Written by David Finken, PostDoc at ETH Zurich, Switzerland
In his commentary “Reimagining Marketing Education in the Age of Generative AI,” Oguz Acar shares his perspectives on GenAI's lasting impact, focusing on three dimensions (i.e., cost efficiency and scalability, personalization and accessibility, creativity, and innovation) and highlighting potential risks.
Our conversation, however, has moved beyond education: from calm nature to the vibrant streets of Konya, Turkey, to the cutting-edge classrooms of academia, Oguz’s journey is a compelling blend of passion, innovation, and relentless curiosity.
Starting his career in the fast-paced marketing world, Oguz quickly realized that his true calling lay in exploring the deeper connections between technology and human behavior. This led him to academia, where he now pioneers research at the crossroads of marketing and AI. Over the past several years, his work has zeroed in on the transformative power of genAI, reshaping how businesses connect with consumers and how education can be personalized.
Intrinsic Motivation and Intellectual Curiosity
For Oguz—a name often challenging to pronounce for non-Turkish speakers (shortcut: Oz), the journey into academia was not merely a career choice but a pursuit driven by intrinsic motivation. His early career in marketing, where he managed brands and dabbled in AI, provided valuable experience but left him yearning for deeper intellectual engagement. This desire to step back from practice to investigate the broader, contextual factors influencing decision-making led him to pursue a PhD at the Rotterdam School of Management, focusing on the behavioral aspects of marketing and innovation.
“For me, it’s always been about intrinsic motivation—engaging with things intellectually. That’s what drove me to leave my career in marketing and pursue academia. I needed to step back and understand the broader factors influencing decision-making,” – Oz
Oz’s passion for innovation is not just academic; it has deep personal roots. He recalls how, even as a child, he was captivated by the stories of innovators who left an indelible mark on history.
“Feeling a bit out of fresh ideas and wanting to offer something new beyond the usual books at home, Oz turned to GenAI. In an instant, he had a unique and imaginative fable about unicorns,” –Oz
This fascination continues to shape his research, particularly his interest in how genAI can influence consumer behavior, marketing strategies, and education.
Generative AI: A New Frontier to Democratize Education and Personal Experiences
In the classroom, Oguz has become a pioneer in integrating genAI into education. For him, AI is more than a tool; it’s a partner in teaching. By leveraging genAI tools, he structures his lectures, generates case studies, or personalizes student learning experiences. For example, Oz uses genAI tools to generate case study discussions based on timely events, develop simple analogies to explain complex topics, and design chatbots to assist simulation exercises. He also encourages students with language barriers to utilize these tools to navigate complex text, a great example of how genAI can help democratize education. GenAI is not only of value for Oz in a professional setting but also for connecting with his family in unique ways. Feeling a bit out of fresh ideas and wanting to offer something new beyond the usual books at home, Oz turned to GenAI to generate unique and imaginative fable about unicorns.
“I remember reading a book when I was maybe eight years-old titled ‘The greatest inventions in history’, and I was so fascinated by the impact that each of the inventors had on people’s lives with their creations. It has always stuck with me,” – Oz
The Human Touch in the Age of genAI
Despite his enthusiasm for genAI, Oz is acutely aware of its limitations. He emphasizes that although genAI is rapidly evolving, the role of human agency remains critical. “The human touch,” as Oz calls it, is the constant in an ever-changing technological landscape. Even the most advanced genAI tools still rely on human input to frame problems and guide tasks, a role that Oz believes will continue to be essential.
Oz also discussed the potential risks associated with genAI in education. He highlighted two primary concerns: the risk of students graduating without sufficient genAI skills and the danger of over-reliance on genAI, leading to declines in critical thinking and problem-solving abilities. To reduce these risks, Oz advocates for a balanced approach where students are encouraged to engage with genAI critically, developing the necessary skills to use these tools effectively while maintaining intellectual engagement. Oz shared examples of typical ideation processes, highlighting how genAI can assist in generating new ideas and promoting out-of-the-box thinking. However, human expertise remains essential when evaluating which ideas should be pursued further.
“In this age of AI, problem formulation is more important than problem solving. We have all these tools that can quickly solve problems, but the real challenge lies in correctly defining what the problem is in the first place,” – Oz
Balancing Professional and Personal Passions
Beyond his professional achievements, Oz’s life is rich with personal passions. Photography, a hobby he once pursued semi-professionally, allows him to explore the world through a different lens—literally and figuratively. His love for football, in which he excelled as a youth, could have led to a professional career. However, intellectual curiosity pointed him to a different path where his interests could flourish.
These personal interests reflect Oz’s multifaceted persona. Whether capturing the perfect photograph, playing a strategic football game, or composing music for his children, Oz’s life is a testament to balancing work and personal time.
“I use AI not just in my professional life but also personally. It’s become a creative partner in ways I never imagined—whether it’s generating case studies for students or composing songs about unicorns for my children,” – Oz
Looking Forward
In an era of continuous technological advancements, the question surrounding technologies like genAI is not one of availability but rather the extent to which they can address larger, more complex issues. These issues are multifaceted: who has the legal responsibility for outcomes, what are the ethical implications of those outcomes, and do investments in such technologies yield sufficient returns?
Organizations are indeed investing in genAI, albeit amid many uncertainties. This is likely a natural part of genAI’s evolution. Oz envisions a future where genAI and human creativity coexist, each amplifying the other. He remains optimistic that, while genAI will continue to advance, the unique value of human touch will remain irreplaceable.
Curious to read the paper?
Interested in reading the details about how genAI could impact education? Read the full paper Reimagining Marketing Education in the Age of generative AI
Cite the paper
Acar, O. A. (2024). Commentary: Reimagining marketing education in the age of generative AI. International Journal of Research in Marketing.
Meet the Author
Oguz A. Acar
Professor Oguz A. Acar is a Chair in Marketing at King's Business School, King's College London. Before King's, he was an associate professor at Bayes Business School and a visiting scholar at MIT and NYU Stern School of Business. He completed his PhD from Rotterdam School of Management, Erasmus University. He also worked as a marketing professional and is an engineer by training.
Who would you like to have lunch with if you could pick a random person?
It is so difficult to pick one person. So, I would cheat and make it a table for four😊 First, I would invite Rumi. As a fellow from Konya, I feel a special connection to his philosophy. I have been to his museum so many times as a kid and read his poetry a lot, it will be good see him in person. He would inspire some deep conversations. Then, I would bring Salvador Dalí as I am fascinated by human creativity, and Dalí’s mind would be a wild ride. And finally, I would add Ibn Battuta to the mix. I mean, who else could come to lunch with the most outrageous, interesting travel stories? I am not sure if they would actually get along, but I will take the risk 😊.
What’s the best advice you’ve ever received, and how has it influenced your career or life?
One of the best advice I’ve received is to make peace with uncertainty—do the best analysis, accept that some things are unknowable, and keep moving forward. In academia and life, uncertainty is part and parcel of the process. For example, you never fully know if your idea has merit, if the data will support your predictions, or, even if all goes well, how reviewers will react to your research. The same goes for life—so many future decisions are shrouded in uncertainty, but you have to keep moving forward.
This article was written by
PostDoc at ETH Zürich, Switzerland
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