Generative Artificial Intelligence in Visual Design Processes for Interactive Multimedia Environments: Analysis of Pipelines and Workflows and Model Proposal
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In an era of rapid technological evolution, generative artificial intelligence tools are playing an increasingly important role in visual design processes for multimedia environments. This article examines how these technologies reconfigure traditional 2D design workflows, particularly in interactive contexts, and proposes models that visualize the phases, functions and relationships that emerge from this integration. Through a qualitative and methodological approach based on functional analysis and practical experimentation, different stages of the creative process are documented, from conceptualization to production, exploring how textual instructions (prompts) affect the quality and coherence of the results generated. Specific cases of interaction between designers and generative systems are analyzed, delimiting the tasks assumed by each party, with special emphasis on the functions of ideation, visual iteration and final production. Based on analysis and research, a series of models are proposed that represent collaborative workflows applied to the 2D and 3D multimedia domain with XR, where human and algorithmic agency are strategically articulated. The study provides a structured understanding of the ways in which artificial intelligence not only optimizes time and expands expressive possibilities, but also introduces new challenges in decision-making, authoring and creative formulation. This contribution aims to serve as an analytical and practical reference for design professionals, teachers and researchers interested in contemporary transformations in visual production mediated by generative technologies.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
(c) MARY ANAHI SERNA BERNAL, Jose Luis Rubio Tamayo, 2025
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0).
Mary-Anahí Serna-Bernal, Universidad Autónoma de México, UNAM
Mary Anahí Serna Bernal is currently pursuing an M.A. in Visual Design and Communication, specializing in Photography, Audiovisual Media, Multimedia, and Animation, at UNAM, where she investigates the creative use of generative artificial intelligence in video game design. She has enriched her training with a residency at the Interactive and Immersive Communication Laboratory – Ciberimaginario Research Group, within the Department of Audiovisual Communication and Advertising at the Faculty of Communication Sciences of URJC in Madrid, Spain. Under her personal brand Munnamour, she leads branding and multimedia projects. She designed the visual identity and produced digital and multimedia content for the online courses comprising the “Alianza B@UNAM, CCH & ENP ante la pandemia” initiative for UNAM’s high school system. Previously, as head of the Graphic Design Department at IUDM (2018–2019), she maintained the institution’s visual identity by creating social media assets, videos, and large-format print materials, and by managing cultural and sports projects. She has also contributed to documentaries, podcasts, and corporate and cultural campaigns.
Jose-Luis Rubio-Tamayo, Universidad Rey Juan Carlos
Jose Luis Rubio Tamayo is a lecturer in the Faculty of Communication at the URJC and a researcher at the Ciberimaginario Group and the XR Com Lab at the URJC. His areas of specialisation are communication in the extended reality medium, particularly virtual reality, and multimedia and interactive production. Another of the lines of research in which he has specialised is scientific communication and the potential of immersive and interactive technologies for the development of content in this area. He has participated, as a researcher, in several national and international research projects (Crescent, Dominoes, Bio3), as well as in a COST Action (Purple Gain), and has spent time at several universities, such as the UdK in Berlin, the University of Montreal or the University of Porto. He is also the author of more than twenty publications, including articles in indexed journals and book chapters.
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