The University of North Florida is expanding its technological frontier with the official unveiling of its new Digital Media + AI Innovation Lab on Oct. 19 at 10:30 a.m. in Building 14D, Room 2029.
According to UNF’s College of Arts and Sciences, “the Digital Media + AI Innovation Lab is a hub for dynamic research investigating phenomena related to digital media, new and emerging media and artificial intelligence.” Students or community members can utilize the lab for assistance in any research problems they have.”
DMAIL faculty include researchers from top institutions who are available in the lab to help with research problems and answer questions, according to the College of Arts and Sciences announcement.
“We aim to be a central hub for anyone interested in researching digital media or AI tools—anything from commercials and PSAs to AI chatbots,” said Rachel Riggs Achorn, assistant professor of public relations and DMAIL lab director.
Cutting-edge technology & research tools
The lab hosts specialized technology and equipment for advanced media analysis, according to the DMAIL website.
Technology and equipment include Meta Quest 3 virtual reality headsets, which researchers and students can use to study immersive media environments, 360-degree videos, and user experiences.
For visual attention tracking, the lab features Tobii Pro Fusion eye-tracking technology paired with Tobii Pro Lab software. This setup allows researchers to record and analyze eye movements while participants interact with online media, offering valuable insights into information processing, decision-making, and visual engagement.
DMAIL also provides dial-testing technology, enabling participants to record continuous feedback on a 0–100 scale using remote dials while viewing content. This method captures real-time emotional and cognitive reactions to media stimuli, reducing reliance on post-study recall.
Current projects & opportunities
Since the lab’s initial planning, faculty members have secured funding, acquired cutting-edge technology, and launched initial research initiatives.
Ashlyn Blalock
UNF’s new Digital Media and AI Innovation Lab (DMAIL) is being unveiled on Oct. 19 at 10:30 a.m. in Building 14D, Room 2029.
Two major projects are currently under way, according to the DMAIL website:
“Bringing the Saltmarsh Home:” Led by Riggs Achorn and funded by UNF’s Coastal and Marine Biology Program, this project develops 360-degree landscape and soundscape videos of local salt marshes to study their effects on nature appreciation and mental health.
“GenAI Content Impacts on Donor Intentions:” Led by Wanzhu Shi and funded by The Community Foundation for Northeast Florida, this study examines how AI-generated video content influences donor perceptions and charitable giving behaviors.
DMAIL faculty are actively seeking students and collaborators to join research projects, said Riggs Achorn. While formal internships are not yet established, lab leadership plans to offer structured student opportunities as operations expand.
“If you have a research question related to how people interact with media, we encourage you to reach out—we would love to help,” said Riggs Achorn.
To learn more about the lab, inquire about research resources, or get involved, contact the team at [email protected] or visit Room 2029 in Building 14D following the Oct. 19 opening.
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