A Project-Based Approach To Enhance Student AI Detection Skills in a Social Media Marketing Course
Publication Date
10-22-2025
Document Type
Article
Publication Title
Marketing Education Review
DOI
10.1080/10528008.2025.2569357
Abstract
Artificial Intelligence has become transformative and ubiquitous, yet its use often goes unnoticed. Its imperceptible nature and potential to generate misinformation and disinformation underscores the necessity of AI literacy. AI literacy encompasses the ability to understand, use, and critically evaluate AI technologies and outputs while considering their ethical implications. Importantly, without the ability to detect AI-generated content, these outputs are unlikely to be properly evaluated. In this paper, we propose a project-based learning intervention for a Social Media Marketing class designed to enhance AI detection skills among marketing students. Results from pre- and post-project surveys, including self-reported measures and performance-based tasks, indicate significant improvements in students’ AI detection competence. This research contributes to the emerging AI literacy literature and offers an easily implementable project for educators to equip students with critical AI detection skills.
Department
Marketing and Business Analytics
Recommended Citation
Gema Vinuales and Gauri Kulkarni. "A Project-Based Approach To Enhance Student AI Detection Skills in a Social Media Marketing Course" Marketing Education Review (2025). https://doi.org/10.1080/10528008.2025.2569357
