Generative Artificial Intelligence in business higher education: A focus group study

This research investigates the opportunities and challenges of integrating generative artificial intelligence (GenAI) into business higher education, drawing insights from an asynchronous focus group research study with doctoral students who serve dual roles as both learners and educators. Key opportunities identified through thematic analysis include knowledge acquisition, intelligent co-ideation, supportive augmentation, and personalized learning. Challenges identified include AI trustworthiness, cognitive dependency, human value, policy and instruction, assessment integrity, and identity management. This study clarifies GenAI’s specific role in business education and provides practical insights for effectively integrating GenAI to enhance learning outcomes and address emerging challenges. An analysis theory on the opportunities and challenges of GenAI on business higher education is developed and described in the paper. The potential impact of Agentic Artificial Intelligence (autonomous AI agents) and Artificial General Intelligence (AGI) on education is also discussed.