Generative AI and Marketing Education: What the Future Holds

Abstract

To understand why and how marketing educators can best use generative artificial intelligence (AI), such as ChatGPT, this article integrates a literature survey, interviews with both marketing educators and managers, and surveys of both marketing educators and students. In leveraging these inputs, the authors argue that generative AI can significantly shape and improve the future of marketing education. Specifically, by including ChatGPT in their lessons, marketing educators can both materially enhance learning experiences and better prepare students for future jobs with marketing firms that rely on ChatGPT in practice. Noting that ChatGPT has downsides, this research identifies several steps educators should take to minimize the risks. Finally, the authors propose an agenda for continued research into how marketing educators can and should use ChatGPT, with the explicit recognition that ChatGPT is evolving rapidly, so that, the research agenda will need to adapt as well.

AI and the future of marketing education through the lens of the space merchants

“…An investigation conducted by Guha, Grewal, and Atlas (2023) into the integration of generative technologies within marketing pedagogy offers a thought-provoking exploration of the transformative potential of these advancements. The topics of consumerism, corporate dominance, and manipulative advertising in "The Space Merchants" by Pohl and Kornbluth (2011) serve as a cautionary backdrop, highlighting the ethical implications and potential risks associated with the misuse of powerful marketing technologies.…”

“…(Pohl & Kornbluth, 2011, p. 114), underscoring the necessity of embedding ethical deliberation and critical thinking within marketing Brazilian Journal of Business, Curitiba, v. 6, n. 2, p. 1-16, 2024 z curricula. The research by Guha, Grewal, and Atlas (2023) thus advocates for an informed engagement with generative technologies, promoting an educational paradigm that encourages innovation while fostering a conscientious evaluation of these advancements' ethical dimensions and societal impacts.…”

Utilizing AI for Physics Problem Solving: A Literature Review and ChatGPT Experience

“…This AI application could address student queries in real-time, offering various formats of information presentation like text summaries, detailed explanations, and examples (Tlili et al, 2023). By engaging in interactive dialogues, ChatGPT supplemented traditional teaching methods, aiding in better understanding through dynamic exchanges (Guha et al, 2024). Educators cound leverage ChatGPT to reduce time spent on routine tasks, allowing for more focus on cognitively demanding or creative activities (Guha et al, 2024).…”

“…By engaging in interactive dialogues, ChatGPT supplemented traditional teaching methods, aiding in better understanding through dynamic exchanges (Guha et al, 2024). Educators cound leverage ChatGPT to reduce time spent on routine tasks, allowing for more focus on cognitively demanding or creative activities (Guha et al, 2024).…”