AI and Marketing: Bridging the Gap Through a Game-based Tool Among Higher Education Students

Abstract

Artificial Intelligence has a very important impact on a company’s marketing strategy. From personalization, decision-making or content development, there are several value-creation instruments that can increase the notoriety of a brand. However, literature shows that Higher Education students do not fully understand the opportunities and threats that AI applied to Marketing has on their future jobs. This paper describes the conceptualization and validation of a game-based tool to promote knowledge about AI applied to marketing. Aimed at Higher Education Students who are about to enter the job market, this solution was designed to increase users’ critical sense of the opportunities and dangers of using automatic technologies. Four co-creation sessions were organized using a Design Thinking approach to increase participation and creativity of all participants. Trailblazer AI, a prototype of a boardgame with 300 questions, was produced in the following categories: AI Marketing Fundamentals; Tools and Platforms; Ethics and Privacy; Metrics and Analysis; Case Studies and Success Stories; and AI Powered Content Creation. The prototype was validated with a different group of 25 students. The results suggest that game-based tools developed with students in co creation environments can promote motivation and knowledge in AI applied to Marketing. About 92,00% of the respondents consider it as a good tool to promote knowledge about AI, and 72,00% of the students are revealed to be motivated to play the game in recreative contexts.