ENCOURAGING STUDENT CREATIVITY WITH THE HELP OF ARTIFICIAL INTELLIGENCE

The paper examines the impact of artificial intelligence (AI) on the understanding and development of creativity in higher education, using the case of second-year students in the Media production study program. The research was conducted before and after the completion of the course Management and organization of media production, in which particular emphasis was placed on the systematic use of creative methods supported by AI. A mixed-methods research approach was applied, using an anonymous survey that enabled a comparison of changes in students’ perceptions, use, and attitudes toward artificial intelligence and creativity. The results indicate that after completing the course, students’ knowledge of AI increased and their understanding of its role in the creative process deepened. Students increasingly perceive AI as a supportive tool whose effectiveness strongly depends on clearly defined goals, the application of creative methods, and the active role of the individual. Artificial intelligence itself is not perceived as creative; rather, it is understood as an element that, when used methodologically, can stimulate idea diversity, reflection, and the structuring of the creative process. The study confirms the importance of thoughtful and ethically grounded integration of AI into higher education, with a strong emphasis on the creative process rather than solely on the final product.