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Commentary: Reimagining marketing education in the age of generative AI

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  • Acar, Oguz A.

Abstract

Generative AI (GenAI) holds the potential to revolutionise marketing education by enhancing the learning experience and addressing long-standing pedagogical challenges. This paper explores the transformative impact of GenAI, focusing on three primary dimensions: cost efficiency & scalability, personalisation & accessibility, and creativity & innovation. However, despite these substantial benefits, GenAI also presents important risks and challenges. I therefore underscore the need for strategic and responsible implementation, recommending several approaches such as foundational AI literacy, human oversight, alignment with learning objectives and bespoke pedagogical frameworks to harness GenAI's full potential while mitigating associated risks. Finally, I emphasise that the discussion should evolve from whether we should use GenAI to when and how we should use it.

Suggested Citation

  • Acar, Oguz A., 2024. "Commentary: Reimagining marketing education in the age of generative AI," International Journal of Research in Marketing, Elsevier, vol. 41(3), pages 489-495.
    • Handle: RePEc:eee:ijrema:v:41:y:2024:i:3:p:489-495
    DOI: 10.1016/j.ijresmar.2024.06.004
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    References listed on IDEAS

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    1. Tyna Eloundou & Sam Manning & Pamela Mishkin & Daniel Rock, 2023. "GPTs are GPTs: An Early Look at the Labor Market Impact Potential of Large Language Models," Papers 2303.10130, arXiv.org, revised Aug 2023.
    2. Celiktutan, Begum & Klesse, Anne-Kathrin & Tuk, Mirjam A., 2024. "Acceptability lies in the eye of the beholder: Self-other biases in GenAI collaborations," International Journal of Research in Marketing, Elsevier, vol. 41(3), pages 496-512.
    3. Peres, Renana & Schreier, Martin & Schweidel, David & Sorescu, Alina, 2023. "On ChatGPT and beyond: How generative artificial intelligence may affect research, teaching, and practice," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 269-275.
    4. Jürgensmeier, Lukas & Skiera, Bernd, 2024. "Generative AI for scalable feedback to multimodal exercises," International Journal of Research in Marketing, Elsevier, vol. 41(3), pages 468-488.
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