Inteligencia artificial vs. diseñador gráfico: estudio comparativo basado en la resolución de un problema de identidad corporativa visual, la marca.

Abstract

The aim of this research is to carry out a comparative study between an artificial intelligence software and the one used by the students taking the eighth semester of Graphic Design at ESPOCH, period October 2021 - February 2022, by means of the performance of graphic branding proposals to contrast their results and examine the incidence of artificial intelligence in Graphic Design. The execution of the brands was carried out based on a model company called "Animed", through a briefing we standardized the guidelines and needs of the company to be solved. A focus group of 9 volunteer students was created, who were in the last semester of their academic process in the Graphic Design career. With a total of 9 brands provided by the students and 1 by artificial intelligence, an assessment of graphic-semiotic quality was carried out by 5 professionals in the field of brand creation. Such experts were not notified about the brand that was made by the artificial intelligence in order to maintain impartiality in the results. The brands were assigned different values that represented quality levels where: 1 corresponded to "Poor", 2 to "Acceptable", 3 to "Fair", 4 to "Good" and 5 to "Very Good". These data showed an average of "Acceptable" to the brand registered by the artificial intelligence, however, the students obtained an average higher or equal to "Fair", concluding that, even though the graphic-semiotic quality of the brand delivered by the artificial intelligence does not exceed the students', it complies with the same parameters used to evaluate the students. It is recommended to continue analyzing the capability of artificial intelligence with similar experiments to measure its future or current incidence in different media.