Event highlights AI opportunities
Artificial intelligence is changing our world – from analytics to writing and art. It is certainly scary for some. But for others, it’s an opportunity.
“AI is hot right now,” said Dr. Christine Kowalczyk, associate professor in the Department of Marketing and Supply Chain Management. “While some faculty are saying no to its usage in the classroom, I am embracing it. I started using it in my courses in fall 2023.”
Kowalczyk presented to East Carolina University College of Business faculty and staff during the weekly “Lunch & Learn” programs. Her presentation was called, “AI is a process: A practical approach to using generative AI in your classes.” She discussed how she started embracing AI. She said she, like other faculty members, initially feared AI when it began to explode in 2023. Her concerns were more about students copying and pasting content rather than cheating. She wanted to figure out how to keep the plagiarism aspect out of her assignments.
“My work aligns with ECU’s strategic direction to be ‘future-focused and innovation-driven,’” Kowalczyk said. “If I was going to be an innovator, I needed to understand these concerns and how I could address them in my courses.”
She added that implementing AI in courses supports the strategic plan for the COB, which focuses on developing and delivering business education that is engaging and innovative to meet the future needs of our students. Kowalczyk realized that her students were probably using the “tool” (like many, Kowalczyk considers AI a tool). She wanted to teach them how to use it wisely – through a five-step process called “PAIR” that she adapted from researcher Dr. Oguz A. Acar (problem formation, AI tool selection, AI interaction, personal reflection and team decision). This process exposes students to how marketing can benefit from AI. Kowalczyk uses this process in four different AI assignments in which the students utilize AI for research, analyzing, drafting and brainstorming marketing topics.
Incorporating AI in her team projects, she said, will help them develop their soft skills with the new technology that is spreading.
“My assignments encourage team engagement through interpretation and critical thinking,” Kowalczyk said.
She also mentioned that if a student utilizes AI she has them document it, and tell her why and how they used it. Kowalczyk does the same thing. Many times during her presentation, she noted where she used AI – mainly for the cartoonish pictures she used.
As many are increasingly aware, AI isn’t going to disappear, but will only expand. And people – including ECU students, faculty and staff – will have to learn how to use at least some of it, or have a working knowledge of AI. Kowalczyk talked about how the U.S. Department of Labor is looking at AI as the government agency recently released its Artificial Intelligence Literacy Framework (TEN 07-25). She pointed to the introduction of the document, on page four:
“Artificial Intelligence (AI) is rapidly reshaping the economy and transforming how work gets done. From offices, to manufacturing floors, hospital wings, classrooms and more, AI tools are being adopted across sectors, changing how tasks are completed and how decisions are made. In an increasingly AI-driven economy, every worker will need baseline AI literacy skills to succeed, regardless of industry or occupation.”
Kowalczyk intends to add to the research on how students use AI, how they feel about it and its future applications in the classroom. She collects data each semester from her students. Times are changing, and Kowalczyk is encouraging others to change with it.
“I look forward to developing a manuscript this summer to explore my students thoughts on AI in the classroom,” Kowalczyk said.