Artificial intelligence is a design tool for the creation of audiovisuals
DOI:
https://doi.org/10.36097/rsan.v1i67.4166Keywords:
Artificial intelligence, Higher education, Graphic arts, Audiovisual production, PromptsAbstract
This study analyzes the characteristics of audiovisual prompts developed by students in the Graphic Design program at San Gregorio de Portoviejo University and their correspondence with the outputs generated by generative artificial intelligence (AI) systems. A qualitative exploration study was conducted using data triangulation. A corpus of eleven audiovisual prompts created by five students was analyzed through an observation matrix comprising five dimensions: descriptive clarity, technical precision, narrative intention, cultural context, and AI interpretation. The analysis was complemented by two focus groups with students (n=5) and semi-structured interviews with graphic design professionals experienced in artificial intelligence (n=3). Prompts P7 and P8 showed a higher level of descriptive and technical structuring, the incorporation of audiovisual parameters, contextual references, and the use of JSON as an organizational resource, coinciding with a greater correspondence between the instructions and the generated outputs. The remaining prompts exhibited greater limitations in terms of specification. Both students and professionals highlighted the usefulness of AI as a creative support tool, while also identifying risks of technological dependence and the need to strengthen technical and digital competencies. Audiovisual prompting emerges as a developing competency that integrates technical, narrative, and contextual knowledge. Its incorporation into higher education should complement, rather than replace, the designer’s disciplinary competencies.
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Copyright (c) 2026 Eliana Cristina Vaca Chávez, Paulina de las Mercedes Molina Villacís
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