<![CDATA[ABSTRAK Perkembangan teknologi digital mendorong pemanfaatan Artificial Intelligence (AI) dalam aktivitas akademik, termasuk analisis konten komunikasi. Penelitian ini bertujuan mengkaji pemanfaatan AI serta mengeksplorasi persepsi mahasiswa terhadap perannya dalam proses analisis. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data dikumpulkan melalui wawancara mendalam terhadap mahasiswa Program Studi Komunikasi Digital dan Media IPB University. Hasil penelitian menunjukkan bahwa AI mendukung proses eksplorasi ide, pengolahan data, interpretasi konten, dan penulisan akademik. Mahasiswa menilai AI mampu meningkatkan efisiensi, memperluas perspektif, dan meningkatkan kualitas analisis. Penelitian ini menyimpulkan bahwa AI berfungsi sebagai alat pendukung yang perlu diimbangi dengan kemampuan berpikir kritis, literasi digital, dan keterlibatan aktif mahasiswa. ABSTRACT The rapid development of digital technology has encouraged the use of Artificial Intelligence (AI) in academic activities, including communication content analysis. This study aims to examine the utilization of AI and explore students’ perceptions of its role in the analysis process. Using a qualitative case study approach, data were collected through in-depth interviews with Digital Communication and Media students at IPB University. The findings show that AI supports idea generation, data processing, content interpretation, and academic writing. Students perceive AI as improving efficiency, expanding perspectives, and enhancing analysis quality. The study concludes that AI functions as a supporting tool and should be complemented by critical thinking, digital literacy, and active student involvement.]]>
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