Abstract
This article explores research into the use of meme images generated by artificial intelligence as a means of media communication in the context of students oriented to work in the cultural and creative industries sector. The aim of the primary descriptive research is to analyse the ability of future cultural and creative professionals in the context of visual literacy to distinguish the source of content, i. e. to identify whether a given image comes from an artificially intelligent system or from a human user. The paper registers the impact of these technological tools on students’ communication skills and creative potential and evaluates the possibilities of their integration into the educational process. Furthermore, this research provides insight into how emerging technologies, like AI, could be integrated into educational processes to support innovative teaching methods. By assessing the benefits and challenges of incorporating AI-generated content in academic environments, the study highlights the importance of preparing students for a future where AI is a key element of media communication. This perspective underscores the role of educational institutions in equipping students with the skills to critically engage with and leverage AI tools, thus fostering a media-savvy and adaptable workforce ready for the demands of the cultural and creative industries. The findings of this research will contribute to understanding the impact of AI on student competencies in media communication, offering a valuable resource for academics and educators seeking to integrate new technologies into their teaching practices.
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