Agentic AI-driven creative media management in mass communication Education 5.0: A PRISMA-guided mixed-methods systematic review and bibliometric analysis

Pattarawat Kraipiyaset 1, Thittahn Neamchuchuen 1, Sothon Chanpramun 2, Pasawut Cheerapakorn 3, Rattanakul Kongpha 3, Prachyanun Nilsook 4, Wannisa Keawbankrud 5 *
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1 Division of Digital Media and Mass Communication Technology, Rajamangala University of Technology Krungthep, Bangkok, THAILAND
2 Institute of Vocational Education Central Region 3, Nakhonnayok Technical College, Nakhonnayok, THAILAND
3 Suan Sunandha Rajabhat University, Bangkok, THAILAND
4 Division of Information and Communication Technology for Education Program, Faculty of Technical Education, King Mongkut’s University of Technology North Bangkok, Bangkok, THAILAND
5 Division of Health Science and Aesthetic, Department of Science, Faculty of Science and Technology, Rajamangala University of Technology Krungthep, Bangkok, THAILAND
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 16, Issue 3, Article No: e202638. https://doi.org/10.30935/ojcmt/18689
OPEN ACCESS   35 Views   16 Downloads   Published online: 30 May 2026
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ABSTRACT

Education 5.0 is driving a paradigmatic shift toward human-centered, artificial intelligence (AI)-enabled learning ecologies in which Agentic AI autonomously orchestrates creative media production, content management, and instructional design. This study offers a mixed-methods systematic review of Agentic AI-driven creative media management in mass communication education, integrating bibliometric and qualitative evidence to address the current fragmentation of the field. Drawing on Scopus and Web of Science, the review combines bibliometric analysis using VOSviewer and Bibliometrix to map intellectual structures, collaboration networks, and thematic clusters, with inductive content analysis to synthesize strategic management dimensions, core components, and tools deployed in practice. The results reveal dominant thematic clusters, highly influential authors and sources, and evolving keyword trajectories that collectively delineate the research landscape of Agentic AI in Education 5.0. Content-level synthesis identifies key functional roles of Agentic AI in resource optimization, personalized content delivery, and autonomous workflow orchestration, while also cataloguing the specific platforms and architectures used. The review culminates in a comprehensive knowledge map that links macro-level research patterns with micro-level design features, and it foregrounds critical research gaps around AI governance, ethical frameworks, and contextual implementation. These insights provide a foundation for future scholarly work and offer actionable guidance for educational leaders and media managers seeking to responsibly integrate Agentic AI into creative media communication management.
Keywords: agentic artificial intelligence, creative media management, mass communication education, Education 5.0, systematic review

CITATION

Kraipiyaset, P., Neamchuchuen, T., Chanpramun, S., Cheerapakorn, P., Kongpha, R., Nilsook, P., & Keawbankrud, W. (2026). Agentic AI-driven creative media management in mass communication Education 5.0: A PRISMA-guided mixed-methods systematic review and bibliometric analysis. Online Journal of Communication and Media Technologies, 16(3), e202638. https://doi.org/10.30935/ojcmt/18689

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