Marketing educators perceive GAI as most useful as a teammate in higher-level courses but as a tutor or tool in lower-level courses¶

Claim · All claims
Evidence · 1 study · associational r1 · q2
Currency · newest study 2025 · not yet checked against its sources · not reviewed by a person

Subclaims¶

q2 i? Instructors of higher-level and elective courses perceive GAI as more effective as a teammate, while instructors of lower-level and core courses perceive it as more effective as a tutor or tool. → Narang 2025

Evidence¶

Narang 2025¶

Narang, Unnati, Vishal Sachdev, and Ruichun Liu. (2025). When AI Wears Many Hats: The Role of Generative Artificial Intelligence in Marketing Education. Journal of Public Policy & Marketing. https://doi.org/10.1177/07439156251328237

q2 · i? · associational · r1

Survey of 14 full-time marketing faculty at a large midwestern U.S. public university; instructor-provided effectiveness ratings of AI in tutor, teammate, and tool roles were analyzed by course level. The article reports that "AI is perceived most useful as a teammate in higher-level courses but as a tutor or tool in lower-level courses."

"The results appear in Figure 1 and show that AI is perceived most useful as a teammate in higher-level courses but as a tutor or tool in lower-level courses based on the proportion of respondents who rated it a 4 or 5 on a 5-point effectiveness scale."

Discussion¶

Related Claims¶

• Most surveyed marketing educators use GAI as a tool, followed by teammate and tutor, and 64% incorporate AI in their courses — related
• Courses with higher-order learning objectives use and emphasize GAI skills more across its roles — related
• GAI is rated highly effective for supporting cognitive presence by 85.71% of surveyed marketing educators — related