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Abstract
The rapid advancement of artificial intelligence has significantly enhanced communication processes by streamlining tasks and increasing efficiency. However, this technological evolution has sparked an essential debate: what is the cost of such efficiency when it comes to human creativity? This article explores how artificial intelligence impacts creative production in the field of communication, navigating the fine line between technological innovation and the potential loss of emotional depth and spontaneity. The main objective was to determine whether the widespread adoption of AI tools poses a threat to originality and divergent thinking in academic, professional, and regular basis communication contexts. The study employed a systematic literature review of scientific publications from 2020 to 2025, complemented by case analyses of generative AI applications in media and creative agencies. Results reveal a persistent tension: while some creative processes are enhanced, others become standardized, losing their unique emotional imprint. The article concludes that the challenge lies not in resisting AI, but in using it critically ensuring that human creativity remains at the core of meaningful and emotionally resonant communication in a tech-driven era.
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