<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0122-8285</journal-id>
<journal-title><![CDATA[Palabra Clave]]></journal-title>
<abbrev-journal-title><![CDATA[Palabra Clave]]></abbrev-journal-title>
<issn>0122-8285</issn>
<publisher>
<publisher-name><![CDATA[Universidad de La Sabana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0122-82852024000127110</article-id>
<article-id pub-id-type="doi">10.5294/pacla.2024.27.1.10</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Creatividad humana vs. creatividad artificial: estudio comparativo entre estudiantes universitarios y chatbots en la generación de ideas]]></article-title>
<article-title xml:lang="en"><![CDATA[Human Creativity vs. Artificial Creativity: Comparative Study between University Students and Chatbots in Idea Generation]]></article-title>
<article-title xml:lang="pt"><![CDATA[Criatividade humana versus criatividade artificial: estudo comparativo entre universitários e chatbots na geração de ideias]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Molares-Cardoso]]></surname>
<given-names><![CDATA[Julinda]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Badenes-Plá]]></surname>
<given-names><![CDATA[Vicente]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Maiz-Bar]]></surname>
<given-names><![CDATA[Carmen]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Vigo  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Vigo  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Vigo  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>03</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>03</month>
<year>2024</year>
</pub-date>
<volume>27</volume>
<numero>1</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0122-82852024000127110&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0122-82852024000127110&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0122-82852024000127110&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La inteligencia artificial (IA) está transformando los espacios creativos de la sociedad. Algunas investigaciones creen que la IA puede ser creativa, al analizar grandes cantidades de datos y aprender de ellos, mientras que otras sostienen que genera ideas basadas en patrones existentes, lo que plantea interrogantes sobre su verdadero potencial creativo. El presente estudio tiene como objetivo investigar si la IA puede ser igual de creativa que los alumnos de un grado de Publicidad y Relaciones Públicas especializados en esta área. La metodología empleada consistió en un experimento de carácter mixto donde se utilizó un ejercicio creativo verbal. Una vez los estudiantes realizaron la prueba, se utilizó la plataforma Poe.com para evaluar la creatividad de los chatbots ChatGPT, Claude-instant y Dragonfly, siguiendo las mismas instrucciones dadas a los alumnos. Las conclusiones ponen de manifiesto que los sistemas de inteligencia artificial todavía no pueden competir con la capacidad creativa de una persona. Tanto los resultados de carácter cuantitativo como los de carácter cualitativo revelan que, aunque la IA puede potenciar las capacidades humanas, no puede reemplazarlas. Los chatbots mostraron limitaciones para comprender las sutilezas del lenguaje, generar conceptos nuevos, aplicar síntesis y desarrollar un pensamiento lateral. La IA puede repetir patrones existentes, pero no puede replicar la complejidad y riqueza de la creatividad humana ni puede establecer conexiones emocionales con los temas.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Artificial intelligence (AI) is transforming the creative spaces of society. Some research believes AI can be creative by analyzing and learning from large amounts of data. In contrast, others argue that it generates ideas based on existing patterns, raising questions about its actual creative potential. This study aims to investigate whether AI can be as creative as students of an Advertising and Public Relations undergraduate program specialized in this area. The methodology consisted of a mixed experiment with a verbal creative exercise. Once the students took the test, the poe.com platform was used to evaluate the creativity of the chatbots ChatGPT, Claude-instant, and Dragonfly, following the same instructions given to the students. The conclusions show that AI systems still cannot compete with people's creative ability. Both quantitative and qualitative results reveal that, although AI can enhance human capabilities, it cannot replace them. Chatbots showed limitations in understanding the subtleties of language, generating new concepts, applying synthesis, and developing lateral thinking. AI can repeat existing patterns but cannot replicate the complexity and richness of human creativity, nor can it make emotional connections to themes.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo A inteligência artificial (IA) está transformando os espaços criativos da sociedade. Algumas pesquisas acreditam que a IA pode ser criativa ao analisar grandes quantidades de dados e aprender com eles, enquanto outras argumentam que ela gera ideias com base em padrões existentes, levantando questões sobre seu verdadeiro potencial criativo. Este estudo tem como objetivo investigar se a IA pode ser tão criativa quanto os alunos de um curso de publicidade e relações públicas especializados nessa área. A metodologia empregada consistiu em um experimento misto usando um exercício criativo verbal. Depois que os alunos concluíram o teste, a plataforma poe. com foi usada para avaliar a criatividade dos chatbots ChatGPT, Claude-instant e Dragonfly, seguindo as mesmas instruções dadas aos alunos. As conclusões mostram que os sistemas de IA ainda não podem competir com a capacidade criativa de uma pessoa. Os resultados quantitativos e qualitativos revelam que, embora a IA possa aprimorar as capacidades humanas, ela não pode substituí-las. Os chatbots apresentam limitações na compreensão das sutilezas da linguagem, na geração de conceitos, na aplicação de síntese e no desenvolvimento do pensamento lateral. A IA pode repetir padrões existentes, mas não pode replicar a complexidade e a riqueza da criatividade humana, nem pode estabelecer conexões emocionais com os temas.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Creatividad]]></kwd>
<kwd lng="es"><![CDATA[comunicación]]></kwd>
<kwd lng="es"><![CDATA[conceptualización]]></kwd>
<kwd lng="es"><![CDATA[innovación]]></kwd>
<kwd lng="es"><![CDATA[inteligencia artificial]]></kwd>
<kwd lng="es"><![CDATA[publicidad]]></kwd>
<kwd lng="en"><![CDATA[Creativity]]></kwd>
<kwd lng="en"><![CDATA[communication]]></kwd>
<kwd lng="en"><![CDATA[conceptualization]]></kwd>
<kwd lng="en"><![CDATA[innovation]]></kwd>
<kwd lng="en"><![CDATA[artificial intelligence]]></kwd>
<kwd lng="en"><![CDATA[advertising]]></kwd>
<kwd lng="pt"><![CDATA[Criatividade]]></kwd>
<kwd lng="pt"><![CDATA[comunicação]]></kwd>
<kwd lng="pt"><![CDATA[conceitualização]]></kwd>
<kwd lng="pt"><![CDATA[inovação]]></kwd>
<kwd lng="pt"><![CDATA[inteligência arti ficial]]></kwd>
<kwd lng="pt"><![CDATA[publicidade]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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