The Role of Artificial Intelligence in Campaign Animation Video Design Makanan Bergizi Gratis (MBG)

Abstract

This research examines the role of artificial intelligence (AI) in producing animated campaign videos. The study focuses on Makanan Bergizi Gratis (MBG), an Indonesian government initiative aimed at improving children's nutrition, as a case study. Using a qualitative approach—specifically, a case study combining design review methods and visual semiotics analysis—the research explores how AI-generated visuals shape public perception and cultural representation in state media. The findings reveal that, although AI can speed up production and reduce costs, it has also resulted in aesthetic inconsistencies and ideological ambiguities, particularly in the depiction of human figures and material symbols. Many critics highlighted the neglect of local creative talent and the poor quality of the visuals. This article asserts that AI should serve as a supporting tool, not the primary creator, in cultural production. The article emphasizes the importance of the ethical and contextual application of AI in public media and the need for policies that guarantee human creatives' involvement in future government communication strategies.