Generative AI Technology and Creativity in Smart Digital Content Production among University Students

Recently, there has been significant development in the use of generative Artificial Intelligence (AI), particularly concerning education and digital content production. AI has become a useful tool for improving creativity skills that lets teachers create and design advanced digital material to help their students learn more efficiently. Still, many academic institutions continue to rely on old-school approaches that put hypothetical academic goals first, thereby stifling the development of students’ creative thinking abilities. This research aimed to fill this transitional gap by looking into the impact of generative AI on the development of digital creativity skills among master’s degree students enrolled in the “Computers in Education” course at King Khalid University. The study used a quasi-experimental approach with a two-group design: an experimental group of 32 male and female students who received training on generative AI platforms and a similar control group taught using traditional methods. Digital creativity skills were measured across four main dimensions: digital fluency, digital resilience, digital authenticity, and digital vitality. The results of the statistical analysis showed notable differences in favor of the experimental group, showing that generative AI played a huge role in enhancing students’ skills in producing creative digital content. The impact of using this technology also positively impacted their developing digital creativity skills. The study recommended integrating generative AI into educational curricula to improve digital creativity and provide interactive learning environments powered by AI to meet the needs of the digital labor market.