Centre for Consumers and Sustainable Consumption Seminar with Dr Aarron Atkinson-Toal (Durham)

Students use AI to cheat. Do they? AI is just another passing fad. Is it? Everyone is jumping on the AI bandwagon. Are they? AI is going to steal my job. Will it?

Abstract

The noise, excitement, beliefs, and misconceptions regarding generative artificial intelligent (AI) technologies seem to be just as infinite as the applications of AI itself. Since AI was catapulted into the world’s consciousness three years ago, the fallout from its disruptive and transformative potential is still being grappled with. It has become integral to both academic and professional landscapes, as its extensive applications offer the possibility to redefine and revolutionise study and work. Whether you believe it is a force for good, an opportunity to improve society, or just another mechanism to exploit, the importance of AI literacy both on campus and beyond is vital.

Yet, institutional governance of AI use across the education sector is fragmented. The mechanisms to develop AI competencies among students are varied. The accessibility of AI is unequal and inequitable. AI literacy has become a lottery where institutional governance determines application and skills development. Inconsistencies towards defined, acceptable AI use, a lack of opportunity for knowledge and skills development, or variable integration within the curriculum, risk widening the digital divide on campus and within wider society. This reinforces a need to overcome inequalities within education generally but also emphasises how the technology can perpetuate inequalities significantly.

Despite this, demands from both students and the wider industry are clear. Students expect to be equipped with the skills and knowledge of AI within their studies, viewed as essential competencies demanded by graduate employers. Employers expect a graduate workforce skilled in the use and application of AI, ready to deploy their talent in the creation of AI-powered marketing campaigns.

This presentation is a collection of my ongoing research and recent publications of AI integration in both marketing practice and marketing education. We will explore student demands and expectations of AI education in marketing, the institution’s role of facilitating this, and how employers are using the technology to develop AI-powered campaigns. By doing so, evidence is presented showing how vital the creation of an AI confident graduate workforce is and how these skills are deployed within industry. Three perspectives regarding the power and perceived importance of AI in marketing (education) will be discussed:

The student perspective: We will explore why students currently use AI to support their marketing education. Insight uncovers evidence that the technology can assist in widening participation, but that institutional governance has resulted in AI becoming taboo on campus.

The institutional perspective: Caught in the middle between upholding academic integrity yet responding to student and employer demands, we will explore current efforts of universities in governing AI use and supporting student AI literacy on campus.

The industry perspective: The value and importance of incoming graduate employees possessing the relevant technological skills and competencies will be explored from a marketing industry perspective. We will consider how the technology is currently being used to create AI-powered marketing campaigns and evaluate the impact of them.

About the speaker

Dr Aarron Atkinson-Toal is an Assistant Professor of Marketing at Durham University. His experience spans a range of marketing, business, and psychology disciplines. Having published research in the areas of consumer behaviour and psychology, higher education, and AI, Aarron has a keen interest in exploring the intersections of marketing practice, education, and technology. From this, Aarron continues to develop innovative ways to teach marketing to students, practitioners, and wider audiences. Aarron also has an active professional engagement within the marketing industry, including consulting services for global businesses and trade associations.