Poietic symbiosis or algorithmic subjugation: generative AI technology in marketing communications education
Gulnara Z. Karimova,
Yevgeniya D. Kim,
Amir Shirkhanbeik
Abstract:This exploratory study investigates the convergence of marketing communications and AI-powered technology in higher education, adopting a perspective on student interactions with generative AI tools. Through a comprehensive content analysis of learners’ responses, we employed a blend of manual scrutiny, Python-generated Word Cloud, and Latent Dirichlet Allocation (LDA) to expose the nature of interaction between learners and AI tools. Our findings indicate that learners predominantly adhere to the perception o… Show more
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