Developing intellectual property rights competence in the age of AI: preparing future practitioners for China's creative industries

Purpose This study examines intellectual property rights (IPR) management competence among digital media technology (DMT) students in China's creative industries, focusing on how higher education prepares future professionals to address emerging IPR challenges in AI-driven and platform-based work environments. It aims to inform curriculum design and policy development that strengthen work-ready skills, promote responsible digital creativity, and enhance alignment between academic training and industry expectations. Design/methodology/approach Drawing on the DQ Institute's digital creativity competence framework, which conceptualizes IPR management as comprising knowledge, skills, and attitudes, this study employed a convergent parallel mixed-methods design. Quantitative data were collected from a survey of 290 undergraduates at five universities in Shandong Province, while qualitative insights were obtained from 20 semi-structured interviews with students, on-campus educators, and off-campus educators. Data were analysed using SPSSAU and NVivo. Findings Students demonstrated moderate IPR competence, with significant gaps in copyright authorization, registration, and proactive protection strategies. Qualitative findings revealed fragmented instruction, reliance on informal online sources, and limited understanding of non-standardized or AI-generated content. Attitudes toward ownership and attribution were situational and pragmatic. These results point to a knowledge–practice gap, reactive IPR behaviour, and a misalignment between regulatory developments and higher education curricula. Originality/value This study offers one of the first empirical assessments of IPR management competence among future digital content creators in China. It provides actionable insights for educators, employers, and policymakers seeking to integrate IPR training into digital media curricula, strengthen innovation safeguards, and enhance graduate employability in creative and technology-driven sectors.