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When AI Wears Many Hats: The Role of Generative Artificial Intelligence in Marketing Education

● high · 2026-08-05generative-ai, higher-ed, pedagogy, instructional-design, teacher-role, professional-training, ethics

When AI Wears Many Hats: The Role of Generative Artificial Intelligence in Marketing Education — Uses multipronged analysis (syllabi review, educator survey, qualitative interviews) and Role Theory + Community of Inquiry model to propose three GAI roles in education: tutor (grasping theoretical concepts), teammate (brainstorming and problem-solv... Generative AI Higher Ed pedagogy Instructional Design Teacher Role Professional Training

Uses multipronged analysis (syllabi review, educator survey, qualitative interviews) and Role Theory + Community of Inquiry model to propose three GAI roles in education: tutor (grasping theoretical concepts), teammate (brainstorming and problem-solving), and tool. Each role influences teaching, social, and cognitive presence differently. Identifies ethical considerations: data privacy, plagiarism, AI dependency, and assessment fairness. Provides concrete examples for GAI integration in courses.

Abstract

Generative Artificial Intelligence (GAI) is increasingly being integrated into marketing education and is reshaping the skillsets required in marketing careers. Building on Role Theory and the Community of Inquiry (CoI) model, we propose that GAI can assume three roles in marketing education: tutor, teammate, and tool. Each role influences teaching, social, and cognitive presence differently, shaping the learning experience and preparing workplace-ready marketing graduates.

Connected Concepts

  • Generative AI
  • Higher Ed
  • Instructional Design
  • Teacher Role
  • Professional Training

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    • Citation

    Unnati Narang, Vishal Sachdev, & Ruichun Liu (2026). When AI Wears Many Hats: The Role of Generative Artificial Intelligence in Marketing Education. arXiv:2608.03973. Journal of Public Policy & Marketing, 44(3), 473-489 (2025).