UND Communication Department Launches AI Course Focused on Responsible Use
The University of North Dakota's Department of Communication will offer a new course beginning Fall 2026 that teaches students how to use artificial intelligence responsibly in professional settings. COMM 322: Artificial Intelligence in Emerging Communication Practices responds to rapid industry adoption of AI across journalism, advertising, and public relations.
The course grew out of a concrete observation: 40% of papers submitted to the American Academy of Advertising's 2026 conference focused on AI. Joonghwa Lee, chair of the Department of Communication and former vice president of the Academy, said the volume reflected how quickly the industry is changing and the need to prepare students accordingly.
Faculty also identified a gap on campus. While some courses touched on AI, none addressed how to use it effectively in communication careers. Students were already asking professors when they could use AI in assignments, creating confusion about appropriate use.
A Course Built Around Practical Guidelines
The course treats AI as a tool to support work, not replace it. Emily Gibbens-Buteau, assistant professor and curriculum committee chair, said establishing clear expectations early helps students understand what's appropriate in the classroom and in the industry.
Assistant professors Linqi Lu and Mohammad Ali developed the course, bringing both communication and technical backgrounds to the design. Students will explore foundational concepts like machine learning and large language models while gaining hands-on experience with tools used in professional settings.
Assignments include brainstorming and content development, data analysis and summarization, image generation, and case studies based on real organizations such as The New York Times. Students will learn how AI can assist with factchecking, analyzing large datasets, and monitoring media trends-skills increasingly essential in communication work.
Lu interviewed large companies and the American Association of Advertising Agencies to ground the course in practical concepts. Industry members are using AI across advertising, public relations, marketing, and branding.
No Coding Required
The course requires no coding experience. Faculty stress that technical components are introductory and designed to build confidence rather than expertise.
A unique aspect of the course is its emphasis on cross-disciplinary collaboration. As AI becomes more embedded in communication industries, professionals increasingly work alongside data scientists and engineers. The course helps students communicate effectively with those teams, even without technical expertise.
Broader Reach Across Campus
COMM 322 fulfills a Math, Science & Technology Essential Studies requirement, making it accessible to students across majors-from aviation to communication. The department expects strong enrollment and is already exploring future enhancements, including potential use of AI-enabled devices in coursework.
Brad Rundquist, dean of the College of Arts & Sciences, said students need to learn to use AI responsibly in their professional lives. "This course will take them in that direction," he said.
For PR and communications professionals looking to stay current, explore AI for PR & Communications and learn about Generative AI and LLM fundamentals that shape how these tools work.
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