The ethics of artificial intelligence in visual communication strategies

Abstract

This research article examines how the advent of generative artificial intelligence is transforming human communication and design. There is growing concern regarding algorithmic transparency and the dehumanization of messages—a challenge that, in the context of the city of Cúcuta, requires integrating these tools without sacrificing cultural identity. Consequently, the study aims to analyze the ethical impacts of this technology on visual communication, seeking to propose guidelines that safeguard authenticity and professional social responsibility.

Regarding the methodology, the authors adopted a mixed-methods approach combining quantitative data and qualitative interpretations through a descriptive and correlational design; this involved administering opinion-based surveys to students, practicing designers, and local users, complemented by interviews and the analysis of visual works. Key findings reveal that people perceive a genuine ethical dilemma stemming from the lack of clear human authorship and the unauthorized use of works to train programs. Furthermore, the study highlights risks associated with visual misinformation and cultural bias, noting that while these tools produce visually appealing images, they lack emotional warmth. Likewise, the public values ​​the honesty of brands that clearly disclose their use of these technologies.

Ultimately, the study concludes that the community does not reject technological progress but rather demands transparent usage that respects the sensibilities and judgment of the human creator. It should be noted that this work was funded by the researchers themselves and received no financial sponsorship from any external institution.