Artificial Intelligence in the Professional Activity and Education of Marketing Specialists: A Survey of Students' Opinions

Pavlov N.; Almanza L.C.M. · Digital Transformation and Human Potential in the AI Era (2025) · DOI: 10.4018/979-8-3373-8612-6.ch003

Resumen

The role of generative artificial intelligence in the process of training and work of marketers is shown.The purpose of the presented survey was to determine ways to improve the educational process that includes generative artificial intelligence, as well as to form a realistic attitude among students towards tools of this type. The study showed that students are well acquainted with AI and use it extensively. The attitude towards AI is quite realistic: there are no expectations that it will do the work for students. But the aid of AI in learning is highly appreciated. The demand of acquiring knowledge in this area is urgent, mainly through new teaching methods. There are also high expectations regarding personalized learning. The obtained results will help to improve the preparation of students for their future professional activities. The proposed survey methodology can be used for annual monitoring of the situation. Copyright