This course uses real-world applications and industry case studies to help students understand the strengths and limitations of AI
As artificial intelligence continues to reshape industries from journalism to advertising, UND faculty are Faculty of Communication We prepare students to use technology thoughtfully and responsibly.
Starting in fall 2026, UND will offer a new course, “COMM 322: Artificial Intelligence in Emerging Communication Practices,” designed to help students understand both the power and limitations of AI in the field of modern communication.
Responding to rapidly changing fields
The idea for this course grew out of academic conversations that took place far beyond UND’s campus.
Lee Jun Hwa He is the Secretary of the Department of Communications and a former Vice President of the American Academy of Advertising. In the latter role, he hosted the Academy’s regular meeting in Texas this year. The number of papers he received focused on one particular topic was considerable.
“About 40% of the conference materials we received were related to AI,” Lee said. “This shows how closely academia mirrors what’s happening in industry, and how quickly things are changing. It also confirms how important student preparation is.”
Teachers also recognized gaps in their immediate surroundings. Although some courses touched on AI, there was no dedicated class focused on how to effectively use AI in a communications career.
“We know that students are already using AI,” Lee said. “The question is, how can we use it more professionally, more appropriately, rather than just randomly?”
A course built around responsible use
This question, how to use AI responsibly, is central to our course design.
Emily Gibbens-Buteau He, an assistant professor and curriculum chair in the Department of Communication, said students are already asking professors when and how they can use AI in their classes.
“It is important to have clear guidelines around emerging technologies such as AI so students understand what is appropriate in the classroom and industry,” she said.
“We receive questions like this from our students, so this course was created to establish clear expectations from the beginning. Our goal has always been to offer a diverse curriculum that meets the needs of an evolving industry.”
Brad Lundquist dean of College of Arts and Sciences; “AI is an important tool that students need to learn to use responsibly in their professional lives, and this course will lead them in that direction,” he agreed.
Rather than prohibiting or avoiding AI, the course teaches students to treat AI as a tool to support learning, rather than as something that will do the job for them, Gibbens-Buteau said.
Blending theory, practice, and real-world application
This course was developed by a new faculty member Linky Lou and muhammad ali Both are assistant professors in the Department of Communication Studies. We both have technical backgrounds in addition to communication, which meant we designed a course that blended communication and technical education.
Students explore fundamental concepts such as machine learning and large-scale language models while also gaining hands-on experience with tools used in industry.
Assignments include:
- Brainstorming and content development using AI
- Data analysis and summary
- image generation
- Case studies based on real organizations such as the New York Times
- Collaborative projects that reflect the work environment
“In the fields of journalism, advertising, and public relations, professionals are already using AI for brainstorming, summarizing data, and developing content,” Ali said. “Our job is to help students understand both the strengths and limitations of AI, so they can use it responsibly.”
Students will also learn how AI can assist with tasks such as fact-checking, analyzing large datasets, and monitoring media trends. All of these are increasingly essential skills in a communications career.
To better understand the industry’s needs, Lu interviewed large companies and the American Association of Advertising Agencies. He said industry players are using AI not only in advertising but also in public relations, marketing and branding efforts. In other words, she built the course on practical concepts (including some theory) so students could put their new skills to use immediately after entering the workforce.
“This course is relevant to their daily and professional lives, and that’s what makes our courses so special,” Lu said.
Yet another unique aspect of this course is its focus on helping students collaborate across disciplines. As AI becomes more integrated into the communications industry, experts are increasingly working alongside data scientists and engineers.
“This course will help you communicate effectively with those teams, even if you’re not a technical expert,” Lee said.
Importantly, no coding experience is required. Faculty emphasize that the technical elements are introductory and designed to build confidence rather than expertise.
Meeting student demands and university priorities
The course also aligns with UND’s broader strategic direction and growing student interest in AI-related learning.
It meets mandatory study requirements in mathematics, science, and technology, making it open to students from all majors, from aviation to communications.
The School of Communication expects its wide applicability will attract many students, and the department is already considering future enhancements, including the possibility of using emerging technologies such as AI-enabled devices in its classrooms.
For now, faculty see COMM 322 as an important first step, helping students truly understand AI, not just use it.
“AI is powerful, but we are still learning how to use it effectively,” Ali said. “This course gives students the foundation to do that in a thoughtful and responsible way.”
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