Description
The integration of new AI tools in education holds significant importance, as it has the potential to transform and enhance the educational experience and to enhance students' capabilities to explore technology in a labor context. Although most studies have examined how students in general and medical students have employed ChatGPT, given the growing adoption of AI chatbots by firms, it is essential to explore the attitudes of future business employees/today's business and marketing students towards this technology. From chalkboard to Artificial intelligence (AI) use in education seem to be a small step, that raises many challenges to both teachers and students. This study aims to gain insight into how students perceive ChatGPT adoption and to appraise both its perceived usefulness and easiness. To this purpose a survey was conducted, and data was collected in Portugal and France. The results of structural equation modelling reveal that students who find ChatGPT easy to interact with tend to hold more favorable attitudes regarding its utility. This finding underscores the importance of user-friendliness in AI applications, particularly within educational contexts.| Period | 22 May 2024 → 24 May 2024 |
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| Event title | Academy of Marketing Science Annual Conference 2024 |
| Event type | Conference |
| Location | Coral Gables, United States, FloridaShow on map |
| Degree of Recognition | International |