Creatividad artificial y creatividad humana en la producción de elementos digitales para el diseño gráfico actual

Abstract

In recent years, artificial intelligence (AI) has significantly transformed creative processes within graphic design, particularly in the production of digital elements. This monograph aims to analyze the relationship between human creativity and artificial creativity in contemporary graphic design during the period 2020–2025, in order to understand how both dimensions interact, complement each other, and redefine the role of the designer. The research adopts a qualitative, descriptive and analytical approach based on a documentary review of recent academic sources addressing the integration of artificial intelligence into creative processes, as well as its ethical, expressive, and professional implications. Through the analysis of different authors, the study examines the definitions of human and artificial creativity, the impact of generative tools on design workflows, and the main challenges and opportunities arising from this interaction. The findings show that human creativity remains an essentially symbolic, emotional, and contextual process, whereas artificial creativity is configured as an algorithmic simulation based on pre-existing data and patterns. Although AI optimizes time, expands formal possibilities, and encourages visual experimentation, tensions persist regarding authorship, creative identity, and aesthetic homogenization. It is concluded that artificial intelligence does not replace human creativity, but rather reconfigures it, establishing a collaborative scenario in which the designer maintains a strategic, critical, and ethical role. This coexistence represents an opportunity to redefine creative processes in graphic design, provided that human communicative intention and aesthetic judgment are preserved.