An AI-Integrated Entrepreneurship Living Lab Model for an Entrepreneurship Course at Parahyangan Catholic University

This study aims to develop an entrepreneurship living lab model that integrates design thinking pedagogy with artificial intelligence (AI) in an entrepreneurship course at Parahyangan Catholic University. Students will identify customer needs, define promotional challenges, generate potential solutions, and produce two promotional-material prototypes based on the same brief: one without generative AI and one with AI assistance. The prototypes will be evaluated through Instagram posts published under comparable conditions. A mixed-methods design will combine post-level performance comparisons, pre- and post-project assessments of individual competencies, and interviews with students and community members as prospective consumers. The primary performance indicator will be the interaction-to-reach ratio measured seven days after publication; reach, interaction types, and production efficiency will serve as secondary indicators. Because audiences will not be randomly assigned in this organic social-media setting, performance differences will be interpreted as real-world comparisons rather than evidence that AI caused an improvement. The proposed model combines co-design, documentation of AI-generated content verification, assessment of audience responses, and iterative prototype development. Empirical findings and conclusions will be reported after data collection and analysis are completed.