Inteligência artificial generativa no trabalho criativo e na percepção de agentes criativos do audiovisual

Abstract

This study analyzes the impacts of using Generative Artificial Intelligence tools in audiovisual creative work, focusing on the perceptions of creative agents such as professionals, researchers, students, and professors in the field. The research acknowledges the rapid advancement of these technologies and seeks to understand how they have been incorporated into creative practices, as well as the effects perceived by these agents. A qualitative methodological approach is adopted, complemented by quantitative data, characterizing the study as exploratory and descriptive. The investigation involved three main instruments: a catalog of 50 Generative Artificial Intelligence tools applicable to the audiovisual field, organized according to their application in the stages of audiovisual production; an online questionnaire, analyzed through descriptive statistics; and semi-structured interviews with creative agents, examined using the Content Analysis technique (Bardin, 2011). The results show that most participants perceive Generative Artificial Intelligence tools positively, especially as support for creation and task optimization, provided their use is ethical, transparent, and complementary to human creativity. The questionnaire revealed concerns regarding authorship, aesthetics, inclusion, and employability, as well as the importance of specific technical training. The interviews highlighted a variety of appropriations, ranging from experimental uses to critical resistance. It is concluded that, although still in the process of assimilation, Generative Artificial Intelligence is already bringing transformations to the practices and reflections of the audiovisual sector, encouraging critical debate about the limits and possibilities of these technologies.