Generative creativity
AI tools, design processes and new forms of authorship in audiovisual communication
Keywords:
Communication design, Audiovisual communication, Generative AI, Creative process, Authorship
Abstract
This paper contributes to the debate on generative audiovisual communication design, examining how generative AI tools transform the structures of design thinking and authorial processes. Adopting a critical-interpretive approach grounded in case study analysis and research through design, the paper analyses three internationally relevant cases selected for their contextual heterogeneity. The resultsshow that the shift from keyframe to prompt constitutes an epistemic transformation of the design process, and that authorship is reconfigured differently depending on the production context. The original contribution is a taxonomy of three process models: emergent, constrained and exploratory.
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- 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
Published
2026-06-30
How to Cite
Panadisi, G. (2026). Generative creativity: AI tools, design processes and new forms of authorship in audiovisual communication. AND Journal of Architecture, Cities and Architects, 49(1), 72-81. Retrieved from https://www.and-architettura.it/index.php/and/article/view/711
Section
Articles
Copyright (c) 2026 Author(s)
This work is licensed under a Creative Commons Attribution 4.0 International License.
