Commentary: Reimagining marketing education in the age of generative AI

Generative AI (GenAI) holds the potential to revolutionise marketing education by enhancing the learning experience and addressing long-standing pedagogical challenges. This paper explores the transformative impact of GenAI, focusing on three primary dimensions: cost efficiency & scalability, personalisation & accessibility, and creativity & innovation. However, despite these substantial benefits, GenAI also presents important risks and challenges. I therefore underscore the need for strategic and responsible implementation, recommending several approaches such as foundational AI literacy, human oversight, alignment with learning objectives and bespoke pedagogical frameworks to harness GenAI's full potential while mitigating associated risks. Finally, I emphasise that the discussion should evolve from whether we should use GenAI to when and how we should use it.