The Application of Generative Artificial Intelligence Tools in Business Education
A Comparative Analysis of Video and Presentation Platforms
Abstract
The emergence and rapid proliferation of generative artificial intelligence (AI) have opened new horizons for modernizing learning processes. This research aims to explore the experiences of undergraduate (BA) and graduate (MA) business students regarding generative AI solutions, drawing on both self-reflection and peer evaluation. A total of 104 students tested various generative AI-based video and presentation tools, resulting in 86 completed projects on interdisciplinary topics, primarily in marketing and sustainability. The findings indicate that while video production required significantly more time than creating presentations, students rated both formats highly, particularly emphasizing usability and creative support. Based on audience evaluations (n=467), video projects generated higher levels of engagement, creativity, and visual appeal. These results highlight the significant educational potential of AI tools, despite existing linguistic barriers and the functional limitations of free software versions. This research provides practical guidance for students and higher education institutions on integrating AI into the curriculum.
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