Media Students' Attitudes at Palestine Technical University - Kadoorie Towards the Use of Artificial Intelligence Applications in University education

Abstract

This study aims to explore the attitudes of media students at Palestine Technical University – Kadoorie toward the use of artificial intelligence (AI) applications in their university studies, as well as their awareness of these technologies. It also seeks to identify the challenges they face and the opportunities available at the university to support the adoption of AI in enhancing teaching methods and improving the quality of education. Moreover, the study aimed to examine the relationship between the main variables of the study (students’ level of awareness, the challenges they face, adherence to ethical standards, and the opportunities provided by AI) and the attitudes of media students toward the use of AI applications in university education, as well as to identify the differences in respondents’ answers based on the study’s demographic variables (university branch, gender, and academic level).

The results revealed that students hold positive attitudes toward the use of artificial intelligence, as they believe it contributes to improving academic performance and accelerating the completion of media-related tasks. The findings also indicated the presence of institutional and technical challenges, represented by a lack of training and weak infrastructure. Furthermore, the study showed a moderate to strong relationship between the study’s main variables and media students’ attitudes toward the use of AI applications in their university education. The study recommended integrating AI applications into media curricula, organizing specialized training workshops, and improving the technological infrastructure to support the optimal use of AI in media education.