Assessing the Irreducibly Human in Marketing Education: A Voice, Judgement and Taste Framework for the Generative AI Era
Journal of Marketing Education
Published online on June 18, 2026
Abstract
Journal of Marketing Education, Ahead of Print.
Generative artificial intelligence is reshaping marketing practice, yet marketing education lacks clarity on which forms of human expertise remain distinctive and assessable when generative systems accelerate production. This study develops a practice-...
Generative artificial intelligence is reshaping marketing practice, yet marketing education lacks clarity on which forms of human expertise remain distinctive and assessable when generative systems accelerate production. This study develops a practice-...