Impact of the application of an AI program on narrative audiovisual creativity in university communication students: a quasi-experimental análisis

The inclusion of AI tools in higher education creates new opportunities for developing creative skills in audiovisual environments. The purpose of this research was to determine the impact of a Runway-based AI program on the audiovisual narrative creativity of university students in the field of Communication. A quantitative, applied approach was chosen, with a quasiexperimental pretest and posttest design, in both a control group and an experimental group. The sample consisted of 40 students, evenly distributed between the two groups. Audiovisual narrative creativity was evaluated using a Contextualized Situational Psychometric Test, which was operationalized into five dimensions: fluency, originality, elaboration, flexibility, and sensitivity to problems. Due to the partial non-normality of the data, the Mann-Whitney U test was used for inferential analysis. The results validated that, after the intervention, the experimental group achieved significant progress in all aspects of audiovisual narrative creativity compared to the control group (p < 0.001). The results affirm that the Runway program generates a positive and significant effect on the generation of divergent thinking, narrative innovation, and the analytical capacity of students. It is concluded that AI, used as a pedagogical mediator, optimizes audiovisual creativity in university settings.