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Abstract
Artificial Intelligence (AI) is fundamentally reshaping various industries, including marketing and marketing education. The rapid integration of AI requires the urgent development of specific AI competencies among future marketing professionals. Essential for enhancing productivity, personalization, speed, and often quality of marketing work, proficiency in AI-driven workflows is increasingly becoming a critical requirement for successful careers in the field of marketing. AI offers significant benefits, such as mimicking real-world marketing tasks, enhancing learningby reducing routine assignments, and acting as a study partner, while also transforming education through its impact oncost, personalization, creativity, and effectiveness. Nevertheless, considerable challenges remain, including AI’s tendency to make errors, inherent biases, and the significant risks of plagiarism, alongside privacy concerns. Strategic thinking,nevertheless, remains an irreplaceable human prerogative, complementing generative AI with evaluative AI for accuracy.A disparity currently exists between academic offerings and industry demands for Generative AI (GenAI) competencies.This necessitates urgent adaptation due to AI’s rapid development and its profound impact on marketing workflows, emphasizing the crucial human factor for successful integration. This article presents a current literature review examiningthe academic and professional discourse surrounding the imperative of integrating AI into modern marketing curricula.It highlights diverse perspectives from various authors regarding AI’s role in marketing education and showcases criticalareas for future pedagogical and curricular investigation. The review underscores the need for educational institutions to adapt their offerings to prepare students for an AI-driven marketing landscape.
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