White Paper – Marketing Education in the Age of Generative AI

Marketing Education in the Age of Generative AI: Preparing Graduates for Human–AI Collaboration

A White Paper for Marketing Educators, Programme Leaders, and Professional Bodies

About this White Paper
This white paper was developed by the Academy of Marketing Marketing Education Special Interest Group to provide strategic guidance for educators navigating the integration of Generative AI in marketing curricula. It reflects survey findings, expert contributions, and collaborative review from members of the AM Marketing Education SIG.

Reference
Gonsalves, C., Clancy, M., Khusainova, R., Lee, H.-H., Marshall, K., Percy, S., Quamina, L., Vuković, S., Canhoto, A. I., & Baines, P. (2026). Marketing education in the age of generative AI: Preparing graduates for human–AI collaboration. Academy of Marketing Marketing Education SIG, Academy of Marketing. https://doi.org/10.18742/pub01-237

This work is openly licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.