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Direct linkStefanie Beninger; Alex Reppel; Julie Stanton; Forrest Watson – Journal of Marketing Education, 2025
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…
Descriptors: Business Education, Marketing, Artificial Intelligence, Computer Software
