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Direct linkYusuf Oc; Chahna Gonsalves; La Toya Quamina – Journal of Marketing Education, 2025
The integration of generative artificial intelligence (AI) tools is a paradigm shift in enhanced learning methodologies and assessment techniques. This study explores the adoption of generative AI tools in higher education assessments by examining the perceptions of 353 students through a survey and 17 in-depth interviews. Anchored in the Unified…
Descriptors: Artificial Intelligence, Man Machine Systems, Natural Language Processing, Technology Uses in Education
