مجلة الواحات للبحوث و الدراسات

Ai-generated Advertising: Shifting Visual Practices In University Communication A Case Study Of Ghardaia University

Auteurs : Cheriti Fawzi .

Résumé

Generative artificial intelligence (GenAI) is changing advertising image production, yet its implications for university institutional communication remain underexplored. This study examines how AI-generated and AI-supported advertising images are shaping visual practices at Ghardaia University, Algeria. Using descriptive content analysis, it examines 46 AI-related advertising images published on the university’s official Facebook page during the 2025–2026 academic period. The analysis considers advertisement types, visual forms, human representation, technological elements, institutional identity, textual density, advertising appeals, and calls to action. The findings indicate controlled visual modernization rather than a substantial departure from established institutional communication practices. Most images are realistic or enhanced-realistic, information-dense, technologically oriented, and consistent with the university’s visual identity. AI-generated human figures are uncommon, while rational and informational appeals predominate. These findings suggest that GenAI is being incorporated as a new means of visual production rather than replacing existing communicative practices.

Mots clés

AI-generated advertising ; Visual communication ; Institutional communication ; University communication ; Advertising imagery