MAIVE – Continuous Learning Network: Communication and Advertising Design in the Transformation of Generative Artificial Intelligence

We develop cooperation for continuous learning in communication

Project Duration

1.5.2026 – 31.1.2029

Source of Funding

Northern Finland Vitality Center

Total Funding

509 610 €

Generative artificial intelligence is radically transforming customer and service processes within the fields of communication and advertising design, as well as job roles and the competencies required for professional tasks. The Generative AI in Communication, Marketing Communications and Advertising Design Education project (MAIVE) aims to strengthen strategic cooperation among stakeholders to meet the needs of continuous learning.

The Generative AI in Communication, Marketing Communications and Advertising Design Education project (MAIVE) aims to strengthen strategic cooperation among stakeholders to meet the needs of continuous learning.
Generative artificial intelligence, meaning AI that learns from large language models built on extensive data repositories and creates new content based on them, is radically transforming customer and service processes within the fields of communication and advertising design, as well as job roles and the competencies required for professional tasks. In addition, AI is bringing changes to the ways in which both communication and advertising design professionals and employees across organizations communicate and produce communication-related content.

The sudden changes brought about by artificial intelligence create the need for continuous learning, as well as the updating and reorientation of skills, especially for employees in the communications and advertising sectors. The fields of communications, marketing communications and advertising planning have been chosen as the target of this project because they are facing the change caused by artificial intelligence exceptionally strongly.

The need to update skills and competencies extends to both formal education, including universities and other educational institutions, and non-formal learning environments, such as workplaces in companies, freelance work, and the non-profit and civil society sector.