This research examines how multilingual college students use AI writing tools and whether these tools support or hinder learning. The findings suggest that learning outcomes depend on how AI is used. When employed as a scaffold for feedback and reflection rather than a shortcut, AI can enhance writing development and critical thinking.

This research investigates the limitations of AI-driven enterprise resource planning systems in multinational corporations. Using mixed methods, it examines ethical risks, data integrity, training gaps, and system migration challenges. The study aims to help organisations implement ERP systems more effectively, reducing financial losses while critically evaluating whether AI delivers its promised efficiency.

This research examines how AI-generated travel photography influences user engagement and visit intention. Using social media analysis, interviews, surveys, and fsQCA, it shows that emotionally immersive AI images can transform imagination into travel desire, offering destination marketers a powerful, low-cost alternative to traditional tourism promotion.

As generative AI reshapes the advertising industry, this research shows creativity is not replaced but redistributed. Through interviews and immersive fieldwork, a four-stage framework—readiness, co-creativity, validation, and execution—reveals how humans and AI can collaborate to amplify creative potential rather than diminish it.