Advancing Advertising Education Through AI and Experiential Learning: Insights From a Campaign Planning Course for Caregivers in Hong Kong.

This article examines a research-led, service-learning teaching approach in an advertising campaign planning course at Hong Kong Baptist University, focusing on understanding the challenges and needs of caregivers in Hong Kong. The course integrates the AI consumer intelligence tool BrandWatch with first-hand qualitative interviews to provide students with both quantitative and contextual insights into caregiving issues, particularly mental health and support needs. Students collaborated with the digital platform 60-60 to develop data-driven, socially responsible campaign proposals aimed at supporting caregivers, while reflecting on their learning and AI tool usage. The study highlights the pedagogical benefits and challenges of combining AI analysis with experiential learning in advertising education, emphasizing enhanced student engagement, critical thinking, and ethical considerations.