Throughout history, access to capital, technology and knowledge has never been greater. This is how we have experienced, over the last 30 years, the greatest acceleration that humanity has ever known. And artificial intelligence will undoubtedly be the engine of even greater acceleration.
While people clearly can benefit from artificial intelligence, this transformation also poses concrete challenges for companies and employees, educators and philosophers. Part of the work force will need to be redefined and re-qualified in order to work with artificial intelligence. Ethical and legal issues must also be addressed and regulated in order to promote the adoption of artificial intelligence under the best conditions. Therefore, if we are to preserve the human element, through which we hold knowledge and which modulates our knowledge of the world and our various activities, artificial intelligence education is a key issue of acculturation to technology: human beings must retain their specific intelligence, but it is equally imperative to understand technological intelligence.
A recent study that I led sought to discover the perspectives of business students and marketing educators and practitioners on integrating artificial intelligence (AI) into marketing education programs. The study also investigated the drivers that predict interest on the part of marketing students in taking AI courses.
The results of this study demonstrate the importance of including AI in marketing curricula. The findings can also play an important role in motivating marketing students to enter the AI marketing domain, especially as demand for digital marketing is growing.
The Importance of Keeping Up to Date
Because students and practitioners can benefit from AI, professors also should keep up to date with the new technologies and innovation. AI is developing at a lightning pace, and it’s hard to keep up with the latest information about it. By the time a book has been written, reviewed, and published, the content could already be out of date. But there’s a tenuous balance between staying current and chasing trends. Partnering with businesses that will recruit students in the future is an essential way to address technical foundations of AI for marketing. It’s a way to make sure that educators are teaching the skills needed to be successful in the market.