On 8 August 2026, the School of Business and Communication Arts, University of Phayao, organised a capacity-building programme on research and academic outputs under the topic “Applying AI in Writing Books and Textbooks for Academic Promotion” at the School of Business and Communication Arts Meeting Room. The programme brought together academic staff to enhance their knowledge and understanding of the effective application of artificial intelligence technologies in the development of books and textbooks.
The training formed part of the School’s broader strategy to strengthen staff capacity and support the production of high-quality academic outputs. It aligns with the School’s vision of becoming “a leading organisation in developing entrepreneurs and communicators for the global stage, driven by intelligence and innovation for a sustainable future.” The programme emphasised the use of Artificial Intelligence (AI) as an important tool for advancing academic work, including information retrieval, content development, and knowledge creation.
Through the responsible application of AI, the School aims to support academic staff in producing high-quality books and textbooks that keep pace with a rapidly changing environment while upholding the principles of academic integrity and ethics. These efforts are expected to serve as an important foundation for supporting the continued academic advancement of faculty members.
On this occasion, Assistant Professor Dr. Tanyatip Kharuhayothin, Dean of the School of Business and Communication Arts, welcomed the guest speaker and participating academic staff and officially opened the training programme. She emphasised the importance of developing staff capacity to enable them to adapt to and make appropriate use of AI technologies in support of high-quality academic output creation, while ensuring the responsible use of technology and a firm commitment to academic ethics.
The School was honoured to welcome Associate Professor Dr. Attakrai Panpakdee, an AI expert and lecturer in the Department of Business Administration, Faculty of Business, Economics and Communications, Naresuan University, as the guest speaker for the full-day programme. The session provided in-depth knowledge across a range of relevant dimensions, complemented by the speaker’s direct experience in applying AI to the development of his own academic work.
The practical insights shared throughout the programme helped participants develop a clearer and more concrete understanding of how AI can support academic work, while also inspiring them to apply the knowledge gained effectively in their professional practice. Participants also had opportunities to exchange ideas, raise questions, and take part in hands-on exercises using AI tools in simulated scenarios, helping to build their confidence and develop practical skills that can be applied to their own future academic work.
The programme reflects the School of Business and Communication Arts’ commitment to equipping its personnel with the technological capabilities and contemporary knowledge needed to enhance the quality of academic work and further elevate its teaching and learning standards in response to the continuing transformations of the digital era.