Creatività generativa
Strumenti di IA, processi progettuali e nuove forme di autorialità nella comunicazione audiovisiva
Parole chiave:
Communication design, Audiovisual communication, Generative AI, Creative process, Authorship
Abstract
Questo contributo si inserisce nel dibattito sul design della comunicazione audiovisiva generativa, con l'obiettivo di analizzare come gli strumenti di IA generativa trasformino le strutture del pensiero progettuale e i processi autoriali. Adottando un approccio critico-interpretativo fondato sulla casestudy analysis e sulla research through design, il paper analizza tre casi internazionali selezionati per eterogeneità contestuale. I risultati mostrano che il passaggio dal keyframe al prompt configura una trasformazione epistemica del processo e che l'autorialità si riconfigura diversamente a seconda del contesto produttivo. Il contributo originale è una tassonomia di tre modelli di processo: emergente, vincolato ed esplorativo.
Riferimenti bibliografici
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- Krasner, J. (2013). Motion graphic design: Applied history and aesthetics (3rd ed.). Focal Press.
- Maselli, V., & Panadisi, G. (2023). Moving images: Tecniche, tecnologie, processi e pratiche del motion design. Bordeaux Edizioni.
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- VentureBeat. (2024). The first music video generated with OpenAI's unreleased Sora model is here. https://venturebeat.com/ai/the-first-music-video-generated-with-openais-unreleased-sora-model-is-here/ (accessed 25 May 2026)
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- Anantrasirichai, N., & Bull, D. (2020). Artificial intelligence in the creative industries: A review. arXiv preprint. https://doi.org/10.48550/arXiv.2007.12391
- Atkinson, P., & Barker, R. (2023). AI and the social construction of creativity. Convergence: The International Journal of Research into New Media Technologies, 29(4). https://doi.org/10.1177/13548565231187730
- Blazer, L. (2019). Animated storytelling: Simple steps for creating animation and motion graphics (2nd ed.). Peachpit Press.
- Boden, M. A. (2016). AI: Its nature and future. Oxford University Press.
- ContentGrip. (2025). Coca-Cola's AI holiday ad triggers backlash. https://www.contentgrip.com/coca-cola-ai-holiday-ad-backlash/ (accessed 25 May 2026)
- Frayling, C. (1993). Research in art and design. Royal College of Art Research Papers, 1(1), 1–5.
- Guo, X., Xiao, Y., Wang, J., & Ji, T. (2023). Rethinking designer agency: A case study of co-creation between designers and AI. Proceedings of ASDR 2023. Milan, Italy.
- Hong, J. W., & Curran, N. M. (2019). Artificial intelligence, artists, and art: Attitudes toward artwork produced by humans vs. artificial intelligence. ACM Transactions on Multimedia Computing, Communications, and Applications, 15(2s), Article 58. https://doi.org/10.1145/3326371
- Huang, L., & Zheng, P. (2023). Human-computer collaborative visual design creation assisted by artificial intelligence. ACM Transactions on Asian and Low-Resource Language Information Processing, 22, 1–21. https://doi.org/10.1145/3554735
- Krasner, J. (2013). Motion graphic design: Applied history and aesthetics (3rd ed.). Focal Press.
- Maselli, V., & Panadisi, G. (2023). Moving images: Tecniche, tecnologie, processi e pratiche del motion design. Bordeaux Edizioni.
- Newsweek. (2025). Coca-Cola defends Christmas advert amid backlash. https://www.newsweek.com/coca-cola-defends-christmas-advert-amid-backlash-10990959 (accessed 25 May 2026)
- Ruiz-Arellano, A. E., Mejía-Medina, D. A., Castillo-Topete, V. H., Fong-Mata, M. B., Hernández-Torres, E. L., Rodríguez-Valenzuela, P., & Berra-Ruiz, E. (2022). Addressing the use of artificial intelligence tools in the design of visual persuasive discourses. Designs, 6(6), 124. https://doi.org/10.3390/designs6060124
- Shaw, A. (2019). Design for motion: Fundamentals and techniques of motion design. Focal Press.
- Shi, Y., Gao, T., Jiao, X., & Cao, N. (2023). Understanding design collaboration between designers and artificial intelligence: A systematic literature review. Proceedings of the ACM on Human-Computer Interaction, 7(CSCW2), Article 368. https://doi.org/10.1145/3610217
- Stone, T., & Wahlin, L. (2018). The theory and practice of motion design: Critical perspectives and professional practice. Routledge.
- TechCrunch. (2023, June 21). Marvel's Secret Invasion used AI for its opening credits. https://techcrunch.com/2023/06/21/marvel-secret-invasion-ai-art-opening-credits/ (accessed 25 May 2026)
- Tversky, B., Morrison, J. B., & Betrancourt, M. (2002). Animation: Can it facilitate? International Journal of Human-Computer Studies, 57(4), 247–262. https://doi.org/10.1006/ijhc.2002.1017
- VentureBeat. (2024). The first music video generated with OpenAI's unreleased Sora model is here. https://venturebeat.com/ai/the-first-music-video-generated-with-openais-unreleased-sora-model-is-here/ (accessed 25 May 2026)
- Wadinambiarachchi, S., Kelly, R. M., Pareek, S., Zhou, Q., & Velloso, E. (2024). The effects of generative AI on design fixation and divergent thinking. In Proceedings of the 2024 CHI Conference on Human Factors in Computing Systems (Article 380, pp. 1–18). Association for Computing Machinery. https://doi.org/10.1145/3613904.3642919
- Wang, N., Kim, H., Peng, J., & Wang, J. (2025). Exploring creativity in human–AI co-creation: A comparative study across design experience. Frontiers in Computer Science, 7, 1672735. https://doi.org/10.3389/fcomp.2025.1672735
Pubblicato
2026-06-30
Come citare
Panadisi, G. (2026). Creatività generativa: Strumenti di IA, processi progettuali e nuove forme di autorialità nella comunicazione audiovisiva. AND Rivista Di Architetture, Città E Architetti, 49(1), 72-81. Recuperato da https://www.and-architettura.it/index.php/and/article/view/711
Sezione
Articoli
Copyright (c) 2026 Autore/i
TQuesto lavoro è fornito con la licenza Creative Commons Attribuzione 4.0 Internazionale.
