Exploring Perceptions of AI in the Marketing Classroom: A Stimuli-Organism-Response Framework

AI technologies, including generative AI applications such as ChatGPT, are increasingly being used in business contexts. Yet, marketing educators lack guidance on whether and how such technologies should be used in the classroom. On the one hand, incorporating these technologies into marketing curricula may better prepare students for careers in an increasingly technology-integrated world. On the other hand, overreliance on such technologies may also hinder learning outcomes. This research uses a Stimuli-Organism-Response (SOR) framework to explore marketing student and educator perceptions of AI. In doing so, we develop a model of AI use in higher education, identify areas for potential teaching innovations and offer examples, and provide directions for future research.