ARTIFICIAL INTELLIGENCE TOOLS AND CONTENT CREATION AMONG LEAD CITY UNIVERSITY UNDERGRADUATES

The rapid proliferation of artificial intelligence (AI) tools is transforming various aspects of modern life, including content creation. This widespread adoption presents both opportunities and challenges. While AI offers the potential to streamline content creation processes and open up new creative possibilities, it also raises concerns about overreliance and authenticity. The study examined influence of artificial intelligence tools on content creation among Lead City University undergraduates. The Technology Acceptance Model (TAM) provided the theoretical framework for this study. A descriptive survey research design was adopted, and 384 respondents were randomly selected as the sample. A self-structured questionnaire was used to collect data, which were analysed using descriptive statistics. The findings revealed that a majority of respondents (37.0%) frequently use design tools for their content creation. Furthermore, 35.3% of respondents strongly agreed that AI tools improve the quality of the content they create, while 36.1% reported a high extent of excessive use of AI tools in their content creation tasks. The study recommended that Lead City University should organise training workshops to help students effectively utilise AI tools and consider incorporating AI content creation skills into relevant courses to enhance students’ knowledge and competence.