To keep pace with the rapidly evolving advertising and design industries and better prepare students for real-world professional practice, UTRGV supports the responsible integration of Artificial Intelligence (AI) into teaching, learning, research, and creative development.
Through its institutional AI initiatives, the Center for Teaching Excellence, and its AI Policy, UTRGV encourages faculty and students to explore AI as a tool for innovation, creativity, critical thinking, and professional development while maintaining academic integrity, transparency, ethical responsibility, and human oversight.
Similarly, the American Advertising Awards (ADDYs) have introduced new AI categories recognizing the creative use of artificial intelligence in advertising. These categories reflect the growing importance of AI in contemporary creative practice.
Artificial Intelligence
Use of AI as a creative tool for copywriting and other creative elements of an advertisement.
The new categories of American Advertising Awards 2026-2027 Annual Design Competition
- S32A – Copywriting Single
- S32B – Copywriting Campaign
- S32C – Creative Element Single
- 032D – Creative Elements Campaign
Dr. Kimberly Silber, President of the American Advertising Federation Rio Grande Valley Chapter and Chair of the American Advertising Awards, also encourages students to embrace AI as a creative tool in their advertising projects.
Creativity, Originality & Responsible AI Use
Originality does not mean avoiding AI. Students in ARTS 4334 and ARTS 4396 are encouraged to explore AI for concept development, brainstorming, copywriting, image generation, visual experimentation, and other creative elements of advertising and graphic design.
However, students are expected to demonstrate their own creative direction, critical thinking, artistic vision, and professional design judgment. AI-generated content should be thoughtfully evaluated, refined, and integrated into the overall design rather than simply accepted as a finished product.
Students should also use AI responsibly, respect intellectual property rights, and be transparent about AI-generated content used in their projects, consistent with applicable university policies and assignment requirements.
The key is not whether you use AI, but how creatively, thoughtfully, and effectively you use it. AI should enhance your creativity, not replace it. Our goal is to prepare students to become creative, adaptable, and competitive designers who are ready to succeed in today’s rapidly changing advertising and design industries.
UTRGV Official AI Resources
UTRGV – Generative AI Technology
Artificial Intelligence at UTRGV
Center for Teaching Excellence – Empowering Faculty with AI-Enabled Planning