Most surveyed marketing educators use GAI as a tool, followed by teammate and tutor, and 64% incorporate AI in their 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? 64% of surveyed marketing educators incorporate AI in their courses, 42% consider themselves very or extremely familiar with GAI, and the most common role is tool, followed by teammate and tutor. → 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 covering familiarity with AI (5-point scale), current incorporation of AI, areas of use, and perceived effectiveness by role. The article reports "64% of marketing educators incorporate AI in their courses" and that most use GAI as a tool, followed by teammate and tutor.

"The responses revealed that 42% of the marketing educators consider themselves to be very or extremely familiar (i.e., ratings of four and above) with GAI technologies and that 64% of marketing educators incorporate AI in their courses."

Discussion¶

Related Claims¶

• Marketing educators perceive GAI as most useful as a teammate in higher-level courses but as a tutor or tool in lower-level courses — related
• GAI is rated highly effective for supporting cognitive presence by 85.71% of surveyed marketing educators — related
• Courses with higher-order learning objectives use and emphasize GAI skills more across its roles — related
• Over-reliance on GAI risks weakening teaching and social presence and depriving students of foundational skill development — related
• Students' main AI challenges are content reliability and depth, and most expect AI to serve as tutor, creative partner, and critical thinking partner rather than mere content generator — related