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Cited by 3Artificial Intelligence in EducationDigital Education and SocietyEthics and Social Impacts of AI

The DOI matches its Crossref record; 23 of the 23 references it cites were found in a registry or an index.

Cheating or Competing? University Students’ Experience of AI Marketing and What It Means for AI Literacy Programming

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Sobo, Elisa J., Goldberg, David M., Hauze, Sean W., Frazee, James P.·2026·Annals of Anthropological Practice
DOI 10.1111/napa.70029
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Abstract

Given generative AI's rapid incursion into higher education, we examined how AI tools are marketed to US college students and how students experience AI promotions. Using a scalable action research model, we collected and analyzed 131 social media ads, 48 student interviews, and field notes compiled by three interns at student‐facing AI companies. Interviewees described AI use as a practical necessity shaped by grading systems, peer norms, and AI's digital ubiquity. While many associated AI with cheating and worried about dependency and learning forfeitures, most felt compelled to adopt it to stay competitive, reflecting an internalized entrepreneurial imperative. Further, most favored product over process, as do many higher education systems. Findings indicated a need for destigmatization, more open student‐teacher exchange, and marketing literacy education supporting students in critically analyzing promotional strategies as a regular part of AI hygiene. Results are being used to update the California State University system's AI micro‐credential.

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Crossref · 10.1111/napa.70029

Cites

23 of 23 references verified0 citation errors · 0 not checkable

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Citations

Cites

Research works printed but not linked: 12

  1. Alstot M.2025. “Generative Artificial Intelligence (GenAI) and the Metaliterate Learner.” Doctoral dissertation.Pepperdine University.
  2. Bertram Gallant T., 2025, The Opposite of Cheating: Teaching for Integrity in the Age of AI
  3. Frazee J. S.Hauze D.Goldberg andE.Sobo.2024. “Academic Applications of AI: Using Student Survey Data to Develop a Data‐Informed Strategy.” Poster presented at EDUCAUSE Annual Conference San Antonio TX October 23.
  4. 10.3390/soc15 · DOI
  5. Giroux H. A., 2011, On Critical Pedagogy
  6. Heidegger M., 1962, Being and Time
  7. Ibrahim R.2025.“AI and the Student Experience: How Advertisements are Promoting AI‐Powered Educational Services to Target the Student Market.” Poster presented at the 18th Annual SDSU Student Symposium San Diego CA. February 28th.
  8. Mollick E., 2024, Co‐Intelligence: Living and Working With AI
  9. Newfield C., 2021, Universities After Neoliberalism: a Tale of Four Futures, Radical Philosophy, 210, 77
  10. Peters M., 2001, Education, Enterprise Culture and the Entrepreneurial Self: a Foucauldian Perspective, Journal of Educational Enquiry, 2, 58
  11. Rose N., 1992, The Values of the Enterprise Culture: the Moral Debate, 141
  12. Zuboff S., 2019, The Age of Surveillance Capitalism: The Fight for a Human Future at the New Frontier of Power

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Metadata

Authors
Sobo, E. J., Goldberg, D. M., Hauze, S. W., & Frazee, J. P.
Affiliations
San Diego State University (US)
Corresponding author
Sobo, Elisa J.
ORCID
Venue
Annals of Anthropological Practice
Publisher
Wiley
Published
2025-10-27
Volume
50
Issue
1
ISSN
  • 2153-957X (ISSN-L)
  • 2153-9588
DOI
10.1111/napa.70029
OpenAlex
W4415604185
Semantic Scholar
ab82e252deaba84bff2b11e502638ed7f25c36c5
Cited by
1
References
19
Citations by year
2025: 1
FWCI
1.11
Type
journal article
Language
en
Open access
Licence
Locations
Annals of Anthropological Practice (publishedVersion, cc-by-nc-nd)
Topics
  • Social Sciences › Education › Artificial Intelligence in Education
  • Social Sciences › Education › Digital Education and Society
  • Physical Sciences › Computer Science › Artificial Intelligence › Ethics and Social Impacts of AI
Keywords
generative AI in higher education, artificial intelligence in marketing, university students, AI literacy, student perceptions of AI, cheating, academic competition, AI dependency, social media advertising, stigma reduction, peer norms

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