AI Curriculum for media education: insights from academic adaptability and industry relevance in West Bengal, India

Artificial Intelligence (AI) is reshaping diverse media sectors, necessitating the evolution of media education to prepare professionals for an algorithm-driven industry. Using a qualitative approach, this study conducted in-depth interviews with media educators (n = 17) and focus group discussions with students (n = 26) from universities in West Bengal to understand their perception and preparedness regarding the adoption of AI in the media curriculum. Academic preparedness is cultivated through exploring the insights, including potential challenges and possible solutions. Based on the existing infrastructure and discussions with academic stakeholders, including media professionals and AI experts (n = 8), this paper proposes a foundational framework–BASIC-AI, to integrate AI into media curriculum. This framework will serve as a strategic guide for curriculum developers, educators, and policymakers to design a future-ready media syllabus balancing knowledge and skill to promote AI literacy. Further this learner-centred AI-framework ensures media students to be equipped with the competencies required to work in an AI-driven media industry.