PERSPECTIVES OF SELECTED PLM MASS COMMUNICATION FACULTY MEMBERS ON INTEGRATION OF ARTIFICIAL INTELLIGENCE IN THE CURRICULUM OF COMMUNICATION PROGRAMS OF THE UNIVERSITY

Abstract [English]

Artificial Intelligence is now progressing in the world. As different field have adopted the new technology, Communication Education is now facing challenges like other sectors. The study focused on the perspectives of PLM Mass Communication faculty in terms of: 1.) How Artificial Intelligence effectively integrated in the curriculum of communication to enhance students' learning? 2.) What is the potential success of Artificial Intelligence in the curriculum? 3.) What are the factors that influence the success of implementation of AI in the program? 4.) In what ways the AI can be personalized in teaching communication subjects? 5.) How AI will help in promoting creativity, critical thinking, problem solving and skill development? The study made use of case study. The data was analyzed using narrative analysis. There are five faculty from PLM-Department of Mass Communication were interviewed. The study was grounded on Wayne k. Hoy Open System Theory. The integration of AI in the courses according to the faculty is for academic contents, validation of works, seminars, student’s narratives, news and social media. Majority of the faculty revealed that AI still have flaws and unstable to use based on the popularity right now. They also tackled that this new technology may somewhat help them, but it should be regulated by the University and Government to properly utilized it. The department identified the factors that influence the success of implementation of AI in the program like laziness to students, abuse, and misuse. They also saw promising impacts if properly regulated like productivity, efficiency, innovation and promoting globally competitive students. AI will be deeply integrated into the field of communication, transforming how we create, distribute, and consume media. AI will enhance efficiency, personalization, and ethical practices while providing deeper insights and predictive capabilities. The focus will be on leveraging AI to augment human creativity and decision-making, ensuring that communication remains impactful, relevant, and responsible in an increasingly digital world.