Accessing the Integration of Generative AI Tools in Media and Allied Disciplines: Awareness, Practices, and Implications

Abstract

The research study aims at exploring the level of awareness, understanding and practices of using generative Artificial Intelligence (AI) tools for academic purposes by the undergraduate students of media and its allied studies in Karachi. It also focuses on understanding the positive and negative impact of using these tools on students’ productivity, efficiency and skill development from their own perspective. Following purposive sampling technique, the study engaged 100 undergraduate students from 6 institutions studying 7 different disciplines related to media and its allied fields using a structured survey questionnaire. The study found that the students were familiar with generative AI tools and the majority of them had used some of these tools. However, the study finds that students mostly use the generative AI tools like refined search engines for extracting information and preparing notes and not for higher cognitive purposes in general. The study also highlighted that the students found these tools useful for enhancing their work efficiency and productivity where as they were mostly neutral while sharing their perceptions about the negative impact of these tools on the development of their skills.