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Artificial Intelligence in Audiovisual Communication: recommendations to produce a promotional video
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Resumo(s)
This study aims to analyze the potential of free Artificial Intelligence tools in audiovisual production - covering pre-production, production, and post-production - to create a
practical guide for producing a promotional video. The methodology adopted was Practice-Based Research, combining creative production with critical reflection as complementary modes of knowledge generation. The empirical object was the production of a promotional video for “VC Pure”, an innovative showerhead designed to promote well-being, health, and sustainability, developed in collaboration with GoUpBuzz. In pre-production, GPT Video Strategist, HyperWrite, and Boards were applied for planning, scriptwriting, and storyboard creation. During production, HeyGen was used to generate avatars and Runway to produce b-roll footage. In post-production, CapCut was employed for video editing. The promotional video was evaluated by the partner company. Results demonstrate that it is possible to create a functional and visually appealing promotional video using only free AI tools, provided users have technical expertise and clearly defined quality criteria. While these tools offer a cost-effective alternative - especially in low-budget contexts - limitations remain in terms of technical flexibility, creativity, and customization, making expert supervision advisable. As its main contribution, the study presents a set of practical recommendations for the effective use of free AI tools, enabling accessible audiovisual production aligned with strategic communication goals. It is essential to define objectives, audience, tone, and style to align results, as well as to develop clear and specific prompts. Given the technical limitations of free tools, it is advisable to test multiple versions to ensure visual coherence, especially in video. Professional supervision is indispensable to guarantee aesthetic and narrative quality, and it is equally important to maintain realistic expectations: these tools support the creative process but do not replace human intervention.
Descrição
Palavras-chave
artificial intelligence audiovisual communication promotional video
Contexto Educativo
Citação
Editora
IEEE