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This study focuses on the impact of Generative Artificial Intelligence (AI) on the co-creation process in design, specifically in communication design and audiovisual material production. A relevant pedagogical project activity was implemented in a classroom context for higher education students at three higher education institutions in the areas of Communication Design, Multimedia, and Digital Audiovisual Production, with truly surprising and creative results. An online questionnaire was also developed and subsequently administered in person in the classroom to a sample of 258 polytechnic and university students in Portugal in the areas of communication design, multimedia, and audiovisual design. The main results revealed that Generative AI is widely recognized as a highly productive tool in the academic and creative ecosystem, contributing to differentiation and collaborative innovation. Its relevance in supporting, streamlining, and improving the work of creators/designers/producers of visual content in this new digital age was also verified. The use of Generative AI technology should not be seen as neutral, but rather as an integral part of a pedagogical ecosystem where the critical involvement of students and teachers is crucial.

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The Implications of Generative AI on the Co-creation Process in Design and in the Production of Audiovisual Materials

  • 会议论文

  • 发表日期：

    2026年

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  • Vítor Tavares,
  • Manuel Sousa Pereira,
  • Maria Luísa Costa,
  • Mariana Castro

摘要

This study focuses on the impact of Generative Artificial Intelligence (AI) on the co-creation process in design, specifically in communication design and audiovisual material production. A relevant pedagogical project activity was implemented in a classroom context for higher education students at three higher education institutions in the areas of Communication Design, Multimedia, and Digital Audiovisual Production, with truly surprising and creative results. An online questionnaire was also developed and subsequently administered in person in the classroom to a sample of 258 polytechnic and university students in Portugal in the areas of communication design, multimedia, and audiovisual design. The main results revealed that Generative AI is widely recognized as a highly productive tool in the academic and creative ecosystem, contributing to differentiation and collaborative innovation. Its relevance in supporting, streamlining, and improving the work of creators/designers/producers of visual content in this new digital age was also verified. The use of Generative AI technology should not be seen as neutral, but rather as an integral part of a pedagogical ecosystem where the critical involvement of students and teachers is crucial.