Abstract—This research was aimed at creating and developing digital influencers with generative artificial intelligence to strengthen a university’s image and communicate with a target group, and comparing their use to traditional forms of communication. We conducted the research as an observational study. A literature review was conducted to study the elements of the process of using digital influencers created with generative artificial intelligence through an intelligent platform as university goodwill ambassadors. Research data was collected from a sample group of 150 people. We used a questionnaire to assess the effectiveness of using digital influencers created with generative artificial intelligence through an intelligent platform as university goodwill ambassadors. In the analysis, the use of digital influencers created with generative artificial intelligence through an intelligent platform was compared with regular communication by using the paired t-test statistic. A total of 150 participants were included in the study. The results showed that most of them were female (n = 87; 58 percent), aged 15–25 years (n = 106, 70.67 percent) and students (n = 99, 66 percent); 23 persons were university personnel (15.33 percent) and 28 persons were members of the general public (18.67 percent). From the results of the evaluation of the quality of using digital influencers created with artificial intelligence through an intelligent platform as university goodwill ambassadors, it was found that digital influencers created with artificial intelligence and used through an intelligent platform as university goodwill ambassadors could represent the university, and provide public relations and support for university activities. They could promote relationships between the university and third parties. As a result, communication within the organization became convenient and fast. It was even found to be more modern compared to traditional forms of communication, with statistical significance. Artificial intelligence is effective in improving communication; organizations can provide accurate information immediately and reduce the workloads of personnel. Artificial intelligence can also analyze insights from user conversations. This university can use this information to improve communication to better meet the needs of the target audience.

Keywords—digital influencers, generative artificial intelligence, intelligent platform, university goodwill ambassador

Vipusit Piankarnka, Prachyanun Nilsook, and Panita Wannapiroon,
“Generative AI-Created Digital Influencers to Be University Goodwill Ambassadors,” International Journal of Information and Education Technology, vol. 15, no. 1, pp. 106-116, 2025.
https://doi.org/10.18178/ijiet.2025.15.1.2223

Abstract

Processing speed is a critical component of cognitive apprenticeship, which is essential for developing cognitive skills for high-pressure environments. This study highlighted the limitations of traditional teaching methods in fostering rapid decision-making skills and proposed a simulation game-based learning (SGBL) model as an innovative instructional approach. It aimed to (1) develop a targeted SGBL model, (2) assess its effectiveness in enhancing cognitive apprenticeship and processing speed and (3) evaluate student satisfaction. The methodology was divided into three phases: a primary study to identify student needs, system design and development, and implementation. The SGBL model included theoretical and practical sessions, encompassing real-world scenario-based games for practicing life-saving skills. The study involved 73 undergraduate students, split into two experimental groups, and utilised a learning achievement test and a satisfaction questionnaire as research instruments. The findings revealed significant improvements in processing speed and learning outcomes (p < .01). Students expressed high levels of satisfaction, indicating the effectiveness and potential applicability of the model in other fields. Future implications include expanding SGBL with AR/VR and multiplayer functions to enhance engagement and applicability.

Keywords: 

• Simulation game-based learning
• cognitive apprenticeship
• processing speed
• cognitive skill develop

Sounthornwiboon, P., Sriprasertpap, K., & Nilsook, P. (2025).
Simulation game-based learning for cognitive apprenticeship development: a focus on processing speed. Cogent Education, 12(1).
https://doi.org/10.1080/2331186X.2024.2449280