arbiter
JournalsAccount

Facilitating Generative AI Literacy in the Face of Evolving Technology: Interventions in Marketing Classrooms

Stefanie Beninger et al.

Journal of Marketing Education2025https://doi.org/10.1177/02734753251316569article
AJG 2ABDC B
Weight
0.52

Abstract

The emergence of generative AI (GenAI) has illustrated that higher education needs to adapt to the technology. Its speed of evolution requires that we adequately prepare students for an ever-changing landscape. Toward achieving that aim, we draw on the concept of interpretive flexibility, where the interpretations, uses, and outcomes of a new technology can differ and evolve over time, often with dominant stakeholders controlling the process. To engage marketing students in this process, we propose that they be presented with these diverse interpretations now as part of GenAI literacy. Specifically, we offer three small-scale pedagogical interventions designed to address this urgent need. Given the newness of GenAI, our interventions are designed to be infused into existing marketing instruction, instead of requiring a redesign of a curriculum. With each intervention, students not only significantly decrease their confidence in the accuracy of what GenAI produces but also see reasons to examine the implications of it. Both these outcomes, we suggest, could help to maintain interpretive flexibility required to properly respond to and guide the technology as its uses, impacts, and evolution become evident. We encourage educators to prioritize a comprehensive notion of GenAI literacy in their pedagogy to maintain interpretive flexibility.

7 citations

Open via your library →

Cite this paper

https://doi.org/https://doi.org/10.1177/02734753251316569

Or copy a formatted citation

@article{stefanie2025,
  title        = {{Facilitating Generative AI Literacy in the Face of Evolving Technology: Interventions in Marketing Classrooms}},
  author       = {Stefanie Beninger et al.},
  journal      = {Journal of Marketing Education},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1177/02734753251316569},
}

Paste directly into BibTeX, Zotero, or your reference manager.

Flag this paper

Facilitating Generative AI Literacy in the Face of Evolving Technology: Interventions in Marketing Classrooms

Flags are reviewed by the Arbiter methodology team within 5 business days.

Evidence weight

0.52

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.47 × 0.4 = 0.19
M · momentum0.68 × 0.15 = 0.10
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.