Perception and use of generative AI among corporate communication students in higher education: adjusting expectations

This study examines the perception of generative artificial intelligence (GenAI) among 127 master’s students in corporate communications, focusing on their knowledge, use, perceived benefits, and risks. An online survey was conducted in 2024, a year and a half after the introduction of ChatGPT, which showed that most students (72.4%) believe that using GenAI is essential for their academic and professional development. While they predominantly use at least one tool (ChatGPT is the most popular: 69.3%), the results suggest potential for further adoption. Their perceptions are generally positive: the benefits of saving time (88.2%) and improving their digital skills (80.7%) are highlighted. However, participants also acknowledge limitations and risks, such as inaccurate results (90.5%) or the potential devaluation of higher education (30.5%). The early adopters and early majority groups, in terms of Rogers’ (1995) diffusion of innovation theory, offer more nuanced insights and demonstrate more critical thinking, likely based on their personal experiences. Educators and institutions need to equip students with the skills to use these tools ethically and effectively while promoting critical thinking through media literacy, especially AI literacy.