Student Perspectives on Generative AI Integration in Advertising Education
Abstract
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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Cites
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- Authors
- Morgan, H., Russell, L. T. M., & Jocic, M.
- Affiliations
- Kennesaw State University (US)
- John Carroll University (US)
- Corresponding author
- Morgan, Heather
- Venue
- Journal of Advertising Education
- Publisher
- SAGE Publications
- Published
- 2025-09-08
- Volume
- 30
- Issue
- 1
- Pages
- 8-28
- ISSN
- 1098-0482 (ISSN-L)
- 2516-1873
- OpenAlex
- W4414113878
- Cited by
- 3
- References
- 6
- Citations by year
- 2026: 3
- FWCI
- 3.48
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Advertising Education (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Management of Technology and Innovation › Management and Marketing Education
- Physical Sciences › Computer Science › Information Systems › Artificial Intelligence in Education
- Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
- Keywords
- generative AI, advertising education, ChatGPT, DALL-E 2, student perceptions, creative work, assignment design, evaluation criteria
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