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Direct linkAbhijit Guha; Dhruv Grewal; Stephen Atlas – Journal of Marketing Education, 2024
To understand why and how marketing educators can best use generative artificial intelligence (AI), such as ChatGPT, this article integrates a literature survey, interviews with both marketing educators and managers, and surveys of both marketing educators and students. In leveraging these inputs, the authors argue that generative AI can…
Descriptors: Artificial Intelligence, Technology Uses in Education, Technology Integration, Business Administration Education
