GAI role framework: tutor, teammate, and tool mapped onto teaching, social, and cognitive presence

Design · All designs
Evidence · 2 claims (2 for) · 1 study (1 associational), q2 · 0 of 1 report an effect size · 2 claims rest on one study

Description

The article integrates Role Theory with the Community of Inquiry (CoI) model to propose that GAI can assume three roles in marketing education. As a tutor, GAI provides personalized instruction and helps with learning specific concepts and skills; as a teammate, it collaborates by sharing ideas and offering different perspectives; as a tool, it completes assigned tasks efficiently. Each role is posited to influence teaching, social, and cognitive presence differently, shaping learning experience and workplace readiness.

Design Implications

Context

Requirements

• Learning objectives of the marketing course determine which role GAI should assume
• Instructors provide instructions (system prompts) to the GAI chatbot for each role

Constraints

• The roles often overlap and interact dynamically in practice, particularly in online and hybrid formats
• Framework validated only on a convenience sample and should be expanded in future research

Target Learners

• undergraduate and graduate marketing students

Learning Goals

• marketing concepts and skills
• critical thinking
• collaboration
• workplace readiness

Claims

• Gai Perceived Most Useful Teammate Higher Level Courses [+M]
• Gai Rated Highly Effective Cognitive Presence [+M]

Related Designs

Examples

-

Key Sources

• 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

Page metadata

Field	Value
type	design
id	gai-tutor-teammate-tool-coi-framework
title	GAI role framework: tutor, teammate, and tool mapped onto teaching, social, and cognitive presence
description	The article integrates Role Theory with the Community of Inquiry (CoI) model to propose that GAI can assume three roles in marketing education.
status	review
generated	by process:settle-candidates on 2026-10-11
trust	unverified — no one has confirmed this page's content
sources	1 — narang-2025

Frontmatter is the page's machine-readable record — see the Schema & Guide.