MODEL OF GENERATIVE AI-DRIVEN DIGITAL CONTENT CREATION (DCC) FOR MULTIMEDIA DEVELOPMENT

Abstract

The objectives of this research are: 1) to synthesize a model for creating digital content using creative artificial intelligence (AI) for multimedia production, and 2) to develop and evaluate the quality of the digital content creation model using creative AI for multimedia production. This study employs an investigative research design, where experts evaluated the proposed model through purposive sampling. Data was collected using quality assessment forms and analyzed using basic statistics, including mean and standard deviation. The findings reveal that the model for digital content creation using creative AI for multimedia production achieved a mean score of 4.61, which is classified as "very good," with a standard deviation of 0.49, supporting the research hypothesis that the model is of high quality.