GENERATIVE ARTIFICIAL INTELLIGENCE AND ACADEMIC IDENTITY CONSTRUCTION: Emerging Aesthetics in University Communication on Instagram and TikTok

Polo-Escobar B.R.; Machacuay Meza C.I.; Ramírez Carhuatocto G.; Polo-Moreano R.E. · VISUAL Review. International Visual Culture Review / Revista Internacional de Cultura (2026) · DOI: 10.62161/revvisual.v18.6342

Resumen

Visual social media has become strategic communication spaces for universities. At the same time, generative artificial intelligence is transforming digital content production processes. This study analyzes the relationship between the use of generative artificial intelligence in institutional visual posts and audience interaction levels on university social media. A quantitative descriptive correlational approach was applied through the analysis of 420 posts. Results reveal significant differences in engagement levels between posts incorporating artificial intelligence and those produced through traditional methods, as well as statistical relationships among key interaction metrics.

Instituciones: Universidad Nacional de Ingeniería; Universidad de Lima; Universidad Nacional Toribio Rodríguez de Mendoza de Amazonas