Generative Artificial Intelligence as Knowledge Transfer Tool: Lessons From Benchmarking Marketing Msc Exam Tasks
DOI:
https://doi.org/10.33032/acr.5595Keywords:
Artificial Intelligence, generative AI, knowledge transfer, marketing, digital technologies, skills developmentAbstract
The study examined why a time lag occurs between universities and workplaces in adopting artificial intelligence (AI) and digital technologies, and how this gap can be reduced. Our findings show that companies adopt new tools more rapidly, while educational institutions face accreditation and organizational barriers that slow adaptation. Students often acquire essential digital skills independently or in workplace settings, while lecturers frequently rely on informal channels to learn about emerging trends. To accelerate knowledge transfer, stronger collaboration between higher education and employers is essential, including joint course development, mentoring schemes, and professional partnerships. The research highlights that integrating AI and digital tools into academic curricula can better align graduates’ skills with labor market demands, particularly supporting early-career professionals.
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Copyright (c) 2025 Tétényi Bálint, Kovács Stefan, Csapó Anna, Kádár-Buksa Márk
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