Student Perspectives on Generative AI Integration in Advertising Education

This AdEd Insight presents a practical framework for integrating generative AI tools into advertising assignments through a Student-AI Collaboration approach. Implemented in a marketing principles course across two universities, the assignment asked students to use ChatGPT and image generation tools (DALL-E 2 or Bing Image Creator) to create video and print advertisements. Drawing from the experiences of 109 students, we detail the assignment structure, implementation challenges, and student outcomes. Student feedback revealed both opportunities and challenges in using generative AI for creative work, providing valuable insights for advertising educators. We offer specific guidelines for tool selection, assignment design, and evaluation criteria, along with practical recommendations for educators looking to incorporate AI tools into their advertising curriculum.