Generative AI-Created Digital Influencers to Be University Goodwill Ambassadors

This research was aimed at creating and developing digital influencers with generative artificial intelligence to strengthen a university’s image and communicate with a target group, and comparing their use to traditional forms of communication. We conducted the research as an observational study. A literature review was conducted to study the elements of the process of using digital influencers created with generative artificial intelligence through an intelligent platform as university goodwill ambassadors. Research data was collected from a sample group of 150 people. We used a questionnaire to assess the effectiveness of using digital influencers created with generative artificial intelligence through an intelligent platform as university goodwill ambassadors. In the analysis, the use of digital influencers created with generative artificial intelligence through an intelligent platform was compared with regular communication by using the paired t-test statistic. A total of 150 participants were included in the study. The results showed that most of them were female (n = 87; 58 percent), aged 15–25 years (n = 106, 70.67 percent) and students (n = 99, 66 percent); 23 persons were university personnel (15.33 percent) and 28 persons were members of the general public (18.67 percent). From the results of the evaluation of the quality of using digital influencers created with artificial intelligence through an intelligent platform as university goodwill ambassadors, it was found that digital influencers created with artificial intelligence and used through an intelligent platform as university goodwill ambassadors could represent the university, and provide public relations and support for university activities. They could promote relationships between the university and third parties. As a result, communication within the organization became convenient and fast. It was even found to be more modern compared to traditional forms of communication, with statistical significance. Artificial intelligence is effective in improving communication; organizations can provide accurate information immediately and reduce the workloads of personnel. Artificial intelligence can also analyze insights from user conversations. This university can use this information to improve communication to better meet the needs of the target audience.