IA Generativa en el diseño de la comunicación : proceso, agencia y resultados en un estudio de caso en una única organización
Abstract
This paper examines how artificial intelligence (AI) is transforming the workflow, practices, and outputs of a communication design team. Through a case study at Scotty AI, an AI software startup, this study documents the integration of generative AI tools across the four phases of the Double Diamond (Discover, Define, Develop, Deliver). The analysis focuses on when and how AI accelerates, expands, and improves evaluation quality, as well as when it introduces issues such as overload, standardisation, or authorship ambiguity. The findings show that AI is most beneficial in the early divergence phases, where it enhances the speed and variety of concepts. However, in later stages, human integration and judgment are crucial for maintaining control and authorship. The study concludes that the decisive factor is not the presence of AI itself, but how teams structure human decisions around it. Designer agency is best preserved when AI is treated as a controllable material and a co-creator, whose proposals must be reviewed, edited, and attributed.
KEYWORDS: Generative AI, Human–AI Collaboration, Communication Design.
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