Commentary: Reimagining marketing education in the age of generative AI

IF 5.9 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing Pub Date : 2024-07-02 DOI:10.1016/j.ijresmar.2024.06.004

Oguz A. Acar

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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.

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评论：在生成式人工智能时代重新构想营销教育

生成式人工智能（GenAI）通过增强学习体验和解决长期存在的教学难题，有望彻底改变市场营销教育。本文探讨了 GenAI 的变革性影响，重点关注三个主要方面：成本效益和可扩展性、个性化和可及性以及创造性和创新性。然而，尽管有这些巨大的好处，GenAI 也带来了重要的风险和挑战。因此，我强调有必要以负责任的方式进行战略性实施，并推荐了几种方法，如基础人工智能扫盲、人工监督、与学习目标保持一致以及定制教学框架，以充分发挥GenAI的潜力，同时降低相关风险。最后，我强调，讨论应该从我们是否应该使用 GenAI 发展到我们应该何时以及如何使用它。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Research in Marketing BUSINESS-

CiteScore

11.80

自引率

4.30%

发文量

审稿时长

66 days

期刊介绍： The International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, IJRM aims to contribute substantially to the field of marketing research by providing a high-quality medium for the dissemination of new marketing knowledge and methods. Among IJRM targeted audience are marketing scholars, practitioners (e.g., marketing research and consulting professionals) and other interested groups and individuals.