Attitudes towards Using Generative AI Tools in Communication Training

Abstract

Background and aim: Open access to generative AI tools is fundamentally changing marketing practice and, as a result, the main tasks and goals of marketing education. In this regard, the purpose of the study is to investigate the attitude of learners towards the use of generative AI in general and in particular in the process of their education. Methods: Based on a literature review and focus groups, variables were formulated for collecting quantitative data to investigate the attitude of learners towards the use of gen AI tools in training. Data were collected from 90 respondents - students in the bachelor's programs in marketing and digital media, and PR at the University of Economics - Varna - through an online survey. Factor analysis, univariate and bivariate distributions, and non-parametric tests for testing hypotheses were used in the analysis of empirical data. Results: The results of the analyses show that the general attitude of students towards the use of AI tools in their education is moderately positive, but this attitude is strongly moderated by control beliefs (ease of use) and not so much by behavioral beliefs (expected benefits). Conclusions: The study conducted shows the need to include the ethical context in the use of AI tools in communication training as part of the curriculum. Originality: The novelty of the paper lies in arguing for the need to study the attitudes of marketing and communications students towards the use of AI tools in their training, with a focus on the ethical context. Practical implications: The results of the study can be used in designing future research on learners' attitudes towards gen AI tools and, more generally, in adapting the ethical framework for their use.

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