The Integration of Artificial Intelligence in Higher Education for Communication, Film, and Media Studies

The rapid technological transformations of recent decades have profoundly reshaped educational practices in higher education, and artificial intelligence (AI) is increasingly becoming a relevant tool for innovating teaching and learning methods. In fields such as communication, film, and media studies, the integration of AI opens up new pedagogical opportunities, facilitating both the personalization of the educational process and the development of students’ creative, analytical, and digital skills. This paper aims to analyze how AI-based technologies can be utilized within university programs in these fields, both as a support for teaching activities and as an environment for creative and critical exploration. It discusses AI applications in the development of course materials, the simulation of real-world professional contexts, the generation and analysis of visual and audiovisual content, as well as in providing rapid feedback tailored to students’ individual needs. At the same time, the research highlights the impact of these tools on the relationship between the teacher, the student, and the educational process, emphasizing the need to redefine the teacher’s role in the current digital context. This study employs a quantitative methodology, using an online questionnaire administered via Google Forms. The questionnaire items were formulated using a Likert scale to measure respondents’ level of agreement or disagreement with a series of statements relevant to the topic under investigation. The research sample consisted of 100 students from the Film, Photography, Media, and Communication programs. The findings suggest that AI tools can enhance student attention, facilitate the understanding of complex concepts, and contribute to more engaging learning experiences in technology-enhanced education.