Intel·ligència Artificial Generativa en Processos de Disseny Visual per a Entorns Multimèdia Interactius: Anàlisi de pipelines i fluxos de treball i proposta de model
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En una era marcada per la ràpida evolució tecnològica, les eines d’intel·ligència artificial generativa estan adquirint un paper cada cop més rellevant en els processos de disseny visual per a entorns multimèdia. Aquest article examina com aquestes tecnologies reconfiguren els fluxos de treball tradicionals en el disseny 2D, particularment en contextos interactius, proposa models que visualitzen les fases, les funcions i les relacions que emergeixen d’aquesta integració. A través d’un enfocament qualitatiu i metodològic basat en l’anàlisi funcional i l’experimentació pràctica, es documenten diferents etapes del procés creatiu, des de la conceptualització fins a la producció, explorant com les instruccions textuals (prompts) incideixen en la qualitat i la coherència dels resultats generats. S’analitzen casos específics d’interacció entre dissenyadors i sistemes generatius, delimitant les tasques assumides per cada part, amb un èmfasi especial en les funcions d’ideació, iteració visual i producció final. Es proposa, a partir de l’anàlisi i la investigació, una sèrie de models que representen fluxos de treball col·laboratius aplicats a l’àmbit multimèdia 2D i 3D amb XR on l’agència humana i algorítmica s’articulen de manera estratègica. L’estudi aporta una comprensió estructurada sobre les maneres en què la intel·ligència artificial no només optimitza temps i amplia les possibilitats expressives, sinó que també introdueix nous reptes a la presa de decisions, l’autoria i la formulació creativa. Aquesta contribució cerca servir com a referència analítica i pràctica per a professionals del disseny, docents i investigadors interessats en les transformacions contemporànies de la producció visual mediada per tecnologies generatives.
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Aquesta obra està sota una llicència internacional Creative Commons Reconeixement-NoComercial-SenseObraDerivada 4.0.
(c) MARY ANAHI SERNA BERNAL, Jose Luis Rubio Tamayo, 2025
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Aquesta obra està subjecta a una llicència de Creative Commons Reconeixement-NoComercial-SenseObraDerivada 4.0 Internacional (CC BY-NC-ND 4.0)
Mary-Anahí Serna-Bernal, Universidad Autónoma de México, UNAM
Mary Anahí Serna Bernal actualmente cursa la maestría en Diseño y Comunicación Visual, del campo disciplinar de Fotografía, Audiovisual, Multimedia y Animación en la UNAM, donde investiga el uso creativo de la inteligencia artificial generativa en el diseño para videojuegos. Complementa su formación con una estancia en el Laboratorio de Comunicación Interactiva e Inmersiva - Grupo de Investigación Ciberimaginario, del Departamento de Comunicación Audiovisual y Publicidad de la Facultad de Ciencias de la Comunicación de la URJC en Madrid, España. Con su marca personal Munnamour, lidera proyectos de branding y multimedia. Desarrolló la identidad visual y contenidos que combinan diseño digital y multimedia de los cursos en línea que conforman el proyecto “Alianza B@UNAM, CCH & ENP ante la pandemia” para el sistema de bachillerato de la UNAM. Previamente en IUDM era encargada del departamento de diseño gráfico, mantuvo la identidad institucional, generando contenidos para redes sociales, videos, impresos en diversos formatos, además de gestionar proyectos culturales y deportivos. Asimismo, ha participado en documentales, podcast y campañas corporativas y culturales.
Jose-Luis Rubio-Tamayo, Universidad Rey Juan Carlos
Es profesor en la Facultad de Comunicación de la URJC e investigador en el Grupo Ciberimaginario y en el XR Com Lab de la URJC. Sus áreas de especialización son la comunicación en el medio de la realidad extendida, particularmente, la realidad virtual, y la producción en el ámbito multimedia e interactiva. Otra de las líneas de investigación en las que se ha especializado es la comunicación científica y el potencial de las tecnologías inmersivas e interactivas para el desarrollo de contenido en esta área. Ha participado, como investigador, en varios proyectos de investigación nacionales e internacionales (Crescent, Dominoes, Bio3), así como en una COST Action (Purple Gain), y ha realizado estancias en varias universidades, tales como la UdK de Berlín, la Universidad de Montreal o la Universidad de Oporto. Es, además, autor de más de una veintena de publicaciones entre artículos en revistas indexadas y capítulos de libro.
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