In March, Dr. Kelly La Venture, associate professor of business administration and marketing, will share research on generative AI and its use in marketing. She and co-presenters Dr. Wooyang Kim and Dr. Hyun Sang An, both from Minnesota State University-Moorhead, will share their work at the Association of Marketing Theory & Practice annual conference in South Carolina.  

“We’re talking about generative artificial intelligence and the impact in marketing as well as in marketing education,” she said. 

In addition to generative AI, the conference will cover other emerging theories and trends in marketing. La Venture says these conferences create opportunities for her to learn and bring updated information back to her classroom. 

“The goal is to bring back what we have learned so we can make sure we’re teaching those skills to our students,” she said. “We want them to be prepared with the skills they need to be ready for the jobs of the future in marketing, where they’re going to need to use generative AI. 

“The more I stay informed about those topics, the more I can make sure that I’m teaching the skills that my students need. This prepares them to be career-ready from day one when they graduate BSU,” she said. 

La Venture says that people who may be hesitant about the use of generative artificial intelligence can learn how to use it ethically and responsibly.  

“Artificial intelligence has been around for a lot longer than people think it has been, so learning about those tools and how to use them is important,” she said.