International Conference on Project Management 2024 1 GOVERNANCE OF THE IA AND ITS IMPACT ON THE CREATIVE INDUSTRIES IN COLOMBIA. Shirley Lorena Bravo Rojas1, Hugo Giovanni Tellez Navia2, Jorge Enrique Taboada Alvarez3. 1. Shirley Lorena Bravo Rojas; sbravo61465@universidadean.edu.co; ORCID https://orcid.org/0000-0002-8632-1125 2. Hugo Giovanni Tellez Navia; htellez36542@universidadean.edu.co; ORCID https://orcid.org/0000-0002-5401-3021 3. Jorge Enrique Taboada Álvarez; jetaboada@universidadean.edu.co; ORCID https://orcid.org/0000-0001-8126-9383 Abstract: This article focuses on describing the impact of Artificial Intelligence (AI) in the Digital Transformation (DT) processes carried out by the creative industries in Colombia, given its ability to emulate human behavior. From a project management perspective; governance has been identified as the main challenge. The background provided in the research allows identifying the challenges of the creative industries in Colombia regarding the appropriation of AI, in the same sense, a tour of the global initiatives of AI governance is made. The methodological process in the development of the research for this article was a systematic review of the literature, which provided a reference on the industry. The Scopus and Web of Science databases were consulted, using key words in the search: Digital Transformation, Project Management, Creative Industries, Artificial Intelligence, Governance, and 89 articles and book chapters published in the last 5 years, of which 14 were selected for their direct relationship with the problem posed. Translated with DeepL.com (free version)The results highlight the transformative role of AI in areas such as design, advertising and audiovisual production, offering new opportunities, posing ethical and governance challenges. In conclusion, it emphasizes the importance of adopting AI, in an ethical and responsible manner, to ensure its development in the global market. Finally, its impact on SDGs 8 and 9 of the 2030 agenda is directly related. The results highlight the transformative role of AI in areas such as design, advertising and audiovisual production, offering new opportunities and raising ethical and governance challenges. In conclusion, it emphasizes the importance of adopting AI, in an ethical and responsible manner, to ensure its development in the global market. Finally, the impact on SDGs 8 and 9 of the 2030 agenda is directly related. Keywords: Creative Industries, Artificial Intelligence, Project Management, Governance, Digital Transformation. GOBERNANZA DE LA IA Y SU IMPACTO EN LAS INDUSTRIAS CREATIVAS EN COLOMBIA. Resumen: Este artículo se centra en describir el impacto de la Inteligencia Artificial (IA), en los procesos de Transformación Digital (DT) que llevan a cabo las industrias creativas en Colombia, dada su capacidad de emular el comportamiento humano. Desde la perspectiva de la gerencia de proyectos; la gobernanza ha sido identificada como el principal desafío. Los antecedentes aportados en la investigación permiten identificar los desafíos de las industrias creativas en Colombia frente a la apropiación de la IA, en el mismo sentido se realiza un recorrido sobre las iniciativas a nivel global de la gobernanza de la IA. International Conference on Project Management 2024 2 El proceso metodológico en el desarrollo de la investigación para este artículo fue una revisión sistemática de la literatura, que proporcionó un referente sobre la industria. Se consultaron las bases de datos Scopus y Web of Science, utilizando palabras claves en la búsqueda: Transformación Digital, Gestión de Proyectos, Industrias Creativas, Inteligencia Artificial, Gobernanza, y 89 artículos y capítulos de libros publicados en los últimos 5 años, de los cuales se seleccionaron 14. por su relación directa con el problema planteado. Los resultados destacan el papel transformador de la IA en áreas como el diseño, la publicidad y la producción audiovisual, ofreciendo nuevas oportunidades y planteando desafíos éticos y de gobernanza. En conclusión, enfatiza la importancia de adoptar la IA, de manera ética y responsable, para asegurar su desarrollo en el mercado global. Finalmente, su impacto en los ODS 8 y 9 de la agenda 2030 está directamente relacionado. Palabras clave: Industrias creativas, Inteligencia artificial, Gerencia de proyectos, Transformación digital. International Conference on Project Management 2024 3 Introduction The Fourth Industrial Revolution (4RI) is a tangible reality, as [19] points out, giving rise to new cyber physical systems with capabilities that surpass human ones. These systems are capable of decentralized decision making, and the process of implementing the technologies that comprise them has been recognized as Digital Transformation (DT). According to [23], this process involves a strategic improvement in the processes that make up the value chain, simplifying operations, improving the customer experience and potentially creating new business models. DT becomes a necessary step to ensure the survival of any company, since it involves the use and appropriation of technologies inherent to the 4RI, such as Cloud Computing, Internet of Things (IoT), Machine Learning, Artificial Intelligence, among others. UNESCO [22] defines cultural and creative industries as those sectors primarily engaged in the production, promotion, dissemination or marketing of goods, services and activities with cultural, artistic or heritage content. For [20]. This includes activities that are part of the creative economy and cultural sectors. According [13] to (Law 1834 of 2017), these industries cover sectors such as publishing, audiovisual, phonographic, visual arts, performing arts, crafts, artistic education, tourism, cultural heritage, design, advertising, multimedia content, content software and interactive audiovisual services, fashion, news agencies and information services, as well as creative education. This article provides an overview of the scientific evidence found on the advances in the implementation of Artificial Intelligence (AI) in Colombia and its adoption in the creative industries. AI is interpreted as the ability of machines or programs to process data, make decisions and generate responses, using codes, techniques, algorithms and data to emulate human behavior, as described by [17]. This advancement involves the use of AI in a wide range of applications, from everyday tasks and intelligent assistants to specific command and control operations and homeland security, as described by [1]. The use of AI is becoming increasingly widespread in various industries, and this paper collects some of the representative references to contribute to the construction of future research on AI in Colombia. Artificial Intelligence and its Impact on the Cultural and Creative Industries: Advances, Challenges and Perspectives in Latin America. Artificial Intelligence (AI) stands out as a technology with significant potential, but it is important to note that its implementation is not usually independent. It is often accompanied by complementary technologies such as Cloud Computing, Big Data, Blockchain, Machine Learning, IoT, automation and robotization. However, decision making and emulation of human reasoning are unique features of AI. A crucial milestone in the development of this technology occurred with the popularization of Natural Language Processing (NLP). According to [1], NLP refers to computational techniques for incorporating speech and text, analyzing natural language data, and training machines to perceive and generate human language directly from voice or natural text commands or instructions in any language. This allows interaction with AI without the need to speak in codes or programming languages previously required to interact with these systems [24]. The implementation of this technology presents several challenges for different countries and industries. As evidenced in the review conducted by [6], The government of Colombia, led by Task Force for the development and implementation of AI in Colombia, conducts a review of the pioneer nations in the development of AI, from the point of view of project management, several aspects are identified that allow to identify from the declaration of the projects, the objectives established in its implementation, the organizational structure and the key aspects for the implementation of AI, among the Stakeholders involved are: The private sector motivated to improve the competitiveness of its processes, technology suppliers, the state that facilitates scenarios of International Conference on Project Management 2024 4 promotion and research, the academy represented by higher education institutions with their research centers, and in many cases, the presence of associations of industrial sectors that, in a joint effort, support the advancement and adoption of these technologies. From the cases referenced in [6], there is a great concern to align the progress of AI with the SDGs of the 2030 agenda, in Colombia declares the Task Force document, within its conceptual model, the need to respond to the Sustainable Development Goals and their materialization, avoiding falling into isolation, given by the interests of the different economic sectors, the interest of alignment with the SDGs in the construction of the different, United Nations Development Plans UNDP, declared by the government of Colombia is reinforced [10]. Most countries exploring and adopting this technology focus their concerns on governance and the implications of the appropriate use of AI. According to [16], the governance of AI constitutes one of the greatest challenges for science and legal norms. Functionally, AI is not a static category, but permeable and transversal, as it affects and interferes in the development and functioning of pre-existing elements and realities. The management and regulation of AI cannot proceed only from traditional postulates, but require an approach adapted to a society where scientific and technological development has an unprecedented scope, content and nature. In terms of regulations and ethical challenges, there are positions that defend the advancemen t of AI, arguing that it will impact jobs in repetitive labor with low level of decision making, but in turn will create new jobs that require technological competencies [4]. This phenomenon has been called "Cobotization" [3], where AI and people collaborate in the workplace, empowering traditional capabilities with augmented intelligence. It is important to note that the development of AI is driven and led by the private sector and companies such as Microsoft, a pioneer in its development, have become global benchmarks. Recently in the Mobile Word Congress [11], its president, Brad Smith, presented the governance principles that the company will apply to AI, highlighting broad access, the guarantee of fairness in its use and the consideration of social responsibilities. According to IBM's AI Adoption Report Index 2022, adoption rates in Latin America show that 29% of companies are already using AI, six percentage points below the global average, while 48% are in the process of exploring it. The main drivers of AI use include advances that make it more accessible, cost reduction and automation, and implementation in commercial off-the-shelf applications. Companies highlight investment in research and development, incorporation into current processes, and retraining and workforce development as ways to invest in AI. Lack of skills and training to develop and manage reliable AI is identified as the main barrier to AI adoption, with 63% of companies citing this. As for the use of Natural Language Processing (NLP), companies mainly consider its application in customer service, security, business development, and sales and marketing. In Colombia, the concept of orange economy is consolidated with the enactment of (Law 1834 of 2017) [13] tends to develop, promote, encourage and protect creative industries. These are understood as industries that generate value for their goods and services, which [2] 74 REVISTA INNOVA ITFIP. Are founded on intellectual property. "The orange economy represents a world of infinite opportunities, with the objective of contributing to the economic development of the country, since the end of last year different strategies have been developed for entrepreneurs interested in this sector to become stronger" [5, 15]. From the government there has been special interest in strengthening this economic sector. (Law 1834 of 2017) with initiatives such as the 7i [13], which compile the main strategies to support this economy: Information, Institutions, Industry, Infrastructure, Integration, Inclusion and Inspiration, which has allowed to achieve growth in the sector, reflected in its growing participation, in the GDP of Colombia, during the last years. The creative International Conference on Project Management 2024 5 economy is characterized by "activities that have a strong artistic content for any economic activity that produces symbolic products with a strong dependence on intellectual activity and for the widest possible market". It is of particular interest to investigate the possible impacts of AI for this economic sector, given the possibility of generative AI to simulate the creation of content. Methodology The search for information was conducted mainly in two recognized academic databases: Scopus and Web of Science. These platforms provide access to a wide range of scientific journals, conferences and books, making it possible to compile a variety of sources relevant to the study. Regarding the methodology for the documentary analysis, a descriptive and analytical approach was applied. In the first phase, a comprehensive review of the collected documents was conducted to understand the different approaches and perspectives on the implementation of AI in the creative industries. In the second phase, a detailed analysis of the selected papers was conducted, identifying common patterns, trends and challenges in the integration of AI in these sectors. And as a last phase the analysis provided, a completer and more updated picture of the state and potential of the creative industries in relation to AI. Results and Discussion In the creative industries, Artificial Intelligence (AI) is used to produce a variety of creative works. In the field of design, AI offers new possibilities and poses new challenges for the design profession. In addition, AI enables the creation of profitable businesses and improves customer experience by analyzing user behavior patterns in real time and offering personalized services. These examples raise the question of whether AI will have a positive impact on design and designers. This question highlights some of the critical issues that designers will need to consider to thrive alongside AI [1]. The landscape of creative work is undergoing accelerated change. Digital disruption and the growth of intangible capital are creating upheaval in the social institutions of work, altering where, how, in what sector, and by whom creative work is performed. Technologies such as robotics, autonomous systems, artificial intelligence, global digital platforms and Blockchain will transform the design, production and consumption of culture, as well as the work of creatives. This will affect professionals in architecture, design, media, art and digital entertainment, as well as creative workers in other sectors. These changes will create new axes of power and inequality in the global sphere of creative work, with traditional professions being challenged and the creation of new forms of creative work [7, 25]. The development and potential growth of cultural and creative industries in the country, as well as the national government's initiatives to strengthen the sector, require greater investment of public funds in culture and the strengthening of external markets to position the country as an exporter of products and services of these industries internationally [2]. The relevance of this topic for different actors, such as academia, agencies and the sector in general, lies in the need to develop new skills and techniques from training, and as a reference for other agencies on the management carried out by some in response to the digital transformation. In conclusion, the restructuring of agencies on digital transformation is still in force, which presents them with the challenge of devising versatile and self-manageable structures to adapt to the different changes [8]. The relevance of this topic for different actors, such as academia, agencies and the sector in general, lies in the need to develop new skills and techniques from training, and as a reference for other agencies on the International Conference on Project Management 2024 6 management carried out by some in response to the digital transformation. In conclusion, the restructuring of agencies on digital transformation is still in force, which presents them with the challenge of devising versatile and self-manageable structures to adapt to the different changes [8, 9]. The Inter-American Development Bank (IDB), which researches and evaluates the state of creative and cultural industries in Latin America, also known as Orange Economy, places this region as an emerging area with new opportunities for audiovisual development. This opens a space to investigate audiovisual production, the creative industry and streaming platforms, as well as the consumption of local productions and their contribution to the creative industry [14]. The evaluation of transversal competencies in graduates is essential to validate the relevance, coherence and quality of training programs in the context of the Orange Economy. This makes it possible to identify new training needs or requirements in technical and transversal competencies to improve the employability of graduates and their insertion in the labor market [26]. It is necessary to establish a comprehensive technical assistance system that covers formulation, evaluation, development, promotion, financing and collaboration with strategic partners to materialize projects in the form of Start-Ups and Spin-Offs. In addition, spaces for inter-institutional dialogue and collaboration that promote a favorable environment for innovation should be created to boost digital innovation in Industry 4.0 companies [12]. The impact of technology in the management of communication at a global level, and the identification of changes and trends due to the application of AI, highlight the hybridization of fields and semantic indefinition. This impact is observed in governance, Cobotization, co-creation of content and ethical and legal aspects [18]. The literature review shows that roles are changing due to the transformation of scenarios and functions, with new attitudes and emerging concepts [21]. Conclusions Artificial Intelligence (AI) is profoundly transforming the creative industries, offering new possibilities and challenges for designers and creative professionals in areas such as advertising, audiovisual production, design, among others. AI has the potential to improve the customer experience by analyzing behavioral patterns in real time and offering personalized services, allowing companies to more effectively target potential customers. It is crucial that designers and creative professionals consider how to collaborate with AI to maximize its positive impact, rather than seeing it as a threat that could replace their creativity. The governance of AI is a major challenge facing governments and businesses to ensure its ethical and responsible use, as well as to address the social and employment implications of its adoption. Investment in technology skills and competencies is critical to maximize the potential of AI in the creative industries and to ensure the employability of workers in an evolving work environment. It can be considered that, with respect to the established SDGs, there is a position in favor of the development of AI, with respect to SDG 9, "Industry, innovation and infrastructure: Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation". Given the competitiveness implications that the different industries require in the adaptation of this technology, which will allow them to improve their processes, however, it also highlights a possible negative impact on SDG 8, "Decent work and economic growth: Promote sustained, inclusive and sustainable economic growth, full and productive employment and decent work for all ". In this regard, there is an estimated impact on the loss of jobs with repetitive functions, developed by workers trained in specific trades and disciplines who, thanks to their knowledge, make decisions under International Conference on Project Management 2024 7 previously established parameters, previously the exclusive reasoning of human beings, which today, thanks to AI, can be replicated. Growth opportunities in the cultural and creative industries require greater investment of public funds in culture and a solid strategy to position countries as exporters of creative products and services in international markets. Inter-institutional collaboration and the creation of an enabling environment for innovation are key to driving digital innovation in Industry 4.0 companies and ensuring their success in an increasingly competitive and technologically advanced marketplace References [1] Anantrasirichai, N., Bull, D. (2022) Artificial intelligence in the creative industries: a review. 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