Influence of Students’ Perceptions and Use of Artificial Intelligence on Academic Learning: A Study of BSBA Marketing Students at Gordon College

This study explores how students' perceptions and utilization of Artificial Intelligence (AI) influence academic learning, focusing on Bachelor of Science in Business Administration (BSBA) Marketing students at Gordon College. Understanding how students perceive and engage with AI tools is vital for enhancing learning outcomes. Using a quantitative descriptive survey design, data were gathered from 200 respondents across all academic levels. The study examined personal beliefs, attitudes, AI-assisted learning, and the actual utilization of AI tools in academic contexts. Results revealed that students strongly believe in the value of AI and demonstrate positive attitudes toward its use. Attitude emerged as a significant predictor of both AI-assisted learning and AI utilization, while personal belief had a weaker influence.