Editorial: Generative AI in business education: some future research directions
Abstract
Generative artificial intelligence (GenAI) employs deep learning models to create human-like content (e.g. text, images and videos) in response to intricate prompts (e.g. questions, instructions and statements) (Lim et al., 2023; Feuerriegel et al., 2023). GenAI can both respond and learn patterns from training data, allowing it to generate new, similar content (Sengar et al., 2025). These tools have become integral to daily life, transforming how individuals search for information, communicate and make decisions. In educational settings, GenAI can automate previously challenging tasks such as drafting and revising text, summarizing materials, reframing arguments and writing or debugging code (Graf and Bernardi, 2023; Van Dis et al., 2023).In business education, GenAI integration is particularly relevant given AI's widespread adoption across organizational functions, from marketing and human resources to finance, operations and customer service. This diffusion reinforces the need to incorporate AI-related knowledge and skills into business curricula (Sollosy and McInerney, 2022). Prior research has examined AI in education primarily through three stakeholder perspectives: students, lecturers and administrators (An et al., 2025; Anderson et al., 2025; Portuguez-Castro, 2024). For students, GenAI enables self-paced learning and personalized content aligned with individual interests. In online environments, AI-powered chatbots provide timely, tailored feedback (Abbas et al.,…
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