Generative Artificial Intelligence in Media Production. The Emerging Role of Artificial Intelligence Artist in Spain
Artificial intelligence (AI) technologies have advanced exponentially in recent years, particularly in machine learning, including convolutional neural networks and generative adversarial networks. Their implementation in the creative industries has rapidly evolved from information analysis and data...
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| Опубликовано в: : | URI:https://journals.openedition.org/cs, |
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| Главные авторы: | , |
| Формат: | Article ou chapitre numérique |
| Язык: | Anglais |
| Опубликовано: |
Comunicação e sociedade
2025
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| Предметы: | |
| Online-ссылка: | Accès Université d'Orléans et IFPM |
| id |
openedition-oai:revues.org:cs_15596 |
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| record_format |
openedition |
| collection |
OpenEdition Journal |
| language |
Anglais |
| format |
Article ou chapitre numérique |
| building |
0/Bibliothèque numérique/ 1/Bibliothèque numérique/OpenEdition Journals/ |
| topic |
inteligência artificial pós-produção indústria audiovisual Stable Diffusion composição digital artificial intelligence post-production media industry Stable Diffusion digital compositing |
| spellingShingle |
inteligência artificial pós-produção indústria audiovisual Stable Diffusion composição digital artificial intelligence post-production media industry Stable Diffusion digital compositing Mohedas, Sonia Dueñas Alcarria, Francisco Jiménez Generative Artificial Intelligence in Media Production. The Emerging Role of Artificial Intelligence Artist in Spain |
| description |
Artificial intelligence (AI) technologies have advanced exponentially in recent years, particularly in machine learning, including convolutional neural networks and generative adversarial networks. Their implementation in the creative industries has rapidly evolved from information analysis and data compression to the use of generative AI tools for media production. This exploratory study analyses the emerging role of the AI artist in applying generative AI techniques to the audio-visual post-production processes of the television series La Mesías (The Messiah; Movistar+, 2023) and the music video Pesadillas (Nightmares; Martina Hache, 2024), which were implemented by Alejandra G. López. The characteristics of the visual style resulting from their implementation will be studied. The methodological design combines approaches from media industry studies and organisational sociology, utilising a systematic hemerographic and bibliographic review, an in-depth interview and a technical analysis of the sequences involved. The workflow phases where AI was used are identified and classified according to the categories proposed by Anantrasirichai and Bull (2022): content creation, information analysis, content and workflow improvement, and information extraction. The results show that generative AI has a particularly significant impact on visual effects and 2D/3D compositing, creating a style that enhances realism with dreamlike atmospheres. The analysis also shows that these techniques, implemented with generative AI, require specialised profiles in the field and will be integrated into the audio-visual post-production workflow alongside other classic digital compositing and visual effects procedures. |
| author |
Mohedas, Sonia Dueñas Alcarria, Francisco Jiménez |
| author_facet |
Mohedas, Sonia Dueñas Alcarria, Francisco Jiménez |
| author_sort |
Mohedas, Sonia Dueñas |
| title |
Generative Artificial Intelligence in Media Production. The Emerging Role of Artificial Intelligence Artist in Spain |
| title_short |
Generative Artificial Intelligence in Media Production. The Emerging Role of Artificial Intelligence Artist in Spain |
| title_full |
Generative Artificial Intelligence in Media Production. The Emerging Role of Artificial Intelligence Artist in Spain |
| title_fullStr |
Generative Artificial Intelligence in Media Production. The Emerging Role of Artificial Intelligence Artist in Spain |
| title_full_unstemmed |
Generative Artificial Intelligence in Media Production. The Emerging Role of Artificial Intelligence Artist in Spain |
| title_sort |
generative artificial intelligence in media production. the emerging role of artificial intelligence artist in spain |
| publisher |
Comunicação e sociedade |
| publishDate |
2025 |
| container_title |
URI:https://journals.openedition.org/cs |
| url |
https://ezproxy.univ-orleans.fr/login?url=https://journals.openedition.org/cs/15596 |
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1877291965790289920 |
| spelling |
openedition-oai:revues.org:cs_15596 en https://journals.openedition.org/cs/15596 2025-08-26T02:00:00Z info:eu-repo/semantics/openAccess article info:eu-repo/semantics/article urn:handle:20.500.13089/14icw https://creativecommons.org/licenses/by/4.0/ Generative Artificial Intelligence in Media Production. The Emerging Role of Artificial Intelligence Artist in Spain Comunicação e sociedade Centro de estudos de comunicação e sociedade info:eu-repo/semantics/reference/issn/2183-3575 info:eu-repo/semantics/reference/issn/1645-2089 URI:https://journals.openedition.org/cs Mohedas, Sonia Dueñas Alcarria, Francisco Jiménez inteligência artificial pós-produção indústria audiovisual Stable Diffusion composição digital artificial intelligence post-production media industry Stable Diffusion digital compositing Artificial intelligence (AI) technologies have advanced exponentially in recent years, particularly in machine learning, including convolutional neural networks and generative adversarial networks. Their implementation in the creative industries has rapidly evolved from information analysis and data compression to the use of generative AI tools for media production. This exploratory study analyses the emerging role of the AI artist in applying generative AI techniques to the audio-visual post-production processes of the television series La Mesías (The Messiah; Movistar+, 2023) and the music video Pesadillas (Nightmares; Martina Hache, 2024), which were implemented by Alejandra G. López. The characteristics of the visual style resulting from their implementation will be studied. The methodological design combines approaches from media industry studies and organisational sociology, utilising a systematic hemerographic and bibliographic review, an in-depth interview and a technical analysis of the sequences involved. The workflow phases where AI was used are identified and classified according to the categories proposed by Anantrasirichai and Bull (2022): content creation, information analysis, content and workflow improvement, and information extraction. The results show that generative AI has a particularly significant impact on visual effects and 2D/3D compositing, creating a style that enhances realism with dreamlike atmospheres. The analysis also shows that these techniques, implemented with generative AI, require specialised profiles in the field and will be integrated into the audio-visual post-production workflow alongside other classic digital compositing and visual effects procedures. As tecnologias de inteligência artificial (IA) avançaram exponencialmente nos últimos anos, particularmente na aprendizagem automática, incluindo redes neurais convolucionais e redes adversárias generativas. A sua implementação nas indústrias criativas evoluiu rapidamente da análise de informações e compressão de dados para o uso de ferramentas de IA generativa para a produção de média. Este estudo exploratório analisa o papel emergente do artista de IA na aplicação de técnicas de IA generativa aos processos de pós-produção audiovisual da série de televisão La Mesías (A Messias; Movistar+, 2023) e do videoclipe Pesadillas (Pesadelos; Martina Hache, 2024), que foram implementados por Alejandra G. López. Serão estudadas as características do estilo visual resultante da sua implementação. O desenho metodológico combina abordagens dos estudos da indústria dos média e da sociologia organizacional, utilizando uma revisão hemerográfica e bibliográfica sistemática, uma entrevista aprofundada e uma análise técnica das sequências envolvidas. As fases do fluxo de trabalho onde foi utilizada a IA são identificadas e classificadas conforme as categorias propostas por Anantrasirichai e Bull (2022): criação de conteúdo, análise de informação, melhoria de conteúdo e fluxo de trabalho e extração de informação. Os resultados demonstram que a IA generativa tem um impacto particularmente significativo nos efeitos visuais e na composição 2D/3D, criando um estilo que aumenta o realismo com atmosferas oníricas. A análise também evidencia que estas técnicas, implementadas com IA generativa, requerem perfis especializados na área e serão integradas no fluxo de trabalho de pós-produção audiovisual, com outros procedimentos clássicos de composição digital e efeitos visuais. |