The workshop witnessed outstanding participation, with more than 100 students from the Digital Media and Digital Marketing programs, alongside academic staff members and professionals interested in the field.

Professor Kerrigan delivered a comprehensive presentation covering the use of artificial intelligence in data analysis, audience targeting, and impact measurement; the role of AI technologies in creative content production and personalized marketing messages; and the importance of maintaining the human element in evaluation and message creation, particularly in addressing challenges related to emotional understanding and nuanced contexts. She also discussed AI applications in reputation management, sentiment analysis, and synthetic data usage by major global brands.

The workshop saw strong student engagement, with questions focusing on the future of human creativity in the age of intelligent tools, the limits of algorithmic reliance in understanding audiences, ethical challenges related to privacy and predictive accuracy, and the impact of digital filters and interfaces on personal identity and visual culture.

The session concluded with Professor Kerrigan emphasizing that artificial intelligence should be viewed as a tool that enhances human skills rather than replaces them, as creativity and emotional interpretation remain fundamentally human abilities that are difficult to replicate with precision.

This workshop is part of a series of specialized activities organized by the Faculty of Business and Communication to deepen students’ understanding of digital transformations in marketing and to build their capacity to professionally and critically employ emerging technologies in their career paths.