Integrating Generative AI in Marketing Higher Education: An Educational Intervention

The study, presented at ICASF 2023, explores the integration of generative AI in marketing education, highlighting both its potential to enhance learning experiences and its ethical challenges, such as academic dishonesty. Using Kohlberg's moral development theory, the research evaluated business students' ethical decision-making through an experimental design with control and treatment groups. Results showed that while generative AI supports strategic thinking and real-world simulations, its misuse poses risks. The study found no significant differences between groups but noted higher moral development correlates with better writing quality. The findings emphasize the need for balanced approaches that combine technical training in AI with ethical education to prepare responsible marketing professionals.