Integrating Generative Intelligence into Educational Assessment: A Multi-disciplinary Approach for Enhancing Value-Added Measures in Mass Communication and Management Studies

In the evolving landscape of education, the integration of generative intelligence (GI) promises significant enhancements in the pedagogical processes within mass communication and management studies. This paper examines the transformative impact of advanced artificial intelligence technologies, including Generative Adversarial Networks (GANs) and Generative Pre-trained Transformers (GPTs), on educational assessments. By facilitating dynamic and interactive learning environments, GI tools such as large language models extend educational boundaries and foster a continuous, adaptive interaction among students, educators, and AI systems. These technologies not only personalize learning experiences but also support the development of critical thinking skills through tailored content and feedback mechanisms. However, the deployment of such AI-driven innovations necessitates a cautious approach, addressing ethical concerns related to data privacy, algorithmic bias, and the integrity of AI outputs. This study explores both the potential and challenges of GI, providing a balanced perspective on its role in enhancing educational outcomes and shaping future educational practices.