Marketing Educators and Artificial Intelligence: A Perspective on Productivity and Innovation

Artificial intelligence (AI) is revolutionizing and transforming industries around the globe. Through the exploration of various AI applications in teaching, research, and administrative tasks, this article illuminates both the potential and limitations of AI for enhancing faculty productivity while improving their effectiveness and innovation in the teaching and research arenas. We use the technology acceptance model (TAM) as a framework to organize our discussion concerning the adoption of AI by marketing faculty. Moreover, this article addresses ethical implications surrounding AI utilization, emphasizing the importance of understanding and navigating issues of bias, intellectual property, and privacy. Through a comprehensive examination, this article concludes with a balanced perspective on the many opportunities and challenges presented to marketing educators by AI. We aim to advocate a rational approach for harnessing its benefits while acknowledging its limitations.