SDS Students Dive into AI-Driven Content Research

Embracing the digital age, Sunway Diploma Studies’ Department of Communication (SDS DCOMM) recently hosted an eye-opening session on the transformative role of artificial intelligence (AI) in media research and storytelling. The event, titled “Undertaking Content Research with AI: Benefits and Pitfalls,” was held in collaboration with Middlesex University London and featured a dynamic mix of lecture and hands-on learning.

Leading the session was Dr. Mita Lad, a seasoned digital media lecturer and Programme Leader for the BA in Digital Media and Communications at Middlesex University. With over 15 years of experience and a research focus on television audiences and diaspora media, Dr. Lad offered students a deep dive into how AI is reshaping content creation, from writing and visual sourcing to evaluating credible information.

Around 50 students and two lecturers attended the event, eager to explore how tools like ChatGPT, CoPilot, and Gemini are influencing the media landscape. Dr. Lad’s lecture unpacked the practical uses of AI in content development while also addressing critical ethical concerns such as misinformation and intellectual property. She emphasised the importance of using AI thoughtfully and with a strong ethical compass.

The session transitioned into an interactive workshop where students, grouped in teams of five, were challenged to design a podcast logo centred on the theme of chocolate. Using AI tools to support their brainstorming and design process, students practiced crafting prompts, gathering insights, and generating visuals, bringing their ideas to life in real time.

Adding a creative twist, Dr. Lad had earlier invited students to submit original logo designs. Two standout entries were selected and awarded prizes, celebrating the students’ creativity and initiative. This surprise element added excitement and highlighted the design talent within the SDS DCOMM community.

The atmosphere was vibrant and collaborative, with students actively engaging, asking insightful questions, and experimenting with AI tools. A key message echoed throughout the session: while AI can significantly enhance content creation, it must be guided by human judgment, ethics, and context. As Dr. Lad aptly put it, “AI can enhance what we do, but we must guide it with context, ethics, and intention.”

To conclude the event, Miss Nurzalina Ramli, Head of Programme for SDS DCOMM, presented a token of appreciation to Dr. Lad. A group photo captured the spirit of the day, one filled with learning, creativity, and forward-thinking collaboration. This initiative reflects SDS DCOMM’s dedication to equipping students with future-ready skills and a critical understanding of the evolving digital media landscape.

This article is written by SDS lecturer, Mieza Shafieza Mohd Fuad.