Generative Artificial Intelligence in Media Production. The Emerging Role of Artificial Intelligence Artist in Spain

Artificial intelligence (AI) technologies have advanced exponentially in recent years, particularly in machine learning, including convolutional neural networks and generative adversarial networks. Their implementation in the creative industries has rapidly evolved from information analysis and data compression to the use of generative AI tools for media production. This exploratory study analyses the emerging role of the AI artist in applying generative AI techniques to the audio-visual post-production processes of the television series La Mesías (The Messiah; Movistar+, 2023) and the music video Pesadillas (Nightmares; Martina Hache, 2024), which were implemented by Alejandra G. López. The characteristics of the visual style resulting from their implementation will be studied. The methodological design combines approaches from media industry studies and organisational sociology, utilising a systematic hemerographic and bibliographic review, an in-depth interview and a technical analysis of the sequences involved. The workflow phases where AI was used are identified and classified according to the categories proposed by Anantrasirichai and Bull (2022): content creation, information analysis, content and workflow improvement, and information extraction. The results show that generative AI has a particularly significant impact on visual effects and 2D/3D compositing, creating a style that enhances realism with dreamlike atmospheres. The analysis also shows that these techniques, implemented with generative AI, require specialised profiles in the field and will be integrated into the audio-visual post-production workflow alongside other classic digital compositing and visual effects procedures.