Generative AI P1: Collaborative Inquiry Into AI and Higher Education - Study Aims and Methodology

Incongruent

This study was shared on May 4 at Middlesex University Dubai at the 2nd International Conference on Technology, Innovation and Sustainability in Business Management (ICTIS 2023).

Find more information: https://www.mdx.ac.ae/ictis2023.
AIMS OF STUDY
The aim of this auto-ethnographic study is to provide insight into the lived experiences of higher education faculty in their attempt to design a new educational module with an advertising/marketing specialism making the best use of Artificial Intelligence (A.I.). This is in light of increasingly prevalent social robots, such as ChatGPT4, Dall-E, Designer etc., which are particularly disruptive within the field of advertising. The acceleration of A.I. applications across various fields of content creation has elevated the importance of a graduate’s self-efficacy in working with A.I. in terms of employability.
The auto-ethnography will be presented in the form of an evocative narrative and will share feelings, hopes, aesthetic reactions, and moral dispositions.

As befitting a rigorous institutional auto-ethnography, the study will aim to explore the following research questions:

• Can AI be used to help develop teaching and learning materials?
• How should we teach AI to advertising students?
• What are the most effective and useful programs that infuse AI concepts within an advertising curriculum?

The authors are both affiliated with Middlesex University Dubai:

• Stephen King, Senior Fellow HEA, Senior Lecturer in Media
• Judhi Prasetyo, PhD Candidate, Senior Lecturer in Computing, Informatics and Engineering

Correspondence via [e-mail].