Habilitats i competències per exercir el disseny en temps d'IA
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A l'era actual la intel·ligència artificial (IA) ha revolucionat molts sectors, inclòs el del disseny, que ha experimentat una notable evolució gràcies a aquests avenços tecnològics. La IA ha introduït noves eines que han tingut un fort impacte en les persones que exerceixen el disseny; concretament en com fan la seva feina i en les possibilitats que tenen a la seva disposició. Aquestes eines busquen generar un sistema col·laboratiu que potenciï la creativitat i ofereixi solucions estimulants.
Aquest nou escenari genera una sèrie d'interrogants associats a les habilitats i competències de les persones que dissenyen per fer front al desafiament de conviure amb la IA i, alhora, escometre una tasca èticament demandant tenint plena consciència del rol curatorial que poden arribar a complir. Per a les persones que exerceixen el disseny sempre ha estat una obligació millorar la seva qualitat professional. Per això, s'han fet càrrec de renovar i adaptar les seves habilitats i competències pel que fa als canvis socioculturals i tecnològics que ha experimentat la humanitat. Aquesta vegada, amb la massificació de la tecnologia i la IA, aquesta transformació té un ritme vertiginós que no sempre duu a prendre les millors decisions.
Sens dubte, la IA ha generat i generarà un impacte sense precedents en l'àmbit del disseny. D'aquí que sigui imperatiu entendre i definir un nou conjunt d'habilitats i competències que permetin aquells que dissenyen conviure amb aquestes eines tecnològiques que la IA ens lliura avui i treure'n el millor profit.
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Aquesta obra està sota una llicència internacional Creative Commons Reconeixement-NoComercial-SenseObraDerivada 4.0.
(c) Silvia Caracuel Ponce, Guillem Marca, Joan Frigola Reig, 2025
Drets d'autor
Els autors i les autores conserven els drets d’autoria i atorguen a Temes de Disseny el dret de primera publicació, a partir del qual l’obra serà disponible simultàniament sota una llicència de Creative Commons que permet compartir l’obra amb tercers, sempre que aquests en reconeguin l’autoria i la publicació inicial en aquesta revista.
Silvia Caracuel Ponce, Universitat de Vic – Universitat Central de Catalunya (UVic-UCC)
La Doctora en Disseny i Comunicació Silvia Caracuel ha basat la seva trajectòria professional i investigadora en el disseny i la comunicació, centrada en l'estudi de les habilitats i les competències del dissenyador. Va obtenir la seva llicenciatura de Disseny gràfic a la Universitat de Xile i posteriorment va complementar els seus estudis al Màster en Disseny Avançat de la Universitat Catòlica de Xile. Al llarg de la seva trajectòria, Silvia ha exercit com a dissenyadora i directora d'art en un dels mitjans de comunicació més influents de Xile, i ha desenvolupat una carrera acadèmica com a docent a la Universitat de Xile i, actualment, a la Universitat Finis Terrae. La seva recerca se centra en el rol que ocupa el dissenyador a la societat.
Guillem Marca, Universitat Autònoma de Barcelona (UAB)
Doctor en Comunicació per la Universitat Rovira i Virgili (URV); Llicenciat en Belles Arts per la Universitat de Barcelona (UB); Llicenciat en Publicitat i Relacions Públiques per la Universitat Ramon Llull (URL) i Màster en Direcció de Comunicació per EAE (UPC). Va ser director de l'agència de comunicació Ala Oeste des d'on va gestionar comptes empresarials i institucionals. És professor titular de la Universitat Autònoma de Barcelona. Ha publicat diferents capítols de llibre i articles a revistes com Public Relations Review, FISEC-estratègies o BMC Health Services Research entre d'altres. Les seves línies de recerca són l'avaluació de la comunicació, la comunicació en salut i la comunicació de la IA i la sostenibilitat.
Joan Frigola Reig, Universitat de Vic – Universitat Central de Catalunya (UVic-UCC)
Doctor en Comunicació per la Universitat de Barcelona (UB). Professor del Departament de Comunicació de la Facultat d'Empresa i Comunicació (FEC) de la Universitat de Vic – Universitat Central de Catalunya (UVic-UCC). Actualment coordinador del grau de Comunicació Audiovisual de la UVic-UCC. Membre del grup de recerca EMPRÉN, grup consolidat i reconegut per la Generalitat de Catalunya, especialitzat en comunicació i acció social. Forma part del comitè científic de revistes científiques com Obra Digital i XPA & Health Communication.
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