Empowering GenAI stakeholders
Journal of the Academy of Marketing Science,
Год журнала:
2025,
Номер
unknown
Опубликована: Март 17, 2025
Язык: Английский
How generative AI Is shaping the future of marketing
Journal of the Academy of Marketing Science,
Год журнала:
2024,
Номер
unknown
Опубликована: Дек. 14, 2024
Abstract
Generative
AI
(Gen
AI)
is
shaping
the
future
of
marketing.
In
next
decade,
Gen
will
influence
how
marketers
interact
and
communicate
with
customers,
help
create
deliver
marketing
content
(text,
images,
video),
inform
methods
for
researching
developing
new
products
services.
both
service
sales
settings,
affect
customers
directly
significantly.
Therefore,
marketers,
researchers,
public
policy
makers
require
a
clear
understanding
its
potential,
as
well
limitations.
To
assist
in
thinking
through
adoption
implementation
AI,
current
article
presents
four-quadrant
organizing
framework
that
highlights
trade-offs
nature
inputs
extent
human
augmentation
needed
to
AI–generated
outputs.
This
provides
guidance
selection
tools,
recommendations
further
research.
Язык: Английский
“A How-To-Guide For Bringing Artificial Intelligence Into Life In Your Marketing Curriculum: A Blueprint For Student Learning And Success”
Marketing Education Review,
Год журнала:
2024,
Номер
unknown, С. 1 - 10
Опубликована: Ноя. 18, 2024
The
rapid
rise
of
artificial
intelligence
(AI)
presents
both
challenges
and
opportunities
for
marketing
educators.
This
paper
outlines
a
transformative
process
undertaken
by
our
department
to
integrate
AI
across
the
curriculum.
We
detail
strategic
shift
from
initial
resistance
acceptance,
resulting
in
successful
integration
AI-focused
content
experiential
learning
into
courses.
Key
innovations
included
curriculum
redesign,
AI-specific
exercises,
activities
aimed
at
enhancing
literacy
prompt
engineering
skills.
further
explore
impact
these
changes
on
student
engagement
outcomes,
demonstrating
how
tools
such
as
ChatGPT
xiQ
can
be
effectively
employed
teaching.
Our
findings
reveal
high
levels
satisfaction
self-reported
knowledge
gains,
particularly
courses
where
was
central
component.
provides
blueprint
other
institutions
seeking
embrace
their
programs,
offering
practical
recommendations
overcoming
resistance,
fostering
implementing
AI-based
pedagogies.
By
aligning
education
with
industry
needs,
we
aim
prepare
students
thrive
an
increasingly
AI-driven
environment.
Язык: Английский
The Impact of Generative AI on Syllabus Design and Learning
Journal of Marketing Education,
Год журнала:
2024,
Номер
unknown
Опубликована: Дек. 12, 2024
This
research
examines
the
impact
of
generative
artificial
intelligence
(AI)
on
perception
educational
content
quality,
specifically
by
comparing
AI-generated
and
human-generated
course
syllabi
in
marketing
education.
Results
from
four
studies
indicate
a
general
preference
for
syllabi,
attributed
to
their
greater
perceived
objectivity.
is
more
pronounced
conventional
courses
but
diminishes
unconventional
ones,
suggesting
that
unique
aspects
these
may
reduce
advantages
AI.
In
addition,
disclosing
AI
authorship
significantly
affects
quality
negatively,
underscoring
transparency
acceptance
materials.
These
findings
highlight
potential
creation
its
limitations
certain
contexts.
They
offer
valuable
insights
enhancing
practices
shaping
policy
decisions
enrich
student
experiences
era
integration.
Язык: Английский