Artificial intelligence and ChatGPT: Exploring Current and potential future roles in marketing education

Abstract

Amid growing concerns about use of Artificial Intelligence (AI)-powered technologies like ChatGPT by students and researchers, this paper provides a brief overview of AI, focusing primarily on ChatGPT as one example of a chatbot that can perform various human-like functions. We discuss the utility of AI in the advertising and marketing communications industries and education. We also address fear, uncertainty, and risk-aversion for the use of these technologies in education and scholarship. We argue in favor of embracing AI in advertising and marketing communications education and practice while also providing suggested guidelines for best practices and a deep understanding of the challenges and ethical concerns associated with such uses. The paper concludes with a suggested agenda for pioneering research in this area. This paper is not intended to provide an exhaustive summary of all existing research on AI. Rather, it is a thought piece intended to stimulate curiosity among educators and practitioners and encourage further research among advertising scholars.

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