Generative AI in Communication Design: Process, Agency, and Outcomes in a Single-Organisation Case Study
Resumen
Este artículo examina cómo la inteligencia artificial (IA) está transformando el flujo de trabajo, las prácticas y los resultados de un equipo de diseño de la comunicación. A través de un estudio de caso en Scotty AI, una startup de software de IA, se documenta la integración de herramientas de IA generativa a lo largo de las cuatro fases del Doble Diamante (Descubrir, Definir, Desarrollar, Entregar). El análisis se centra en cuándo y cómo la IA acelera, amplía y mejora la calidad de la evaluación, y cuándo introduce problemas como sobrecarga, estandarización o ambigüedad de autoría. Los hallazgos muestran que la IA resulta más beneficiosa en las fases tempranas de divergencia, donde incrementa la velocidad y la variedad de conceptos. Sin embargo, en etapas posteriores, la integración y el juicio humanos son cruciales para mantener el control y la autoría. El estudio concluye que el factor decisivo no es la presencia de la propia IA, sino cómo los equipos estructuran las decisiones humanas en torno a ella. La agencia del diseñador se preserva mejor cuando la IA se trata como un material controlable y como un co-creador cuyas propuestas deben ser revisadas, editadas y atribuidas.
PALABRAS CLAVE: IA generativa, Colaboración humano–IA, Diseño de comunicación.
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