Digital media literacy in the age of AI: Investigating Moroccan students’ perspectives and needs for education

Media literacy is a crucial prerequisite for citizens to realize their human rights and to access, comprehend, analyse and produce media content. It has advanced from being one-dimensional to becoming dynamic and interactive due to digital platforms and practices. Recently, this ecosystem has been further disrupted by artificial intelligence (AI) and related technologies such as big data, the cloud, the internet of things (IoT) and mobile connectivity. AI has become a major factor shaping many aspects of life, transforming the way people live and work. In this context, digital media literacy (DML) is increasingly essential in the workplace and beyond. AI functions as both an aid and a challenge, from personalized content recommendations to automated fact-checking. Thus, DML emerges as a critical thinking ability that helps individuals systematically examine AI-generated data and understand how media messages are constructed and intended. On the one hand, DML equips individuals with the skills to critically engage with AI-driven devices and content. On the other hand, the level of AI comprehension and adoption largely determines the success of DML initiatives. This study explores the interplay between DML and AI by focusing on how users perceive the importance of teaching DML in the AI era. It examines the impact of AI on DML practices and highlights students’ expectations for its integration into formal education, particularly higher education. Using a self-reported questionnaire administered to 378 Moroccan media and technology users, including university students, the study provides insight into current attitudes and needs. The findings reveal a strong positive attitude towards the importance of DML in the age of AI. As AI technologies gain prominence, participants emphasized the need for digital literacy to ensure rational, ethical and responsible use. A significant majority supported integrating DML into school and university curricula to better prepare learners for the challenges and opportunities posed by AI.