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Let’s be honest. The prevalent belief about creative students conducting research is that they lack the ability to do so. We're dreamers, not data-heads. Ideas over pie charts.

The stereotype about creative students struggling with research is as persistent as the one teacher who refuses to give up his overhead projector. I took on this stereotype directly by choosing artificial intelligence (AI), which many fear could become their replacement. But instead of machines dominating humans, as in The Terminator, they now assist students in creating award-winning campaigns. Hasta la vista, research anxiety.

So, I asked myself. What if we created a multiverse where creative students could survive and flourish in research? Could future storytellers channel their creativity to tackle real-world challenges?

I gathered a small team within the Faculty of Arts and Social Sciences (FASS), people who understood both the struggles and the potential. There was Delas, known as the Sifoo of XR and Digital Innovation and Firdaus, a brilliant UI/UX designer gifted to make complex ideas feel simple. We knew the time had come to shake things up. The three of us, each with our own quirks, ended up forming a trio that worked surprisingly well. Like the modern-day Harry, Ron and Hermione, we set out to defeat the looming shadow haunting creative students when it comes to research. Our own version of You-Know-Who.

Our team created MiroMind XR, an immersive learning platform powered by AI. It transforms how creative students approach research by blending Artificial Intelligence, Extended Reality (XR), Experiential Learning and Connectivism. Built on the Miro Developer Platform, it acts as a mentor, simulator and source of inspiration. We wanted to turn research from a dreaded task into something students could look forward to. Virtual Interactive Simulation Learning (VISL) let students experience agency life from focus groups to client meetings all on campus. AI coaching tools gave instant feedback during class, while generative AI helped brainstorm bold campaign ideas grounded in cultural relevance. We also invited industry mentors from the Association of Accredited Advertising Agents Malaysia (4As) and other top agencies. Through breakout sessions and live critiques, students received ongoing guidance. And the cherry on top? They took virtual field trips to award-winning agencies, watching professionals in action. These experiences gave students the edge to transform classroom learning into real industry confidence.

So, did it work?

Our data from 2023 and 2024 offered clear insights. Students in MiroMind XR-enhanced courses showed research application success rates between 92% and 96%. Teaching evaluations rose by more than 80%. Our approach also aligned with several Sustainable Development Goals (SDGs), while encouraging growth in critical thinking, collaboration and identity formation.

All the late nights and debugging paid off. MiroMind XR won Gold at the Educational Design, Games, Invention and Innovation (EDGII) Competition, Gold again at International Innovation Competition (INNOCOM III) and became a finalist in the Anugerah Khas YB Menteri Pendidikan Tinggi (AKRI) 2024. Standing on those stages, we didn’t just represent our team. We represented ������Ƶ University and, in a way, the creative spirit and aspirations of thousands of students in Malaysia’s creative fields. That moment reminded me of Standing in the Eyes of the World, the anthem of the 1998 Commonwealth Games. It was about resilience, about belonging and the belief that education can change everything.

So where to next?

By 2025, four institutions have expressed interest in adopting MiroMind XR. We’re already preparing for full implementation across ������Ƶ University. The goal? To empower 8,000 research-ready students by 2027.

Research isn’t just about numbers or theories. It’s about people. It’s about purpose. Most of all, it’s about proving that no matter your background, you belong in every space where the future is being written.

AI and innovation aren’t here to replace us. They’re here to help us go further. With the right tools, your ideas can move from imagination to impact. As the late Yasmin Ahmad once said, “Perhaps, in the end, there are no such things as creative people. There are only sharp observers with sensitive hearts.”

And maybe that’s all research really needs. A heart that feels, a mind that sees and the courage to ask why not.

Associate Professor Dr Zuhaili Akmal bin Ismail
School of Communication and Media Studies, Faculty of Arts and Social Sciences
Email: @email