Students face the risk of 'falling behind' as AI explodes

At a seminar on media training held on December 9th, organized by Thanh Nien newspaper, representatives from many businesses pointed out a number of limitations faced by current students. Positions such as basic graphic design, simple content writing, or data compilation, which were once opportunities for student interns, are now being handled by AI with optimal speed and cost. This makes it difficult for students lacking practical skills to enter the job market.

Businesses have observed that current students lack creative thinking, are not proficient in digital tools, and are not accustomed to the pace of work in the modern media environment. A segment of students also relies excessively on AI, leading to products that lack individuality and fail to meet professional standards.

According to Mr. Nguyen Khoa Hong Thanh, Senior Marketing Director and Director of Communications and External Relations at Phu Nhuan Jewelry Joint Stock Company (PNJ), if communications work is only about writing content and focusing solely on KPIs like, comments, or shares, it will lead to rapid obsolescence. Mr. Thanh believes that communications professionals should aim for the company's goals: selling products and building customer loyalty.

From a business perspective, according to Mr. Thanh, communication training programs at universities need to change in terms of the ratio of theory to practice and content so that graduates can immediately meet job requirements.

"Foundation knowledge is extremely important. Lecturers need to act as facilitators to ensure that students, after learning foundational knowledge (30%), can quickly adapt to the needs of businesses and the market," Mr. Thanh added.

The education and media sectors must change.

Dr. Bao Trung, Head of the Marketing Department at the University of Finance and Marketing, shared specific insights on the diverse feedback from businesses regarding learners in the AI era.

Mr. Bao Trung said that the school has received quite a lot of diverse feedback from businesses – especially those that directly employ the school's trained workforce. In general, businesses acknowledge that the new generation of students are more dynamic, confident, and adaptable than before. They possess good digital thinking skills, quickly adapting to social media platforms, new content trends, and various software supporting media production.

Students majoring in communication studies at various universities listened attentively and learned from the opinions.

However, the representative of the University of Finance and Marketing also pointed out that, along with the strengths mentioned above, businesses also frankly said that the ability to meet the work requirements of students in the AI era only stops at the level of taking advantage of technology, but has not really met expectations in terms of content depth.

A common limitation is the lack of strategic thinking. Students can write content, create videos or come up with ideas very quickly with the support of AI, but when it comes to a complete communication plan - from identifying the audience, building messages, allocating channels to measuring effectiveness - many students are still confused. Businesses expect young employees to not only "know how to use tools", but also to be able to answer the question "why do it like that" and not just "do what". In addition, soft skills are still a limitation such as teamwork, time management, communication in high-pressure environments...

"Technology shortens processes but cannot replace seamless teamwork or the ability to present and defend ideas to clients. Some businesses also note that students can easily become dependent on AI, leading to content products lacking individuality. Businesses want AI to be merely an 'intelligent assistant,' while creative thinking and personal values are the factors that make a difference," emphasized Dr. Bao Trung.

From the educational perspective, many media training institutions recognize persistent shortcomings: a curriculum heavily focused on theory, a lack of practical training environments, inconsistent learning outcomes across schools, and limited investment in studios, editing rooms, and technology. Meanwhile, businesses demand increasingly diverse skills: from operating digital tools and data analysis to creating multi-platform content.

Ho Chi Minh City – home to a large concentration of universities and media businesses – is clearly feeling the impact of the new landscape. While students here are dynamic and embrace technology early, many still lack practical experience, are unfamiliar with professional work processes, and are easily disadvantaged compared to candidates from other localities or abroad. Businesses in the city believe that many recent graduates do not meet requirements, forcing them to invest in retraining.

In light of this reality, experts emphasize the need for comprehensive reform in training: updating curricula to meet new competency standards, expanding cooperation with businesses, increasing practical training, and creating simulated newsroom or agency environments within schools. Schools need to train lecturers, invest in technology, and guide students in applying AI correctly.

Source: https://tienphong.vn/sinh-vien-doi-mat-nguy-co-tut-hau-khi-ai-bung-no-post1803157.tpo