Resumen

QUISPILLO PARRA, Mercedes. Artificial Intelligence as a Multimedia Content Generator. Impact on the Production of Graphics, Audio, and Videos. Ñawi [online]. 2026, vol.10, n.1, pp.183-197. ISSN 2588-0934.  https://doi.org/10.37785/nw.v10n1.a9.

This study examines how artificial intelligence (AI) is transforming the generation of multimedia content (graphics, audio, and video) using tools such as Craiyon, DALL·E, Midjourney, Make-A-Video, CapCut, InVideo, among others. Through a qualitative literature review using the SALSA (Search, Appraisal, Synthesis, Analysis) method, relevant studies published between 2020 and 2025 were consulted. Additionally, three specific cases were analyzed: Coca-Cola's advertising strategy, viral images inspired by the Ghibli style, and voice cloning in the song Heart On My Sleeve. The findings show AI's efficiency, accessibility, personalization, and ability to facilitate specific tasks within the creative industry. However, its functionality depends on human judgment so that challenges related to authorship, ethics, and algorithmic biases do not intensify. The research concludes that, when used appropriately, AI becomes a powerful ally in the creative and multimedia world, without replacing human judgment and creativity, enabling greater productivity.

Palabras clave : Process automation; digital creativity; generative tools; visual narratives; automated production.

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