Desarrollo de una campaña para un uso ético y responsable de la inteligencia artificial en el diseño multimedia

Abstract

The emergence of artificial intelligence (AI) in the creative world has significantly changed the landscape of multimedia designers, especially in academia. This research proposes a critical reflection on this event through the development of a multimedia campaign entitled Human AI: Ethics and Responsibility in the Use of AI, aimed at students in the Multimedia Design program at the Salesian Polytechnic University in Quito. The main focus is to raise awareness of the ethical challenges that emerge when technology begins to share the spotlight with humans in multimedia creation processes. Using a mixed methodological approach, surveys and a focus group were conducted, which helped us identify a high level of use of artificial intelligence tools, with almost no understanding of their respective ethical implications. In response, the campaign sought to balance information, emotional design, and engagement through formats such as comparative reels, informational carousels, augmented reality content, and a small demonstration of "AI vs. Humans." Apart from demonstrating an urgent need to educate about the responsible use of artificial intelligence, the campaign also demonstrated that human beings have an irreplaceable value in the creative and ethical thinking of multimedia designers. The campaign took a pedagogical position, as a tool that encourages reflection on the role of technology in creativity and recognizes that the future of design requires awareness, sensitivity, and judgment.