The Impact of Artificial Intelligence (AI) on Lecturers’ Teaching Practices in the Fundamentals of Marketing Subject

Abstract

The rapid advancement of artificial intelligence (AI) has transformed teaching and learning practices in higher education. This study examines the impact of Artificial Intelligence (AI) on Lecturers’ Teaching Practices in the Fundamentals of Marketing Subject. Using a convenience sample of 23 lecturers, data were collected through an online questionnaire and analyzed using descriptive statistics. Findings indicate that lecturers generally perceive AI as highly useful, easy to use, and effective in improving teaching efficiency and student engagement. Most respondents expressed positive attitudes toward continued integration of AI into their teaching practices. The study contributes empirical insights into AI adoption in marketing education and offers recommendations for enhancing lecturers’ AI proficiency and classroom integration.