Generative Artificial Intelligence as a Factor of Transformation of the Professional Activity of a Presentation Designer

Abstract

The relevance of the study stems from the contradiction between the rapid adoption of generative artificial intelligence (GenAI) technologies in visual communication practice and the uncertainty regarding the limits of automation of creative labour performed by presentation designers. The aim of the article is to determine the character and boundaries of the transformation of a presentation designer's professional activity under the influence of  generative artificial intelligence and to identify the functional division of tasks between humans and algorithmic systems. The leading method is a  qualitative comparativefunctional analysis of presentation design operations, supplemented by a case analysis of the application of generative text, image and video models; the theoretical framework draws on the sociology of professions, cognitive load theory and the cognitive theory of multimedia learning. The study establishes that operational and technical functions (visual asset search, image processing, draft generation, animation) are subject to automation, whereas the strategic functions of communication design (audience analysis, argumentation development, scenario design) remain dependent on the designer's expertise. The novelty of the work lies in systematising the functional map “designer – generative AI” with respect to presentation design and in substantiating a model of professional transformation from “designer-executor” to “designer-curator and operator of generative systems”, which is of practical relevance for revising educational programmes and professional standards.