AI-driven value co-creation in marketing communications internships

Artificial Intelligence (AI) is profoundly altering the workplace. Yet graduates report feeling ill-prepared for AI work environments, and Higher Education (HE) academics struggle to guide and support them, with limited AI expertise. This study explores challenges facing final year undergraduate students, academics and marketing communications (Marcom) employers in relation to the use of AI in the workplace, and examines the impact of a re-designed assessment through the lens of value co-creation theory. Qualitative methodology was applied in two phases: 1) semi-structured interviews and focus groups with key stakeholders – final year students, academics, internship employers; and 2) observations and insights drawn from the assessment undertaken in an internship subject by Marcom students at Western Sydney University. The analysis of phase one data revealed themes of job shifting, cautious optimism, and the critical need for constant learning and growth in relation to AI. Phase two data revealed that value was co-created to some extent. We identify ways in which the innovative assessment process can be refined, to further bridge the gap and enhance value. The process has the potential to be sustainable, and utilised in other disciplines within HE Institutions. This study contributes to the literature on value co-creation in education.