De lo real a lo ficticio: evaluación de la credibilidad de noticias difundidas por humanos y por avatares creados con inteligencia artificial

Carlos Fernando Osorio-Andrade; Edwin Arango-Espinal; Carlos Alberto Arango-Pastrana

doi:10.5294/pacla.2024.27.3.8

Autores/as

Carlos Fernando Osorio-Andrade Autor/a University of Valle https://orcid.org/0000-0002-5095-4991
Edwin Arango-Espinal Autor/a Universidad del Valle https://orcid.org/0000-0002-2231-3513
Carlos Alberto Arango-Pastrana Autor/a University of Valle https://orcid.org/0000-0001-7314-816X

DOI:

https://doi.org/10.5294/pacla.2024.27.3.8

Palabras clave:

Avatares, credibilidad del mensaje, diseño experimental, credibilidad de la información, portavoces

Resumen

El presente estudio experimental aborda el impacto del tipo de emisor de información en la percepción de credibilidad de las noticias tecnológicas. La investigación involucró a 150 estudiantes universitarios, quienes, mediante un diseño entre sujetos 3 x 1, observaron un video sobre un innovador invento médico. La variable principal fue el emisor de la noticia: un presentador humano, un avatar con alto grado de realismo humano y un avatar de apariencia ficticia. La evaluación se centró en la credibilidad de la información. A través de análisis de la varianza (Anovas) y pruebas post-hoc se descubrió una jerarquía clara en la percepción de credibilidad. Los datos revelaron que existen diferencias estadísticamente significativas en la credibilidad otorgada a la condición humana y a la del avatar realista, a favor del humano. Sin embargo, no se hallaron diferencias significativas entre el humano y el avatar ficticio. Esto sugiere que la apariencia no humana de un avatar no necesariamente disminuye la credibilidad frente a una persona real, aunque los avatares muy realistas pueden generar cierto rechazo que se puede traducir en una menor credibilidad percibida.

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