Students and staff explore potential of GenAI through CROP@MTU campaign
Munster Technological University (MTU) has officially launched its award-winning campaign, CROP@MTU (Create it, Own it, be Proud of it). The campaign, developed by Dr Angela Wright of the Dept of Organisation and Professional Development, encourages students to engage critically, ethically and creatively with emerging technologies such as Generative Artificial Intelligence.
The launch event, held at MTU’s Bishopstown campus a cross-faculty panel of students shared their insights on how to remain authentically human in an AI-driven world.
At the core of the campaign is a graphic identity, co-created third year Digital Media student Natalia Velasquez at the Dept of Media Communications.
Dr Wright said: “It was an absolute pleasure to work with our students to develop CROP@MTU. Their input was vital, from contributing to the research to co-creating the campaign’s design. They are creative, energetic, and deeply thoughtful about the future. The campaign is a celebration of that spirit and the bright future they are helping to shape.”
The event was officially launched by Prof Christine Cross, Vice President for Academic Affairs and Registrar, who commended the initiative as timely and essential: “We are witnessing revolutionary changes in how we teach, learn, and create. The CROP@MTU campaign reminds us to cherish and champion the human spark, the originality and creativity that define us. This campaign exemplifies the values of MTU: collaboration, integrity and innovation.”
The CROP campaign has already been recognised for its impact, with the 2025 Horizon Report selecting it as an exemplar in the Faculty development for Generative AI category – a significant achievement for both MTU and the wider Technological University sector.
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