When AI Wears Many Hats: The Role of Generative Artificial Intelligence in Marketing Education

Abstract

Generative Artificial Intelligence (GenAI) is transforming marketing education and the nature of marketing jobs. A few emerging papers have documented the use of GenAI by marketing educators in their course design and delivery, highlighting its promise and perils. We build on this nascent literature and propose a broader framework for the role of GenAI in marketing education by integrating multiple theoretical perspectives. Specifically, we draw on Role Theory and the Community of Inquiry model, widely recognized in education research, to propose that GenAI can assume the role of a marketing tutor, teammate, or tool and in turn, amplify or diminish teaching, social, and cognitive presence in marketing courses depending on the learning objective and marketing topic. By influencing the educational experience, GenAI can impact students' learning outcomes and work readiness in terms of their acquired competencies in marketing courses. Our research has practical implications for marketing educators, policymakers, and those working at the intersection of marketing, AI, and education policy.

Keywords: Generative AI, education, marketing, public policy, learning