Exploring Generative Artificial Intelligence in Creative Content Creation: A Higher Education Student’s Perspective

In recent years, advancements in generative artificial intelligence (AI) have revolutionized various industries, and creative content creation is no exception. Generative AI has impacted creative content creation such as creating unique and dynamic pieces of art, composing music based on patterns, creating storyboards for films and animations, generating realistic character animations and environments, and many more. The main objective of this paper is to explore and describe university students’ perceptions on the use of generative AI, particularly for creative content creation, in the context of higher education using a case study design. It involved 100 respondents enrolled in creative multimedia-related courses at a higher education institution in Malaysia with data collected via Microsoft form to gain insights into students’ attitudes towards AI generative tools in creative content creation. Findings indicated a positive reception of generative AI tools and most respondents agreed that they were making better creative content with the tools and AI provided them with new ways to express their creativity. However, there were some barriers and challenges using the generative AI tools for their creative work. Taken as a whole, generative AI was considered a helpful tool for creative students to improve how they work and expand their professional opportunities.