Should we integrate AI in business education programs?

Abstract

Purpose: This research aims to study the practitioners' and business students perspectives on integrating artificial intelligence in business education. The study specifically tackles the importance of artificial intelligence usage in the marketing era. The research will examine the way artificial intelligence courses can improve marketing education and how universities can be prepared for that. Design/Methodology/Approach: Data was collected through online interviews with 10 marketing professionals and a survey filled by 303 business students from different universities. Findings: The results of the study show that it is very important to integrate artificial intelligence course in marketing education at the higher education level. Interviewers agreed that AI enhances the students' abilities and skills. As for the findings of the quantitative study, business students seem to be interested to take AI courses. Personality factors, social factors, and self-efficacy drive their interest. Implications: This study can be a reference for marketing educators who are willing to integrate AI into their programs.