How Do We Use Ai?
Exploring AI Usage Patterns and Attitudes Among Marketing Educators in Hungary
DOI:
https://doi.org/10.15170/MM.2026.60.KSZ.01.07Keywords:
Artificial intelligence (AI), higher education, ethical considerationsAbstract
THE AIM OF THE PAPER
Artificial Intelligence (AI) has become indispensable in the operation of higher education institutions, both in teaching and research. The aim of this study is to explore how marketing educators in Hungarian higher education relate to AI: which tools they are familiar with and use, how reliable and ethical they consider them, and what benefits they associate with them.
METHODOLOGY
Based on the responses of 53 participants in a nationwide university survey, cluster and factor analyses were applied to identify distinct groups of marketing educators according to their attitudes and usage patterns.
MOST IMPORTANT RESULTS
Among the most frequently mentioned and used tools were ChatGPT, Dall-E, Midjourney, Copilot, DeepL, and Gemini. The K-means cluster analysis revealed four educator types: the core users, the considered users, the supportive outsiders, and the skeptical audience. The findings also highlight that educational applications generally lag research-related uses of AI.
RECOMMENDATIONS
It is recommended to launch workshops and mentoring programs where members of the “core user” group can share their experiences, thereby supporting colleagues who are more hesitant to adopt AI. In addition, the development of unified institutional guidelines is advisable to define the framework for responsible use of generative AI, provide clear guidance for application, and ensure compliance with ethical and quality assurance requirements.
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