El rol de la inteligencia artificial en la creación de contenidos audiovisuales y su impacto en el aprendizaje de estudiantes de comunicación

Abstract

The integration of artificial intelligence (AI) into teaching and learning processes has led to significant transformations in higher education, particularly in fields related to content production such as Communication. This study aimed to analyze the use of AI tools by Communication students in the creation of audiovisual content and their impact on the development of technical, creative, and ethical competencies. A mixed-methods approach was employed, combining surveys of 70 students, interviews with faculty members, and the analysis of communication products created with AI assistance. Quantitative results reveal that over 60% of students frequently or consistently use tools such as ChatGPT, Canva, Filmora, Adobe Sensei, or Runway. Additionally, more than 55% believe these technologies have enhanced their creativity and technical skills in audiovisual production. A total of 67.1% of respondents perceive an improvement in the quality of their work, underscoring the formative value of AI as an educational resource. However, although 52.9% of students reflect on ethical considerations when using these tools, a significant number have yet to fully internalize these principles. From the faculty's perspective, a notable improvement was observed in the quality of student-generated content, along with progress in technical skills. In conclusion, AI represents a strategic opportunity to enrich meaningful learning in the field of Communication, provided it is integrated through a pedagogical approach that fosters critical thinking, autonomy, and professional responsibility.