Creatividad en transformación: Usos y desafíos de la inteligencia artificial en la publicidad española
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Introducción: Este artículo analiza el impacto de la inteligencia artificial (IA) en el trabajo de los creativos publicitarios en España. Metodología: La investigación sigue una metodología cuantitativa a través de una encuesta online respondida por miembros del Club de Creativos de España (c de c). El objetivo es explorar las percepciones, usos, barreras y oportunidades identificadas por los profesionales en relación con la adopción de herramientas de IA en los procesos creativos. Estos productos asistidos por IA, como anuncios, visuales y guiones, se entienden cada vez más como puntos de contacto de marca habilitados por IA, que configuran directamente la experiencia del consumidor y la percepción de la marca. Resultados: Los resultados muestran una apropiación gradual de estas tecnologías por parte de profesionales con amplia experiencia, predominantemente a través del aprendizaje autodidacta, y su uso se concentra principalmente en las primeras etapas del proceso creativo. Discusión: Si bien la percepción general hacia la IA es positiva, emergen tensiones relevantes vinculadas al posible impacto en los roles creativos externos y a la desigualdad en el acceso a la formación, lo que apunta a dinámicas incipientes de reconfiguración del ecosistema profesional. Conclusiones: Este estudio aporta una de las primeras evidencias empíricas sobre cómo la IA generativa se integra en los procesos creativos profesionales en publicidad, identificando patrones de uso, tensiones emergentes y posibles transformaciones en la cadena de valor creativa.
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