Publicidade, criatividade & cognição x inteligências artificiais

uma reflexão à luz das múltiplas inteligências

Abstract

This is a study of Social Communication in the theme of advertising creation in the face of the popularization of Generative Artificial Intelligences (AI) such as Chat GPT and Dall-E, capable of generating products according to user requests, which dualize the creative scenario in possibilities and challenges. The objective is to build a reflection on the importance of human creative role in Advertising and Propaganda in the face of these technologies. It is a qualitative study with a descriptive-exploratory approach that is developed in light of Howard Gardner's theory of Multiple Intelligences (1993) to provide a foundation for understanding what intelligence is, as well as discussing the nature of AI technologies, Advertising and Propaganda, creativity, and cognition - thus establishing respective relationships between these fields. As results, we take a positivist perspective towards technology, but under the reflection that the use of AI in the creative field of Advertising and Propaganda should be conceived like the use of any other technology in our lives: with criticality, responsibility, reflection, and ethical respect. It reflects how Artificial Intelligence should be seen as an optimizing agent of time and resources, and never as something detrimental to replace human roles and cognitive processes.