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This study explores the integration of artificial intelligence (AI) into marketing education to enhance personal branding and career readiness. The research focuses on an assignment designed to leverage AI tools for personal strategic planning in marketing courses. The AI-Enhanced Personal Branding assignment encourages students to conduct research on AI applications, engage in self-discovery, craft personal mission statements – both on their own and with the help of AI, and reflect on their experiences. The goal is to provide practical AI applications in marketing education, promoting critical examination of ethical implications and enhancing student engagement and learning outcomes. Data were collected through assignments, surveys, and focus groups from diverse institutions to evaluate the effectiveness of AI-supported pedagogical strategies. The findings highlight AI’s potential to transform educational practices, prepare students for AI-supported or driven careers, and ensure ongoing marketing curriculum relevance and consistency in an ever-evolving technological landscape. This study underscores the value of AI in creating interactive, personalized, and efficient learning experiences in marketing education.
Turner-Henderson et al. (2025) studied this question.