Revolutionising Digital Marketing Education with Generative Artificial Intelligence Integration: An Asynchronous Approach †

John Bustard; Mihaela Ghisoiu

doi:10.3390/proceedings2025114001

Revolutionising Digital Marketing Education with Generative Artificial Intelligence Integration: An Asynchronous Approach †

Research output: Contribution to journal › Conference article › peer-review

Abstract

The discipline of marketing has seen a significant shift toward the use of AI over the past 10 years, with generative AI such as ChatGPT exponentially accelerating the impact of this technology due to its accessibility and relevance in helping meet organisational and practitioners’ objectives. The objective of this project was to innovatively incorporate generative pretrained transformers (GPTs) into digital marketing education as a means of asynchronously exposing learners to advances in this domain but also provide insights into managing AI use in this field more effectively. This pilot study focused on supporting tourism enterprises in less developed countries (LDCs), specifically Botswana, Uganda, and Zambia.

Original language	English
Article number	1
Pages (from-to)	1-13
Number of pages	13
Journal	Proceedings
Volume	114
Issue number	1
Early online date	14 Feb 2025
DOIs	https://doi.org/10.3390/proceedings2025114001
Publication status	Published (in print/issue) - 14 Feb 2025

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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proceedings-114-00001Final published version, 1.01 MBLicence: CC BY

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Revolutionising Digital Marketing Education with Generative Artificial Intelligence Integration: An Asynchronous Approach †

Abstract

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