Teaching Without All the Answers: Using AI to foster critical thinking and collaboration in Digital Marketing

Abstract

This reflective narrative explores the transformation of a Digital Marketing course in response to the rise of Artificial Intelligence (AI) tools like ChatGPT. Faced with uncertainty and lacking formal AI training, the instructor embraced a learner-centered approach, integrating AI into course content to better prepare students for rapidly evolving career landscapes. The course shifted from traditional lectures and exams to hands-on projects, industry-recognized certifications, and collaborative exploration of AI tools. Through ethical discussions, tool demonstrations, and group experimentation, students developed not only technical skills but also adaptability, critical thinking, and digital confidence. This experience underscores a broader pedagogical shift, from delivering content to facilitating learning alongside students, and highlights the importance of teaching students how to navigate change, learn continuously, and apply knowledge in real-world contexts