Generative AI in Advergames: Commercial and Advertising Development

A conversation with GPT chat from Freirean dialogic model

Authors

DOI:

https://doi.org/10.62701/revsocial.v13.5500

Keywords:

Artificial intelligence, Videogames, Advergames, Dialogic model

Abstract

Generative Artificial Intelligence (GAI) has revolutionized video game development at all levels: from the creation of concept art, through the computer development of the video game itself, to the dubbing of actors and voices for it.

Thus, in the case of advergame development, it could lead to spectacular development for the sector, as development costs are significantly reduced. Furthermore, their quality standards could significantly increase, and thus the narrative development possibilities for brands.

This essay, in the form of an essay, aims to shed light on the potential that generative AI offers for the development of complex narratives in virtual environments, specifically advergames.

To this end, a conversation is established with a Generative AI (ChatGPT) under the Freirian dialogical framework, and conclusions are offered about such communicative interaction.

Downloads

Download data is not yet available.

Global Statistics ℹ️

Cumulative totals since publication
14
Views
4
Downloads
18
Total

References

Abeliuk, A. y Gutiérrez, C. (2021). Historia y evaluación de la inteligencia artificial. Revista Bits de Ciencia, (21), 14-2. https://doi.org/10.71904/bits.vi21.2767

Adobe. (2023). Creative Professionals Embrace Generative AI Tools. https://blog.adobe.com/en/publish/2023/11/28/adobe-study-creative-professionals-generative-ai

Auraquantic (2025). IA Generativa. Qué es y tipos de aplicaciones. https://www.auraquantic.com/es/blog/ia-generativa/

Barrera Arrestegui, L. (2012) Fundamentos históricos y filosóficos de la inteligencia artificial ucv-hacer. Revista de Investigación y Cultura, 1(1), 87-92

Brookings Institution. (2019). Automation and Artificial Intelligence: How machines are affecting people and places. https://www.brookings.edu/research/automation-and-artificial-intelligence-how-machines-affect-people-and-places/

Dadman, S., Bremdal, B., Bang, B. y Dalmo, R. (2022). Toward Interactive Music Generation: A Position Paper. IEEE Access, 1. https://doi.org/10.1109/ACCESS.2022.3225689. DOI: https://doi.org/10.1109/ACCESS.2022.3225689

Fondo Monetario Internacional (FMI). (2024). Gen-AI: Artificial Intelligence and the Future of Work. https://www.imf.org/en/Publications/WP/Issues/2024/01/14/Gen-AI-529437

Forbes. (2024). The State of Creative AI: How Generative Tools Empower Artists. https://www.forbes.com/sites/forbestechcouncil/2024/03/15/the-state-of-creative-ai-how-generative-tools-empower-artists/

Freire, P. (1967). La educación como práctica de la libertad. Siglo XXI Editores.

Freire, P. (1970). Pedagogía del oprimido. Siglo XXI Editores.

Freire, P. (1993). Cartas a quien pretende enseñar. Siglo XXI Editores

Gadotti, M. (1998). Paulo Freire: Una biografía intelectual. Siglo XXI Editores.

Game Developer. (2024). Over 10,500 layoffs hit the games industry in 2023. https://www.gamedeveloper.com/business/over-10-500-layoffs-hit-the-games-industry-in-2023

Goldman Sachs. (2023). The Potentially Large Effects of Artificial Intelligence on Economic Growth. https://www.goldmansachs.com/intelligence/pages/gs-research/the-ai-effect/report.pdf

Habermas, J. (1987). Teoría de la acción comunicativa. Taurus

Harvard Business Review (HBR). (2023). How Generative AI Is Impacting Freelance Creatives. https://hbr.org/2023/09/how-generative-ai-is-impacting-freelance-creatives

Huang, R., Liu, X. y Li, Z. (2023). Adaptive visual asset generation using generative adversarial networks for game environments. IEEE Transactions on Games, 15(2), 204–218. https://doi.org/10.1109/TG.2022.3225730 DOI: https://doi.org/10.1109/TG.2022.3225730

Israfilzade, K. y Sadili, N. (2024). Beyond interaction: Generative AI in conversational marketing - foundations, developments, and future directions. Journal of life economics, 11, 13-29. https://doi.org/10.15637/jlecon.2294. DOI: https://doi.org/10.15637/jlecon.2294

McKinsey y Company. (2023). The economic potential of generative AI: The next productivity frontier. https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/the-economic-potential-of-generative-ai-the-next-productivity-frontier

McLaren, P. (1989). La vida en las escuelas: Una introducción a la pedagogía crítica en los fundamentos de la educación. Siglo XXI Editores.

OpenAI. (2024). The state of generative AI: Personalization and content adaptation. OpenAI Research Series.

Rouhiainen, L. (2018). Inteligencia artificial 101 cosas que debes saber hoy sobre nuestro futuro. Alienta Ed.

Shaker, N., Togelius, J., y Nelson, M. J. (2016). Procedural Content Generation in Games: A Textbook and an Overview of Current Research. Springer DOI: https://doi.org/10.1007/978-3-319-42716-4

Togelius, J., Yannakakis, G. N., Stanley, K. O., y Browne, C. (2011). Search-based procedural content generation: A taxonomy and survey. IEEE Transactions on Computational Intelligence and AI in Games, 3(3), 172–186. https://doi.org/10.1109/TCIAIG.2011.2148116 DOI: https://doi.org/10.1109/TCIAIG.2011.2148116

Toolify. (2024). How Generative AI Is Transforming the Gaming Industry. https://www.toolify.ai/guides/how-generative-ai-is-transforming-the-gaming-industry

Torres, C. A. (2001). La pedagogía crítica de Paulo Freire y la agenda actual de la educación. Revista Iberoamericana de Educación, 25(1), 17–39. https://doi.org/10.35362/rie2513695

Wells, G. (2001). Indagación dialógica. Hacia una teoría y una práctica socioculturales de la educación. Paidós

Zargham, N., Friehs, M., Tonini, L., Alexandrovsky, D., Ruthven, E., Nacke, L. y Malaka, R. (2025). Let’s Talk Games: An Expert Exploration of Speech Interaction with NPCs. International Journal of Human-Computer Interaction, 41(5), 3592–3612. https://doi.org/10.1080/10447318.2024.2338666 DOI: https://doi.org/10.1080/10447318.2024.2338666

Downloads

Published

22-12-2025

How to Cite

Tapia-Frade, A. J. (2025). Generative AI in Advergames: Commercial and Advertising Development : A conversation with GPT chat from Freirean dialogic model. SOCIAL REVIEW. International Social Sciences Review Revista Internacional De Ciencias Sociales, 13(2), 29–37. https://doi.org/10.62701/revsocial.v13.5500

Issue

Vol. 13 No. 2 (2025)

Section

Research articles

License

Copyright (c) 2025 Alejandro José Tapia-Frade

Creative Commons License

This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.

Those authors who publish in this journal accept the following terms:

  1. Authors retain copyright.

  2. Authors transfer to the journal the right of first publication. The journal also owns the publishing rights.

  3. All published contents are governed by an Attribution-NoDerivatives 4.0 International License.
    Access the informative version and legal text of the license. By virtue of this, third parties are allowed to use what is published as long as they mention the authorship of the work and the first publication in this journal. If you transform the material, you may not distribute the modified work.

  4. Authors may make other independent and additional contractual arrangements for non-exclusive distribution of the version of the article published in this journal (e.g., inclusion in an institutional repository or publication in a book) as long as they clearly indicate that the work was first published in this journal.

  5. Authors are allowed and recommended to publish their work on the Internet (for example on institutional and personal websites), following the publication of, and referencing the journal, as this could lead to constructive exchanges and a more extensive and quick circulation of published works (see The Effect of Open Access).