AI Meets Brainstorming: Enhancing Creativity and Collaboration in Marketing Education

Abstract

This study presents an innovative teaching methodology designed to balance the use of Artificial Intelligence (AI) with human-driven creative thinking in marketing education. The approach includes two main components: interaction with AI through ChatGPT to demonstrate both its capabilities and limitations, and a collaborative participation model that engages students in evaluating AI-generated content against traditionally brainstormed ideas. Implemented in a classroom setting, students were divided into groups; one used ChatGPT to perform marketing tasks, and the other employed traditional brainstorming methods. This setup facilitated a comparative analysis of the creativity, clarity and practical effectiveness of each approach. The findings highlight significant differences in creativity and practical utility between AI-generated and human-created content, revealing the complementary strengths of each. By integrating AI tools into the creative process and encouraging discussions about the capabilities and limitations of AI, the methodology enhances student engagement, promotes analytical thinking, and prepares learners to navigate the evolving marketing landscape with a blended skill set rooted in both technological fluency and creative strategy.Footnote1

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