AI Literacy in Marketing Education: Insights from Thai University Students and Implications for Digital Pedagogy

Abstract

The rapid integration of artificial intelligence (AI) into marketing practices has transformed the skills required for future marketing professionals. AI literacy, defined as the ability to understand, evaluate, and ethically apply AI tools, is emerging as an essential competency for students preparing for marketing careers. This study investigates the AI literacy levels among Thai university students enrolled in marketing programs, using a descriptive survey design based on data collected from 324 participants through an online questionnaire. Findings reveal that while students are generally aware of popular AI tools such as ChatGPT and Siri, their critical understanding and application of AI in marketing contexts remains limited. To address this gap, the paper proposes two conceptual models: one outlining the core competencies marketing students should develop before graduation, and another offering a practical teaching strategy for educators. These models aim to guide curriculum design and promote responsible, innovative use of AI in marketing education.

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