This study is still ongoing. Check back soon for updates. In the meantime, view the abstract below.

When generative AI tools, such as ChatGPT, entered the mainstream market in early 2023, professionals and educators across various disciplines found themselves unprepared. However, practitioners in advertising and marketing communication were among the first to embrace these tools. This study aims to investigate the general attitudes, applications, and concerns regarding generative AI among industry professionals and college educators in both the industry and the classroom. This research compares responses from both sides of the advertising/marketing landscape to provide a comprehensive view of the field’s perception and usage of generative AI tools. In-depth interviews are conducted to analyze the diverse levels of AI knowledge and its applications in the line of work. Specifically, the study focuses on uncovering any discrepancies between the experiences of practitioners and the lessons taught by college professors. Furthermore, the study explores the fears, ethical concerns, and societal implications associated with the use of AI. As a pioneering investigation into the use of generative AI in advertising and marketing communication, our findings indicate a population of practitioners and educators who are keen to use these new tools yet remain wary of their long-term effects and potential future risks. These results are instrumental in paving the way for informed educational reforms and professional benchmarks, offering a comparative framework to prepare students for a successful career in advertising and marketing with the aid of AI technologies.