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    Generative AI P3: Collaborative Inquiry Into AI and Higher Education - The Conclusion

    en-usMay 09, 2023
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    About this Episode

    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 s.king@mdx.ac.ae.

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