Resumo

Artificial Intelligence (AI) is reshaping communication practices, particularly in the field of institutional audiovisual production. Script generation, synthetic voices, animated avatars, automated editing, and image enhancement technologies are offering new opportunities for institutions aiming to modernize their image and optimize their content. Based on an interdisciplinary literature, this article examines the evolving dynamics of creativity, efficiency, and accessibility, while reflecting on ethical and symbolic challenges.
It highlights the concrete contributions of AI, in terms of creativity, time efficiency, visual enhancement, and accessibility, while also identifying the limitations, challenges, and ethical concerns that may arise from its use.
Ultimately, this work aims to shed light on the growing role of AI in institutional video formats and to contribute to a broader reflection on the evolution of professional practices in the age of intelligent technologies.