Leveraging AI for Enhanced Multimedia Content Creation: College Students Perceptions on the Innovation.
Abstract
Artificial Intelligence (AI) has revolutionized multimedia content creation by enhancing efficiency, personalization, and creativity. As early adopters and prolific content creators, college students represent a key group for examining AI's impact on the multimedia landscape. This study investigates college students’ perceptions of AI’s role in advancing multimedia content, with emphasis on technological innovations and ethical considerations. This study employed a mixed-methods approach using online surveys to assess the perceptions of 124 psychology students from East Tennessee State University (ETSU). Quantitative data were analyzed using SPSS, while Ailyze was utilized to analyze open-ended responses. Key variables assessed included AI usage frequency, perceived effectiveness, concerns about fake content, originality, and fairness. From the student surveyed 93.55% were aged 18-24. All participants in the study have had some experience with AI content creation. However, 38% reported rarely using AI. Some benefits of AI contents according to the respondents included time saving (67%), enhanced engagement (46%), and improved multimedia quality (32%). Authenticity and originality were the primary ethical concerns among participants. A significant association (p<0.05) was observed between frequent AI users and awareness on ethical implications, potentially influencing their approach to AI tools in content creation. Despite widespread awareness of AI’s potential, both quantitative and qualitative analyses revealed limited actual use, with many students rarely employing AI tools, even while recognizing their efficiency benefits. College students recognize the efficiency of AI tools but lack trust in their quality, thereby reducing their likelihood of recommending them. To enhance AI adoption in content creation, marketing practitioners should prioritize content quality alongside efficiency. Additionally, incorporating AI education through case studies and practical applications in academic curricula can bridge the gap between efficiency and trust.
Start Time
16-4-2025 9:00 AM
End Time
16-4-2025 11:30 AM
Presentation Type
Poster
Presentation Category
Business
Student Type
Graduate Student - Masters
Faculty Mentor
Melanie Burleson Richards
Faculty Department
Media and Communication
Leveraging AI for Enhanced Multimedia Content Creation: College Students Perceptions on the Innovation.
Artificial Intelligence (AI) has revolutionized multimedia content creation by enhancing efficiency, personalization, and creativity. As early adopters and prolific content creators, college students represent a key group for examining AI's impact on the multimedia landscape. This study investigates college students’ perceptions of AI’s role in advancing multimedia content, with emphasis on technological innovations and ethical considerations. This study employed a mixed-methods approach using online surveys to assess the perceptions of 124 psychology students from East Tennessee State University (ETSU). Quantitative data were analyzed using SPSS, while Ailyze was utilized to analyze open-ended responses. Key variables assessed included AI usage frequency, perceived effectiveness, concerns about fake content, originality, and fairness. From the student surveyed 93.55% were aged 18-24. All participants in the study have had some experience with AI content creation. However, 38% reported rarely using AI. Some benefits of AI contents according to the respondents included time saving (67%), enhanced engagement (46%), and improved multimedia quality (32%). Authenticity and originality were the primary ethical concerns among participants. A significant association (p<0.05) was observed between frequent AI users and awareness on ethical implications, potentially influencing their approach to AI tools in content creation. Despite widespread awareness of AI’s potential, both quantitative and qualitative analyses revealed limited actual use, with many students rarely employing AI tools, even while recognizing their efficiency benefits. College students recognize the efficiency of AI tools but lack trust in their quality, thereby reducing their likelihood of recommending them. To enhance AI adoption in content creation, marketing practitioners should prioritize content quality alongside efficiency. Additionally, incorporating AI education through case studies and practical applications in academic curricula can bridge the gap between efficiency and trust.