Artificial intelligence integration (AI) among creative art undergraduate students: a UiTM case study

Artificial intelligence (AI) is rapidly reshaping the creative industry, yet little is known on how Malaysian design students cope with it. Existing studies on AI literacy tend to focus on science and technology fields, leaving a significant gap of the creative arts. This study tackles that gap by exploring how thirty final-year undergraduate graphic design students from Universiti Teknologi MARA (UiTM), Puncak Alam weave AI into their academic work. Framed by Expectancy–Value Theory (EVT), this study captured student perspectives through six focus group discussions (each 60–90 minutes long), probing their experiences, attitudes, and the perceived costs and benefits of using AI. The findings reveal selective adoption. For instance, while 93% of participants use ChatGPT to spark ideas, few explored design-specific tools like Adobe Firefly or Photoshop Beta. Students consistently praised AI for boosting efficiency and aiding brainstorming but expressed heavy reservations about its impact on authenticity and originality. A clear disconnect presented, with institutional policies lagging behind the rapid realities of the design industry, forcing students to depend on other sources for guidance. From these discussions, four key themes emerged: authenticity concerns, perceived benefits and costs, institutional misalignment, and demand for guidance. The study highlights the need for immediate AI literacy initiatives supported by workshops and ethical guidelines, as well as longer-term curriculum reform and lecturer training. A discipline-specific model of critical AI integration is recommended to ensure that student preparedness for industry demands while safeguarding the originality and cultural heritage central to the design profession.