Learning With Generative AI Through Custom Chatbots
Keywords:
Generative AI, inquiry-based learning, Active Learning, custom GPT, Marketing Education, chatbot pedagogyAbstract
Many educators fear that generative AI may erode student learning by letting students skip essential critical thinking and mastery. Tools like ChatGPT provide instant answers to questions that previously demanded effort and deeper engagement. However, integrating AI thoughtfully can transform it from a shortcut to a catalyst for active learning. In three recent marketing courses (Fall 2024, Spring 2025, Summer 2025), AI-driven interventions—like guided chatbot-driven lectures and POGIL-style simulations—were implemented. Qualitative analysis of transcripts, reflections, and quiz scores found that these tools improved conceptual understanding and fostered metacognitive engagement for inquiry and strategic exercises. Thoughtful AI integration supports, rather than supplants, cognitive effort.
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