarnakar= 2024, 7). A partir de aquí, la IA debe ser un apoyo para los editores, no un reemplazo de su visión artística.

4.   Discusión

3D"CuadroEl presente estudio ha evidenciado= que la inteligencia artificial (IA) está generando una transformación sustancial en los procesos de producción multimedia, no solo al optimizar los flujos de trabajo, sino también al democratizar el acceso a herramientas antes reservadas a profesionales altamente especializados. Las plataformas generativas como Craiyon,= DALL·E, DreamStudio, Midjourney, Stability.ai y<= span style=3D'letter-spacing:-.1pt'> Stable Diffusion destacan por permitir generar imágenes a partir de descripciones de texto (Franganillo, 2023, 5; López, 2023, 32). Estas herramientas permiten autom= atizar el diseño visual, reduciendo barreras técnicas y ampliando la expresividad vis= ual.

En cuanto a la generación audiovisual, sol= uciones como Make-A-Video (Meta), NUWA-XL (Microsoft) y Phenaki<= span style=3D'letter-spacing:2.0pt'> (Google) introducen nuevas posibilidades al permitir la creación de secuencias de video completamente generadas por IA, sin requerir archivos audiovisuales<= span style=3D'letter-spacing:-.5pt'> como insumo inicial (Franganillo, 2023, 9), lo que representa un cambio de paradigma en los medios visuales. En el campo del audio, soluciones como ElevenLabs, el generador de música Stable Audio y otras plataformas como Adobe Podcast, AI Studio, Altered, T= exta o= CleanVoice AI elevan notablemente la calidad y eficiencia de la producción sonora mediante narración sintética y clonación de voz, reduciendo significativamente los costos y ampliando el acces= o a producciones de nivel profesional (Ribes et al., 2025, 465).

En el campo de la postproducción, herramientas como CapCut= , InVideo, Kaiber y DomoAI desempeñan un papel má= s de asistencia que de creación. Estas solucion= es son capaces de automatizar procesos como la edición de subtí= tulos, animaciones y efectos visuales; se comportan como asistentes inteligentes que optimizan tareas técnicas sin reemplazar del todo el papel de los humanos, lo cual posibilita mejorar la calidad del contenido creado y optimizar el tiempo (Jironza, = 2024, 165; Swarnakar= , 2024, 6-8). Esta transformación promueve la creación conjunta de máquinas y humanos, posibilitando que los cre= adores se enfoquen en decisiones tácticas y narrativas, en vez de trabajos<= span style=3D'letter-spacing:2.0pt'> mecánicas. Cabe destacar que = la cantidad de herramientas con estas habilidades aumenta de manera incesante,= lo cual demuestra un progreso tecnológico y una evolución acelerada que extiende las oportunidades creativas y productivas.

Esta lista es sólo una peque&ntil= de;a muestra de la amplia gama de soluciones que existen hoy en día; cada una de ellas está diseñada para ace= lerar tareas concretas dentro del proceso creativo y posibilitar que tanto los profesionales como los recién llegados puedan generar contenido multimedia = con más calidad, innovación y facilidad. No obstante, el estudio presenta limitaciones der= ivadas de un enfoque metodológico, ya que, al sustentarse en una revisión bibliográ= ;fica de carácter cualitativo, no incorpora mediciones empíricas ni análisis experimentales que contrasten la efectividad = o el impacto social de las herramientas examinadas.

Sin embargo, también surgen retos significativos. Uno de ellos es la reproducción de sesgos raciales, de género y culturales en los contenidos gener= ados por IA. Investigaciones como las de Bueno de Santiago y otros autores (2024, 144) y la de López (20= 23, 34) han documentado cómo los modelos entrenados con datos no filtrad= os tienden a invisibilizar y sexualizar= a las mujeres o reproducir estereotipos étnicos y sociales. Si no se abord= an con responsabilidad, estos sesgos pueden ser amplificados por los sistemas de IA, perpetuando de= sigualdades sociales. Además, la hiperrealidad generada por imágenes, audios y videos sintéticos plantea serias implicaciones ética= s y cuestiona la autenticidad del conten= ido.

Casos como el de la canció= n Heart On My Sleeve, creada artificialmente y viralizada en= redes aparentando ser una obra auténtica de los artistas reconocidos, ilustran cómo las recreaciones= pueden engañar al público mediante contenidos que parecen genuinos (Savage, 2023) o las imágenes falsas del Papa Francisco en un abrigo blanco o de Donald Trump siendo arrestado generaron conf= usión global (Franganillo, 2023, 5-6). La hiperrealidad construida por sistemas de inteligencia artificial pone en entredicho la noció= ;n de autenticidad y abre interrogantes epistemológicos= sobre la definición misma de lo real en el contexto digital contemporáneo. (Floridi & Chiriatti, 2020, 691-692).

Desde un enfoque creativo, la IA contribuye a democratizar la producción multimedia, brindando a pequeños creadores, emprendedores y colectivos independientes la posibilidad de competir en escenarios profesionales que antes les resultaban inaccesibles (Jironza<= /span>, 2024, 175-176). La delegación automatizada de procesos como la edición audiovisual, la creación gráfica, la síntesis vocal y el dobla= je ha favorecido en gran medida la ampliación de perspectivas, es= tilos y narrativas dentro del ecosistema digital, impulsa= ndo una nueva era de expresión creativa m&aacut= e;s inclusiva y descentralizada (Korsunova, 2024, 81; = Samad et al., 2024, 1).

Aunque la inteligencia artificial= ha logrado importantes avances en la generación de contenido visual y sonoro, sus resultados continúan estando desconectados de cualquier dimensión emocio= nal o vivencia subjetiva. Por muy s= ofisticadas que sean las producciones, estas no sustituyen el componente humano ni pued= en replicar la esencia creativa qu= e nace de la experiencia y el sentimi= ento. No se forma únicamente por la repetición de patrones, como ocurre en los sistemas algorítmicos, sino que nace del pensamiento, la intuición e incluso del error.

Aun así, los resultados revelan que, aunque la IA puede generar contenidos sorprendentes, = su producción carece de experiencia emocional, juicio estético o contexto cultural profundo. Por muy sofisticadas que sean las producciones, estas no reemplazan el componente hu= mano ni replican la esencia creativa que proviene de la experiencia y la emoción. Como señala Szabó (2024, 238), el v= erdadero valor creativo aún reside en= la capacidad humana de intuir, sentir y errar. La IA puede automatizar procesos, pero no sustituir la vivencia ni la subjetividad, lo que sugiere un papel complementario, no sustitutivo, de l= a IA en los ámbitos artísticos.

Esto lleva a reflexionar cuál es= el papel del creador en esta nueva realidad. En lugar de desaparecer, su función se transforma. Ya no se trata solo de diseñar o editar, sino de tom= ar decisiones sobre qué se genera, por qué y con qué propósito. Como propone la teoría DGMTT (Onyejelem & Eric Msughter, 2024, 1-2), el creador se convierte en un director conceptual que debe gest= ionar inteligentemente el potencial de la IA, sin cederle el control total de la<= span style=3D'letter-spacing:2.0pt'> obra. Y para ello, necesita herramientas nuevas: pensamiento crítico, criterio ético y una mirada capaz de entender el impacto de cada decisión = creativa. El desafío actual radica en asegurar que la inteligencia artificial no se transforme en una vía rápida que debilite el valor creativo del contenido generado. Más bien debe asumirse como un recurso que potencia los procesos creativos (Molares et al., 2024, 2). El propósito de la inteligencia artificial no es sustituir la expresión creativa del ser humano, si= no servir como apoyo para potenciarla, manteniendo intactos los elementos que<= /span> hacen única la visión = del creador.

5.  3D"CuadroConclusiones

La inteligencia artificial (IA) se consolida como un recurso clave en la transformación de los proyectos multimedia, al ampliar las capacidades creativas, agili= zar los procesos de producción y reducir las limitaciones técnicas que solía= n restringir la participación e= n la producción de contenidos audiovisuales. A partir del análisis realizado, se identificó que el uso de herramientas como DALL·E, Midjourney, Stable Diffusion, CapCut, = ElevenLabs o Make-A-= Video permite democratizar el acceso a tecnologías avanzadas y facilita la participación d= e una audiencia más amplia en entornos digitales altamente competitivos.

Los hallazgos del estudio evidenc= ian que la IA favorece una producción de contenido más ági= l, personalizada, accesible y dive= rsa, transformando significativamente las prácticas en el diseño gráfico, la edición audiovisual, la generación de imágenes y audio, así como en la automatización de la postproducción. Esta accesibilidad a herramientas de IA permite que tanto expertos como aficionados adopten soluciones de alta calidad para sus procesos creativos.

Si= n embargo, también se advierte que este avance = implica retos sustanciales. = Entre ellos, destacan la reproducci&oa= cute;n de sesgos culturales, raciales y de género, la disminuci&oac= ute;n de la autenticidad<= /span> en los contenidos generados, y el potencial

uso indebido de tecnologías como el deepfake o la clonación vocal. Estos desafíos refuerzan la necesidad de establecer marcos éticos, normativos y formativos que garanticen un uso responsable de estas herramientas.

En definitiva, los resultados obtenidos permiten concluir que la IA no reemplaza la creatividad humana, sino que la potencia y redefine. Su verdadero= valor radica en ser una aliada estratégica del pensamiento creativo, capaz= de enriquecer los procesos narrativos, = de diseño e innovación, ampliando el acceso al mundo digital y transformando la manera en que imaginamos, construimos y compartimos contenido en el entorno multimedia contemporáneo.

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Rese= ña cur= ricular

Mercedes Quispillo es magister= en Comunicación Audiovisual por la Universidad Central del Ecuador. Cue= nta con más de 6 años= de experiencia profesional en diseño gráfico. Experta en merchandising= y material promocional. Ha trabajado con= empresas a nivel nacional, ofertando sus productos por medio de la agencia Onart Publicidad, de la cual es propietaria. Fue docente en la Universidad Indoamérica, en la carrera de Diseño Gráfico.

Declaraciones:

•      =       Los au= tores declaran que, en= la elaboración del pr= esente artículo, no= se ha <= /span>utilizado herramientas de inteligencia artificial.

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