From the Classroom

Eight educators talk through how they integrated AI into their pilot courses.

Consumer Branding

by Alexandra Benitez ·

AI is a fundamental tool in the project. Students define an AI persona grounded in primary research (interviews and surveys), then use it to simulate customer responses. The primary goal is twofold: help students understand which insights are needed to create their marketing strategy, and stimulate iterative concept development using…

Multiplatform Journalism Course

by Vera Moutinho ·

AI was integrated into a 5-week video module of the course to support the adaptation of written news into short-form social video (Reels/TikTok/Shorts). Students used generative AI to assist prompt-based scripting, storyboard development, and AI-assisted video production, combined with reflective documentation through an AI Diary. The primary goal was to…

Digital Marketing

by Magdalena Kuštelega ·

AI was used primarily as a supporting tool in developing a digital marketing plan for a new or innovative product/service. It was also incorporated into seminar classes where student teams used AI to explore and respond to discussion questions tied to case studies. The main objective was to enhance students'…

Digital Transformation

by Larisa Hrustek and Ana Kutnjak ·

AI was integrated through seminar sessions where students used AI tools in their course projects — digital transformation proposals for real-world business cases. AI served as a support tool for deeper analyses, clarifying analytical results, creating visualizations of digital transformation models, developing conceptual prototype designs, and presenting selected analytical methods.

Gamification in Public Relations Strategies

by António Azevedo ·

AI was integrated into the course as a creative and research support tool across several practical exercises and project development stages. Students used AI tools mainly for ideation, research, and structuring communication strategies within the gaming and esports ecosystem. The primary goal was to help students explore ideas faster while…

Innovate for Impact

by Antje van Essen-Hermans ·

AI was integrated throughout the course as a support tool for ideation, research, analysis, and design. Students used tools such as ChatGPT, Research Rabbit, Gemini, Perplexity, Canva, and Qualtrics to develop marketing concepts, conduct research, analyse data, and create prototypes. A distinctive element was the use of AI as a…

Introduction to Political Science

by Bernhard Zeilinger ·

AI was integrated as both a teaching tool and an object of political-science critique. Students developed theory-based prompts to generate and compare election manifestos and speeches across multiple LLMs while using the same prompt in each LLM. They then reflected on bias, propaganda, hegemony, and the politics of information control…

Process Management

by Friedrich Stallinger ·

AI was integrated across four connected assignments over roughly three months. Students first used a customized chatbot as a tutor for process lifecycle models, then worked with prescribed GenAI tools on process landscapes, BPMN-based process modelling, and investigations of technology trends in process management. The primary goal was to combine…

Pilot-course comparison
Course	Educators	Institution	Level	Students	AI tools used	AI use assessed	Risk-managed
Consumer Branding	Alexandra Benitez	HvA Amsterdam	Bachelor	91	ChatGPT (free and paid versions), InVideo (for commercial design)	Yes	Yes
Multiplatform Journalism Course	Vera Moutinho	ESCS-IPL	Bachelor	50	ChatGPT, InVideo, Google Docs (AI Diary), Google Forms, Mentimeter, Figma/FigJam	Yes	Yes
Digital Marketing	Magdalena Kuštelega	FOI Zagreb	Bachelor	61	ChatGPT, ChatGPT 5.0 (paid), Perplexity, Microsoft Copilot, DeepSeek, Google Gemini, Claude AI, Canva AI	Yes	Yes
Digital Transformation	Larisa Hrustek, Ana Kutnjak	FOI Zagreb	Master	64	ChatGPT, Perplexity, Canva AI, Gemini	Yes	Yes
Gamification in Public Relations Strategies	António Azevedo	ESCS-IPL	Bachelor	17	ChatGPT, Suno, MindMap AI	Yes	Yes
Innovate for Impact	Antje van Essen-Hermans	HvA Amsterdam	Bachelor	70	ChatGPT, Gemini, Claude, Perplexity, Research Rabbit, Qualtrics, Canva, Kittl	Yes	Yes
Introduction to Political Science	Bernhard Zeilinger	UAS BFI Vienna	Bachelor	55	AI Chatblock (Moodle), ChatGPT, Mistral, DeepSeek, Grok, ElevenLabs, Powtoon, Canva, Sora, Luma, Pictory	Yes	Yes
Process Management	Friedrich Stallinger	UAS BFI Vienna	Master	67	CustomGPT (tutor chatbot), ChatGPT, Gemini, Perplexity	Yes	Yes

Course: Consumer Branding
Educators: Alexandra Benitez
Institution: HvA Amsterdam
Level: Bachelor
Students: 91
AI tools used: ChatGPT (free and paid versions), InVideo (for commercial design)
AI use assessed: Yes
Risk-managed: Yes

Course: Multiplatform Journalism Course
Educators: Vera Moutinho
Institution: ESCS-IPL
Level: Bachelor
Students: 50
AI tools used: ChatGPT, InVideo, Google Docs (AI Diary), Google Forms, Mentimeter, Figma/FigJam
AI use assessed: Yes
Risk-managed: Yes

Course: Digital Marketing
Educators: Magdalena Kuštelega
Institution: FOI Zagreb
Level: Bachelor
Students: 61
AI tools used: ChatGPT, ChatGPT 5.0 (paid), Perplexity, Microsoft Copilot, DeepSeek, Google Gemini, Claude AI, Canva AI
AI use assessed: Yes
Risk-managed: Yes

Course: Digital Transformation
Educators: Larisa Hrustek, Ana Kutnjak
Institution: FOI Zagreb
Level: Master
Students: 64
AI tools used: ChatGPT, Perplexity, Canva AI, Gemini
AI use assessed: Yes
Risk-managed: Yes

Course: Gamification in Public Relations Strategies
Educators: António Azevedo
Institution: ESCS-IPL
Level: Bachelor
Students: 17
AI tools used: ChatGPT, Suno, MindMap AI
AI use assessed: Yes
Risk-managed: Yes

Course: Innovate for Impact
Educators: Antje van Essen-Hermans
Institution: HvA Amsterdam
Level: Bachelor
Students: 70
AI tools used: ChatGPT, Gemini, Claude, Perplexity, Research Rabbit, Qualtrics, Canva, Kittl
AI use assessed: Yes
Risk-managed: Yes

Course: Introduction to Political Science
Educators: Bernhard Zeilinger
Institution: UAS BFI Vienna
Level: Bachelor
Students: 55
AI tools used: AI Chatblock (Moodle), ChatGPT, Mistral, DeepSeek, Grok, ElevenLabs, Powtoon, Canva, Sora, Luma, Pictory
AI use assessed: Yes
Risk-managed: Yes

Course: Process Management
Educators: Friedrich Stallinger
Institution: UAS BFI Vienna
Level: Master
Students: 67
AI tools used: CustomGPT (tutor chatbot), ChatGPT, Gemini, Perplexity
AI use assessed: Yes
Risk-managed: Yes