Patterns of Generative AI Use in Student-Led Multimedia Learning: Evidence from a Philippine Private University

This study examined patterns of generative artificial intelligence (GenAI) use in student-led multimedia learning at a Philippine private university. Using a quantitative cross-sectional survey, 288 valid student responses were analyzed after screening for recent multimedia coursework and actual GenAI use. Descriptive statistics, group comparisons, and Pearson correlations were employed. Results showed that ChatGPT, Google Gemini, and Canva AI tools were the most used platforms, usually integrated into presentation-based and collaborative academic tasks. Students generally reported high levels of design thinking-related behaviors, creative self-efficacy, and learning satisfaction, while critical GenAI use was comparatively lower. Students with higher prior GenAI experience and those who perceived stronger AI influence on their outputs reported significantly higher GenAI use, creative self-efficacy, and critical GenAI use. GenAI use was also positively associated with learning satisfaction and creative self-efficacy. The findings suggest that GenAI is becoming embedded in ordinary multimedia coursework, but that stronger instructional support is needed to promote more critical and reflective AI use in higher education.