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Student Perspectives on Generative AI Integration in Advertising Education

Λεπτομέρειες βιβλιογραφικής εγγραφής
Τίτλος: Student Perspectives on Generative AI Integration in Advertising Education
Γλώσσα: English
Συγγραφείς: Heather Morgan (ORCID 0009-0001-9511-8727), La Toya M. Russell (ORCID 0000-0002-7607-6322), Marko Jocic (ORCID 0000-0002-1323-6798)
Πηγή: Journal of Advertising Education. 2026 30(1):8-28.
Διαθεσιμότητα: SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: https://sagepub.com
Peer Reviewed: Y
Page Count: 21
Ημερομηνία έκδοσης: 2026
Τύπος εγγράφου: Journal Articles
Reports - Evaluative
Education Level: Higher Education
Postsecondary Education
Descriptors: Student Attitudes, Artificial Intelligence, Technology Uses in Education, Advertising, Business Education, Creativity, Thinking Skills, College Students, Assignments
DOI: 10.1177/10980482251376947
ISSN: 1098-0482
2516-1873
Περίληψη: This AdEd Insight presents a practical framework for integrating generative AI tools into advertising assignments through a Student-AI Collaboration approach. Implemented in a marketing principles course across two universities, the assignment asked students to use ChatGPT and image generation tools (DALL-E 2 or Bing Image Creator) to create video and print advertisements. Drawing from the experiences of 109 students, we detail the assignment structure, implementation challenges, and student outcomes. Student feedback revealed both opportunities and challenges in using generative AI for creative work, providing valuable insights for advertising educators. We offer specific guidelines for tool selection, assignment design, and evaluation criteria, along with practical recommendations for educators looking to incorporate AI tools into their advertising curriculum.
Abstractor: As Provided
Entry Date: 20260101
Αριθμός Καταχώρησης: EJ1514304
Βάση Δεδομένων: ERIC
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  Data: Student Perspectives on Generative AI Integration in Advertising Education
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  Data: <searchLink fieldCode="AR" term="%22Heather+Morgan%22">Heather Morgan</searchLink> (ORCID <externalLink term="https://orcid.org/0009-0001-9511-8727">0009-0001-9511-8727</externalLink>)<br /><searchLink fieldCode="AR" term="%22La+Toya+M%2E+Russell%22">La Toya M. Russell</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0002-7607-6322">0000-0002-7607-6322</externalLink>)<br /><searchLink fieldCode="AR" term="%22Marko+Jocic%22">Marko Jocic</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0002-1323-6798">0000-0002-1323-6798</externalLink>)
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  Data: This AdEd Insight presents a practical framework for integrating generative AI tools into advertising assignments through a Student-AI Collaboration approach. Implemented in a marketing principles course across two universities, the assignment asked students to use ChatGPT and image generation tools (DALL-E 2 or Bing Image Creator) to create video and print advertisements. Drawing from the experiences of 109 students, we detail the assignment structure, implementation challenges, and student outcomes. Student feedback revealed both opportunities and challenges in using generative AI for creative work, providing valuable insights for advertising educators. We offer specific guidelines for tool selection, assignment design, and evaluation criteria, along with practical recommendations for educators looking to incorporate AI tools into their advertising curriculum.
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