<![CDATA[This study aims to analyze the impact of ChatGPT usage on video content production among university students. The study employed a qualitative approach with a phenomenological method through in-depth semi-structured interviews with five students in the Digital Communication and Media Study Program at IPB University's Vocational School, selected using purposive sampling. Data were analyzed using thematic analysis. The results showed that students utilized ChatGPT primarily during the pre-production stage for brainstorming, conceptualizing, and writing video scripts. Using ChatGPT improved work efficiency by shortening the process of ideation and content planning from several hours to approximately 10–15 minutes. Furthermore, ChatGPT helped students achieve a more focused and structured workflow. However, the study also found a polarizing impact on creativity. Students who utilized ChatGPT as a supporting tool maintained their creativity and originality, while those who relied on it as a substitute for the creative process experienced decreased creativity, writing skills, and a tendency toward dependency. These findings emphasize the importance of critical and responsible AI literacy in higher education.]]>
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