Marketing Education in the Age of Generative AI: Preparing Graduates for Human–AI Collaboration: A White Paper for Marketing Educators, Programme Leaders, and Professional Bodies

Chahna  Gonsalves; Michelle Clancy; Rushana Khusainova; Hsin-Hsuan Meg Lee; Kristen Marshall; Sarah Percy; La Toya Quamina; Siniša Vuković; Ana Isabel Canhoto; Paul Baines

Marketing Education in the Age of Generative AI: Preparing Graduates for Human–AI Collaboration: A White Paper for Marketing Educators, Programme Leaders, and Professional Bodies

Chahna Gonsalves, Michelle Clancy, Rushana Khusainova, Hsin-Hsuan Meg Lee, Kristen Marshall, Sarah Percy, La Toya Quamina, Siniša Vuković, Ana Isabel Canhoto, Paul Baines

University of Bristol Business School

Research output: Contribution to specialist publication › Article (Specialist Publication)

Abstract

This white paper was developed by the Academy of Marketing Marketing Education Special Interest Group to provide strategic guidance for educators navigating the integration of Generative AI in marketing curricula. It reflects survey findings, expert contributions, and collaborative review from members of the AM Marketing Education SIG.

Original language	English
Specialist publication	White Paper – Marketing Education in the Age of Generative AI
Publisher	Academy of Marketing
Publication status	Published - 7 Jan 2026

Keywords

GenAI
education
marketing education

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Gonsalves, C., Clancy, M., Khusainova, R., Lee, H.-H. M., Marshall, K., Percy, S., Quamina, L. T., Vuković, S., Canhoto, A. I., & Baines, P. (2026). Marketing Education in the Age of Generative AI: Preparing Graduates for Human–AI Collaboration: A White Paper for Marketing Educators, Programme Leaders, and Professional Bodies. White Paper – Marketing Education in the Age of Generative AI. https://academyofmarketing.org/marketing-education-sig-white-paper-on-genai/

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title = "Marketing Education in the Age of Generative AI: Preparing Graduates for Human–AI Collaboration: A White Paper for Marketing Educators, Programme Leaders, and Professional Bodies",

abstract = "This white paper was developed by the Academy of Marketing Marketing Education Special Interest Group to provide strategic guidance for educators navigating the integration of Generative AI in marketing curricula. It reflects survey findings, expert contributions, and collaborative review from members of the AM Marketing Education SIG.",

keywords = "GenAI, education, marketing education",

author = "Chahna Gonsalves and Michelle Clancy and Rushana Khusainova and Lee, \{Hsin-Hsuan Meg\} and Kristen Marshall and Sarah Percy and Quamina, \{La Toya\} and Sini{\v s}a Vukovi{\'c} and Canhoto, \{Ana Isabel\} and Paul Baines",

year = "2026",

month = jan,

day = "7",

language = "English",

journal = "White Paper – Marketing Education in the Age of Generative AI",

publisher = "Academy of Marketing",

}

Gonsalves, C, Clancy, M, Khusainova, R, Lee, H-HM, Marshall, K, Percy, S, Quamina, LT, Vuković, S, Canhoto, AI & Baines, P 2026, 'Marketing Education in the Age of Generative AI: Preparing Graduates for Human–AI Collaboration: A White Paper for Marketing Educators, Programme Leaders, and Professional Bodies' White Paper – Marketing Education in the Age of Generative AI. <https://academyofmarketing.org/marketing-education-sig-white-paper-on-genai/>

Marketing Education in the Age of Generative AI: Preparing Graduates for Human–AI Collaboration: A White Paper for Marketing Educators, Programme Leaders, and Professional Bodies. / Gonsalves, Chahna ; Clancy, Michelle; Khusainova, Rushana et al.
In: White Paper – Marketing Education in the Age of Generative AI, 07.01.2026.

Research output: Contribution to specialist publication › Article (Specialist Publication)

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T1 - Marketing Education in the Age of Generative AI: Preparing Graduates for Human–AI Collaboration

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AU - Gonsalves, Chahna

AU - Clancy, Michelle

AU - Khusainova, Rushana

AU - Lee, Hsin-Hsuan Meg

AU - Marshall, Kristen

AU - Percy, Sarah

AU - Quamina, La Toya

AU - Vuković, Siniša

AU - Canhoto, Ana Isabel

AU - Baines, Paul

PY - 2026/1/7

Y1 - 2026/1/7

N2 - This white paper was developed by the Academy of Marketing Marketing Education Special Interest Group to provide strategic guidance for educators navigating the integration of Generative AI in marketing curricula. It reflects survey findings, expert contributions, and collaborative review from members of the AM Marketing Education SIG.

AB - This white paper was developed by the Academy of Marketing Marketing Education Special Interest Group to provide strategic guidance for educators navigating the integration of Generative AI in marketing curricula. It reflects survey findings, expert contributions, and collaborative review from members of the AM Marketing Education SIG.

KW - GenAI

KW - education

KW - marketing education

M3 - Article (Specialist Publication)

JO - White Paper – Marketing Education in the Age of Generative AI

JF - White Paper – Marketing Education in the Age of Generative AI

PB - Academy of Marketing

ER -

Marketing Education in the Age of Generative AI: Preparing Graduates for Human–AI Collaboration: A White Paper for Marketing Educators, Programme Leaders, and Professional Bodies

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Keywords

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