What is it about?
The research looks at whether using AI in coursework can help students understand its ethical implications in marketing. The study was part of a “Responsible Marketing” module and aimed to prepare students for real-world challenges where AI is widely used. Researchers analysed 35 student reflections to understand their feelings, perceived benefits and risks, and ethical concerns. Students were required to use GenAI for part of their assignment and then reflect on the experience, including issues like plagiarism, bias, and fairness. The study found mixed reactions; some students were excited, others worried about integrity and reliability. It also showed that fact-checking AI outputs led to deeper ethical insights.
Featured Image
Photo by Nahrizul Kadri on Unsplash
Why is it important?
Understanding the ethics of AI is no longer optional for marketing professionals. This research highlights a practical way to teach those skills through hands-on experience and reflection. It also reveals gaps like students’ overreliance on AI and lack of fact-checking that educators need to address. The findings can guide universities in designing better curricula for the AI-driven business world.
Perspectives
What makes this work unique is its action research approach. We didn’t just talk about AI ethics but we embedded it into the learning experience. By requiring students to use GenAI in a real assignment and reflect on its ethical implications, we created a transformative learning opportunity. This is one of the first studies to combine experiential learning, reflective practice, and AI ethics in marketing education. Our findings challenge assumptions: not all students welcomed AI, and many struggled to connect classroom use with real-world practice. Interestingly, those who fact-checked AI outputs developed the deepest ethical insights, showing that critical engagement, not passive use, is key. This research opens new pathways for integrating AI responsibly into curricula and shaping marketers who can balance innovation with integrity.
Assoc. Prof. Dr. Gökhan Aydin
University of Brighton
Read the Original
This page is a summary of: Empowering marketing students via ethical reflection: a genai-driven assignment design, Marketing Education Review, August 2025, Taylor & Francis,
DOI: 10.1080/10528008.2025.2554189.
You can read the full text:
Contributors
The following have contributed to this page
