Utilization of Artificial Intelligence in Producing Promotional Video Content for the Faculty of Education, Universitas Negeri Malang

Mochamad Eko Budi Prastyo, Eka Pramono Adi, Mochammad Luqman Hakim Rofi’i

Abstract


The rapid growth of digital communication has encouraged higher education institutions to develop promotional content that is informative, visually attractive, and responsive to social-media audiences. This study aims to develop and describe a workflow for utilizing Artificial Intelligence (AI) in producing promotional video content for the Faculty of Education, Universitas Negeri Malang (FIP UM). The study uses a Research and Development approach with the ADDIE model, covering analysis, design, development, implementation, and evaluation. Data were obtained through observation, documentation of storyboards and AI prompts, product evaluation, and documentation of publication on the official Instagram account @fip.um. The interim results show that AI was integrated across ideation, scriptwriting, storyboard development, visual design, video generation, editing, and publication. ChatGPT, Google Gemini, Canva AI, and Google Flow were used as complementary tools. Five promotional videos had been produced and published at the progress-report stage. One faculty-introduction video recorded 77,462 views, reached 60,757 accounts, and generated 7,391 interactions, while a program-promotion video reached 14,404 views and 7,891 accounts. These findings indicate that AI-assisted production can support efficient and consistent digital promotion while retaining human control over creative and institutional decisions.

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ISSN: 2987-2448