UND Communication launches AI course focused on responsible use

Using real-world applications and industry case studies, course will help students understand strengths as well as limitations of AI

As artificial intelligence continues to reshape industries from journalism to advertising, faculty in UND’s Department of Communication are preparing students to use the technology thoughtfully — and responsibly.

Beginning in Fall 2026, UND will offer COMM 322: Artificial Intelligence in Emerging Communication Practices, a new course designed to help students understand both the power and the limitations of AI in modern communication fields.

Responding to a rapidly changing field

The idea for the course grew out of academic conversations happening far beyond UND’s campus.

Joonghwa Lee, chair of the Department of Communication, is also a former vice president of the American Academy of Advertising. In his latter role, he organized the Academy’s regular conference this year in Texas. The number of papers he received focusing on one specific topic were significant:

“About 40% of the conference papers we received were related to AI,” Lee said. “That really shows how closely academia reflects what’s happening in the industry, and how quickly things are changing. It also reinforces how important it is to prepare students.”

Faculty also recognized a gap closer to home: while some courses touched on AI, there was no dedicated class focused on how to use it effectively in communication careers.

“We know students are already using AI,” Lee said. “The question is, how they can use it more professionally and more appropriately — not just randomly.”

A course built around responsible use

That question — how to use AI responsibly — is central to the course’s design.

Emily Gibbens-Buteau, assistant professor and curriculum committee chair for the Department of Communication, said students are already asking professors how and when they can use AI in their coursework.

“It’s important to have clear guidelines around emerging technologies like AI so students understand what’s appropriate in the classroom and in the industry,” she said.

“Because we’re all getting these questions from students, this course was created to establish clear expectations from the start. Our goal has always been to offer a variety of curricula that meets the needs of the evolving industry.”

Brad Rundquist, dean of the College of Arts & Sciences, agreed: “AI is an important tool that students need to learn to use responsibly in their professional lives, and this course will take them in that direction,” he said.

Rather than banning or avoiding AI, the course teaches students to treat it as a tool to support learning, not as something to do the work for them, Gibbens-Buteau said.

Blending theory, practice and real-world applications

The course was developed by new faculty members Linqi Lu and Mohammad Ali,  both of whom are assistant professors in the Communicant Department. They both also have technical backgrounds in addition to communication, which means they designed the course to blend communication and technical education.

Students will explore foundational concepts such as machine learning and large language models while also gaining hands-on experience with tools used in industry.

Assignments include:

• Brainstorming and content development using AI
• Data analysis and summarization
• Image generation
• Case studies based on real organizations such as The New York Times
• Collaborative projects that mirror workplace environments

“In journalism, advertising and public relations, professionals are already using AI for brainstorming, summarizing data and developing content,” said Ali. “Our job is to help students understand both the strengths and limitations of AI, so they’re prepared to use it responsibly.”

Students will also learn how AI can assist with tasks such as factchecking, analyzing large datasets and monitoring media trends — all increasingly essential skills in communication careers.

To better gauge industry needs, Lu interviewed large companies and the American Association of Advertising Agencies. Industry members, she said, are not only using AI in advertising, but also in public relations, marketing and branding efforts. That means she grounded the course in practical concepts (with some theory included), so students can put their new skills to use right away after gaining employment.

“This course is related to their everyday and the professional lives, and that is what makes our course different,” Lu said.

Yet another unique aspect of the course is its emphasis on helping students collaborate across disciplines. As AI becomes more embedded in communication industries, professionals are increasingly working alongside data scientists and engineers.

“This course helps them communicate effectively with those teams, even if they’re not technical experts,” Lee said.

Importantly, no coding experience is required. Faculty stress that the technical components are introductory and designed to build confidence rather than expertise.

Meeting student demand — and University priorities

The course also aligns with UND’s broader strategic direction and growing student interest in AI-related learning.

It fulfills a Math, Science & Technology Essential Studies requirement, making it accessible to students across majors — from aviation to communication.

Communication faculty expect that broad applicability will draw strong enrollment, and the department is already exploring future enhancements, including potential use of emerging technologies such as AI-enabled devices in coursework.

For now, faculty see COMM 322 as an important first step — one that helps students move beyond simply using AI to truly understanding it.

“AI is powerful, but it’s still something we’re learning how to use effectively,” Ali said. “This course gives students the foundation to do that in a thoughtful, responsible way.”