Factors Influencing the Adoption of Artificial Intelligence Applications Among Media Students: A Study Based on the Diffusion of Innovations Theory

Abstract

This study aims to examine the level of artificial intelligence (AI) application adoption among students at the College of Communication, University of Sharjah, and to identify the factors associated with their adoption in light of Everett Rogers’ Diffusion of Innovations Theory. The study focuses on five perceived attributes of innovation: relative advantage, compatibility, complexity, trialability, and observability. A descriptive survey approach was employed, using an electronic questionnaire administered to an available sample of 89 undergraduate students at the College of Communication, University of Sharjah. The findings revealed a high level of AI adoption, with more than 93% of the respondents reporting the use of AI applications to varying degrees. Students also demonstrated high perceptions of the five innovation attributes, particularly ease of use and low complexity. Conversational and text-generation tools, particularly ChatGPT and similar applications, were the most widely used. The major challenges identified included concerns about the accuracy of AI-generated outputs, the high cost of some applications, limited Arabic-language support, and issues related to academic integrity. The findings further indicated that the majority of students fall within the early adopters and early majority categories, suggesting that AI applications have reached a broad diffusion stage within the educational environment examined. The study recommends integrating professional and ethical AI competencies into media curricula, strengthening students’ skills in verifying AI-generated content, and providing an institutional environment that supports effective and responsible AI use.