INTELIGÊNCIA ARTIFICIAL E O FUTURO DO TRABALHO AUDIOVISUAL: Estratégias de Empreendedorismo e Inovação

Abstract

Artificial intelligence (AI) is rapidly transforming the job market, including the audiovisual sector, where adapting to new demands is essential to avoid professional obsolescence. This exploratory study investigates how professionals can adapt and thrive in this landscape, focusing on strategies that combine AI and human work in a collaborative manner. The literature review highlights concepts such as "creative destruction" and "open innovation," demonstrating how automation can create new opportunities for work. The qualitative research was conducted through interviews with five professionals from the audiovisual sector, providing practical insights into the integration of AI into their work environments. The results indicate that task optimization, AI as support for human work, continuous education, and the preservation of ethics are fundamental to this transition. The study suggests that the audiovisual sector should seek ethical and productive ways to leverage AI, maximizing its benefits while minimizing its negative impacts on workers. By fostering an environment where technology and creativity coexist, professionals can not only maintain their relevance in the market but also contribute to a more innovative and sustainable industry. This approach not only prepares workers for a constantly evolving future but also reinforces the importance of continuous learning and adaptation to new technologies.